Mulhouse, a niche destination for MICE

Mulhouse may not be the first choice for a conference or incentive trip in France. Alsace. Alsace's second most populous city (110,000 inhabitants) lacks all the epinal images that the region generally conveys. Here, you'll be desperate to find the pretty half-timbered houses adorned with masses of geraniums that are the charm of Strasbourg, Colmar or Sélestat.

The history of Mulhouse is very different from that of the rest of Alsace. Above all, it was written in the history of an independent republic closely linked to Switzerland. Until it became part of France in 1798. Then, from the 19th century onwards, the town developed with the rise of industrialisation. Mulhouse, with its textile mills and then its mechanical industry, was nicknamed the "Manchester of Alsace".. In the 20th century, the town established itself as one of France's automotive centres, notably with the presence of PSA.

Today, the city boasts an interesting mix of Basel, French and German architecture. And it has shown great creativity, even positioning itself as the laboratory for new trends in Alsace.

The same applies to hosting MICE activities. For example, the city is ideal for post-tours or special events. as part of the incredible City of the Automobilethe world's largest museum dedicated to cars. Or to the Cité des Trains with its exceptional collection of locomotives and wagons. Another alternative is the former DMC spinning mills, now artists' studios, restaurants and meeting places.

The highest climbing wall in France was inaugurated in 2020. At a height of 25 metres, it is ideal for team-building activities. A small seminar room is also available.

But above all, Mulhouse seeks to reposition itself in the more upmarket business tourism sector. It's a card worth playing, because the city can offer a good alternative to Basel - just 20 minutes away by train - thanks to its lower organisational costs. It also has an excellent transport network, with an international airport, high-speed trains and a motorway network.

A hotel industry that's renewing itself

The Alsatian city is putting the finishing touches to the Mulhouse Industrial Society conference centrefounded in 1826 by 22 local industrialists. In its classic early 19th century structure^th A 180-seat hemicycle equipped with the latest technology, as well as two meeting rooms, will be inaugurated on 22 October. A garden in the building's inner courtyard will provide a venue for outdoor activities next year. The advantage of the SIM is its immediate proximity to the main railway station, from which the TGV high-speed trains to Paris and the TER regional express trains on the Strasbourg-Basel route depart.

Things are also moving in the hotel sector. The city has a capacity of 1,500 rooms, including 5 four-star establishments in the city centre.. You can sense a gradual move upmarket.

The return of the Kyriad hotel, for example, as a private establishment not affiliated to a group, has transformed it into a charming boutique hotel in the city centre. And one that is moving towards a sustainable niche.

According to Mégane Silberhorn, Business Market Manager at the Mulhouse Convention Bureau, two other charming hotels are under development. The Berti Hôtel, close to the Musée de l'Impression sur Etoffes, will be housed in a 19th-century German-style town house.^th century.

The former sub-prefecture, located near the main railway station, is also to become a four-star hotel. The establishment, renamed the " Wallpaper Hotel "It will have 70 rooms and include a balneotherapy area. The hotel is due to open in 2023. This should give Mulhouse its first contemporary luxury hotel.