Newsletter No. 10 (June 2026):

A Look Back at the Highlights

Featured:
Learning Expedition Germany: Testing Its Strategy
with development strategy against the reality of the German market

In a challenging international economic climate, expanding into Germany cannot be left to chance. It was precisely to address this challenge that the Learning Expedition Germany was held in Saarbrücken: an immersive one-day event designed to help French companies structure their strategy for establishing a presence and growing their business in Germany. Organized in partnership with the WTC Metz-Saarbrücken, Inspire Metz, and gwSaar, the event took a resolutely pragmatic approach, closely aligned with the economic and cultural realities of the German market.

The WTC Metz-Saarbrücken played a central role throughout this Learning Expedition. As a leading provider of international business support, the WTC offered a program that combined institutional expertise, practical insights, and networking opportunities with key partners in the field. The goal: to enable participants to assess their projects against local standards, gain a better understanding of German decision-making processes, and identify the most effective strategies for successful business development.

The Saarland, a border region, serves as a true bridge between France and the German market, with a highly integrated economic ecosystem and key business hubs, particularly in Saarbrücken. The day began with an overview of the opportunities offered by Germany and the Saarland, covering economic trends, public policies to support investment, and French export support and financing programs, presented by the Saarland Ministry of Economy and Bpifrance.

Participants then focused on practical strategies for expansion into Germany: methods for market research and establishing a presence, understanding business cultures, recruitment practices, and tailoring offerings to local market expectations. Insights from French companies already established in Germany provided valuable perspective, offering concrete examples of best practices as well as potential pitfalls to anticipate. The afternoon was devoted to innovation, featuring a visit to Southwest X – the bridge to innovation, which offered participants an immersive experience at the heart of Saarland’s startup and technology ecosystem. This session highlighted the importance of cross-border innovation and was complemented by a discussion on adapting visual identity and products to the German market.

What happens next?

Given the interest generated by this edition and the very positive feedback from participants, a new Learning Expedition Germany is already scheduled for the first quarter of 2027. This upcoming edition will pursue the same goal: to offer French companies practical, immersive, and actionable support to help them successfully expand into the German market.Interested companies are invited to register now to be among the first to receive information about the details, program, and upcoming dates.

A Look Back at the 49th Cross-Border Business Lunch: Understanding Megatrends to Anticipate the Future

The49th Cross-Border Business Lunch hosted by the WTC Metz-Saarbrücken took place last Tuesday at theEurodev Center in Forbach. This event once again brought together French and German business leaders in a friendly and collaborative setting, staying true to the spirit established from the outset by Jean-Luc Bieber, a member of the WTC Metz-Saarbrücken executive committee.

During lunch, participants were able to mingle freely over a buffet lunch, with no assigned seats, which encouraged movement, networking, and the development of cross-border relationships. This informal approach creates an environment conducive to dialogue and the sharing of experiences among local businesses.

The afternoon continued with a collaborative workshop on megatrends, led by Dorcas Spitzhorn and Laura Benaoudia from the Eurodev Center Business Incubator. After an introduction to the theoretical foundations of the topic, megatrends were presented as major, structuring movements on a global scale, grouped around key areas: globalization and the growing integration of economies, demographic shifts and migration, urbanization, the technological and digital revolution (computing, the Internet, artificial intelligence, automation), security in all its forms (cybersecurity, energy security, geopolitical risks), the shift in global power toward a multipolar world, environmental and resource challenges, health and longevity, as well as individualization and social transformations.

Building on this foundation, participants worked in groups on practical case studies. Starting with an identified megatrend or challenge, they were asked to devise an innovative solution, imagining themselves launching a startup or evolving their own business. The richness of the discussions, the participants’ engagement, and the diversity of perspectives greatly contributed to the success of this session, which was marked by dynamic and inspiring discussions.

This49th Business Lunch thus enabled participating companies to better understand the major trends currently underway, anticipate their impact on their markets, and inform their strategic planning, while strengthening economic ties within the Moselle region and across the border.

Viva Technology 2026
: The Grand Est Region at the Heart of Innovation and Franco-German Cooperation

The VivaTech trade show opened its doors in Paris, reaffirming its role as a major European hub for technological innovation. Cities in the Grand Est region, includingthe Euro-Metropolis of Metz, were in attendance to promote a region that innovates, is undergoing transformation, and supports businesses as they navigate major digital and industrial transitions.

At the Grand Est regional booth, startups and business leaders joined forces to showcase the excellence of the local ecosystem, with notable participants including Nimesis, Thaink², Pint, and Vitamine Jungle.

The trade show offered numerous opportunities to create new synergies, establish strategic contacts, and initiate international collaborations, particularly with exhibitors from the German Pavilion, this year’s guest of honor.

A highlight of VivaTech 2026 was the signing of the agreement establishing the Franco-German Research Center for Artificial Intelligence, led by DFKI and Inria. This strategic initiative aims to strengthen European digital sovereignty, accelerate technology transfer to industry, and build a sustainable and competitive European AI ecosystem.

VivaTech 2026 thus illustrates the central role of regional areas and Franco-German cooperation in building the digital Europe of tomorrow, for the benefit of businesses and innovation.

UpcomingEvents

Join the 50th Cross-Border Business Lunch in the heart of Oktoberfest! 

On Friday, October 2, 2026, from 12:00 p.m. to 2:00 p.m., the 50th Cross-Border Business Lunch at the Brauhaus zum Stiefel in Saarbrücken, in the festive setting of Oktoberfest.

This special event is a central part of the famous Bavarian folk festival, a symbol of camaraderie and sharing. It will bring together decision-makers and business leaders from France, Germany, and Luxembourg for a business luncheon focused on dialogue, networking, and cross-border cooperation.

Special attention will be given to the Saarbrücken Eurometropolis, a key hub within an integrated, dynamic, and attractive economic region. A presentation will highlight its advantages for business establishment and investment in the Franco-German region.

The menu includes a choice of main course (vegetarian or meat-based) and a glass of Stiefel Original beer. A non-alcoholic alternative will be available upon request at the time of registration. Since space is limited, we recommend that you confirm your attendance as soon as possible.

Starting with this event, support will also be provided for the project Démos Moselle-Sarreproject, which will enable 200 children from Moselle (ages 7–12) to experience playing in an orchestra between 2023 and 2026. When registering, you’ll have the option to make a donation of any amount to support this cultural project.

A special event combining professional networking, economic exploration, and a festive German-style atmosphere.

WTCA network news

The United Nations Industrial Development Organization (UNIDO), in partnership with the World Trade Centers Association, has launched the Global Call 2026, an international initiative aimed at identifying and promoting innovative solutions for a sustainable blue economy. This call is open to companies, startups, research centers, and project leaders developing innovative technologies or business models related to marine and aquatic resources (rivers, streams, lakes, and ponds).

The Global Call 2026 covers a wide range of topics, from blue renewable energy to sustainable food production, including green shipping, smart ports, the restoration of aquatic ecosystems, sustainable tourism, and marine technologies and biotechnologies.

The goal is to support concrete solutions with high potential for widespread implementation that can address today’s economic and environmental challenges.

The selected projects will benefit from a support program and international visibility, including access to networks of experts, institutional partners, and investors. The awards ceremony will take place during the Euro-Mediterranean Water Forum in Rome in October 2026, providing the winners with a premier international showcase.

For more information: UNIDO–WTCA Global Call 2026

Please note! The application deadline is July 19, 2026. 

End of the internship at the WTC Metz-Saarbrücken and Inspire Metz at the Economic Attractiveness Hub: an enriching Franco-German experience

WTC Metz-Saarbrücken and Inspire Metz would like to extend their warmest thanks to Sophie and Léa for their trust and the contributions they made during their internships. Sophie’s internship lasted five months, from February to July, and Léa’s lasted three months, from May to July. They had the opportunity to contribute to several major projects and events.

Specifically, for Sophie: the Cyber Security Tour #2, the Learning Expedition Germany, and the49th Cross-Border Business Lunch. For Léa: managing a new initiative to attract healthcare professionals (conducting outreach to prepare for the Healthcare Professionals’ Day and drafting a dedicated page on the website to welcome new healthcare professionals).

These assignments allowed them to interact with teams and stakeholders from both the public and private sectors, gain a better understanding of the challenges facing the business world, and enjoy an enriching immersion in everyday professional life in France and Germany. Sophie is now returning to Dresden to continue her studies after completing her Master’s in Franco-German International Management, while Léa is continuing her international Bachelor of Business Administration program at EDHEC Business School in Lille.

A big thank you to them for their dedication, cooperation, and positive attitude in promoting the economic appeal of the Euro-Metropolis and the cross-border region. 

For more information, please contact Elise SIMONYAN: esimonyan@inspire-metz.com – 07 77 89 87 61