Come as a pro, come back as a friend
Toulouse is breaking new ground by launching a VIP scheme designed to encourage business travellers to return as tourists.
Every year, Toulouse welcomes large numbers of professionals attending conferences, trade fairs, seminars and other major national and international events. To capitalise on the arrival of these thousands of people, the Toulouse Métropole Attractiveness Agency (now Toulouse Team) is launching an innovative scheme designed to encourage these business travellers to return as leisure tourists: “Come as a pro, come back as a friend”.
Potential to be developed
This initiative marks a key milestone in the development of local tourism and reflects the city’s political commitment to striking a balance between business and leisure tourism. Thanks to its strategic location in the heart of south-west France, its international reputation for economic dynamism, its highly attractive university network and the quality of its hospitality facilities, Toulouse is a popular destination for professional events, such as conferences, seminars and international trade fairs. In 2023, 8,581 events were hosted, with 60% of participants coming from outside the Toulouse urban area, including more than 200 conference-type events.
Of the 5.2 million overnight stays recorded in 2023, two-thirds were by business travellers and one-third by leisure travellers. The new initiative launched by the Attractiveness Agency aims to balance this trend by encouraging business travellers to return and explore the destination’s many cultural, historical and gastronomic attractions. It complements existing initiatives, such as free guided tours, which are already offered to professionals during their conferences, trade fairs and seminars in Toulouse.
An attractive incentive scheme launched in September 2024
The ‘Come as a pro, come back as a friend’ scheme will be launched for the first time at the EAIE (European Association for International Education) European conference on higher education. This major event will take place in the Toulouse metropolitan area from 17 to 20 September and will welcome over 6,500 delegates, making it the largest international professional gathering ever hosted in the Toulouse region.
It will subsequently be offered to all participants at national and international conferences organised in the region; the scheme is based on a series of incentives:
Tourist passes: a digital tourist pass valid for 3 days for 2 people, offering discounts or free entry to around 30 tourist activities, museums, heritage sites and excursions;
Accommodation offers: a 25% discount on weekend stays booked through participating establishments in the “Club Hôtelier de Toulouse Métropole”;
Free services: a complimentary aperitif in several of the city’s restaurants and cafés, as well as breakfast or an afternoon tea at the Ma Biche rooftop restaurant, situated on the roof of Galeries Lafayette in Toulouse, in addition to the services of a ‘personal shopper’ for two hours.
This initiative stems from a goal shared by all stakeholders in the region: to boost Toulouse’s appeal to tourists whilst highlighting its status as a major economic hub. By turning conference delegates into ambassadors for our city, we are creating a virtuous circle that will benefit the entire metropolitan area.
Acting as a true bridge between business and leisure tourism, this initiative perfectly embodies the essence of the city’s tourism agency. United as a single team, we champion cross-functional collaboration within our organisation and foster close cooperation with local stakeholders, all with the shared aim of promoting our destination.
Jean-Claude Dardelet, Chair of the Toulouse Métropole Attractiveness Agency (Toulouse Team)
Backed by the city’s main convention centres and exhibition venues (MEETT, the Pierre Baudis Congress Centre, and Diagora), the scheme – which will be trialled for two years – is the result of closer collaboration between the teams at the city’s tourism agency and stakeholders in Toulouse’s hotel, restaurant and retail sectors.
The Toulouse Métropole Hotel Club and its members are working to promote our destination alongside all stakeholders in the tourism sector. This new package for conference delegates will encourage them to return and take the time to discover all the attractions of our beautiful city. The diversity, uniqueness and quality of our member hotels are a real asset to the destination. Our teams are committed to welcoming guests, helping them discover the area and making their stay unforgettable.
Lucie Laurent, President of the Toulouse Métropole Hotel Club
This programme is the result of a collaborative effort between the Attractiveness Agency and local stakeholders. Together, we are joining forces to promote Toulouse and offer the best possible service to our tourism customers. This initiative represents a major opportunity for our sector, enhancing its visibility and appeal. The entire industry is working to improve hospitality and service, in order to demonstrate to B2B clients that Toulouse, our beautiful city, is an exceptional destination to discover on a personal holiday, where culture, the art of living and the city’s establishments come together to offer an unforgettable experience.
Thomas Fantini, Director of the Esprit Pergo Group
Our department store in Toulouse boasts an exceptional history and location, which give it both strength and originality. With 130 years of history behind it, the Galeries Lafayette group has an identity and reputation that set it apart, guided by a recurring motto: to anticipate and surprise. This offer for conference delegates creates the perfect link between B2B clients and the pleasure of shopping in Toulouse. It allows us to send a personalised and bespoke message, ensuring that every client’s visit is unique and unforgettable. It was therefore only natural that we wished to be part of this programme.
Claude Levêque, Director of Galeries Lafayette Toulouse