3 French Cities That Belong in Every Agent’s Portfolio — And None of Them Is Paris

Paris welcomed 37.4 million visitors last year. It is the most visited city in the world, and every travel agent already knows how to sell it. But here is the thing: your clients are starting to ask for something different.

Across France, three cities are pulling record numbers of travellers in 2026. Lyon, Bordeaux, and Annecy are no longer “nice alternatives” to Paris. They are becoming first-choice destinations in their own right. For travel agents building ground packages in France, these three cities offer higher margins, happier clients, and a lot less competition.

Why France’s Second Cities Are Booming

The shift away from overcrowded capitals is the biggest trend in European travel right now. Travellers want smaller cities where they can walk into a restaurant without a reservation, explore a neighbourhood without fighting through crowds, and feel like they have discovered something special.

France is perfectly set up for this. New budget high-speed train routes from Ouigo now connect Lyon and Bordeaux directly, with fares starting under €20. Nantes, Lille, Toulouse, and Marseille are already on the network. For travel agents, this means building multi-city ground itineraries has never been easier or cheaper.

Add in France’s world-class accommodation, reliable local transfers, and a deep bench of guided experiences, and you have everything you need for a complete ground package that does not start or end at the Eiffel Tower.

Lyon: The Gastronomic Capital That Sells Itself

Lyon is often called the food capital of France, and for good reason. The city has more restaurants per square metre than almost anywhere in Europe. From traditional bouchons — small family-run bistros serving hearty Lyonnaise classics — to Michelin-starred dining, food is the engine that drives tourism here.

But Lyon is not just about eating. The old town, Vieux Lyon, is a UNESCO World Heritage site with Renaissance architecture, hidden passageways called traboules, and a riverside setting that photographs beautifully. The Basilique Notre-Dame de Fourvière sits on a hilltop above the city, offering views across the rooftops to the Alps on clear days.

For ground packages, Lyon delivers high-value experiences that are easy to organise. Walking food tours, wine tastings in the Beaujolais region just north of the city, cooking classes, and guided historical walks are all well-established products. A three-night Lyon package gives your clients a complete French experience without the Paris price tag.

What to include in a Lyon ground package

• Boutique hotel in the Presqu’île or Vieux Lyon district
• Guided food tour through Les Halles de Lyon Paul Bocuse market
• Half-day excursion to Beaujolais vineyards with tastings
• Walking tour of the traboules and Renaissance old town
• Transfer to Fourvière hill for panoramic city views

Bordeaux: Where “Positive Tourism” Meets World-Class Wine

Bordeaux has been quietly transforming itself over the past decade, and the results are stunning. The city’s UNESCO-listed waterfront along the Garonne River has been completely renovated. The famous Miroir d’Eau reflecting pool in front of the Place de la Bourse is now one of the most photographed spots in France.

What makes Bordeaux stand out for travel agents in 2026 is its commitment to what the city calls “Positive Tourism.” This means sustainable practices, local sourcing, and experiences that benefit the community. It is exactly the kind of story that resonates with today’s travellers, especially those from northern European markets who increasingly ask about sustainability.

Of course, wine is still the main draw. The Bordeaux wine region stretches across 60 different appellations, from Saint-Émilion to Médoc. Day trips to châteaux with private tastings are a ground package staple. But Bordeaux also offers excellent cycling routes, river cruises on the Garonne, and a thriving street art scene in the Chartrons neighbourhood.

What to include in a Bordeaux ground package

• Central hotel near the Place de la Bourse waterfront
• Full-day wine tour to Saint-Émilion with château visits and tastings
• Guided cycling tour along the Garonne River
• Visit to La Cité du Vin, the city’s interactive wine museum
• Evening walking tour of the illuminated waterfront and Miroir d’Eau

Annecy: Alpine Luxury Without the Swiss Price

If your clients love the idea of Swiss lakes and mountain scenery but flinch at Swiss prices, Annecy is the answer. Sitting on the shores of Lac d’Annecy — one of Europe’s cleanest lakes — this small Alpine city combines outdoor adventure with French charm at a fraction of what a comparable Swiss holiday would cost.

Annecy’s medieval old town is built around canals, earning it the nickname “the Venice of the Alps.” The pastel-coloured buildings, flower-lined bridges, and clear turquoise water make it one of France’s most photogenic cities. For the Instagram generation, Annecy practically sells itself.

Summer ground packages here can include lake cruises, paddleboarding, paragliding over the mountains, hiking in the Aravis range, and cheese tastings in traditional Alpine farms. Winter brings skiing in nearby La Clusaz and Le Grand-Bornand. Annecy works year-round, which is a huge advantage for agents looking to fill shoulder-season gaps.

What to include in an Annecy ground package

• Lakefront boutique hotel or charming old-town guesthouse
• Lake cruise on Lac d’Annecy with mountain views
• Half-day hike or e-bike ride through the Aravis foothills
• Guided tour of the medieval old town and Palais de l’Île
• Visit to a local fromagerie with Reblochon and Tomme tastings

How to Connect All Three

One of the best things about these three cities is how easy they are to link into a single itinerary. Lyon to Annecy is just two hours by regional train. Lyon to Bordeaux is now served by Ouigo’s budget TGV route. A seven-night France ground package covering all three cities gives your clients mountains, wine country, and world-class gastronomy in one trip.

Transfers between cities are straightforward. France’s rail network is reliable, well-connected, and affordable. For clients who prefer private transfers, the road network is excellent. You can also position Lyon as a gateway — clients fly into Lyon-Saint Exupéry airport, which has growing international connections, and build the itinerary from there.

The Opportunity for Travel Agents

France is the most visited country in the world, but most of that demand is still funnelled through Paris. Agents who can offer Lyon, Bordeaux, and Annecy as standalone destinations — or better yet, as a combined multi-city package — are tapping into a market with less competition and higher client satisfaction.

These are not obscure villages. They are well-established cities with reliable local suppliers, excellent accommodation, and a deep catalogue of bookable experiences. The infrastructure is there. The demand is growing. The only question is whether you will build the packages before your competitors do.

Tools like MindDMC can help you put together detailed ground itineraries for Lyon, Bordeaux, and Annecy in minutes — complete with accommodation, transfers, activities, and day-by-day planning. If France beyond Paris is not in your portfolio yet, now is the time to add it.