Marseille, a new destination for Chinese travelers

On February 13 and 14, 2025, the Marseille Convention and Visitors Bureau took part in the China Workshop 2025 in Paris. The event brought together 118 French service providers to meet 229 travel agency representatives from China, the United States, Canada, Southeast Asia and other European countries.

The event attracted a growing number of young professionals, reflecting a new approach to the market. Large-group travel and express tours are gradually giving way to smaller, more intimate and immersive experiences with friends and family. Nowadays, travelers are looking for more authentic experiences, taking the time to discover local riches and soak up the country’s art de vivre. Slow tourism is thus becoming a major trend, driven by this quest for authenticity and serenity. However, gastronomy and shopping remain must-sees for Chinese tourists, and are a natural part of this new way of traveling.

The organizer, Mr. Pierre Shi, president of ID Travel Pro, pointed out that 2025 will mark the period of post-Olympic Games fallout from Paris 2024, with an expected growth in the number of Chinese tourists. He pointed out that, although some regular visitors were unable to travel to France in 2024 due to this major event, these tourists should be more numerous in 2025.

On February 20 and 21, in Marseille, the Leisure Promotion Department welcomed 60 Chinese agencies and tour operators for an immersion in the heart of the city. On the program for these days of discovery and sharing, our guests had the opportunity to explore Marseille from every angle. Visiting hotels on the Old Port, discovering the picturesque Panier district, taking in the immersive experience of Cosquer Méditerranée and the cultural richness of Mucem. They also embarked for the Château d’If, before enjoying a panoramic bus tour, offering a breathtaking view of the Phocaean city. And of course, a must-see shopping session at the Terrasses du Port. In two days, the professionals were seduced by the diversity of Marseille, the depth of its history and the beauty of its landscapes. We are convinced that they will become true ambassadors of the city to Chinese travelers.

A huge thank you to our partners for their welcome and commitment.