Summary of our market study

Until the COVID-19 crisis, the French corporate seminar market, part of the "MICE" (Meetings, Incentives, Conferences & Exhibitions - salons, conventions, conférences et réunions d'entreprise) industry, enjoyed steady annual growth of around 5%.

It slowed by 50% during the pandemic, which stimulated the organization of virtual and hybrid events, although face-to-face seminars retain their importance. According to Châteauform', 80% of them are attended by physical persons.

Since then, the sector has shown signs of recovery, with sales estimates for 2022 reaching around 9 billion euros. The economic impact generated by event production companies is estimated at around 16.8 billion euros, while indirect "tourist" spending by participants contributes 15.2 billion euros for host venues.

The need for seminars as a management tool persists, even as companies opt for shorter, more local events.

Corporate seminars are an essential tool for management, integrating employees, reinforcing corporate identity and communicating corporate strategy. Around half of French participants place almost as much importance on networking as on the content of the event. The spread of teleworking makes these events indispensable.

90% of event participants are mainly from France.

The majority of events host fewer than 250 participants.

Over 80% of companies prefer to manage their own seminars. However, the use of specialist companies is not uncommon, particularly for larger or more complex events, where professional expertise and logistics can prove advantageous.

A significant proportion of these events are organized in the Paris region, which attracts around 32% of all participants and generates substantial economic spin-offs estimated at over 4 billion euros.

Market players include event agencies, travel agencies, specialized digital platforms and niche operators.

Regulations require seminars to comply with labor law, particularly with regard to compulsory attendance, counting seminar time as working time, and accident coverage.

Players in the French corporate seminar market

  • GGL Events Groupe is the giant of event organization, renowned for its comprehensive range of offerings from venue management to full implementation of trade shows, conventions and a host of other occasions.
  • Agence Lully stands out for its technological approach to seminar management. It has designed a digital platform that allows companies to control the running of the event from their smartphone, guaranteeing personalized experiences thanks to features such as real-time modifications and photo sharing.
  • Chateauform' offers high-end residential seminars in luxurious locations
  • Specialized digital platforms such as Sé and Rêvez d'ailleurs are carving out a niche for themselves, offering unique venues and turnkey solutions tailored to corporate needs.
  • With heavyweights like Club Med and Pierre & Vacances, companies can expect a mix of leisure and business-oriented services.
  • On the other hand, agencies such as American Express and BCD Travel offer streamlined business travel options capable of facilitating the logistics of corporate seminars.
  • In addition to these giants, matchmaking platforms such as Séminaire Collection and SBE bridge the gap between event organizers and venues, offering selections tailored to different tastes and needs.
  • Comet Meetings, a start-up with an impressive growth trajectory, offers versatile meeting and seminar spaces.
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Summary and extracts

1 Market overview

1.1 Definition and scope of study

The corporate seminar market is a segment of the wider"MICE" industry, i.e. "Meetings, Incentives, Conferences & Exhibitions", which covers business events for company employees. The corporate seminar segment makes up the majority of the "MICE" industry, so much so that it is sometimes confused with the sector as a whole.

A corporate seminar is an event organized by a company or institution, which most often involves bringing participants together outside the professional environment for one or more days. The seminar can have a variety of objectives and take many forms - such as work, management, training, motivation or team-building seminars .

The global market for the MICE industry is dynamic and growing, and is expected to expand at a CAGR of 7% between 2021 and 2031. This shows the resilience of this market, after the health crisis that shook it to its foundations. The French market is also doing well, with record sales in 2023. There are a wide variety of players in the market: major events groups like GL Events, niche players like Chateauform', pure players, even travel or communications agencies, etc.

The Covid-19 crisis had a major impact on the sector in 2020, as it did on the event industry as a whole. Players have had to respond with efforts in terms of digitalization and innovation, along with attempts at diversification.

1.2 The global corporate seminar market

According to estimates made in ****, the MICE market is set to grow strongly, reaching US$ **** billion in ****. The graph below is based on Research Dive 's assumption of a CAGR of *% per year between **** and ****.

Estimated sales for the MICE industry World, ****-****, in billions of US$ Source: Alliedmarketresearch TCAM ****-****: ...

1.3 The French corporate seminar market

Naf code **.**Z-Organisation de foires, salons professionnels et congrès | Insee covers the organization, promotion and/or management of events, such as trade shows, conventions, conferences and meetings, whether or not including the management and provision of personnel to operate the facilities where these events take place. It therefore encompasses part ...

1.4 The impact of the Covid-19 crisis

The chart below compares sales trends in the organization, promotion and/or management of events such as trade shows, conventions, conferences and meetings. It enables us to assess the damage done to the events sector, with a sharp drop in activity from March **** onwards. Activity reached very low levels (***) and never ...

2 Demand analysis

2.1 Demand drivers: reasons for organizing a seminar

Main reasons for external meetings in **** France, ****, %, %, %, %, %, %, %, %, %, %, %, % Source: Coach Omnium The main reasons for external meetings in **** reveal clear priorities among French companies.Employee and/or network motivation and rewards largely dominate, with **% of responses, indicating a strong interest in employee engagement and recognition.

Regular internal meetings, essential for taking stock ...

2.2 Seminar scope: duration of events, number of participants, etc.

Breakdown of professional events France, ****-**** (***), % Source: ****

The chart above reveals that seminars continue to dominate the landscape, ahead of corporate evenings.

One-day seminars remain the most frequent, although they have fallen slightly, from **% in **** to **% in ****. In parallel, residential seminars show an upward trend, increasing from **% to **% over the same ...

2.3 Some of the most popular locations for corporate seminars

For a one-day seminar :

Type of venues booked in number of events for a one-day seminar France, ****, % Source: ****

An analysis of the types of venues booked for one-day seminars in France in **** reveals a marked preference for atypical spaces, which account for **% of bookings. Hotels are also very popular, constituting the ...

2.4 Call in a specialist company or organize it yourself?

Companies looking to organize seminars can do it themselves, especially when it comes to smaller events. According to, over **% of companies organize their own events.

Percentage of companies organizing their own MICE events France, ****, in Source: ****

Companies are more inclined to call on specialist companies when it comes to ...

2.5 CSR criteria increasingly important when organizing a seminar

Do you consider the environmental impact of your events? France, ****, % Source: ****

The environmental impact of events is increasingly taken into account by companies in France. In ****, **% of companies said they took this aspect into account for specific events, while **% said they did so systematically.

This shows a growing environmental awareness in ...

3 Market structure

3.1 Segmentation and player dynamics

Depending on the type of seminar (***), there are a number of different topics that need to be addressed to organize such an event according to Unimev:

Event program production services: venue rental, design and layout Intellectual and material production of content and entertainment Reception, security, safety, insurance Communication and promotion Reception ...

3.2 Dynamics of the number of companies and employees registered under NAF code 82.30Z

The " organization, promotion and/or management of events, such as trade fairs, congresses, conferences and meetings " sector is dynamic, both in terms of the number of companies - up **% between **** and ****. And also in terms of the number of employees, which grew by almost **% over the period analyzed.

The difficulties encountered ...

3.3 The importance of seminars in the MICE market

It's essential to explain what MICE is, and how corporate seminars fit into it. MICE is an acronym for Meetings, Incentives, Conventions and Exhibitions. It encompasses all professional events organized by companies, whether internal meetings, conventions, trade shows or other types of event.

Corporate seminars are an important component of the ...

3.4 Increased competition between service providers

Average number of quotes requested by companies for seminars France, ****, %, %, %, %, %, %, %, %, %, %, %, % Source: ****

The trend towards greater competition between corporate seminar providers is becoming more pronounced, according to the results of the study. Sponsor practices are changing, with a majority of **% now requesting * to * quotes, compared to **% in ****, even when they are satisfied ...

4 Offer analysis

4.1 Typology of corporate seminars

Typology of corporate seminars according to duration :

One-day seminars: also known as "small meetings", these seminars include workshops, team meetings and board meetings, and thus represent the majority of corporate events.

Residential seminar: a seminar lasting at least a day and an overnight stay, or even several days. It seems that ...

4.2 Analysis of main costs and prices

Average prices on the rise :

Evolution of the average amount spent on a seminar France, ****-****, in € Source: ****

A general upward trend is observed for each seminar category, highlighting an increase in average spending per person over time.

Residential seminars show the strongest growth, rising from €*** in **** to €*** in the first ...

4.3 Supply trends

The digitalization of corporate seminars:

The digitalization of seminars, which was already in vogue before the Covid-** crisis because it was less costly yet still quite effective for companies, exploded during the crisis. The "meetings" part of MICE and seminars could well be partly absorbed by digitalization. We could also see ...

5 Regulations

5.1 Regulations

Tout savoir sur la législation du séminaire d'entreprise and Aide Juridique cover the main regulations governing company seminars:

The company may choose to make such an event compulsory, in which case anyone invited must attend without valid reason (***). Failure to attend a seminar can be construed as insubordination. The ...

6 Positioning the players

6.1 Segmentation

  • GL Events
  • Pierre et Vacances
  • ClubMed
  • Sé
  • BCD Travel France
  • Séminaires Business Event
  • Chateauform'
  • Agence Lully
  • Capdel (Hopscotch Groupe)
  • American Express - business travel
  • Egencia France
  • Rêvez d'ailleurs
  • Séminaire Collection
  • Hephata
  • Comet Meetings
  • Collock
  • Almedia
  • Homanie

List of charts presented in this market study

  • Sales trends for trade shows, conventions, conferences and meetings
  • In 2024, compared to 2023, do you think your MICE business will be :
  • Breakdown of expenditure by service category
  • Average budget* for residential seminars
  • Average budget* for day seminars
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Latest news

A vacation village is a driving force for the local economy - 18/06/2024
  • - Club Med aux Arcs: investment of 94 million euros for construction, 75% of which will benefit regional companies (2018).
  • - Club Med aux Arcs employs 250 full-time equivalents and generates as many spin-off jobs.
  • - Club Med records an average of 120,000 overnight stays in winter and 50,000 in summer.
  • - 5% to 7% increase in non-Club Med overnight stays since opening.
  • - 6-point increase in the share of international clientele between 2018 and 2019.
Club Med expands in the Middle East - 08/05/2024
  • Club Med plans to open a 300-room club in the Musandam region of Oman.
  • The cost of building the complex is being financed to the tune of 90 million euros by a consortium led by Omran Group.
  • Construction is due to start in 2026, and the resort is scheduled to open in 2028.
Club Med completes 20-year journey upmarket - 28/03/2024
  • - Business volume: almost 2 billion euros
  • - Increase in business volume: 17% compared to 2022 (1.7 billion euros)
  • - Business volume increase in Asia: 96%, back to 2019 level
  • - Number of customers welcomed during the year: 1.5 million
  • - Increase in number of customers: 16% compared with 2022
  • - Increase in resort capacity: 6%
  • - Net income: 99 million euros, including 40 million euros in non-recurring items.
Tourism: Pierre & Vacances tests a new foray into the high-end segment - 27/03/2024
  • - Annual customer numbers: two million
  • - Number of residences in Europe: 186
  • - Number of residences in France: 143
  • - Target number of 4- to 5-star residences in 5 years: 25
Olympic Games, Stade de France, Grand Palais Ephémère: GL events' hot projects - 07/03/2024
  • GL Events was founded 46 years ago
  • In 2023, GL Events has sales of over 1.4 billion euros, up 9%.
  • Sales in the Exhibitions division jumped 51% to 210 million euros.
  • Venues sales rose by 21 points to 393 million euros.
  • Sales in the Live division stagnated at 824 million euros.
  • GL Events has subsidiaries in 20 countries.
  • France accounts for more than half of GL Events' sales.
  • Several projects linked to the 2024 Olympic and Paralympic Games will generate sales of 300 million euros.
  • GL Events manages a number of venues, including Lyon's 35,000-seat Matmut Stadium, Rio's 18,000-seat Arena, those in Reims and Orléans, and the Zeniths in Clermont-Ferrand and Orléans.
Tourism: Pierre & Vacances - Center Parcs continues to climb the slope - 01/12/2023
  • Total sales for Pierre et Vacances-Center Parcs in 2023: 1.91 billion euros
  • Sales growth since 2022: 8.2
  • Tourism revenues (accommodation and related activities): 1.74 billion euros (up 12.8% on 2022)
  • Revenues from other activities (real estate operations, Senioriales): 173 million euros (down 23.3%)
  • Net income: -20.6 million euros (including non-recurring operating expenses of 59 million)
  • Center Parcs sales: up 13.1% compared with 2022
  • Center Parcs occupancy rate: 76.6% (up 1.2 points)
  • Pierre & Vacances sales growth: +3.4
  • Adagio aparthotel brand revenues up: 29.1

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

GL Events
Pierre et Vacances
BCD Travel France
Séminaires Business Event
Agence Lully
Capdel (Hopscotch Groupe)
American Express - business travel
Egencia France
Rêvez d'ailleurs

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