SUMMARY
France is a candidate for the 2025 Universal Exposition. The decision of the Bureau International des Expositions will be made in 2019 at the latest. This cultural, technological and industrial event, which takes place every 5 years (lasting around 6 months), was held in Milan in 2015. In 2017, it will be held in Astana (Kazakhstan), then in 2020 in Dubai (United Arab Emirates). What strategy has France chosen? Provide visitors with a unique immersive, interactive and collaborative experience (experiential marketing). The global attractiveness project is based on regional innovation (national branding).
Keywords: economic appeal, culture, collaborative economy, event, events, excellence, innovation, experiential marketing, national branding, tourism, strategy, symbol, Paris, France.
Illustration : Adobe Stock -@Brady (c) & Expofrance2025 website
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