The IFTM (International & French Travel Market) fair, held from September 15 to 17, 2026, in Paris-Porte de Versailles, highlighted a resilient but constrained travel sector. Budget, security, climate, and geopolitical issues are reshaping travelers' choices, while artificial intelligence is becoming prominent in the tourism industry. Under the theme "The Value of Travel," this 48th edition of IFTM brought together nearly 1,700 brands and welcomed approximately 34,000 professional visitors. The fair allowed for measuring the economic, human, and environmental impacts of travel, at a time when the sector must balance attractiveness, cost control, and sustainable transition. France remains the preferred destination for French vacationers. According to data presented at IFTM, 84% of them went on vacation within the Hexagon, which refers to the mainland of France. However, they are more willing to reduce spending on dining, leisure, and souvenirs. This search for value favors shorter stays, accommodation with relatives, and destinations perceived as accessible. Outdoor activities are gaining ground, from cycling tourism to hiking, passing through wine tourism, craftsmanship tourism, and leisure parks. The summer season is also spreading out in time. Departures in June are increasing by 15% to 18%, while intentions to depart in September are rising from 20% to 22%. During the period from June to September, the departure rate would remain stable at 72%. The coast remains the first tourist area, with 43% of stays. Cities follow with 33%, then the countryside with 32%. Mountains continue their progress, particularly in the Northern Alps, where attendance increased by 16% in August. Tour operators had a mixed summer. The Syndicat des entreprises du tour-operating (SETO) reports a 4.3% decline in business volume between May 1 and October 31, 2026, with a 5.1% drop in the number of customers. The unit revenue remained stable. Demand was penalized by geopolitical uncertainties, rising fuel prices, and the increase in air transport costs. Reservations had fallen by 20% between March and May, before a recovery in last-minute sales starting in June. Short-haul destinations have resisted better than long-haul. Southern Europe, with Spain and Greece, remains at the forefront of sales. France progresses by 3.5% in the number of customers for the summer season, driven especially by the medium mountains. Conversely, long-haul is declining by 9.9%, affected by the rise in airfare prices. For the entire fiscal year 2025-2026, Egypt stands out with an 18.7% increase in the number of customers. China (+34.6%), South Africa (+30.4%), and Senegal (+18.4%) are also among the best growths. The United States experiences the most significant decline, at -25.5%. For the winter 2026-2027, early reservations show a more favorable signal. The already reserved business volume reaches 640 million euros, up 1.7%, with an average unit revenue increasing by 4.7%, to 2,618 euros. The destination France maintains its attractiveness for foreign visitors. International tourism revenue reaches 49.5 billion euros between January and the end of July 2026. For July alone, they amount to 9.4 billion, up 3.7% year-on-year. International air arrivals are increasing, especially due to long-haul markets. The number of visitors from Mexico increases by 14%, ahead of Canada (+10%), China (+5%), Japan (+4%), and the United States (+3%). The agency Atout France, responsible for tourism promotion, now anticipates more than 80 billion euros in international tourism revenue for the entire year of 2026, with visitor numbers potentially exceeding 100 million international tourists. "Tourism remains an essential need, a breath," emphasized the French Ministry of Tourism during the opening conference of IFTM. Artificial intelligence (AI) is no longer just a subject of experimentation. It is now established in agencies, tour operators, platforms, and destinations. According to the Club Tourisme et Technologie, 90% of its members now use AI daily, compared to 48% in 2025. Uses include writing, synthesis, information search, content generation, assistance to travelers, expense analysis, and personalized recommendations. AI also contributes to automating administrative tasks and accelerating the production of quotes or travel programs. Nevertheless, professionals remain cautious. In the sector, expectations focus on the reliability of results, data quality, confidentiality, and the maintenance of human control. More than half of the professionals surveyed also express a need for dedicated training. The role of the travel agent is thus evolving toward more advising, personalization, and reassurance. In the IFTM x CDMV x Helpdesk Pros of Tourism survey, 98.5% of respondents believe that the value of their profession primarily rests on human capital, expertise, and accompaniment, rather than just product sales. Business travel remains active, but companies are selecting their travel more carefully. The cost of business travel in France is expected to increase by 2.3% in 2026, to 31.6 billion euros. This increase mainly reflects the inflation of transport and accommodation costs, rather than a strong growth in volumes. Globally, the Global Business Travel Association predicts 1.84 billion business trips in 2026, an increase of 1.3%. Global spending is expected to reach 1,710 billion dollars, an increase of 7.2%. "Companies have not abandoned travel, but they are becoming increasingly selective and attentive to productivity," said Suzanne Neufang, CEO of the GBTA. Mobility policies also favor multimodal approaches. In France, 75.4% of companies now implement a policy favorable to trains for trips under four hours. Security, tracking of CO2 emissions, flexibility, and interoperability of tools are becoming steering criteria alongside negotiated rates. In MICE (Meeting, Incentive, Convention, and Exhibition), budgets are more closely monitored, but events are maintained. Companies prioritize reducing expenses for animation and activities, while accommodation, catering, and venues are more preserved. The residential seminar concentrates this trend. It represents 35% of corporate events in 2025, but 56% of the sector's expenses. Its average cost reaches 397 euros per participant, compared to 384 euros a year earlier. The RSE dimension is also progressing. In 2025, 34% of events took place in a labeled venue, compared to 31% in 2024. The average carbon footprint per participant decreased by 10.3%, to 16.45 kg of CO2. However, price remains the primary decision criterion for companies. At IFTM 2026, the message is clear: travel remains desired and strategic, but it must now justify its value. For travelers and professionals alike, the challenge is to find the right balance between budget, experience, security, environmental impact, and proximity.