With the effects of the health crisis now behind it, the business tourism sector in Auvergne-Rhône-Alpes is once again moving forward, while facing a number of challenges. OUR(S), the communication media, published a report on the subject last summer. A report that is still relevant today.
The health crisis has had a major impact on the business tourism sector. Now that the threat has receded, and with a strong recovery expected in 2022, the MICE (Meetings, Incentives, Conferences, Exhibitions) sector in the Auvergne-Rhône-Alpes region must now face new challenges in order to rebound.
Among the main challenges facing the sector, the development of an environmentally friendly offer is coupled with the importance of digital technology. This has enabled the sector to maintain a minimum level of activity during the health crisis. Similarly, in terms of human resources, the sector is facing major internal challenges in terms of loyalty and attractiveness.
Events that make money
However, these challenges do not hide the attraction of companies to organize events. Like the big party organized by Koesio (formerly C’Pro) on the occasion of its name change, advertisers are keen on this type of event to unite both internally and externally.
International sports events are also a way to attract and welcome companies. Historic or original outdoor venues regularly welcome companies to organize their seminars. OUR(S) lists five unusual sites in the Auvergne-Rhône-Alpes region.
The region’s dynamism in the MICE business is reflected in Lyon with the OnlyLyon Tourisme & Congrès structure. With a brand name and a strong territorial appeal on an international scale, the Lyon tourist office has been headed up since the fall of 2021 by Virginie Carton. OUR(S) profiles her and the challenges ahead.
