The 3rd edition of France Excellence Latin America will take place between September 19 and 21 in São Paulo

The reason was the launch of the 3rd edition of France Excellence Latin America - La tradition de l'innovation.

The morning was spent in the boulangerie and the night was spent with popcorn at the Reserva Cultural de São Paulo cinema, which in collaboration with Canal Arte 1 screened the premiere of the documentary inspired by the literary work Les Secrets du Luxe, by the journalist Laurence Picot, who has spent many years researching the luxury market. 

The 3rd edition of France Excellence Latin America will take place in September, from 19 to 21, at the Rosewood Hotel in São Paulo. This year's theme is La tradition de l'innovation (The tradition of innovation). And Putnoki said that France only remains a benchmark in luxury because of the country's capacity for innovation. 

The French art of living includes concern for the environment and ESG (Environmental, Social and Governance) practices. According to Putnoki, France's plans are to become the most sustainable country in the world by 2030, and for the Paris Olympic Games in 2024 to be the most sustainable in history. 

The official opening of the 3rd edition of France Excellence Latin America will take place on September 19, with lectures and debates, as well as an online broadcast. Caroline Putnoki stated that if you have the live streaming feature, you should use it. 

The first face-to-face business round will take place on September 20 and 21, since the event was born in 2021 during the pandemic. The two-day event will feature French suppliers and specialists from the luxury travel industry and the  Soirée Trade . 

There is a selection process for travel agents to participate in France Excellence, they have to be interested in France and sell the country. 

Caroline Putnoki understands that luxury is not just what money can buy, but a whole historical context, a cultural approach behind luxury: "French luxury is totally different, and people have to understand it," she concludes.

The long history of French luxury that the event speaks to and thrives on is the only luxury event that focuses on the Americas. Between training, networking and contact with French suppliers, 2023 brings news and there will be 28 French companies that will participate in this 3rd edition. 

Among the sponsors are Air France, Galeries Lafayette, Nice Cote D'Azur, for the first time in an event in Brazil. Air France, Europcar Moving, Mobility, Carré Opera Pharmacie, Printemps, Galeries Lafayette, and the Explore Eastern France and Explore Nice Cote D'Azur destinations will be exhibiting. Wine and Chateu , Clos Lucé (Leonardo da Vinci's last residence ), Amboise Château Royal, Chazy Horse Paris, Sodexo Live will also be present . Among the hotels: 360 Hotels Maison, Bernard Loiseu, Anatra, Chateu de Leognan, Fachon LHôtel Paris, Grand Barbail, Hotel Lancaster, Royal Riviera.

The round tables will have a function of debate, reflection and education on what is innovation in tourism, and the tradition of innovation, to explain what French luxury is. "Luxury and innovation have a connection to each other, both in fashion, beauty and articles, none of these brands that have been around for years would have survived without innovation, it is part of these brands, just like technology and customer service," explains Caroline.

In luxury tourism today, the South American countries that visit France the most are Brazil, Argentina and Colombia, respectively. And in the case of the luxury fashion market, the director of Atout France for South America points out that today the big brands are innovating to meet the demand for comfort in clothing.

The book of the 2nd Edition of Excellence Latin America - Le Gôut de la Création, will be on sale during the third edition at the Rosewood Hotel, and the proceeds will be donated to the Almerinda Malaquias Foundation.

350 participants are expected for the first day and 150 travel agencies will be present for the business round. Putnoki affirms that the objective is to welcome more and more travel agencies from all over Latin America.

Report and photo: Mary de Aquino.