After wrapping the 46th European Trade Fair of Tourism Trends (SETT) in Montpellier (France) earlier this month, the event’s director says artificial intelligence (AI) is emerging as a defining force in European outdoor hospitality, prompting the trade fair to place the technology at the forefront of its 2025 program.
Gabrielle Quichaud, trade fair director, told Modern Campground that the decision to highlight AI across the exhibition floor and the SETT d’Or innovation awards. Innovations such as Geek Tonic, a comprehensive management platform, and Alpilink, an AI-powered check-out solution, were recognized during the SETT d’Or awards.
SETT 2025 was held November 4–6 at the Montpellier Exhibition Centre, covering 60,000 square meters and hosting over 700 exhibitors.
The trade fair drew 20,215 professional visitors, marking an 8.7% increase from the previous year, with international attendees rising 41.3%
Quichaud noted that the French camping market has professionalized rapidly in recent years, with campsites enhancing their offerings to meet rising customer expectations, equipping themselves with high-end amenities such as spas, recreational facilities, and upgraded accommodations.
“With all the focus on aesthetics, comfort, and customer experience… The exhibitors have evolved with us, and today we have attracted many campsites both in France and across Europe, making the event the leader in the camping market,” Quichaud told Modern Campground.
Visitors represented countries including Spain, the Netherlands, Italy, Germany, Belgium, and Portugal, reflecting SETT’s growing role as a pan-European hub for outdoor hospitality.
Quichaud also emphasized that SETT’s scale and scope make it unique in Europe. “In Europe, the SETT is the only trade show of this size that brings together all these sectors… It made sense over the years to expand beyond France because the European camping market is quite large.”
AI was a central theme, with exhibitors demonstrating how technology can streamline operations such as reservations, check-in, and property management.
Geek Tonic offered an integrated platform for campsite management, while Alpilink provided AI-powered solutions for faster, automated guest check-out processes.
“We wanted to highlight it because it made sense with the exhibitors’ developments and the expectations of the campsites… Each exhibitor, especially those awarded the gold bags, has included artificial intelligence in their solutions,” Quichaud said.
The SETT d’Or competition also honored French companies for innovations in sustainability, safety, and digitalization, reinforcing the industry’s focus on efficiency and resource management.
Beyond AI, the fair offered conferences, demonstrations, and networking opportunities to connect campsite managers with suppliers, institutional partners, and media representatives.
Quichaud highlighted the trade fair’s professional yet welcoming atmosphere. “Even though it is a professional trade show that is growing, it is above all a very visual event where the campsite manager enjoys coming each year to meet their suppliers, institutional partners, and the press. I would say it is a unifying moment.”
SETT 2025 illustrated the growing importance of technology and innovation in Europe’s outdoor hospitality sector, aligning with broader trends toward higher service standards and operational efficiency.
The next edition of SETT will take place November 3–5, 2026, at the Montpellier Exhibition Centre, continuing its mission to connect professionals across the continent and showcase innovations like AI for campsite management.