HPA Atlantica in Niort-France just ended, the major outdoor hospitality trade show in western France. With 500+ exhibitors and more than 7,000 professional visitors, it is an ideal place to take the pulse of the French market, particularly for the international manufacturers I support.
The market is well represented, products and equipment are becoming increasingly refined, wood is playing a growing role, and operators’ expectations are clearly focused on comfort, durability and ease of operation. However, behind this maturity, I also found a market that is rather cautious, if not conservative.
Walking through the exhibition, I was struck by the limited renewal of shapes and concepts. Tents and lodges are often variations of already well-established models, while mobile homes remain as prominent as ever. The choice is there, but innovation remains relatively limited. We see the same codes repeated, with few genuinely new proposals in terms of use, design or customer experience.
This may be where some of the opportunities lie. If the Fren
ch outdoor hospitality market is mature enough, there is still surprisingly little that is truly new beyond variations of existing models.
I’ll be at SETT Montpellier, 3–5 November 2026, Europe’s leading trade show for outdoor hospitality, to continue observing market trends, product offerings and professional expectations — and to qualify sales opportunities. With the decision and purchasing period approaching, this is also the last opportunity for international manufacturers to have us represent them at the show. Contact me soon to ask about our special SETT visit representation packages.
