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Boatindustry: What led GPO to partner with the Qinhuangdao Boat Show?
Alain Pochon: The creation of this trade show, which will be in its second year in 2026, is the result of a long-standing collaboration with the city of Qinhuangdao and the Port of Hebei. We have been working with China since 2009 and with Qinhuangdao since 2019, thanks to an initiative organized by the Charente-Maritime department and its last two presidents, Dominique Bussereau and then Sylvie Marcilly. The city wanted to establish a leading trade show for Northern China and aims to develop the boating industry and related offerings over time, with a particular focus on Beijing, located 300 kilometers away.
In fact, we felt it would be very beneficial to collaborate with them and help them develop and structure these projects, while emphasizing that GPO is an association that, since its founding in 1973, has been managed by professionals in the boating industry. In fact, our goal is also to potentially help our industry develop new markets in this region of Northern China, which today offers numerous advantages and a strong commitment to developing a product offering tailored to its market and to organizing boating events.
How does this partnership fit into GPO's international development strategy?
We have collaborated with Brazil on numerous occasions; today, we are continuing our work with China, and every year we are in contact with many countries as part of the Guest of Honor program at the Grand Pavois La Rochelle. The international cooperation developed by Grand Pavois Organisation (GPO) for many years can be justified on several levels: economic, strategic, institutional, tourism-related, and sector-specific. First and foremost, it helps strengthen the international reach of the Grand Pavois. It also promotes the economic development of the boating industry by introducing it to?or providing access to?new markets.
GPO?s presence abroad also helps foster a form of economic diplomacy in the boating sector, while exporting our French expertise in nautical events and enhancing La Rochelle?s appeal as a leading economic hub for the boating industry. Le Grand Pavois is a La Rochelle institution and an integral part of the city?s boating scene. Similarly, we also seek to promote and consolidate the presence of the Charente-Maritime department, its ports, its boating activities, its kilometers of coastline, and the entire economy associated with it. Furthermore, we hope to eventually be able to count on the support of the Nouvelle-Aquitaine Region, which has jurisdiction over economic matters and for which the marine industry is a very important sector.
The Chinese recreational boating market is often described as a market with great potential. What is your assessment of its current trends?
It is important to recognize and understand that China is a vast country and that, when it comes to boating, the situation in the south differs from that in the north. The south has benefited from its proximity to Hong Kong and from the strong momentum in Hainan Province regarding high-end tourism, particularly from Chinese and Russian visitors. In fact, we contributed to this growth between 2009 and 2011 when GPO co-organized the China Shenzhen International Boat Show. The Shanghai boat show has also been a fixture for many years. Today, Guangdong?including Zhuhai, Shenzhen, and Guangzhou?represents the heart of China?s yachting industry, with boat builders and equipment manufacturers based there.
In fact, not all provinces have developed in the same way, and political priorities were not necessarily the same. So, yes, this boating market has great potential because a genuine leisure and tourism economy is taking shape in China. A city like Beijing, with its 22 million residents, naturally turns to Qinhuangdao, which is only 300 kilometers away. Qinhuangdao is aware of this, and there is now a genuine commitment to developing this sector. So, to answer the question: while the supply isn?t overwhelming, it is growing, and there?s no doubt that the market will eventually be there.
What are the main sectors of the French boating industry that could find opportunities in Qinhuangdao: shipbuilding, equipment, marinas, services, or training?
All sectors may be interested, and this is where GPO?s efforts and presence are particularly relevant. In 2024?2025, we carried out a major consulting project to develop the water sports industry in Qinhuangdao. We analyzed the current landscape and outlined all the initiatives needed to drive this development: from training in all aspects of the boating industry, to the connected marinas of the future, to the most relevant types of activities and products, including training for young people, as well as the organization of flagship events and the implementation of specific services to adapt to local characteristics and existing cultural barriers.
The Qinhuangdao Boat Show is still relatively unknown among European industry professionals. What sets it apart from major international boat shows?
This trade show is still in its early stages, and we need to view it differently from other European?or even global?trade shows. Indeed, every trade show has its own cultural, geographic, and economic characteristics. This show is not well known at present because it is difficult for us Europeans to envision the market in Northern China and its future. Our current perception of the Chinese market as a whole is closely tied to that of Southern China, with its yachts and large vessels. The market in Northern China is currently more focused on day boating, including fishing and water sports, day-long sailing trips, day charters, and water sports aimed at enthusiasts escaping Beijing for the weekend, sailing schools, and future dinghy rental clubs along the beaches.
We must therefore organize this show?s offerings in a way that better reflects a lifestyle and a very Chinese current trend?one that is shifting toward consumption and the discovery of pleasures and leisure activities?as promoted by influencers with millions of followers. That is why this show features exhibitors showcasing ?flying cars? alongside a vintage car exhibition? We need to envision a specific type of boat show where numerous boating professionals can share their experiences, products, offers, and insights.
What specific role will GPO play for French companies that wish to participate in this event?
Our role is simply to connect potential international professionals interested in entering the Northern China market and to strengthen their relationships. In fact, we will be hosting a special event during the Grand Pavois next September, where our Chinese partners will be present to showcase the 2027 edition of the trade show, as well as their development strategy for Qinhuangdao as a destination, available incentives, and potential promotional initiatives. While we are, of course, culturally different, GPO?s role is to serve as a bridge between them and French, European, and international industry professionals.
Cultural and regulatory differences often remain a barrier to exporting. How does GPO plan to support companies in these areas?
It is not our role to orchestrate and oversee business relationships between a French or European professional and our Chinese counterparts. I would like to remind you that GPO is an association. Our role is simply to facilitate connections, to enable our partners to benefit from our network, our expertise in event planning, and our reputation, so that they can present their expectations, development plans, potential offers, and support options to facilitate any possible future collaboration. However, yes, we are the first to raise with our Chinese counterparts the existing barriers, such as import taxes, the fear of water among many Chinese people, a lack of familiarity with water sports, the lack of training, and the issue of current regulations that hinder the development of the sport... That?s where our advisory role comes into play.
China is investing heavily in recreational infrastructure and marinas. Do you see new opportunities emerging for European suppliers?
It is often said that China is moving quickly and developing in all areas because it has managed, in just a few decades, to combine several factors that are rarely found together on such a large scale. It has a long-term strategic vision, and while water sports are still in their infancy today, it?s hard for us to imagine what they?ll look like in ten or twenty years? It has exceptional execution capabilities and a massive market size?something we no longer have.
However, the boating industry is one of the sectors she knows little or nothing about and does not have a firm grasp of. Her approach is therefore commendable in that she looks to and draws inspiration from existing, well-established markets that offer degree programs, products tailored to specific practices, established regulations, appropriate safety measures, and services that evolve in response to market trends and the changing demographics of participants... In short, yes, many sectors are involved.
Is the purpose of this partnership solely to promote French exports to China, or is it also intended to foster bilateral industrial cooperation?
It is difficult to answer that question today, and that is not GPO?s purpose. Our mission is to support professionals through our activities and to advance the field?something we do as part of the Grand Pavois. That said, once again, we are clearly acting as a facilitator and collaborator between our professionals and our Chinese partners. Today, in practical terms, our collaboration centers on a partnership regarding the organization of the trade show, sponsorship, support for international communications, and assistance in promoting the destination as part of its commitment to developing the boating industry.
What are the main needs currently expressed by Chinese players in the boating industry when they meet with European companies?
Their message is: ?You are our key partners?how can we work together? We want to develop a range of services and an industry centered on boating?how can you help us?? ?We want to have boats in the area that cater to specific activities?how can we make that happen?? In short, they?re paying close attention to everything that?s happening and want to make boating a real driver of economic development, just like the tourism sector they?re currently developing on a large scale.
You only have to look at the development of tourism in the Westport district of Qinhuangdao to understand and appreciate the quality of the work and the thought that went into it. They have transformed an industrial district into a true tourist hub while preserving the original architecture, including its brick industrial warehouses. It is simply remarkable, of the highest quality, and perfectly in tune with the times.
It is no coincidence that 10 million tourists?mostly Chinese?visit the area each year. And if we look at the upcoming development projects for this district of Qinhuangdao, including the Hebei port, we see plans for a cruise terminal, future recreational centers, the construction of a new large-scale marina, and a technical marine facility...
The Chinese recreational boating industry is still very different from the European model. What lessons can French professionals learn from this rapidly developing market?
Once again: China is a vast country, and each province has its own unique characteristics and priorities. Look at our own situation: the Mediterranean market is not the same as the Atlantic market?imagine what that means on the scale of China? So, the Chinese recreational boating sector is diverse, and its needs are?and will continue to be?different and highly varied. We?re dealing with a market of 1.4 billion people and 18,000 kilometers of coastline, with considerable geographical differences.
Today, it is more of an emerging market with strong potential than a mature mass market. China has several hundred million consumers who now have the purchasing power to access premium leisure activities. And as in many countries, boating often emerges after consumers have moved beyond the initial phases of spending on automobiles, real estate, and tourism.
Do you think Qinhuangdao could eventually become an essential hub for European marine companies looking to expand into northern China?
There is such strong political will and momentum that Qinhuangdao is taking the necessary steps to become this platform. The political will is there, and the port of Hebei has clearly identified boating and tourism as key drivers of economic development. In fact, we can only advise any professional looking to expand in China and Northern China to reach out to Qinhuangdao and its representatives.
More broadly, how do you see relations between the French and Chinese marine industries evolving over the next few years?
European companies in the boating industry need to pay close attention and take an interest in this market, but diving in without caution would be just as risky. Even though the Chinese boating market remains smaller than those in Europe or North America in terms of the number of recreational boaters, its potential is considerable. Why? Because there is rapid growth in the middle and upper classes, the development of coastal tourism and marinas, a commitment by local authorities to develop the maritime economy, and, not to mention, growing demand for premium European products.
In practical terms, for the European marine sector, China must be viewed as a strategic market to be captured and an industrial partner to be managed?by taking all necessary precautions and establishing a framework of selective and strictly regulated collaboration?rather than as a risk to be avoided or a dependency to be accepted. It is this balanced approach that will enable us to capitalize on Asian growth while preserving our competitiveness and European expertise.
If you had to convince a French equipment manufacturer or shipyard that is still hesitant to enter the Chinese market, what would be your main argument?
There is a lot of work to be done and potential to be tapped in this emerging market in Northern China. The proximity to Beijing and major industrial centers bodes well for strong future local growth, supported by a genuine development strategy driven by the dynamic and motivated city of Qinhuangdao and a major state-owned enterprise, the Port of Hebei, which is committed to the economic development of this sector. What I mean is that French professionals can be sure they?ll find a receptive audience when it comes to collaboration and/or support if they?re interested in this destination. They?ll have the opportunity to meet representatives from Qinhuangdao and the Port of Hebei at the upcoming Grand Pavois, where they?ll have a booth.
