With the urban areas of Metz, Luxembourg, Saarbrücken and Trier, the Grande Région represents a cross-border metropolis of 3.2 million inhabitants.
The German language and culture have a special place in the region, with numerous Franco-German events, training courses and the presence of many German-owned companies (Claas, Zwick Roell, ThyssenKrupp, etc.).
Every day, over 10,000 cross-border commuters living in the Metz Eurometropole go to work in Germany and Luxembourg.
It is on the basis of this unique characteristic of the region, its proximity to 3 countries, that the agency has created with Metz Evènements (manager of the Robert Schuman convention center and the Eurometropole exhibition center) in 2023 the business tourism trade show called The MIX salon des 4 frontières, the only cross-border trade show for business tourism.
The aim of this trade show is to promote the MICE (Meetings/réunions, Incentives/séminaires, Conventions, Exhibitions/expositions) offer of these border countries to professional event organizers.
The1st edition of The MIX was held at the Robert Schuman convention center in Metz on December 13 and 14, 2023, and brought together 140 exhibitors from the Grand Est region, Luxembourg, Germany (Rhineland-Palatinate) and Belgium (Wallonia), and around 100 buyers organizing professional events.
This1st edition was a success, with 800 business meetings between exhibitors and top decision-makers generated via the dedicated digital platform, and almost 1,600 leads recorded.
