At the end of 2022, French tourism board Atout France launched in Europe and the United States: The French Way, a new campaign as part of its broader effort to relaunch France as a travel destination. It is an innovative campaign which aims to stimulate the return of business events in the country.
The French Way, according to Atout France, reflects the idea of a surprising destination where you can conduct a meeting, a seminar, a product launch, a conference, or an incentive like nowhere else.
Renowned forits rich cultural and historical heritage, exceptional cuisine and iconic venues, France is now also positioning itself for the international business events market as a destination at the forefront of innovation and sustainability.
The new campaign showcases the rich diversity of France’s destinations and what the country has to offer; both in terms of hosting congresses and conferences, as well as teambuilding activities and product launches.
France, of course, has a long history of hosting events and is a global leader in the planning and hosting of major international exhibitions, congresses, and tradeshows. Paris has, in 2018 and 2019, held the honour of ranking No.1 in the ICCA City Rankings for association meetings. Paris is easy to access with six train stations. In 2022 the French capital was named in the GDS Index’s Top 30 sustainable cities and, to whet the appetitte further, it has 18,000 restaurants.
During 2023 and 2024, all eyes will be on France; with the Rugby World Cup and the Olympic Games, so another opportunity to welcome the world, and show off some amazing venues, event products and services.
The national CVB gives the following 12 compelling reasons why organisers should plan their next MICE event in France:
- The World’s first tourist destination
- Health Measures in force
- Convenient Access
- A Dynamic Economy
- Unparalleled Infrastructures
- Diverse Destinations
- World Class Venues
- Unique Incentive Programs
- Art de Vivre & Gastronomy Sustainable Commitment
- Safety
- Professional Expertise.
Atout France’s latest campaign addresses the whole MICE industry, advertising the destination’s business events and incentives appeal.
To explore the full inspirational content of The French Way, visit: https://meeting.france.fr/thefrenchway
