In France, business tourism, or MICE (Meetings, Incentives, Conferences, Exhibitions) is a sector that continues to develop. And for good reason. The transport and accommodation infrastructures present in France, as well as the cultural and historical heritage and the renowned gastronomy, are all assets which make it a privileged destination for professional events. Assets that we find here in the Landes. Although the territory is still relatively unknown in this sector, the trend is starting to reverse.
The stadium offers a flexible reception capacity, ranging from rooms for five people to spaces that can accommodate 1,200 guests. Credits: SMR
Stade Montois Rugby is developing its events activity. The professional club based in the Landes prefecture operates its stadium as a business center for companies and partners. Around 150 non-sporting events are organized there each year, allowing the club to diversify its income while strengthening its role as a regional business center. Explanations.
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What are the benefits of hosting business events at sports stadiums like Stade Montois Rugby?
1. Introduction of Guests
Guest 1: Maxime Gardin, Director of Development for the MICE sector at Atout France, the national tourism development agency of France
Guest 2: Cédric Moreau, Head of Sales and Marketing at Stadium Montois Rugby, a professional rugby club in the département of Les Landes, France.
2. Growth of Business Tourism in France
Interviewer: Both guests, how would you describe the current state of business tourism in France? What are some of the factors contributing to its growth?
Guest 1: France continues to be a top destination for business tourism due to its excellent infrastructure, culturally rich heritage, and renowned gastronomy. The country offers a wide range of meeting facilities, including iconic venues such as the Château de Versailles or Le Louvre. Moreover, our destinations are easily accessible by high-speed train or air, which has further boosted their appeal. In the Landes region specifically, Stade Montois Rugby has established itself as a key player in this sector by providing flexible meeting spaces and tailored services, making it an attractive option for companies seeking unique and memorable event experiences.
Guest 2: I would add that our stadium, Stade Montois Rugby, has played a significant role in promoting business tourism in the local area. With its modern facilities and central location, we have been able to attract a diverse range of clients from various industries. Our proximity to the beach and the famous forest of Les Landes also adds to the appeal. The stadium has undergone significant investment to ensure it meets the requirements for hosting these types of events. We have been able to offer innovative solutions, such as combining sporting activities or live matches with corporate events, which has been well-received by our clients.
3. Role of Stadia in Business Tourism
Interviewer: Cédric, can you tell us more about Stadium Montois Rugby’s involvement in business tourism? What services do you provide for such events?
Guest 2: Sure, Stadium Montois Rugby has been operating its stadium as a business center for several years now. In addition to sporting events, we host around 150 non-sporting events annually, including seminars,
