Tourism Strategy

Creative, vibrant, and captivating, the Montpellier metropolitan area has cemented its place among Europe’s leading destinations for business tourism and conferences. 

The metropolitan area boasts state-of-the-art facilities capable of hosting large numbers of people. These facilities have earned ISO 20121 certification, which signifies a “responsible management system applied to the events industry.” An estimated 1 million people attended events at these facilities in 2024:: 

• Corum - Palais des Congrès conference center and concert hall
• Zénith Sud concert hall
• Parc des Expositions major events and trade fairs
• Arena Sud de France concert hall and sports venue

The Montpellier metropolitan area is also distinguished by its major developing sectors: healthcare, digital innovation, cultural and creative industries, and renewable energy. More than 50% of these conference held locally are related to these sectors. 

Counting hotels, residences, campgrounds, and furnished apartments, the area offers over 19,000 accommodation opportunities, representing a substantial hotel inventory.

The metropolitan area is accessible via various modes of transportation, with: 1 international airport, 2 train stations, and major motorway networks (A9, A709, and A75).

These factors help make Montpellier an attractive, accessible, and welcoming destination.

Designated a “City or Place of Art and History,” the Montpellier metropolitan area is recognized nationally and internationally for its historical heritage and contemporary culture.

Culture and heritage in Montpellier shape a vibrant and unique destination. From the medieval streets of the downtown Écusson district to contemporary architecture, archaeological sites, and architectural “Folies,” the metropolitan area offers rich heritage and a particularly dynamic cultural scene.

The destination draws on iconic sites such as the Musée Fabre museum, Opéra Comédie, Promenade du Peyrou historical plaza, Maguelone Cathedral, and Castries Chateau, as well as major cultural events such as the Radio France Occitanie Montpellier Festival and Montpellier Dance Festival. This variety and dynamism helps enhance the visitor experience and the area’s reputation.

Designated as a "Grand Site Occitanie", Montpellier drives a tourism strategy that highlights its cultural and heritage landmarks to enhance its appeal and offer an inspiring destination throughout the year. This designation is based on two main pillars:

• Highlighting the heritage diversity of the Montpellier Méditerranée Métropole area
• Making Montpellier a visitor hub connected to the greater metropolitan area as well as other Grands Sites Occitanie in the Mediterranean area

This diversity contributes to a dynamic, diverse, and positive image of the metropolis.

The Montpellier Metropolitan Area has been gifted with a rich wine-growing heritage. The quality of local wines is recognized far beyond the area's borders. However, the sector is currently facing somewhat of a crisis. For the past several years, Montpellier Méditerranée Métropole has therefore been engaged in a proactive initiative to support the wine industry, playing its role as an ambassador, facilitator, and unifier, with the aim of making wine and wine tourism drivers of territorial attractiveness and identity.

Following its initial certification in 2022, the Montpellier Vineyards Destination program earned renewal of the “Vignobles & Découvertes” label in 2025, with the following objectives:

• Promote wine heritage and diversify the range of experiences
• Structure a high-quality offering by bringing together wine and tourism stakeholders
• Unite people around a shared vision that transcends territorial boundaries
• Position the “Destination Vignobles de Montpellier” label on a national and international scale

Montpellier Vineyards Destination is based on four operational pillars:

• Manage networks through coordination and training
• Coordinate the offering via themed tours and partnerships
• Engage in communication and promotion with targeted campaigns and trade shows
• Monitor progress through tracking indicators and assessment

The program brings together 130 wine tourism stakeholders, including 16 wineries, accomodation providers, restaurants, wine bars, wine shops, leisure activities, hospitality facilities, tourist offices, and event organizers.

The region boasts significant biodiversity, ranking 35th among the world’s biodiversity “hot spots.” Hiking trails and bike paths crisscross the region. Hikers, cyclists, and enthusiasts use these routes, which offer varying levels of difficulty. These routes include: 

• Bicycle routes: EuroVelo 8 (Mediterranean by Bike) and the Via Rhôna
• Long-Distance Hiking Trail – GR®: the Way of St. James
• 8 trails certified as "Promenade et Randonnée" (PR): 86.5 km of walking trails
• Departmental Green Network: accessible to pedestrians, horseback riders, and mountain bikers 

Some partner establishments have earned certifications such as “Accueil Vélo” (welcoming bike riders). The metropolitan area also offers other activities such as water sports (kitesurfing) and equestrian activities. 

Within the area, travel is facilitated by public transportation (free for residents) and an extensive network of bike paths. The goal is to connect major routes and sports sites to public transportation to make them more easily accessible.