Targeting North America, Germany, Morocco, and China, but adapting missions according to the potential offered by different strategic sectors in order to increase the attractiveness of the Montpellier area.
The work carried out for the German market in 2025 illustrates this new approach. As the leading foreign investor in the Occitanie region, Germany is a major economic player in Montpellier. One example of this is Cykero's creation of an electronic recycling unit in Montpellier.
Health focus in Germany
The Montpellier area stepped up its activities in Germany, particularly in the field of One Health. A partnership was established with AD’OCC, the economic development agency for the Occitanie/Pyrénées-Méditerranée region, to participate in a Health Learning Expedition in Hamburg from September 29 to October 3, with the participation of four local upstarts from Montpellier: BeatHealth, CILcare, MB Therapeutics, REGEnLIFE, and CareProd.
This Health Learning Expedition complements Destination Germany (Cap sur l’Allemagne) and Heidelberg missions focusing on wine, the latest edition of which took place on November 15-16, with fourteen local winemakers participating.
Morocco, a vital market
Morocco is another country where international activities are intensifying. It is a vital market where local Montpellier companies are securing strategic contracts, such as: Simpliciti, which has opened a subsidiary in Casablanca, and MGH Energy, which is leading a major e-fuel production project in Morocco.
Held on September 9 in Montpellier, “Cap sur le Maroc” (Destination Morocco) was a remarkable day dedicated to business discussions between Montpellier and Morocco, notably bringing together leading players from the Kingdom of Morocco. In addition to Youssef Tber, also present were Mourad Hajjaji (CEO of Cluster Green H2 Morocco), Samir Rachidi (CEO of the Institute for Research in Solar Energy and New Energies), and Mustapha Mellouk (president of the distribution and promotion division of the Morocco Federation of Cultural and Creative Industries).
Their visit was no coincidence. A mission had been organized earlier in the year, from April 20 to 26, 2025, to forge ties with Morocco's Ministry of Tourism and Ministry of Investment. Morocco is positioning itself as a hub for West Africa, thereby stimulating its economy.
The productive relationship between the Montpellier area and Morocco will be strengthened even further, as the Ministry of Europe and Foreign Affairs (MEAE) has allocated €15,000 to support new prospects and partnerships in Morocco.
“Cap sur le Québec” - Destination Quebec
Canada was also added as a destination in 2025, with an exploratory mission to Quebec taking place from November 3 to 7. Also supported by the Ministry of Europe and Foreign Affairs (MEAE), the mission identified opportunities in this French-speaking market, which serves as a springboard to other Canadian provinces and the United States. The goal is to launch a “Cap sur le Québec” initiative in June 2026, modeled on the “Cap sur le Maroc” mission, in parallel with the 10th edition of the Montpellier-Sherbrooke University Scientific Meetings, which will welcome companies from Sherbrooke. An economic mission will be organized a few months later in Quebec, in the second half of 2026.
Wine missions to China
A strategic sector, wine is also the main focus of missions to China. The Montpellier area continues to make progress in China with AD'OCC, Business France, and the European Union Project Innovation Centre (Eupic), a long-standing partner with whom local authorities attended the Tang Jiu Hui trade show from March 24 to 27 in Chengdu, Montpellier's sister city.
China is the fourth largest importer of wine in the world. During this event, 293 trade professionals visited the Montpellier Métropole booth; 3,160 bottles were sold; and 40 qualified contacts were made. Five local winegrowers were present: Château de Fourques, Mas d'Arcaÿ, Domaine d'Isnard, Domaine Saint-Jean de l'Arbousier, and Domaine Guizard.
Lastly, as it has done since 2015 in partnership with AD’OCC, Montpellier participated in the 2025 edition of Slush in Helsinki, Finland, the ultimate event for startups seeking funding, visibility, and strategic connections.
