" A city on the move "The mayor of Reims, Arnaud Robinet, praises the revival that is currently gripping the city of Champagne. Known the world over for its exceptional wine and majestic cathedral, the region's capital is determined to establish itself as a must-see destination. A rise in tourism This will be achieved by offering an upmarket range of experiences for tourists, business travellers and conference-goers alike.
" Reims has what it takes to be a premium tourism player" says Philippe Verger, Managing Director of Reims Tourisme & Congrès. " We are all working together to prepare the Greater Reims of tomorrow. We are a total turnaround "Arnaud Valary, general manager of Domaine Les Crayères, one of the city's gastronomic institutions along with three-starred chef Arnaud Lallemand's L'Assiette Champenoise, the second-best restaurant in the world according to List 2025.
Reims is one of France's top gourmet destinations, boasting eight Michelin stars, but the champagne houses play a key role in the city's prestige. Building on Unesco listing Coteaux, Maisons et Caves de Champagne 10 years ago, they set about reinventing their showcase sites in the wake of the pandemic. " In the past, visitors were a little taken aback, expecting to find châteaux in the vineyards instead of industrial and urban buildings. "explains Vitalie Taittinger, President of the eponymous House.
Prestigious heritage
After 18 months of renovation, Taittinger reopened its historic Saint-Nicaise cellars in the summer of 2024. The relocation of certain production activities to other sites meant that the premises could be re-used to offer visitors new visitor routes A tasting cellar, in keeping with the prestige of the brand, and this summer a restaurant focusing on the idea of blending Champagne wines.
In the same way, Ruinart, the oldest house in Reims, unveiled this year the metamorphosis of 4 rue des Crayères after three years of renovation. Facing its century-old building is a contemporary stone and glass pavilion designed by architect Sou Fujimoto, surrounded by a sculpture garden. A blend of art and nature, this address also offers a boutique and a bar, as well as tours of the cellars. However, as Caroline Carton, Head of Cultural Projects and Experiences at Maison Ruinart, points out, it's not all about art and nature, "The idea is to raising the profile of a region. There is no competition, but rather synergies between the houses and local players.. "
Maison Thiénot has also followed a similar path. Located in a pedestrian alleyway in the centre of Reims, just a few minutes' walk from the station, "Le 3" rue du Marc revisits the world of the brand, in a 5,000m² building with a refined style built around a green cloister. From this autumn, visitors will be able to enjoy a self-guided tour of the ground floor, as well as guided tours of the historic cellars, a wine library and interactive workshops. By the end of the year, these will be complemented by a rooftop champagne barwith views of the cathedral, and a five-star boutique hotel with 12 rooms and one suite.
Premiumisation and internationalisation
After all, the hotel industry is helping the destination to move upmarket. And, even more importantly, the city's resonance around the world with the arrival of international groups which can play on the cohort of members of their loyalty programme. Last year, a Radisson hotel was opened not far from the Halles du Boulingrin and just opposite the arena. Soon, in May, the IHG group will be adding a second hotel in the city, the Holiday Inn Express & Suites Reims Rives de Vesle. Later in the year, it will be Hyatt's turn to arrive in the city of Champagne with its contemporary Hyatt Centric brand in place of the former Mercure Centre Cathédrale, while a Four Points by Sheraton, part of the Marriott group, will take over a former Campanile after conversion. Also in the pipeline is a new Accor hotel, under the Tribe brand, which will be the result of the renovation and extension of the Hôtel de l'Univers.
All of these new four-star hotels will enhance the hotel offer, which will meet all expectations with over 4,000 rooms and 73 establishmentsThere are also a number of flagship establishments, including the Hôtel de la Paix, a Best Western Premier with a 200-seat amphitheatre and 9 modular lounges, and the Caserne Chanzy.
The refurbishment of a former Art Deco fire station located just opposite Notre-Dame cathedral, this 89-room hotel also has a seminar room for around fifty people. Affiliated with Marriott's Autograph Collection brand, it is one of the world's most prestigious hotels. precursor "of this movement: " We welcome almost 25% of Americans every year. That's a quarter of our customer base.explains Baptiste Collignon, manager of the Caserne Chanzy and also deputy secretary of the Club Hôtelier de Reims et Épernay. There is a virtuous circle between the premiumisation of champagne houses and the internationalisation of hotel brands" .
But the city's dynamism is also underpinned by its cultural offering, supported by a busy calendar of events and structuring projects such as the ongoing metamorphosis of the Musée des Beaux-Arts and, even more so, the future sacres museum. Expected to open in 2026 in the Palais du Tau, the episcopal residence next to the cathedral, this museum will tell the story of the 33 kings who came to be crowned in Reims, from Louis the Pious in 816 to Charles X two centuries ago, in 1825. " It will be more of an atmospheric museum that allows visitors to experience and understand the coronation ceremony than a dry place describing it in a scholarly manner.says Jocelyn Bouraly, administrator of the Palais du Tau for the Centre des Monuments Nationaux. But it will also be a place to live in the heart of the city, where you can stroll and wander, with a café separate from the museum." .
These key developments crown the ambitions of a metropolis that plays with the times. The ongoing embellishment of the "Voie des Sacres" will soon result in a green and attractive city centre. Reims is also reclaiming its canal with the creation of the Berges de Reims, featuring a riverside promenade and a footbridge for soft mobility. From vineyard walks to activities in the Reims Mountain Regional Park, Reims has it all. nature" components for a corporate event, as well as atypical venues for events in its cellars and cultural assets that can be privatised.
Big ambitions, big events
Because, in its strategy, the city is not neglecting business tourismOn the contrary, it wants to strengthen its position thanks to modernised infrastructures. Since 2019, GL Events has been managing the bulk of Reims' MICE offering, including the convention centre, a recently renovated exhibition centre and the 10,000-seat arena due to be launched in 2022. " More than sport or concerts, its main target is conferences, which generate the most economic spin-offs for the region." says Valéry Gissat, Managing Director of Reims Events.
While the city welcomed 6,000 delegates to 15 congresses in 2024, it hosted a total of 180 events, including congress centres, exhibition centres and arenas. However, with the capacity to host conventions with up to 2,500 participants, Reims intends to go even further, with the aim of attracting larger eventsand international business. The key advantage is the town's accessibility, just 45 minutes from Paris Est station and around 30 minutes from Roissy by TGV.
