The deployment of the army to several American cities, a shutdown that is dragging on, outrageous rhetoric against Europe, a travel ban on 39 countries, higher ESTA and national park entry fees, not to mention the desire to comb through your social networks if you want to set foot on American soil... The first year of Donald Trump's second term in office has not been all plain sailing for tourism professionals in the United States. According to the National Travel and Tourism Office (NTTO), international arrivals have fallen by 8% over the last eight months compared to 2019, a decline that amounts to 6% for France. But what about the MICE market? Voyages d'affaires interviewed Urban MICE, a specialist agency of inbound tour operator Go West Tours.
The USA, a "wahou" destination that requires a high budget
" We are hoping for a recovery after a rather quiet 2025, marked by a wait-and-see attitude on the part of companies as soon as Trump returns to office in January. The very high yield of airlines at the same time has also caused us to miss some opportunities in 2025. The USA is then competing with more affordable destinations. Fortunately, there is a natural volume of activity due to trade fairs and conventions, the presence of the head offices of American groups, universities and research centres, as well as French companies with subsidiaries or branches in the United States. "explains Florence Solal, Sales Director of Go West Tours.
However, it's difficult for the agency to plan ahead, as bookings from Covid are coming in later and later, up to two months before departure for groups of around fifty people on average. " However, we are receiving more and more requests for smaller trips, with 15 to 20 participants. This involves fewer employees within a company and helps to keep the budget in check with services whose prices have risen by 30% overall in 6 years due to inflation and the rising cost of living. The fact that there are fewer of us also facilitates transfers and avoids, for example, the costs of privatising a restaurant. Even if each project is different, you should expect to spend around 3,000 dollars per person on site for 4 to 5 nights, depending on the hotel category chosen. "says Marina Zine, MICE Sales Manager.
New York continues to top the list, ahead of San Francisco and the United States. Las Vegas. " There's always a wow factor in the USA when it comes to simple activities like a food tour on foot, a climb to the Empire State Building or Summit One Vanderbilt observatory, a bike ride across the Golden Gate Bridge, a sailing trip on the Hudson River or San Francisco Bay... In the age of teleworking, companies prefer experiences that unite all their employees... "she adds.
A small World Cup effect hoped for
The Football World Cup could have a major impact on the 2026 business of Urban MICE and other French agencies. Groups such as financial institutions and official partners will be inviting their best clients to attend the matches, while at the same time taking advantage of the opportunity to discover the host cities. With packages to which the cost of the stadium tickets will have to be added, i.e. between 2,000 and 3000$ per person. " That's not what's going to make our year "Florence Solal, who is relying instead on new air routes such as Air France's Paris-Las Vegas route, due to open on 15 April, is lucid in her assessment.
" Specific American states or cities are the subject of requests linked to trade fairs or their activities, such as Las Vegas for the Consumer Electronics Show (CES), Detroit for the automotive industry, Phoenix for electronic chips [route served by Air France since May 2024, editor's note], Texas for new technologies, etc. "she adds. Finally, she insists that the United States remains " open for business "We're proud of the quality of our services, which will ensure satisfied travellers when they return to France.
