Definition of a tourism strategy for EuropaCity project in Paris with a focus on the Chinese tourism market

Office: Horwath HTL France, Horwath HTL Asia Pacific

Location: Paris, France

Category: Tourism and Leisure Business Line, Tourism development strategy

Project Overview: EuropaCity is a unique project of national interest, initiated and supported by the Auchan Group, and will imply a private investment of 2 billion euros, representing the biggest leisure project currently developed in Europe. EuropaCity, situated close to Paris Charles de Gaulle Airport, will combine leisure and culture facilities, event structures, shops and hotels both for regional population and national and international tourists. It is scheduled to open in 2024.
Horwath HTL was entrusted with a mission to define a tourism strategy for the future destination, aiming at attracting both domestic and international tourists, with a focus on emerging markets.

Scope of Work: Horwath HTL’s objective was to determine the tourism positioning strategy for EuropaCity, with a specific focus on the potential attractiveness of the project for Chinese tourists.

Horwath HTL Solution and Implementation: The mission, led by Horwath HTL France, was conducted simultaneously by Horwath HTL offices in Paris and Beijing. Investigations have been carried out in China about Chinese tourists visiting France as well as among major players in the Chinese tourism industry (tour operators, travel agents, journalists, public authorities, etc.) and in France with local operators (DMCs, services and activities providers, etc.). This cooperation illustrates Horwath HTL’s strong international network and its ability to mobilize its 45 offices present in 39 countries worldwide.

Project Status: Currently, EuropaCity is in public consultation phase, with more than 80% of the inhabitants of the territory who support the project. Horwath HTL’s studies conducted in 2015 will contribute to the successful opening of EuropaCity in 2024.