In December 2018, the French private custom travel brand Madame Brigitte officially launched in Mainland China, focusing on in-depth cultural tours to introduce Chinese travelers to a different side of France.
Madame Brigitte is not only a travel brand but also the name of its founder. Madame Brigitte is an avid traveler who has visited 21 countries and 98 cities. Known as a travel enthusiast among her friends, she stands out by never joining tour groups—she always travels alone or with her husband, learning to cook local cuisine from residents and deeply immersing herself in local life.
In the early 1990s, during China’s tourism boom, Madame Brigitte first visited China, exploring many famous historical sites and venturing even more into lesser-known rural villages. She explored China’s traditional culture step by step, a passion that continued after she returned home, where she traveled across France’s cities and towns. It was then that she realized how many interesting and meaningful places we often overlook—places that are waiting to be discovered.
On her journey to find beauty, Madame Brigitte often saw buses full of Chinese tourists at iconic sites such as the Eiffel Tower, Notre-Dame Cathedral, Provence, and the Louvre. While these places were bustling with activity, visitors usually came and went in a rush without taking the time to truly appreciate their depth and charm. This deeply saddened Madame Brigitte. She believed that to discover the beauty of France, one shouldn’t just visit famous landmarks, but should take the time to “explore” and uncover the less-known yet meaningful spots that also carry France’s rich cultural heritage.
In 1995, Madame Brigitte began realizing a long-held dream in Paris, France: to provide locally customized travel experiences for visitors to France. She named the brand after herself, hoping to inject fresh energy into the French tourism market.
Strictly speaking, Madame Brigitte is a serial entrepreneur. Her group started its first venture in 1991—international transportation—which has thrived for over 20 years and established a solid position in the industry. Her second venture offered immigration and local reception services for expatriate families, helping clients settle in France and feel less lonely or helpless in a foreign land. The philosophy of putting service first has been consistently upheld.
After receiving countless thank-you emails, Madame Brigitte became convinced that private custom services were the way of the future, as people increasingly awakened to more thoughtful ways of traveling. And so, this beautiful seed of adventure began to take root and grow in France.
In 2018, Madame Brigitte established offices in Beijing and Dubai, aiming to create meaningful, high-quality travel experiences tailored for guests from China, the Middle East, and Europe. The arrival of Madame Brigitte offers middle-class travelers unique and distinctive ways to explore. Since its website launch in 2018, it has garnered attention and praise from around the world.
What sets Madame Brigitte’s private custom travel apart from other agencies is its focus on every small detail of the trip—from timing, routes, accommodation, meals, and language. It breaks away from conventional travel plans and provides comprehensive, personalized travel customization services in France. It recommends niche and unique experiences, including visits to hotels, restaurants, museums, and castles, as well as discovering uncommon beauty. E-books are available at any time to help travelers experience real “local” French life. Travelers can also opt for a private guide who speaks their native language. With high cost-performance, warm, and professional service, your trip becomes more enjoyable and distinctive.
At the same time—and most importantly—it’s affordable. Unlike other high-end travel options with luxurious pricing, Madame Brigitte aims to offer a luxurious experience at more accessible prices. As she puts it: “Our focus isn’t just on how beautiful the scenery is. We want more people to experience local culture—whether it’s staying in castles, manors, or wineries, or integrating into local life. We want more young people, and even those who have been to France before but wish to explore deeper, to break free from the cycle of ‘walk—stop—take a photo—walk—stop—take a photo.’ Instead of using photos on their phones to prove they’ve ‘been there,’ they can truly feel and understand the cultural and ethnic differences from the heart.”
Currently, Madame Brigitte has 11 established product lines, with new ones continuously being added. These mainly cover areas such as Paris and its surroundings, Marseille and the French Riviera, the Loire Valley castles, the Alps, the Bordeaux wine region, the Dordogne, Provence, Nice, Annecy, and Chamonix—destinations rich in local character. Moreover, Madame Brigitte’s in-house French design team can add or remove any details based on travelers’ needs and offer the most valuable advice.
Madame Brigitte also hopes to serve as a bridge between the charm of China and the allure of France, further promoting cultural exchange between the two and contributing to the friendly relations of their peoples.