La French Touch: The Art of Incentive in Provence

When planners think of the South of France for MICE, Cannes, Nice and Monaco often come first to mind. But travel a little further and another side of southern France emerges – one filled with vineyards, historic cities, Mediterranean islands, dramatic coastline and experiences that lend themselves naturally to incentives and corporate events.

Welcome to Provence – with La French Touch.

For groups looking for something different, the region offers the opportunity to move beyond the familiar and build programmes around authentic local experiences, striking landscapes and a distinctive French way of life.

Marseille: Mediterranean energy meets MICE

Dynamic, creative and unmistakably Mediterranean, Marseille offers a very different backdrop for corporate groups.

With more than 25,000 hotel rooms across the wider region and major event infrastructure including Marseille Chanot and the Palais du Pharo, the destination can accommodate meetings and events while providing plenty of possibilities beyond the conference room.

A corporate programme could take delegates from meetings in the city to the Mediterranean within hours. Think private boat trips or a maxi-catamaran cruise towards the Calanques, sailing regattas, kayaking and paddle activities, or a tailor-made speedboat rally.

For something more creative, groups can discover another side of Marseille through gastronomy, street art and graffiti workshops, or even a traditional soap-making experience.

From Aix-en-Provence to Avignon: discover another side of the South of France

Provence invites groups to slow down and experience the destination differently.

In Aix-en-Provence, Avignon, Arles and Les Baux-de-Provence, personalised discovery tours can combine private visits with tastings, workshops and encounters with local culture.

And getting from one experience to another can become part of the incentive itself.

Picture delegates setting off on a vintage car, 2CV or electric Méhari rally, travelling through vineyards, olive groves or – in season – lavender landscapes. Stop at a local vineyard for a tasting, organise a Provençal cooking workshop, or bring everyone together for a pétanque tournament.

It is the kind of programme where the destination becomes part of the event.

Take the programme to the Mediterranean

Provence also provides access to spectacular coastal experiences.

The Calanques can become the backdrop for a day on the water, with yacht charters, catamaran cruises and active experiences incorporated into an incentive programme.

The wider Mediterranean coast and islands, including Porquerolles, also open up possibilities for programmes combining exploration, relaxation and team experiences away from the traditional city setting.

For groups, that could mean sailing, cycling, water activities or simply creating time to enjoy the Mediterranean surroundings.

Culture, gastronomy and a sense of place

What makes Provence particularly interesting for incentives is the variety of experiences that can be woven into one programme.

Its landscapes of vineyards, hilltop villages, olive groves and lavender fields sit alongside Roman heritage, medieval architecture and an artistic legacy associated with names including Van Gogh and Cézanne.

Then there is the gastronomy.

Local markets, Provençal cuisine, vineyard visits, wine tastings and the region's famous rosé culture can all become part of the programme rather than simply an addition to it.

Groups can go from a cooking class to a wine tasting; from a bike ride to a historical visit; or from a day exploring Provence to an evening centred around local food and hospitality.

For something completely different, head towards the Camargue, where horse riding and its distinctive landscapes can introduce yet another side of the region.

Why Provence for your next MICE programme?

With a Mediterranean climate and more than 300 days of sunshine annually, Provence offers planners the flexibility to combine meetings, incentives and outdoor experiences across a diverse region.

But perhaps its greatest strength is its ability to create a programme that feels unmistakably French without relying on the destinations everyone already knows.

A vineyard. A 2CV. A Mediterranean island. A pétanque tournament. A private cultural visit. A sailing regatta. A table filled with Provençal flavours.

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