He participated for the second time in the France Excellence event, which takes place on the 18th and 19th in Cidade Matarazzo in São Paulo, and highlighted the opportunity to strengthen the Brazilian presence in the Tower.
"Brazilians love the Eiffel Tower. Today, they represent between 3% and 4% of our visitors, which is equivalent to more than 240,000 people per year. However, considering that Brazil is a country with 210 million inhabitants, I see great potential to increase these numbers. Our goal is to increase the Brazilian share to 5% or 6% by 2027. With the increase in air connections between Brazil and France, I believe this is possible," says Patrick.
Expansion of luxury tourism at the Eiffel Tower
In order to expand its tourism offerings and offer exclusive experiences, SETE has launched a new private tour option to the Eiffel Tower, which gives visitors access to areas that are normally restricted. "We launched this experience last year and have already organized more than 400 visits. However, most visitors come from the United States and the Middle East. Now, we are working to attract more Brazilians to this unique experience," says the director.
The tourism market in Asia and the rise of India
Patrick also spoke about the growth of Indian tourism at the Eiffel Tower. “In Asia, the most important market for us is India, which accounts for 4% of visitors, similar to Brazil. China and Japan have a smaller share, at around 1%. Like Brazilians, Indians tend to visit Paris during their holiday periods, which coincides with the summer in the southern hemisphere,” he explains.
The importance of local audiences and efforts to attract them
SETE has been investing in new ways to attract locals to the Eiffel Tower. “French people make up 23% of visitors, but we realized that many Parisians only visit the tower once or twice in their lifetime. That’s why we created new experiences, such as Sunday brunch at the Madame Brasserie restaurant and cocktails in the event hall. These initiatives have attracted more locals, especially after the pandemic,” highlights Patrick.
Events and gastronomic experiences at the Eiffel Tower
In addition to being a tourist attraction, the Eiffel Tower also stands out for its gastronomic experiences. "The restaurant Le Jules Verne, with its two Michelin stars, is a popular destination for important celebrations, such as birthdays and weddings. Madame Brasserie, with a capacity for 240 people per service, also offers a unique gastronomic experience, with views of Paris. I have Brazilian friends who have visited the restaurant and were delighted," comments Patrick.
The Eiffel Tower as a backdrop for films and international events
The Eiffel Tower is also an iconic location for filming and events. “Filming at the tower takes place at night, after it closes to the public. We’ve had productions like Emily in Paris and The Crown, as well as events like the L’Oréal show during Paris Fashion Week. These events reinforce the Eiffel Tower’s image as a global symbol of confidence and innovation,” he explains.
Technological innovations and the future of the Eiffel Tower
Patrick Branco Ruivo concludes by highlighting SETE’s innovative projects, which aim to expand the Eiffel Tower experience beyond its physical borders. “We recently launched an online store with authentic French products and an immersive virtual reality experience, where visitors can ‘climb’ the tower from anywhere in the world. Our goal is for the Eiffel Tower to be experienced not only in Paris, but also globally, whether through films, products or digital technology,” concludes the director.
Report and photo: Mary de Aquino.