Summary: Louisiana is using the New Orleans Saints’ first-ever NFL game in Paris—against the Cleveland Browns this October—as a platform for a broader tourism push in France and Europe, including in-person promotional events in Paris and planned outreach in London.

Louisiana tourism promotion is taking an international turn ahead of a milestone sports event in Europe. With the New Orleans Saints set to play the Cleveland Browns in Paris this October—the first National Football League (NFL) game hosted in the city—state tourism leaders are planning a coordinated campaign aimed at French and wider European audiences.

According to the report, Lieutenant Governor Billy Nungesser will travel to France with a group of Louisiana tourism officials to promote the state’s visitor offerings and strengthen cultural links between Louisiana and France. The effort is designed to convert the attention around the Paris matchup into longer-term interest in Louisiana as a destination.

Paris NFL game becomes a platform for Louisiana destination marketing

The Saints’ appearance in Paris is expected to draw significant attention, but Louisiana’s tourism strategy is not limited to the game itself. In the days leading up to kickoff, officials plan a series of tourism-focused activities in Paris intended to introduce travel trade partners and potential visitors to the state’s culture and experiences.

The planned programming is positioned as an immersive showcase, highlighting Louisiana’s food, music, arts, landscapes, and visitor destinations. The campaign also emphasizes the state’s historical relationship with France—particularly in New Orleans—framing Louisiana as a familiar yet distinct option for French travelers interested in the American South.

Cultural connections and French heritage at the center of the outreach

A key theme of the initiative is Louisiana’s French heritage and the ways it continues to shape the state’s identity. The report notes that French influence is visible across architecture, cuisine, and cultural traditions, with New Orleans frequently cited as a focal point of those ties.

The campaign also points to educational and cultural exchange as part of the broader relationship. French immersion programs in Louisiana schools are referenced as an important element of that connection, and the trip is described as an opportunity to reinforce these links through renewed engagement.

Tourism mission expands beyond Paris with planned London events

Louisiana’s outreach is not expected to stop in Paris. The report says the tourism mission includes plans to visit London as well, extending the campaign to additional European audiences and building awareness in another major travel market.

Louisiana tourism representatives presenting destination materials at a European travel industry event in Paris
Louisiana officials plan in-person tourism events in Paris around the Saints’ October game to reach French and European travel audiences.

Events are expected to include Louisiana businesses and representatives from different parts of the state, giving European travel professionals and consumers a chance to learn about destinations beyond the best-known hotspots. The approach is intended to present Louisiana as a diverse state with multiple regions and experiences to explore.

Why Louisiana is prioritizing face-to-face tourism promotion

Rather than leaning primarily on traditional advertising, Louisiana’s strategy is described as heavily focused on in-person engagement. The report argues that meeting directly with travel planners, tour guides, and media representatives can deliver stronger impact than standard broadcast or radio campaigns, because it allows for more detailed conversations and a more authentic introduction to the destination.

By pairing business-to-business outreach with cultural elements—such as food, music, and arts—Louisiana aims to leave travel influencers with a clearer sense of what visitors can experience on the ground. The underlying goal is to translate that familiarity into future bookings and sustained tourism growth.

What travelers can expect in Louisiana beyond the Paris game

The report frames the Paris game as a headline moment, but emphasizes that Louisiana’s appeal extends well beyond sports tourism. It points to the French Quarter in New Orleans, as well as the state’s bayous, plantations, and natural scenery, as examples of the variety available to visitors.

For travelers interested in history and culture, Louisiana is presented as a destination with museums, historical sites, and festivals that reflect its French heritage. The state’s music and culinary traditions—particularly Creole cuisine—are also highlighted as major reasons to visit.

Trip planning ideas highlighted in the campaign

  • Plan travel around major events, including Mardi Gras in New Orleans and the Jazz and Heritage Festival.
  • Explore outdoor experiences such as the Louisiana Bayou, including boat tours and nature activities.
  • Try signature local dishes, including gumbo, jambalaya, crawfish, and beignets.
  • Look beyond New Orleans by considering Baton Rouge, Lafayette, and Shreveport for additional cultural experiences.

Why this matters for travelers and the tourism industry

For travelers in France and across Europe, the campaign signals that Louisiana is actively courting international visitors by tying a major global sports moment to a broader cultural pitch. For the tourism industry, it reflects a strategy that uses high-profile events to open doors with travel trade partners and media—potentially shaping future itineraries and demand for Louisiana trips well after the Paris NFL game ends.