Alsace Reviews 2025 Business Events Performance and Sets Course for 2026

Strasbourg Downtown

Alsace intensified its efforts in 2025 to strengthen the region’s attractiveness within the business events market, while outlining a strategy for 2026 aimed at consolidating its position as a leading destination for professional meetings and events.

The regional initiative Meet in Alsace, which brings together Alsace Destination Tourisme and the convention bureaus of Strasbourg, Colmar and Mulhouse, played a central role in promoting the destination across key European markets. Throughout the year, the collective participated in seven targeted promotional initiatives addressing local, national and neighbouring markets, including Switzerland, Germany and Belgium.

Among the year’s highlights were participation in MICE’clusive Atout France in Frankfurt, the Alsace Business Connect event in Mulhouse, the Trophées des entreprises d’Alsace in Strasbourg, and the Séminaires Business Events trade show in Strasbourg. The destination was also promoted internationally through Assistants’ Day in Zurich and two MICE presentation events organised by the agency Partance in Brussels and Geneva, in partnership with the Grand Est Regional Tourism Agency.

361 professional events hosted in 2025

According to figures released by the network, the three convention bureaus collectively supported 361 business events in 2025, highlighting the role of the Meet in Alsace ecosystem in structuring the region’s MICE offering. In addition, 442 further event projects were assisted during the year, creating opportunities for future business.

While the three convention bureaus share a public service mission to support event organisers, their operational models differ slightly depending on local needs. In Colmar and Mulhouse, the organisations operate a hybrid model that combines destination support with the commercial management of selected events, similar to an event agency structure.

Events hosted across the region during the year included the 26th European Energy Transition Conference and the Best Apprentices of France competition in Strasbourg, the 27th International Symposium on Military Aspects of Blast and Shock and the 20th International MTZ Conference “Heavy-Duty Engines 2025” in Colmar, and the ADN Tourisme Territorial Relay Seminar in Mulhouse.

Growing membership network

The regional MICE ecosystem also expanded in 2025, with the number of member organisations increasing across the three convention bureaux:

• Strasbourg: 240 members (+12.6%)

• Colmar: 558 members (+20%)

• Mulhouse: 136 members (+10%)

This network of hotels, restaurants and event service providers enables the convention bureaus to offer tailored solutions to event organisers.

Focus on visibility in 2026

Looking ahead, Alsace plans to maintain this momentum through a targeted programme designed to strengthen the region’s visibility within the business events market.

The destination will continue to participate in key industry events in 2026, including Séminaires Business Events in Lyon (5–6 February), the Séminaires Business Events workshop in Strasbourg (6 October) and Assistants’ Day in Zurich (9 September).

These activities will be supported by an expanded communications strategy, with particular emphasis on digital marketing campaigns aimed at the French, German and Swiss markets.
 

Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.