{"id":38351,"date":"2014-10-29T11:51:52","date_gmt":"2014-10-29T10:51:52","guid":{"rendered":"https:\/\/www.voyages-d-affaires.com\/mega-evenements-un-enjeu-economique-de-taille-20141029.html"},"modified":"2016-02-10T10:22:09","modified_gmt":"2016-02-10T09:22:09","slug":"mega-events-a-major-economic-challenge","status":"publish","type":"post","link":"https:\/\/www.voyages-d-affaires.com\/en\/mega-events-a-major-economic-challenge","title":{"rendered":"Mega events: a major economic challenge"},"content":{"rendered":"

France is still the world's leading tourist destination, with over 83 million foreign visitors in 2012, according to the World Tourism Organisation. However, in terms of revenue, France is only in third place, behind the United States and Spain. As a result, the tourism development agency Atout France has set itself the target of becoming Europe's leading tourist destination by 2020, relying in particular on the congress market. According to the latest rankings from the International Congress and Convention Association (ICCA), France ranks fourth in the world in this sector. Ahead of the United Kingdom, but behind the United States, Germany and Spain.<\/p>\n

Despite the crisis, the congress market remains promising. In its study, the ICCA notes strong growth in international events. In 2013, the organisation counted 11685 recurring congresses, i.e. those held in at least three countries and welcoming more than 50 participants, i.e. 535 more than in 2012. This bodes well for the future, given that the average expenditure, including transport, of a foreign delegate is \u20ac400 per day, compared with \u20ac200 for a French participant, with the former spending around 4 days on site compared with 2.5 days for the latter. What's more, one foreigner in two extends their stay after the conference, compared with one French person in three!<\/p>\n

Inter\u00ea<\/span>common ts<\/h2>\n

Congress centres are not the only ones to benefit from major events. The entire tourism and economic sector of the region concerned also benefits. As a result, in recent years the main local players, including politicians, have been rallying around this issue. At the \"Rencontres et \u00e9v\u00e9nements professionnels\" event held last summer, Christian Mantei, CEO of Atout France, emphasised \"the importance of working in synergy with all players in the sector and French representatives of international associations.<\/em>\"<\/p>\n

To stand up to the competition and attract international congresses, the watchword is to build on France's strengths, particularly in economic terms, by highlighting its status as the world's 5th largest economy - the 2nd largest in Europe - its 18 competitiveness clusters, and its strong sectors such as food processing, pharmaceuticals and aeronautics, all of which rank highly in Europe. In terms of accessibility, France boasts the most extensive rail network in Europe, with 250 stations and high-speed lines from Paris to the main French cities. In terms of air travel, France has 157 airports, 11 of which are international, including Paris Charles-de-Gaulle, the world's 8th busiest airport.<\/p>\n

But above all, France can pride itself on being Europe's leading destination when it comes to facilities for hosting major events, with almost 120 convention centres - a total of 147,000 places - 2,000 structures with a capacity of at least 200 participants, 15 convention centres with more than 4,000 places and 80 exhibition centres!<\/p>\n

\"Palais<\/p>\n

PARIS<\/strong> - If the French capital has taken over from Vienna as the world's leading conference city, it owes this not only to its top-of-the-range infrastructure, but also to its undeniable cultural appeal. Meeting in Paris is a guarantee that events will be well attended, especially by foreign participants.<\/em><\/p>\n

Paris in first place<\/h2>\n

This is a remarkable event, and demonstrates the French exception in this field: a virtually perpetual member of the world's top 10 convention cities, Paris has just dethroned Vienna, which has held the top spot in the ICCA ranking since 2005! The Paris Convention and Visitors Bureau (OTCP) counted 1,055 conventions in 2013, 42 more than the previous year. In fact, 17 new associations chose the French capital to hold their first congress. Among the highlights of 2013, the ICACT (International Congress on Anti-Cancer Treatment) attracted more than 1,000 participants and the EAHP (European Association of hospital Pharmacists) nearly 4,000.<\/p>\n

What's more, the 28th International Congress of Applied Psychology was held at the Palais des Congr\u00e8s this summer, bringing together 5,000 researchers from all over the world. The high level of participation in all these events reflects the sharp rise in attendance at Parisian conferences (up 20% in 2013 compared with 2012), bringing the total number of conference-goers over the year to 75,230.<\/p>\n

Another striking fact is that more international rotating congresses chose Paris last year (234, compared with 196 in 2012), while the number of international congresses, where foreign participation exceeded 20%, rose from 232 to 259. This trend obviously has positive economic consequences. In 2013, direct and indirect spin-offs amounted to \u20ac1.17 billion (+13%), most of which came from foreign participants. International congresses, which accounted for 33% of events, alone contributed 80% of the profits recorded! And the revenue generated by the organisation of congresses in the strict sense of the term accounts for only 24% of the sums spent; according to official statistics, the other costs are linked to the congress attendee's stay itself: accommodation, transport, catering, shopping, etc.<\/p>\n

\"The<\/p>\n

The Disney magic works<\/strong> on conference-goers, Disneyland Paris being a mecca for business tourism.<\/span><\/p>\n

The strategic stakes are therefore enormous, and cities are fighting to attract this type of event. Paris and the surrounding region are offering a wide range of venues, including the Palais des Congr\u00e8s at Porte Maillot, the CNIT, Les Docks de Paris, the Maison de la Mutualit\u00e9, the Palais des Congr\u00e8s in Versailles and Issy-les-Moulineaux, and the Paris Nord Villepinte exhibition centre, as well as more unusual venues such as the Cit\u00e9 des Sciences et de l'Industrie and Disneyland Paris, Europe's largest all-in-one business tourism destination.<\/p>\n

The leisure resort offers a multitude of possibilities, with two modular convention centres, 95 sub-commission rooms seating between 10 and 600 people, three plenary halls with a capacity of 2,300 people, exhibition areas galore, as well as a TGV and Eurostar station, 58 restaurants available for private hire, 8,200 rooms in 15 hotels, two theme parks and a dedicated Business Solutions department... To boost its appeal, Disneyland Paris is also planning to build a new 10,000m2 convention centre with a capacity of 2,000 delegates by 2018.<\/p>\n

Viparis, which manages around ten convention centres and event venues in Paris and the \u00cele-de-France region, also intends to attract this clientele and is renovating the Porte de Versailles exhibition centre to this end. On the top floor of hall 7, the venue will offer a modular convention centre with a panoramic view of the capital and a 5,200-seat plenary hall. The pavilion will also house a gourmet restaurant run by Michelin-starred chef Guy Martin.<\/p>\n

\"Lyon\"<\/p>\n

Lyon<\/strong>\u00a0- The capital of the Gauls is rolling out the red carpet for conference delegates. Its Welcome Attitude service brings together all the players in the congress market to provide the best possible welcome for participants.<\/span><\/em><\/p>\n

\"Strasbourg\"<\/p>\n

Strasbourg<\/strong>\u00a0- As the seat of the European Parliament, along with Brussels, Strasbourg is counting on its institutional position to develop its convention business. To this end, the Alsatian metropolis is strengthening its offering with the extension of its convention centre and the creation of an exhibition centre.<\/span><\/em><\/p>\n

Confluence towards Lyon<\/h2>\n

Throughout France, some very dynamic cities are positioning themselves in this market. This is the case of Lyon, another major French business tourism destination, with a strong focus on associative, scientific and medical conferences. In 2013, the capital of the Gauls recorded 590000 days\/participants in the meetings and conventions segment.<\/p>\n

Since 2013, the Greater Lyon Convention and Exhibition Bureau has won more than 50% applications from the voluntary sector, the equivalent of 30,000 more delegates! These major events include the Union sociale pour l'habitat congress (5,300 people), the Soci\u00e9t\u00e9 francophone du diab\u00e8te congress in March 2016 (4,000 participants) and, in September 2017, the European congress of paediatric neurology, which is expected to welcome 1,500 people. \"Our geographical location at the centre of Europe, our accessibility, the opening this year of a direct line between Dubai and Lyon, our UNESCO World Heritage listing, our resolutely modern convention centre and our dedicated services mean that we can win calls for tenders...<\/em>\"explains Val\u00e9rie Ducaud, Director of the Convention Bureau.<\/p>\n

Among its main promotional tools, the city has developed the Lyon Welcome Attitude, a service that mobilises a range of local players to give delegates a personalised welcome: signage in the event colours, welcome hostesses at the airport and station, Welcome posters in the city, in hotels and on certain bus routes, red carpeting from the moment they get off the train at Part-Dieu station to the tram stop on the way to the conference!<\/p>\n

Strasbourg is also aiming to become one of France's top 10 MICE destinations. To achieve this ambitious goal, the city of Alsace and the urban community are investing nearly 240,000 million euros in modernising and extending the convention centre and creating a new-generation exhibition centre. Located at the foot of the European institutions, the two buildings will form a multi-purpose complex covering almost 90,000m2, with three auditoriums seating 1,800, 1,200 and 520 people, 25 fully-equipped sub-committee rooms seating between 20 and 500 people with natural daylight, a 2,000m2 catering area with local o\u00a2ces, kitchens and caterers, 10,000m2 of modular space, four exhibition halls totalling 30,000m2 and 2,500 parking spaces! The complete renovation of the convention centre is scheduled for completion in April 2016, while work on the new exhibition centre is scheduled to start in 2015 and be completed in 2018. \"We want to have an attractive, high-performance facility. Our aim is to attract major events of up to 5,000 delegates.<\/em>\"says Alain Hemmerlin, Deputy Director of Strasbourg \u00c9v\u00e8nements, the operator of the Strasbourg Convention and Exhibition Centre.<\/p>\n

On the other side of France, in the south-west, Bordeaux is also showing its fighting spirit. The city, which for the last three years has been among the top six French cities in the ICCA rankings, has beaten off Copenhagen and Milan to host the Intelligent Transports Systems World Congress in October 2015. After Vinexpo, this will be the second biggest trade event ever held in Mauriac! In 2013, the convention centre and exhibition centre hosted 343 events, generating nearly \u20ac200 million for the town. \"The international appeal of the Bordeaux brand means that we are now positioned to attract medium-sized European and international congresses of up to 1,500 people.<\/em>\"says H\u00e9l\u00e8ne Fourquet, Director of the Convention Bureau.<\/p>\n

International conventions are estimated to account for 45% of the market, a very respectable score for a city of this size. Encouraged by its elected representatives and the entire industry, the city of Gironde is relying on a high-quality offering to win bids: A convention centre rebuilt last year, an exhibition centre adapted to major events, the completion in January 2015 of a tramway line linking the convention centre and exhibition centre to the city centre, the opening in spring 2015 of the new stadium, then the following year of the Cit\u00e9 des civilisations du vin, and finally, by 2017\/2018, the inauguration of the high-speed line that will put Bordeaux within two hours of Paris.<\/p>\n

Marseille's convention market is also supported by a strong political will and a long-term strategy. This momentum is bearing fruit, as Marseille has risen from 142nd to 74th place in the ICCA rankings (see interview with the director of the Marseille Congr\u00e8s Convention Bureau on the following page). The main venues have been given a facelift: the Palais de l'Europe has been added to the Marseille Chanot convention centre, adding 5,000m2 of exhibition space, while a glass fa\u00e7ade now covers the convention centre. At the same time, mobile bleachers have been installed at the Palais des \u00c9v\u00e8nements to accommodate 3,200 people, and the Palais du Pharo now boasts 10 new conference rooms overlooking the Mediterranean!<\/p>\n

\"Bordeaux\"<\/p>\n

Bordeaux\u00a0<\/strong>- Known the world over for its exceptional wines, the city of Gironde is developing its international appeal. The city has won the bid to host a world congress on intelligent transport systems, in the face of competition from Milan and Copenhagen.<\/span><\/em><\/p>\n

\"Marseille\"<\/p>\n

Marseille<\/strong>\u00a0- As the 2013 European Capital of Culture, the Mediterranean metropolis has drawn new stature from this event and is multiplying ambitious projects to prolong this effervescence.<\/span><\/em><\/p>\n

\"La<\/p>\n

La Baule<\/strong>\u00a0- The new Atlantia conference centre is playing the multimedia card, with optimum WiFi connections and a video wall offering a host of original events.<\/span><\/em><\/p>\n

New entrants<\/h2>\n

Other cities, which entered the competition later, are gradually carving out a place for themselves in this market. Lille, for example, will be hosting the 100th World Esperanto Congress in 2015, which is expected to attract between 1,000 and 2,000 participants. Montpellier, meanwhile, set up a congress office a year and a half ago. \"We want to assert our presence at events bringing together between 4,000 and 7,000 people<\/em>It's a great way to get to know the area,\" says Marie-Dominique Bellamy-Clauzel, Commercial Director of the Tourist and Convention Bureau. Supported by the town hall and the conurbation, the structure has brought together some sixty local players and processed 315 requests. The young, dynamic city of Languedoc is particularly attractive to companies specialising in high technology. \"We have a rich historical heritage, preserved biodiversity and a very modern side, thanks in particular to our Acropolis research centre and our medical university.<\/em>\"says Marie-Dominique Bellamy-Clauzel.<\/p>\n

\"Montpellier\"<\/p>\n

Montpellier\u00a0<\/strong>- The Park & Suites Arena is France's second-largest multi-purpose venue, combining conference centre, concert hall and sports centre.<\/span><\/em><\/p>\n

On the shores of the Atlantic, La Baule is also playing the high-tech card, in the heart of a preserved environment. Just 3.5 hours by TGV from Paris, the seaside resort is keen to showcase its expertise, and is using its new Atlantia convention centre to attract events of up to 700 people. The aim is to increase sales of congresses and conventions by 50% by 2016. \"We are proposing a unity of time and place. Everything from the convention centre is within walking distance,\" says Corinne Denuet, Director of La Baule Atlantia. But one of the strong points of the destination, apart from its beaches and renowned establishments, is the original multimedia offering proposed by Atlantia: on its fa\u00e7ade, an astonishing 150m2 wall of still or video images, allowing for all kinds of entertainment!<\/p>\n

\"Nantes\"<\/p>\n

Nantes<\/strong>\u00a0- The status of \"European Green Capital 2013\" was a major boost to business at La Cit\u00e9 convention centre. Nantes moved up 81 places in the 2013 ICCA rankings, putting it in 126th position, with almost 75 % more international congresses than in 2012.<\/span><\/em><\/p>\n

In addition, thanks to fibre optics, WiFi connections for everyday use are free, while a broadband offer is also available. What's more, the resort has set up a free hotel booking centre for conference organisers. All these factors have attracted the attention of Atout France, which is organising the second France Meeting Hub trade fair in La Baule on 26 and 27 September.<\/p>\n

A little higher up on the map of France, Nantes is capitalising on its economic and cultural dynamism to win over organisers. The city, which was voted European Green Capital in 2013, has seen its La Cit\u00e9 convention centre awarded a special \"Sustainable Development\" trophy by France Congr\u00e8s. Designed by Yves Lion, this world of glass, wood and steel, where every space is bathed in natural daylight - and managed with respect for environmental and social commitments - attracts events of international stature. For example, the fifth international WETPOL (Wetland Pollutant Dynamics and Control) symposium, co-organised by the GEPEA laboratory and the \u00c9cole des Mines de Nantes, was held here in October 2013, bringing together more than 200 scientists of 35 different nationalities. Nantes will also be hosting the first edition of 'digital week' in the autumn, followed in 2015 by the V\u00e9lo-City conference, which will be held for the first time in a city with a population of less than one million!<\/p>\n

\"Pau\"<\/p>\n

Pau\u00a0<\/strong>- A member of the Historic Conference Centres of Europe, the Palais Beaumont combines prestige and modernity, with a resolutely technological offering in its 8,500 m2 of modular space.<\/span><\/em><\/p>\n

Closer to Paris, just 1h30 away, Troyes has just opened a convention centre with an 800-seat auditorium, 10 meeting rooms and 1,000m2 of modular space. Aimed at events with 400 to 500 participants, the centre boasts high-performance acoustic equipment. \"Its vocation outside of conferences is to host the Aube Philharmonic Orchestra\", explains C\u00e9cile Lupo, head of tourism at a aires. Since its opening in April 2014, some thirty conferences have already taken place or are announced, including the regional nature parks conference, which was attended by 800 people, and the ERDF conference, with 500 participants. Various initiatives have been undertaken in partnership with local players, such as a welcome charter set up with 23 hotels. These hotels have agreed, for example, to offer preferential rates to conference delegates before and during the event, or free accommodation for accompanying persons.<\/p>\n

\"Troyes\"<\/p>\n

Troyes\u00a0<\/strong>- The city of Champagne has a new tool to boost its economic vitality. The brand new, environmentally-friendly convention centre is no less reminiscent of the city's medieval identity.<\/span><\/em><\/p>\n

Alongside the major metropolises, the medium-sized towns are putting their trump cards on the table. Pau is playing the heritage card. The Palais Beaumont, its convention centre nestling in a 12-hectare park facing the Pyrenees, has all the charm of the Roaring Twenties. The result of the transformation of the winter palace that attracted the British aristocracy during the Belle \u00c9poque, the venue is nonetheless highly functional - and eco-responsible to boot - with 8,500 m2 of modular space, two auditoriums and state-of-the-art technology. The Palais Beaumont adds an original note to this highly contemporary score, with musical team buildings to orchestrate conferences and seminars.<\/p>\n