1. Target the trade rather than the general public
Reaching the American public directly costs a fortune. Yet a large share of trips to Europe goes through travel advisors, agency networks and specialist tour operators. Find the ones already selling your region and present your offer to them: it is often far more cost-effective.
2. Adapt your offer to their habits
- A website and materials in American English, with crystal-clear prices and opening hours.
- Online booking and card payment, without any hassle.
- Guided tours in English at set times, and private options for small groups.
- Content that tells a story: heritage, craftsmanship, and the link with the United States where there is one.
3. Think about communities
Alumni associations, cultural clubs, Francophile communities, historical societies: these networks organise trips and advise their members. They love tailor-made proposals. Very often, a direct contact and a dedicated offer are enough to open the door.
4. Go and meet them
Trade shows, workshops, sales missions, fam trips: nothing beats meeting in person. The secret is to book your meetings in advance rather than waiting for people to drop by your stand.
5. Follow up, again and again
A contact without follow-up is a lost contact. After each meeting, send tailored information, suggest a fam trip or a virtual tour, then follow up regularly. Very often it is the third or fourth follow-up that makes the difference.
