Thierry Vannier, Galeries Lafayette, talks about promoting luxury tourism in France

Thierry Vannier states that "France Excellence is very important to us. We've been partners since the beginning, and it's a truly significant event in the tourism world, bringing together travel agencies, B2B companies, journalists, and infrastructure." According to Vannier, the initiative is an opportunity to strengthen the brand's presence and promote luxury tourism in France.

Luxury tourism in France

Regarding France's position as a leading luxury tourism destination, Vannier comments: "It's important to continue. We're present in Paris, but also in 17 cities across the country. Through France Excellence, we promote not only Paris, but the entire country. We have stores in Strasbourg, Bordeaux, and Nice, and we want to show that there's much more to France than just the capital. Our goal is to encourage tourists, especially from Brazil, to continue visiting and rediscovering the country. We act as a benchmark brand to raise awareness for the destination."

Profile and number of international visitors

When asked about luxury tourists from the United States and Latin America, Vannier explains: "Last year, we welcomed 35 million visitors, including 10 million international visitors. The American presence was strong, and there was a significant increase in Brazilian tourists, driven by the Olympic Games, which sparked interest in revisiting France. It's worth remembering that visitors often come as families, accompanied by children, parents, and grandparents."

Brand curation and marketing strategies

Vannier details the curation work: "We have 3,200 brands and follow a charter to work with the Go4Good seal, ensuring that brands have responsible commitments. Furthermore, we monitor energy consumption and promote sustainable practices in our operations. Our goal is to connect brands with end consumers, always with an eye on social and environmental responsibility."

Commitment to community projects and sustainability

The marketing director emphasizes that Galeries Lafayette is constantly evolving: "We are always introducing new brands, concepts, and exclusive products to maintain the interest of visitors, especially Brazilians. In preparation for the Christmas season, we will launch a concept inspired by the 100 years of arts décoratifs in France, in partnership with James de Talent, incorporating storytelling and design to create a unique experience."

France Excellence 2025 celebrates cultural exchange between France and Brazil

The 5th edition of France Excellence will take place from September 22 to 24, 2025, at the Rosewood Hotel in São Paulo, under the theme "Aux Sources de l'Inspiration" (loosely translated, "At the Sources of Inspiration"). This year's central themes are travel, gastronomy and wine, and architecture—areas in which the Franco-Brazilian partnership has generated remarkable connections. The event features conferences and business meetings.

Caroline Putnoki is the event's creator and Director for South America at Atout France. The initiative is part of the new France-Brazil 2025 Season, organized to celebrate 200 years of bilateral diplomatic relations. This season was agreed upon in 2023 between Presidents Emmanuel Macron and Luiz Inácio Lula da Silva and reinforces the commitment to strengthening cultural, tourism, and economic cooperation between the two countries.

Report and photo: Mary de Aquino.