What can Brisbane learn from France’s 2024 Olympics? Travel trends and insights for 2032

Understanding inbound travel surges

The 2024 Olympics saw a massive increase in international travel to France, with a 31 percent rise in air traffic to major host cities compared to the previous year. Paris, the heart of the Games, recorded a 33 percent increase in inbound passengers during the week of the opening ceremony.

Other host cities also experienced a surge in visitors. Lille, which hosted events such as football and handball, saw a 51 percent increase in air travel in the first week of the Games. Nantes and Bordeaux also recorded substantial increases, with inbound travel up by 35 percent and 33 percent, respectively.

For Brisbane 2032, this highlights the need to ensure that infrastructure, from airports to accommodation, can handle a similar surge. Queensland must be ready to welcome a global audience, with adequate resources to manage the peak influx during the Games.

Managing pre-Games departures

Interestingly, while millions flocked to France for the Olympics, there was also a notable increase in outbound travel from the host cities before the Games began.

Sabre’s analysis shows that outbound travel from the host cities increased by 13 percent year-on-year, as many locals and travellers sought quieter destinations away from the hustle and bustle of the Olympic festivities.

This trend was particularly evident among families, who were less likely to stay in the host cities during the Olympics. Instead, they opted for more tranquil vacation spots, contributing to a decrease in family travel to the Games compared to solo travellers and couples. The data shows that solo travel increased by 69 percent, while couples’ travel was up by 31 percent during the Olympic weeks.

Brisbane can take note of this by promoting regional tourism within Queensland, offering alternative vacation spots that cater to those seeking a peaceful retreat. This strategy could help distribute the economic benefits more evenly across the state, rather than concentrating them solely in Brisbane.

Balancing early bookings and last-minute rush

The French Olympics highlighted two distinct booking behaviours: a significant rise in early bookings, with a 165 percent increase in reservations made 10 months in advance, and a last-minute surge in arrivals, particularly the day before the opening ceremony. This suggests that while many travellers plan well in advance, there will also be a need to accommodate last-minute bookings and ensure availability.

For Brisbane’s businesses, having a dynamic pricing and booking strategy will be key. Offering early-bird discounts could encourage advance bookings, while maintaining flexibility in accommodations, venues and services will help manage the inevitable last-minute rush.

Airline capacity adjustments

France saw a 7 percent increase in international airline capacity to accommodate Olympic travellers, though domestic capacity slightly decreased due to a ban on short-haul flights. However, key routes between Olympic cities still saw a boost in capacity.

Australia is likely to see a significant influx of international visitors for the Brisbane 2032 Olympics, potentially more than France did in 2024, due to its geographical isolation and the unique appeal of the destination and the opportunity to explore the country’s vast and diverse landscapes.

However, this increase will depend on how effectively Australia leverages its geographic advantages, infrastructure readiness, and the global appetite for long-haul travel at that time.

Airlines are likely to increase their capacity significantly for the Brisbane 2032 Olympics, not only to Brisbane but also to other major Australian cities like Sydney, Melbourne, and Perth. The Australian government and airports will likely work to expand facilities and services to accommodate the surge in international visitors.

Brisbane needs to ensure both international and domestic travel options are robust and well-coordinated. Enhancing public transportation, including rail and bus services, will also be essential to managing the flow of visitors within the state.

Leveraging global interest

The 2024 Olympics attracted visitors from all over the world, with notable increases in travel from North America and Asia Pacific, particularly from cities like New York and Tokyo. Brisbane can expect similar global interest and should prepare targeted marketing campaigns to attract international visitors, while also planning for the specific needs of these diverse traveller groups.

Tailoring tourism strategies

The divergence in travel behaviours (some travellers flocking to the excitement of the Olympics, while others sought quieter alternatives) highlights the importance of tailored tourism strategies. Brisbane can learn from France’s experience by creating diverse offerings that cater to different traveller preferences, ensuring that both the thrill-seekers and those seeking tranquility have options.

Preparing for the Paralympics

Looking ahead to the Paralympics, Sabre’s data shows continued high interest in travel to France, particularly from New York and Tokyo. Sabre’s analysis indicates that travel from New York to Paris is up 79 percent for the day before the Paralympics begins, and travel from Tokyo is up 71 percent compared to last year.

Brisbane should similarly prepare for a sustained influx of visitors beyond the Olympics, ensuring that infrastructure, accessibility and services remain at peak performance for the Paralympic Games.

Implications for the travel industry

Sabre’s analysis highlights the complexity of travel trends during major global events like the Olympics. The divergence in travel behaviour, with some travellers flocking to the host cities and others opting for quieter escapes, emphasises the importance for the travel industry to understand and cater to the diverse needs of different traveller segments.

Final thoughts

As Queensland prepares for the 2032 Olympics, the insights from France’s 2024 Games offer a roadmap for success. By understanding and applying these lessons, Brisbane can better manage the complexities of hosting a global event, ensuring a seamless experience for all travellers, whether they are drawn to the heart of the action or seeking a peaceful retreat.

Advanced technology and data-driven insights play a vital role in helping travel companies deliver tailored experiences that meet the unique demands of all travellers—whether they are seeking the thrill of the action or a peaceful retreat.