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With the 2024 Paris Olympics in full swing, Kiwi and Australian travellers are seizing the opportunity to explore more of France’s rich cultural and culinary landscapes.
According to new search data from Booking.com, this iconic sporting event has inspired many to extend their journeys beyond Paris, discovering lesser-known gems and popular destinations alike.
The data reveals a surge in interest for regions celebrated for their food and wine. Kiwi travellers, in particular, are flocking to Bordeaux, with searches up a staggering 530% year-on-year, and Lyon, which has seen a 50% increase. These destinations are renowned for their world-class culinary offerings, from exquisite wines to gourmet cuisine, drawing food enthusiasts from across the globe.
Australian travellers, on the other hand, are showing a distinct preference for France’s stunning coastal destinations. Marseille, with its vibrant harbour and historic charm, has seen a 70% increase in searches, while the glamorous resort town of Saint Tropez has experienced a 40% rise. These seaside locales offer not just beautiful beaches but also rich cultural experiences and landscapes.
One of the more surprising finds from the data is the growing interest in Lourmarin, a quaint hilltop village nestled amidst vineyards, olive groves, and almond trees. This hidden gem, known for its bustling morning markets and a Michelin-starred restaurant, has seen a 200% increase in searches from Kiwi globetrotters, making it a must-visit for those seeking a blend of rustic charm and culinary delight.
Todd Lacey, regional manager for Oceania at Booking.com says “With the highly anticipated sports event of the year now underway, travellers have a once-in-a-four-year chance to watch elite athletes compete in Paris. Recent Booking.com Travel Trends data highlights that those traveling for sport, almost half (47%) say they are motivated to make a trip out of the occasion and see the sporting city’s culture.”
To assist travelers in exploring beyond the usual hotspots, Booking.com’s AI Trip Planner, now available in New Zealand, offers a wealth of alternative attractions and destinations. Todd says “Our search data reveals Kiwis are particularly interested in sampling some of the latest vintages in Bordeaux, with searches up over 500%, or seeking out the sunny seaside in Cannes, where searches have increased by over 400%.”
Whether it’s the coastal beauty of the Massif de l’Esterel, the vibrant night lights of Marseille from the Frioul Islands, or the rich wine history of Bordeaux, Kiwi and Australian travelers are clearly embracing the chance to see more of France during this Olympic season. This trend highlights a growing desire among tourists to combine their love of sports with the rich cultural experiences France has to offer.
