Understandably, Paris is a premium destination. With a global reputation as one of the most beautiful cities in the world, the city’s main competitors are traditionally other destinations in continental Europe including Barcelona and Madrid. Now, with the recession behind it, Paris is striving to compete in an increasingly global market.
The city hosts an average of 450 shows annually, which attract a combined nine million visitors and 100,000 exhibitors. It boasts 600,000sqm of covered expo space divided among 15 venues.
The three major venues are Paris Nord Villepinte (245,000sqm), Paris Expo Porte de Versailles (226,000sqm), and Paris le Bourget (80,000sqm). These numbers don’t take into consideration the museums, castles and other unique historical attractions that add incentives or extra-curricular appeal to a business visit.
Being at the heart of Europe makes it a heavily connected city as well, with daily direct flight connections to North and South America, the Middle East and Russia.
“Everybody loves Paris and this is what makes organising an exhibition in Paris so magic,” said Florent Latarjet, deputy director of the city’s promotional body Viparis. With such an array of sites, it’s a wonder any business gets done.
However, as home to La Défense, the second-largest European financial centre, it’s no slouch. And with Viparis tasked with promoting the top 10 event venues, Latarjet hopes to see the city’s international reputation for work balance out with that for play.
“An important investment programme was created and is still being carried out to upgrade some venues and provide more services to organisers and customers,” he said. “This will enhance the experience of visitors and exhibitors.”
Renovations include an additional 37,000sqm hall at Paris Nord Villepoint bringing the total venue space to 245,000sqm, and an extensive makeover for the CNIT exhibition and convention centre at La Défense, making it a premium location for exhibitions up to 10,000sqm.
“Paris offers all the ingredients that help organisers maximise the success of their shows. It is a destination offering a mix of pleasure and business,” Latarjet said. “This is why participation is often high.”
According to Latarjet, Viparis’ goals are twofold: “Maintaining a strong market share in the exhibition industry and gaining new international events. Also, investing in venues and new services. As we have a strong position in the French exhibition industry, this is our duty to deliver high-quality service especially to visitors who are the customers of our customers.”
Although Latarjet is not in a position to give an objective view of Paris’ pros and cons, he does say that the city has two hurdles to overcome on its way to exhibition optimisation: Reputation and availability.
As it is, Paris’ venues are so often full that new events can have a hard time finding slots. This can be a pain not only for organisers trying to break into the French market but also local companies trying to expand.
Although France has one of the highest qualities of life of any country, frequent industrial action sheds an unflattering light. Latarjet expressed concern that France is perceived as work-averse, although he said it’s an unfair judgement.
“Strikes are a European problem in those times as we could see some demonstrations in many countries. The recent French strikes, over-broadcast by the media didn’t have a major impact on exhibitions that were held in October.
The minimum service that is in place since a few years ago prevents us from having situations where there is no transport at all and enables everyone to take some dispositions and to plan things. However, it had an impact on people’s perceptions about France.”
While the city’s venue saturation might be fodder for those who say the European market is levelling off, its image endures as a capital of business, culture and quality of life.
Any comments? Email exhibitionworld@mashmedia.net
