With the surge in oil prices, the current time is probably less conducive to organising a MICE event at the other end of the world or even in certain parts of Europe. Why not, then, favour France and, in particular, secondary cities?
It's an opportunity for Montbéliard to position itself in the event tourism segment. This small town of 25,000 inhabitants indeed has an uncommon history. For four centuries, Montbéliard was a German principality, an enclave within French territory, and governed by the Dukes of Württemberg. The Montbéliard region has thus forged a unique identity marked by Lutheran Protestantism.
Montbéliard is more than just a Christmas market
At its historic heart, German architectural remnants are numerous. Starting with the majestic castle, in the Swabian medieval and Renaissance style; the Saint-Martin temple, dating from 1604, the oldest Lutheran church in France; the Halles, a Renaissance building that housed the Regency Council and the court; or the very pretty Rue de Belfort, whose residences date from the 18th century.th century. Montbéliard only became French in 1793.
What greatly contributed to Montbéliard's fame was the creation, a few years ago, of the "Christmas Lights" event. This is the event of the yearassures Vanessa Le Lay, Director of the Montbéliard Tourist Office. " The 39th edition in 2025 welcomed over 500,000 visitors over a month. This makes it the most visited event in the entire Burgundy region.Franche-ComtéDuring this period, the hotel occupancy rate reached 70% compared to an average of 55% over the whole year. ".
Indeed, hosting MICE groups may be more difficult to organise during this period – even if it can take place during the week for a small group.
Nevertheless, the Pays de Montbéliard Tourist Office is focusing on business tourism to promote Montbéliard for the rest of the year. With a rather original theme: that of highlighting industrial heritage.
Peugeot, Japy, Cristel: the treasures of Montbéliard's industrial heritage
And it is important. Firstly because it is a true tradition built on an entrepreneurial spirit, the result of a Protestant and Germanic work ethic. Values that have fostered the industrial development of Montbéliard and its region.
This includes world-renowned names present in the region: firstly Peugeot (Stellantis) but also, in its time, the Forges d’Audincourt, as well as Japy, an industrial dynasty from the Belfort territory, who however operated an enamelling factory and then stainless steel goods in Fesches-le-Châtel near Montbéliard. The dismantling of the Japy industrial empire in the 1980s led to the creation of the company Cristel, which became the French leader in stainless steel cookware.
All these venues are actually open to MICE activities. A great deal of work has been done on a "Routes of Know-how" theme, which offers a new approach to the Pays de Montbéliard territories. And which is perfectly suited to event-based travel. ", specifies Vanessa Le Lay.
One of the cornerstones of this offer from the Pays de Montbéliard is undoubtedly the Aventure Peugeot, in Sochaux, a true showcase of the region's industrial heritage.
The site is not limited to its automotive museum, which displays over 130 vehicles, 50 bicycles and motorcycles, as well as everyday Peugeot items such as pepper mills, across 8,000m² of exhibition space. The Peugeot Adventure Workshop offers a comprehensive MICE package with guided tours and several adaptable event spaces. These can accommodate conventions, product launches, cocktail parties, gala evenings, and seminars in an immersive setting steeped in the history of French motoring.
Another essential player, the company Cristel embodies French industrial excellence. An international benchmark in high-end culinary arts, this house, founded in the Pays de Montbéliard, also opens its doors to professional groups. Companies can organise immersive tours showcasing French industrial know-how at Cristel's historic site, discover the behind-the-scenes of premium cookware manufacturing, and participate in culinary workshops or gastronomic demonstrations.
Audincourt is reinventing the relationship between the working world and the arts
Blast furnaces and forges shaped Audincourt from 1619 to the 1960s. You can still admire the impressive architecture of old buildings - some of which have been redeveloped - that housed the forges.
Nevertheless, Audincourt constitutes an interesting stop on a MICE industrial itinerary for the arts. Starting with the Patt Donation, one of the most unique cultural venues in the region. The place where the donation is located resembles a catalogue of Montbéliard's industrial know-how. The collection is indeed located in the heart of Japy Park in the Peugeot château, completed in 1882 on behalf of Benjamin Peugeot!
Across 12 rooms, a collection of 150 works is unveiled – including Dali, Lucio Fontana and Jean Messagier. This is the fruit of the passion of a modest couple, Andrée, a school teacher, and her husband Gérard, a factory worker at Alstom. These were two art lovers of contemporary art, whose passion led them to go into debt and sell their heritage to create this incredible – and touching – collection when one knows its origins.
It is the town of Audincourt that offered the couple a home for their collection at Château Peugeot. Having been renovated, the château reopened its doors in 2024, offering its 568 m² of fine space for a journey – sometimes eclectic – through contemporary art. Here too, a surprising venue suitable for hosting a small MICE group.
A few minutes away, Audincourt is home to another masterpiece of modern architecture and arts: the Sacré-Cœur Church. Built after the Second World War using simple materials – due to post-war shortages and a modest budget provided by 120 families who pitched in – the church houses monumental stained-glass windows created by Fernand Léger, among the artist's last major works. The coloured light that streams through the building creates a spectacular and unique atmosphere, making this a particularly striking setting for private visits and cultural tours.
Modesty, hard work, traditional know-how and, finally, a unique historical architectural heritage are the descriptions that will accompany event organisers in the heart of the Pays de Montbéliard. The destination has thus built a strong and authentic identity in the business tourism market. It is therefore an ideal alternative to more well-known destinations. Especially as it knows how to ride the wave of current trends…
PRACTICAL GUIDE
How to get there
Montbéliard is easily accessible from Paris, Dijon, Marseille or Mulhouse by TGV to Belfort-Montbéliard station. The town is located an hour's drive from Basel-Mulhouse International Airport.
Stay
Montbéliard's hotel industry comprises 17 hotels, offering over 1,500 rooms available year-round. Two historic hotels, The Originals-Hôtel de la Balance and Brit Hôtel Bristol, as well as an Ibis Style and a traditional Ibis, are best suited for a MICE group.
MICE
Information from the Montbéliard Tourist Office: +33 (0)3 81 94 45 60 or www.paysdemontbeliard-tourisme.com.
A must-see
The castle is a must-see visit with its imposing architecture and its exhibition dedicated to the Württemberg dynasty. The old town boasts numerous old houses and monuments such as the town hall, Saint-Martin's church, the 16th-century market hall, or the Rococo mansion Beurnier-Rossel, which now houses a museum of art and history.
Nearby, there's the Peugeot Adventure Museum in Sochaux and the Patt Donation in Audincourt.
