{"id":222375,"date":"2026-05-03T22:24:00","date_gmt":"2026-05-03T20:24:00","guid":{"rendered":"https:\/\/www.voyages-d-affaires.com\/?p=222375"},"modified":"2026-05-04T10:24:56","modified_gmt":"2026-05-04T08:24:56","slug":"montbeliard-seducing-event-planning-with-industrial-heritage","status":"publish","type":"post","link":"https:\/\/www.voyages-d-affaires.com\/en\/montbeliard-seducing-event-planning-with-industrial-heritage","title":{"rendered":"Montb\u00e9liard: captivating events with industrial heritage"},"content":{"rendered":"

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?<\/p>\n

It's an opportunity for Montb\u00e9liard to position itself in the event tourism segment. This small town of 25,000 inhabitants indeed has an uncommon history. For four centuries, Montb\u00e9liard was a German principality, an enclave within French territory, and governed by the Dukes of W\u00fcrttemberg. The Montb\u00e9liard region has thus forged a unique identity marked by Lutheran Protestantism.<\/p>\n

Montb\u00e9liard is more than just a Christmas market<\/h2>\n

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<\/sup> century. Montb\u00e9liard only became French in 1793.<\/p>\n

\"\"<\/a>
The imposing castle of the Dukes of W\u00fcrttemberg, a symbol of Montb\u00e9liard, recalls the city's Germanic past. (Photo: LC)<\/strong><\/figcaption><\/figure>\n

What greatly contributed to Montb\u00e9liard's fame was the creation, a few years ago, of the \"Christmas Lights\" event. This is the event of the year<\/em>assures Vanessa Le Lay<\/strong>, Director of the Montb\u00e9liard Tourist Office<\/strong>. \"\u00a0The 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-Comt\u00e9<\/a>During this period, the hotel occupancy rate reached 70% compared to an average of 55% over the whole year.<\/em>\u00a0\".<\/p>\n

Indeed, hosting MICE groups may be more difficult to organise during this period \u2013 even if it can take place during the week for a small group.<\/p>\n

Nevertheless, the Pays de Montb\u00e9liard Tourist Office is focusing on business tourism to promote Montb\u00e9liard for the rest of the year. With a rather original theme: that of highlighting industrial heritage.<\/p>\n

Peugeot, Japy, Cristel: the treasures of Montb\u00e9liard's industrial heritage<\/h2>\n

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 Montb\u00e9liard and its region.<\/p>\n

This includes world-renowned names present in the region: firstly Peugeot (Stellantis) but also, in its time, the Forges d\u2019Audincourt, 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-Ch\u00e2tel near Montb\u00e9liard. 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.<\/p>\n

All these venues are actually open to MICE activities.\u00a0A great deal of work has been done on a \"Routes of Know-how\" theme, which offers a new approach to the Pays de Montb\u00e9liard territories. And which is perfectly suited to event-based travel.\u00a0<\/em>\", specifies Vanessa Le Lay.<\/p>\n

One of the cornerstones of this offer from the Pays de Montb\u00e9liard is undoubtedly the Aventure Peugeot, in Sochaux, a true showcase of the region's industrial heritage.<\/p>\n

\"\"<\/a>
The \"Aventure Peugeot\" museum has rooms for hosting incentive groups (Photo: LC)<\/strong><\/figcaption><\/figure>\n

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 8,000m\u00b2 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.<\/p>\n

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 Montb\u00e9liard, 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.<\/p>\n

\"\"<\/a>
Bernadette Dodane, who founded Cristel with her husband, enjoys telling visitors the story of the company, which has become an 'Entreprise du Patrimoine Vivant' (Living Heritage Company). (Photo: LC)<\/strong><\/figcaption><\/figure>\n

Audincourt is reinventing the relationship between the working world and the arts<\/h2>\n

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.<\/p>\n

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 Montb\u00e9liard's industrial know-how. The collection is indeed located in the heart of Japy Park in the Peugeot ch\u00e2teau, completed in 1882 on behalf of Benjamin Peugeot!<\/p>\n

Across 12 rooms, a collection of 150 works is unveiled \u2013 including Dali, Lucio Fontana and Jean Messagier. This is the fruit of the passion of a modest couple, Andr\u00e9e, a school teacher, and her husband G\u00e9rard, 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 \u2013 and touching \u2013 collection when one knows its origins.<\/p>\n

It is the town of Audincourt that offered the couple a home for their collection at Ch\u00e2teau Peugeot. Having been renovated, the ch\u00e2teau reopened its doors in 2024, offering its 568 m\u00b2 of fine space for a journey \u2013 sometimes eclectic \u2013 through contemporary art. Here too, a surprising venue suitable for hosting a small MICE group.<\/p>\n

\"\"<\/a>
The Patt Donation at Audincourt (Photo: LC)<\/strong><\/figcaption><\/figure>\n

A few minutes away, Audincourt is home to another masterpiece of modern architecture and arts: the Sacr\u00e9-C\u0153ur Church. Built after the Second World War using simple materials \u2013 due to post-war shortages and a modest budget provided by 120 families who pitched in \u2013 the church houses monumental stained-glass windows created by Fernand L\u00e9ger, 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.<\/p>\n

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 Montb\u00e9liard. 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\u2026<\/p>\n

PRACTICAL GUIDE<\/h2>\n

How to get there\u00a0<\/strong><\/p>\n

Montb\u00e9liard is easily accessible from Paris, Dijon, Marseille or Mulhouse by TGV to Belfort-Montb\u00e9liard station. The town is located an hour's drive from Basel-Mulhouse International Airport.<\/p>\n

\"\"<\/a>
Montb\u00e9liard Old Town with its Renaissance houses (Photo: LC)<\/strong><\/figcaption><\/figure>\n

Stay<\/strong><\/p>\n

Montb\u00e9liard's hotel industry comprises 17 hotels, offering over 1,500 rooms available year-round. Two historic hotels, The Originals-H\u00f4tel de la Balance and Brit H\u00f4tel Bristol, as well as an Ibis Style and a traditional Ibis, are best suited for a MICE group.<\/p>\n

MICE <\/strong><\/p>\n

Information from the Montb\u00e9liard Tourist Office: +33 (0)3 81 94 45 60 or www.paysdemontbeliard-tourisme.com<\/a>.<\/p>\n

A must-see<\/strong><\/p>\n

The castle is a must-see visit with its imposing architecture and its exhibition dedicated to the W\u00fcrttemberg 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.<\/p>\n

Nearby, there's the Peugeot Adventure Museum in Sochaux and the Patt Donation in Audincourt.<\/p>\n\n\n\n

\"\"<\/a>
The town hall, adorned with Christmas lights (Photo: LC)<\/strong><\/figcaption><\/figure>","protected":false},"excerpt":{"rendered":"

Located in the former region of Franche-Comt\u00e9 and on the doorstep of Alsace and Switzerland, Montb\u00e9liard has, in just a few years, built its tourist reputation around its Christmas market. 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