Lorens at IFTM Top Resa: Putting Film on the Travel Map

Three days at the heart of the travel trade

IFTM Top Resa is where the whole French travel trade meets: tour operators, travel agencies, tourism boards, carriers and tech providers, around 1,700 brands gathered in Hall 1. This year’s edition was built around the value of travel, a theme that could hardly suit us better. Our answer is simple: a journey is worth more when it carries a story, and few stories travel as far as those told on screen. For three days we walked the aisles and sat down with the people who design trips for a living, to talk about how cinema shapes the way a destination is seen, chosen and remembered.

Why the travel trade should look at the screen

Travellers rarely choose a destination from a list of monuments. They choose it because something made them want to be there, and very often that something is a film or a series. The trade knows the effect, yet few offers are built around it, and that is exactly the space Lorens works in. We turn filming locations into experiences a tour operator can sell and a guide can deliver: routes that follow a shoot, scenes replayed on the very spot where they were filmed, and a story that begins before departure. Our campaign with Adso Films and The Travelling Set around L’Affaire Bojarski in Lyon shows how quickly a release can become a reason to book, and it was the story we brought with us to Paris.

What we are bringing back from Paris

We leave IFTM with new contacts, plenty of ideas and a clear sense that the appetite is there. Agencies are looking for products that stand out, destinations want visitors who come for a reason and stay longer, and cinema gives both a head start. In the weeks ahead we will follow up with the professionals we met to build film-based itineraries together and to put Lorens Toolkit in the hands of more guides. Whether we crossed paths in the aisles or missed each other, get in touch: the next trip worth taking may already be on screen.