Export activity is a clearly identified growth driver for businesses. By diversifying their markets, businesses become more competitive, more innovative, and more adaptable. They are also better able to respond to economic challenges. This is why Montpellier Métropole provides support for businesses and strategic sectors within the area as they expand internationally.
Above all, the goal is to build strong, lasting channels of trust by identifying promising destinations. “Organizing economic missions for groups, such as participating in a trade show, is always based on extensive analysis of the needs of local businesses and investors,” explains Chahira Benzaoui, Deputy Director of Attractiveness and Outreach for Montpellier Métropole.
As of today, four countries are already receiving special attention. Starting with China, where the focus is on the wine sector, which is currently the driving force behind missions to this country — the world’s fourth-largest wine importer — where the ultimate goal is to continue helping the metropolitan area’s winemakers increase their income by diversifying their markets.
In 2025, Montpellier Métropole was present at the Tang Jiu Hui trade show from March 24 to 27 in Chengdu with its partner, the European Union Project Innovation Centre. A total of 3,160 bottles were sold, and 40 qualified leads were generated. Five winemakers participated in that mission, which is being repeated again this year with nine winemakers.
Morocco is another destination where efforts are being ramped up. An initial mission was conducted there in April 2025 to forge ties with the Ministry of Tourism and the Ministry of Investment. This was followed by the organization of a “Cap sur le Maroc” (Destination Morocco) event on September 9 in Montpellier.
The Kingdom of Morocco positions itself as a hub for West Africa, which is helping to boost its economy. Companies from Montpellier are well-established in the country, such as Simpliciti, which has set up a subsidiary in Casablanca, and MGH Energy, which is involved in a major e-fuel production project in Morocco. A second edition of “Cap sur le Maroc” will be held in Montpellier on September 8 and 9, 2026, kicking off the Arabesques festival. The event will be followed by a more targeted, sector-specific mission in 2027.
In 2025, Quebec was added to the list of promising international markets after an exploratory mission conducted from November 3 to 7. Supported by the Ministry of Europe and Foreign Affairs, the mission identified opportunities in the North American French-speaking market, which serves as a springboard to other Canadian provinces and the United States.
New in 2026: a Cap sur Québec event will be launched, modeled after Cap sur le Maroc. The Québec event will take place on June 2 in Montpellier and will provide local businesses with an opportunity to learn about the specifics of this market and expand their network, considering that many Québec businesses and economic stakeholders will be attending. In the meantime, an awareness campaign explaining how the Quebec market operates will also be launched targeting wine growers.
These initiatives will then be complemented by a learning expedition to Quebec in the fall. During that time, Montpellier Métropole plans to participate in the MTL Connecte trade show, dedicated to digital transformation, which is being held from October 13 to 16 in Montreal. These international missions are often combined with participation in a major trade show to leverage the presence of industry players and optimize costs.
For its part, Germany remains a major destination for companies in the Montpellier metropolitan area. A “Cap sur l’Allemagne” (Destination Germany) event was organized in 2025. Co-hosted with the Franco-German Business Network (RAFAL), the event was held on April 29 at Montpellier’s Nelson Mandela House of International Relations.
This is a good time to visit Germany, as the country is rediscovering Europe amid the waning momentum of ‘happy globalization,’” said Jean-Pierre Feuillet, co-chair of the RAFAL network, in his opening remarks.
Just like in 2025, a Health learning expedition will be organized to Germany in 2026, once again in partnership with AD’OCC, the Economic Development Agency of the Occitanie / Pyrénées-Méditerranée Region. The previous expedition took place from September 29 to October 3 in Hamburg. Four local rising stars were present: BeatHealth, CILcare, MB Therapeutics, REGEnLIFE, and CareProd.
In addition, next fall, Montpellier Métropole will once again participate in the Heidelberg Wine Fair. The mission organized there in November 2025 included 14 wine makers participating.
At the same time, Montpellier Métropole continues to strengthen its partnerships with major economic players, such as Business France, Occitanie Chamber of Commerce and Industry (CCI), Hérault Chamber of Commerce and Industry (CCI), and, of course, AD’OCC, with which it partners systematically for major international trade shows — notably Vivatech — and missions abroad.
What's more, the list of trade shows in which it participates is growing, apart from international missions. In addition to MIFA, the BIO International Convention, and Sant’Expo, Gamescom was added in 2025, where Montpellier Métropole will be present again this year in partnership with Push Start.
Last but not least, two countries are expected to be added in 2027 to the list of promising destinations for local businesses: Spain and a country in Asia complementing China.
Internationalization is truly a driving force for businesses in the Montpellier Métropole area!
