Saturday,  February 4, 2023  12:47 am

Atout France launches new training program for travel trade

Atout France launches new training program for travel trade
Lyon, France. (Nguyen Dang Hoang Nhu/Unsplash)
Pax Global Media

Atout France is highlighting the exciting and diverse tourism experiences one can find in France in its new France Connaisseur learning program for the travel trade.  

Open to Canadian travel advisors and tour operators, the platform helps travel pros guide their clients according to expectations and offer them exceptional French experiences.

France Connaisseur also aims to show the diversity of touristic destinations, focusing on local heritage, activities, accommodations and regional gastronomy.

Tour operators and travel agents are invited to register for courses, which have been adapted to their level of knowledge, to discover French destinations.

Several modules allow them to acquire a France Connaisseur certificate, provided they complete the entire course of modules and obtain 75 per cent of correct answers in the final assessment.

The modules are now available in English, French and other languages.

Moreover, the France Connaisseur program is endorsed by the Association of Canadian Travel Agencies (ACTA), which means that each travel agent who completes the training (all modules available) will benefit from a France Connaisseur certification and four ACTA credits.

Visit ACTA’s website for more information.

The 19 modules, which are compatible with all devices, offer an “original and differentiating learning experience,” says Atout France.

The program will soon be updated with new topics dedicated to sustainable tourism, the major international sporting events that France will host in 2023 and 2024, as well as a guide for welcoming visitors with disabilities.

Lyon in the spotlight 

To mark the launch of the program, the city of Lyon – often recognized as the culinary capital of France – has been selected as a featured destination.

Lyon, the second-largest city in France, offers a "unique journey through time and the French art of living," says Atout France. 

From gastronomy to UNESCO’s historic heritage, the city has many assets that “make it a charming destination for all lovers of France, all year long,” says the agency. 

From January 22 to 23, 2023, the world’s most prestigious culinary competition, the Bocuse d’Or will be held in Lyon. The talented chef from the ITHQ hospitality and tourism school in Montreal, Samuel Sirois, will represent Canada to win the gold medal.

Lyon will shine internationally in September 2023 by hosting the Rugby World Cup.

And Lyon’s culinary excellence is honoured in the new Cité of Gastronomy in the historic and grandiose Hôtel Dieu.

For the launch of the new France Connaisseur learning program, the OnlyLyon Tourist Office and Convention Bureau is giving away two gift vouchers worth each CAD $200 for and/or

The draw is on Jan. 20, 2023, selecting two winners who have completed at least the Auvergne-Rhône-Alpes module by Jan. 15, 2023.

Sign up for the France Connaisseur here. For the contest rules, click here

For more info, travel professionals can contact Samantha Favel at

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