The newly launched UPI payment system at the Eiffel Tower, to facilitate the ease of tourists’ tickets and products purchases, is expected to drive the goal.
Patrick Branco Ruivo, Managing Director of the Eiffel Tower, made his inaugural visit to India representing Eiffel Tower, to meet with the travel trade fraternity in Mumbai. The meet and greet featured key figures such as Axel Guyon, Country Manager – India, Choose Paris Region; Sami Boukaze, Consul and Deputy Head of Mission, Consulate General of France in Mumbai; and Sheetal Munshaw, Director India, Atout France, among others.
During Ruivo’s interactions, he discussed the overall response received by the Eiffel Tower, India’s contribution, and the way forward. According to him, the Eiffel Tower attracts 6.3 million visitors annually, making it the most visited paid monument in the world. In 2023, 80% of the visitors to the Eiffel Tower were foreign tourists, with the remaining 20% being French nationals. Of the 80% foreign visitors, 50% were European, 19% North American, 4% South American, and 4% Indian. Ruivo’s goal is to double the percentage of Indian visitors to the Eiffel Tower by 2026.
In 2024, the percentage of Indian visitors saw a significant increase, peaking at 6.8% in May. Ruivo emphasized the importance of the Indian market, stating, “India is an important market for us, and my goal is to enhance the experience for Indian visitors. We are more interested in quality visitors than in sheer numbers. Our target is to achieve 8% quality visitors to the monument.”
Indians have consistently ranked among the top 10 visitors to the Eiffel Tower since the beginning of the year. Ruivo also highlighted a notable shift in visitor demographics compared to five years ago. Previously, 75% of visitors came in groups and 25% were families. Now, the majority are individuals, young couples, and young families, with 50% being families, including young couples, and 50% groups. Most Indian visitors are over 30 years old and typically visit between April-June and November.
When asked about the response during the Olympics period, Ruivo noted that visitation from India was comparatively lower than at other times. However, he expects more Indian visitors after the Olympics, with the numbers anticipated to rise in September.
To achieve the above-defined goal, he outlined several strategies, including the implementation of the UPI payment system for ticket and product purchases, introduced earlier this year. The Eiffel Tower is the first European site to adopt this payment system, making transactions easier for travelers.
Ruivo also revealed other strategic initiatives aimed at catering to the needs of Indian tourists, such as offering vegetarian cuisine at the Tower. He expressed his interest in better understanding the Indian market and collaborating with the Indian tourism and film industry, as well as with Atout France India, to strengthen the Eiffel Tower’s presence and establish it as a prime location for film tourism.
Another strategic development Ruivo mentioned is the launch of the ‘Grand Tour,’ which offers exclusive visits to the Eiffel Tower for up to 6 adults and 2 children. These tours, conducted by trained professionals, include priority access to the top floor, a viewing of the historic elevator mechanism, gifts, and more.
He further highlighted creating the Eiffel Tower brand, developing quality products for in-house distribution, and collaborating with renowned French brands. During the Olympics, the Eiffel Tower also made a significant contribution to the Olympic medals. Every athlete leaving the nation with medals is honored with 16 grams of the Eiffel Tower.
“Atout France is also going to host a workshop in Goa this October, where our team will participate to gain long-term insights and better understand the market”, concludes Ruivo.
