Thierry Baudrier Managing Director of Maison de la France

What role do business tourism trade shows play among professionals?

Thierry Baudrier: These are the industry's key events! Customers and future customers come to do their shopping, find new ideas, meet their suppliers... As for us, our mission is to offer our partners a strong presence for France through a space where our members are grouped together; in particular the members of CFTAR, the Club français du tourisme d'affaires réceptif. To achieve this, we are present in an area of around 450 m2 with a Maison de la France stand and the stands of our regional partners. This means that our members can be present in the regional zones or directly in the France zone. In addition to these areas, we do our utmost to attract visitors to our stand with different types of entertainment: open bar, tastings, visual displays, etc.

What are your objectives in organising these events?

T. B. : On the one hand, we want to offer visitors a comprehensive presentation of our destination and its resources, so that they can organise their seminars, meetings or conferences. On the other hand, we help our partners to develop their business, make new contacts or consolidate existing ones to enable them to sign commercial contracts. Our aim is to increase the number of business customers coming to France and, by extension, the revenue generated by their presence.

Can you measure the impact of your travel?

T. B. : One of the first barometers is the degree of satisfaction of our partner exhibitors, because they are the ones who are in direct contact with the customers. We are also developing a highly sophisticated evaluation system. This analysis enables us to assess the return on investment from our trade show presence. The results obtained are decisive for participation in the following year's show.

What budget do you devote to this type of initiative?

T. B.: The CFTAR subsidises participation in the EIBTM and IMEX trade fairs to the tune of around 25,000 euros each. This amount is made up of Club members' subscriptions and a contribution from Maison de la France. Added to this are the partnerships generated during these events and exhibitor registrations. For the EIBTM in Barcelona, for example, the total budget is around 300,000 euros.

How do you draw up your promotional calendar and select the trade fairs you need to attend?

T. B. : For business tourism, as for all Maison de la France clubs and markets, our Commercial Action Plan (CAP) is put in place before the summer preceding the year in question. From June onwards, the general 2007 CAP is available to our members. For themes such as business tourism, it is the members, represented by an elected bureau, and Maison de la France who jointly approve the action plans proposed by the bureaux. At the end of July, the business tourism PACS are given to our partners to help them prepare their budgets and action plans for the following year.

Did your presence generate business?

T. B. : The thing about business tourism is that trends and needs are constantly changing. Each country has its own specific characteristics and it's difficult to manage all markets in the same way. This sector is constantly changing, and the fact that we have an active presence through our many offices abroad means that we can react quickly and inform our members of the actions they need to take to win new business. For example, countries like Brazil, which were still emerging three or four years ago, are developing rapidly in terms of incentive travel to Europe in general and France in particular.

Is it important to attend more general tourism trade shows like Top Résa?

T. B. : Yes, of course. Even though Top Résa does not directly concern business tourism, Maison de la France is present there alongside the Ministry and the Tourism Department. For the sector, we have set up a partnership with the Bedouk trade show, which is one of the leading trade shows for the French business tourism offer. We will be inviting foreign customers to this event, who will then set off to discover a French destination. It's worth noting that the only 'generalist' show that includes a business tourism offer is ILTM, the International Luxury Travel Market, which takes place in Cannes at the beginning of December... It's a bit of an exception!