An interview with Laurent Quiege, President of Skal International Paris
After a year marked by transformation, innovation, and renewed focus on communication in tourism, Skal Europe sat down with Laurent Quiege, President of Skal International Paris. With more than 25 years of experience in the tourism industry, a strong background in innovation ecosystems, and a recognised voice in tourism communication, Laurent Quiege embodies a forward-looking approach to leadership. In this interview, he shares insights from his professional journey, reflects on his first year as President, and presents his latest contribution to the sector: a practical white paper on tourism communication and mainstream media.
Skal Europe (SE): Laurent, you have now completed your first year as President of Skal International Paris. Looking back, what does this first year represent for you?
Laurent Quiege (LQ):
This first year has been both intense and rewarding. It was an opportunity to listen, to understand expectations, and to reconnect Skal Paris with key professional dynamics. My priority has been to reinforce relevance — making sure that Skal remains a place where professionals exchange concrete value, ideas, and perspectives that are useful in today’s tourism environment.
SE: You bring more than 25 years of experience in tourism and have held a wide range of roles throughout your career. How has this diversity shaped your leadership approach?
LQ:
Tourism is multifaceted by nature. Having worked in different roles has helped me understand its complexity — from destinations to businesses, from innovation to communication. This diversity allows me to approach leadership with pragmatism and openness, always keeping in mind the realities professionals face on the ground.
SE: You are particularly known as the founder and former director of Welcome City Lab, widely recognised as the world’s first startup incubator dedicated to the travel industry. What impact did this experience have on you?
LQ:
Welcome City Lab was a defining experience. It proved that tourism innovation deserved its own ecosystem. Over ten years, the incubator helped create 1,600 new jobs and demonstrated that tourism startups could scale. The fact that the model was later replicated in five major cities confirmed that the approach was both relevant and transferable.
SE: Innovation is one pillar of your career; communication is another. You speak four languages, have more than 36,000 followers on social networks, and are recognised as a key opinion leader in tourism. How do you see communication evolving in our industry?
LQ:
Communication has become strategic. Tourism brands and destinations compete in an oversaturated environment, where visibility alone is no longer enough. What matters today is credibility, consistency, and the ability to tell meaningful stories that resonate with different audiences.
SE: This perspective is at the core of your recent free white paper, “Tourism, Brand Content and Media Plans – How to optimise tourism communication through mainstream media.” What was your main objective in writing it?
LQ:
My objective was to offer a practical tool. Mainstream media still plays a crucial role in building trust and reach, yet it is often misunderstood or underused. The white paper explains how tourism stakeholders can better integrate brand content and media planning to maximise the effectiveness of their communication strategies.
SE: What key message would you like Skal Europe members to take away from this publication?
LQ:
That successful communication is about alignment. Advertising, editorial content, and media strategy should work together. When they do, tourism organisations can significantly amplify their impact while maintaining credibility.
SE: Finally, how do you see the role of Skal — and particularly Skal International Paris — in today’s tourism landscape?
LQ:
Skal’s strength lies in its network of professionals. In times of change, this collective intelligence is invaluable. Skal Paris aims to be a place where experience, innovation, and influence converge, contributing not only locally but also to the wider Skal network.
Download the White Paper
Laurent Quiege’s white paper is available free of charge at the following link:
👉 https://www.media365.fr/white-paper
Skal Europe thanks Laurent Quiege for his insights and for his contribution to advancing professional dialogue, innovation, and communication within the tourism sector.
