The event will bring together 10,500 athletes from 206 National Olympic Committees (NOCs) representing nations worldwide, and the games are set to be the largest event ever organized in France.

With major sporting events such as the Super Bowl, Olympics, European Championships, and others, international advertising investments are expected to reach $61 billion this year alone. These events not only boost advertising revenues but also generate significant travel demand, with countries experiencing substantial increases in visitors ready to cheer for their favorite teams.

According to the latest travel data from Sojern, flight bookings increased by 63% compared to the previous year ahead of the F1 Grand Prix in Singapore, and travelers booked their stays in Qatar well in advance of the usual holiday period to secure a spot at the 2022 FIFA World Cup. These major sporting events renew interest in host destinations long after the finals. After hosting the World Cup, Qatar saw a surge in international tourism hospitality searches ranging from 79-255%, a peak contrary to the average for that period.

Flight bookings to Paris increase with the opening of ticket sales for the Olympics

Paris is already a popular destination, with 6.3 million travelers visiting the Eiffel Tower in 2023, surpassing pre-COVID tourism in 2019. The Olympics are expected to further solidify France’s position as one of the most sought-after travel destinations. Tickets for the 33rd Olympic Games went on sale on November 30, 2023, and tourist demand for France immediately increased significantly. For the 2024 Olympic Games period, not only did flight searches increase, but Paris bookings also rose by 125% compared to the same period last year.

Arrival dates vary, indicating that travelers are likely planning their trips based on specific events and available vacation time. Regardless of the arrival date, one thing is certain: most travelers plan to depart from Paris on the day the Olympics end, highlighting that many may come from countries where companies do not offer extended vacations, such as the United States. Additionally, with an average travel duration of 11 days compared to 13.2 in 2023, it is clear that the Games are the driving force behind travel motivation.

France remains a popular destination for American travelers

Historically, Paris has been one of the top summer destinations for travelers worldwide, and the Olympics will strengthen France’s position at the top of their preferences. According to Sojern’s flight booking data, 23.8% of bookings during the Olympic period for Paris come from the United States, making it the top international origin country, followed by Canada, the United Kingdom, Japan, and Spain. The United States topped the medal tally at both the 2020 and 2016 Olympics, another motivation that could stimulate demand from the USA. As summer stays in Paris are always in high demand, travelers must book their vacations well in advance if they coincide with the Olympic Games.

Parisians book trips to other French destinations

While international travelers flock to Paris for the Olympics, Parisians find comfort elsewhere, taking vacations in other parts of France. Currently, hotel bookings by Parisians heading to other French destinations have increased by 49% during the Olympic season compared to 2023, indicating that many intend to leave the city during the Games to avoid crowds. Lille, Nice, Corsica, Lyon, and Toulouse are the top destinations, but this trend offers hoteliers across the country the opportunity to attract Parisians to their accommodations during the Olympic period, contributing to demand growth.

“We are excited about the growing interest in Lyon as a tourist destination and look forward to hosting visitors before and after the Olympic events.”

“Lyon, just a 2-hour train ride from Paris, offers the perfect mix of sports, gastronomy, culture, and the renowned French art de vivre. Having recently hosted significant events like the Women’s World Cup and the Rugby World Cup, we are ready to provide a memorable French hospitality experience. Whether travelers come from nearby or afar, Lyon aims to leverage the growing travel demand to create a lasting appeal for new visitors,” said Mathilde Carpentier, Director of Partnerships and Promotion at ONLYLYON Tourisme et Congrès.

The Paris Olympics comes with a 100% Tourist Tax Increase

How Destination Marketing Organizations (DMOs) can leverage increased travel demand

“By consistently working on the right digital channels, not just seasonally but throughout the year, Destination Marketing Organizations (DMOs), and hoteliers, can reach travelers online at the right time and encourage them to consider a stay beyond sports events,” explains Luca Romozzi, Sr International Director Destination Sojern. “These multi-channel marketing campaigns, if consistently supported, help refine customer targeting, optimize spending, increase online visibility, and enhance performance with reduced budgets. An approach that allows reaching travelers at any time during travel planning, yielding better results with lower investment.”

DMOs can leverage existing demand and renewed interest to encourage travelers to book local attractions or even explore lesser-known neighboring regions. This requires DMOs to go beyond traditional seasonal campaigns and adopt an always-active, multi-channel approach to their marketing strategies. In response to an uncertain economy and inflation, over 58% of DMOs are adopting an “always-on” marketing approach.