French market: liberty, equality, opportunities
Station F, French Tech, public procurement, hidden cultural differences… From his office in Paris, Olivier Costa has a front-row seat to observe developments in the French market. On the occasion of France’s National Day, our General Delegate based in Paris since 2022 shares what makes France such a strong market today and the opportunities it offers Brussels-based businesses.
Interview with Olivier Costa
Based in Paris since 2022, Olivier Costa represents hub.brussels in France. A lawyer by training and an international business development specialist, he helps Brussels-based companies expand into the French market, drawing on solid experience gained at the European institutions and across several international markets.
Happy National Day, Olivier! What are the celebrations like in the City of Light? And how will you be celebrating 14 July this year?
I enjoy discovering (or rediscovering) the streets of Paris on foot or by bike. On 14 July, I’ll be looking up at the sky to watch the aircraft taking part in the military parade.
Business climate in France
How would you describe the business climate in France today?
It’s a mixed picture, but far from gloomy. Budgetary and political uncertainty ahead of the 2027 presidential election is weighing on short-term confidence, but France remains one of Europe’s leading economies, with a strong industrial base and a powerful domestic market. Foreign companies that expand there do so with a long-term perspective, not to seize a short-lived opportunity.
What are the main challenges facing French companies?
Taxation and administrative burdens remain the number one concern, followed by energy costs, recruitment difficulties in certain technical professions, and adapting to new environmental legislation.
Which sectors currently offer the greatest potential?
Artificial intelligence plays a leading role, along with healthcare
(medtech and biotech), the energy transition, sustainable construction and sustainable food. Paris is also consolidating its position as one of Europe’s leading fintech hubs.
Are there any new trends that could be of interest to Brussels-based businesses?
Regional reindustrialisation, green public procurement and a strong appetite for B2B solutions that help French companies comply with regulations; an area in which Belgian expertise is often highly valued.
How has the French market evolved in recent years?
It has become significantly more decentralised from an economic perspective, with cities such as Lyon, Nantes, Lille, Marseille and Bordeaux gaining momentum thanks to their sector-specific expertise. It has also become more open: the French Tech ecosystem has normalised the presence of international players, making it much easier for Brussels-based companies to enter the market.
Opportunities for Brussels-based businesses
How do Brussels and Paris complement each other economically?
Brussels offers access to the European institutions and a dynamic multicultural ecosystem, while Paris offers scale, capital and a vast domestic market. Together, they form a natural gateway for companies looking to grow across Europe. They are also both mature economies.
Are there still any underexploited niches or markets?
Yes, particularly in defence, urban mobility solutions, the circular economy and highly specialised B2B segments such as logistics and industrial cybersecurity, where Belgian companies are present but still lack visibility in France.
Where can you really take the pulse of the Parisian economy: at a trade fair, in a neighbourhood, a café or an incubator?
Without hesitation: Station F. It’s where start-ups, investors and large companies come together, and where you immediately get a sense of where the French economy is heading. The various French Tech hubs also deserve a mention.
Which Franco-Belgian collaborations seem the most promising in the coming years?
Energy, defence and digital innovation: areas where both countries share common strategic interests.
The role of our Paris office
How do you support Brussels-based businesses in practice?
The Paris office systematically arranges meetings with Brussels-based companies looking to expand into France, either by videoconference or in person when I travel to Brussels. Following each meeting, the team carries out targeted research, analyses the findings together and sends the company a follow-up email containing the relevant information and recommendations.
What type of requests do you receive most often?
Requests to connect with local decision-makers or distributors, as well as questions about trade fairs and exhibitions taking place in France. We also receive questions about setting up a business, including legal status, taxation and recruitment.
Can you share an example of a company you recently helped expand into France?
I met with BRAFA, Brussels’ leading art fair, and helped them organise an event at the Residence of the Belgian Ambassador to France. This enabled them to increase their visibility and strengthen relationships with local partners ahead of their 2027 edition.
Which French speciality would you recommend to an entrepreneur visiting Paris?
One little indulgence I can only recommend: enjoying an excellent Paris-Brest in a Parisian pastry shop!
Bonus questions
What is your favourite place in Paris for a business meeting?
Among the many great places in Paris, I like to suggest meeting at Buddy Buddy, a coffee shop on Rue de Marseille. It’s a Brussels-based company that our office supported in its expansion into France. A great way to combine business with pleasure while giving one of Brussels’ finest businesses extra visibility.
Want to learn more about the French market?
Discover our country export fact sheets below and access all the practical information you need: general information, economic indicators, the political landscape, the technological environment, business culture, legal aspects and local contacts.
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