From gastronomy to global branding, the Eiffel Tower is no longer just a tourist stop—it’s a complete experience. Patrick Branco Ruivo, Managing Director, The Eiffel Tower Operating Company (SETE) shares how the tower has evolved beyond being a simple tourist attraction.
By Naina Nath
For millions of visitors each year, the Eiffel Tower is an unmissable Parisian landmark. From enhancing the visitor experience and elevating the culinary offerings to strengthening ties with India, Patrick has been driving a new era for the iconic monument. He shares his insights on these transformations, the impact of the Olympics, and what’s next for the Eiffel Tower.
Tour Eiffel illuminee depuis Champs de Mars © E.Li
A strong connection with India
Patrick is no stranger to India. “I have been many times to India. I like India very much,” he shares enthusiastically. His experience as a diplomat in the region has given him a deep appreciation of Indian culture, food, and travel trends. Despite the Eiffel Tower’s global appeal, he believes there’s untapped potential in India. “Right now, India represents just 4 per cent of our visitors. But we see more and more Indian families and young couples coming, which is a great sign.” His recent visit was aimed to strengthen relationships with Indian travel agents and promote the Tower’s offerings to this growing market.
A gastronomic landmark
One of the most significant changes Patrick has championed is the transformation of the Eiffel Tower into a culinary destination. “The Tower is not just about the view anymore. We want people to come for the food too,” he says. The Tower now houses two restaurants—Jules Verne, a Michelin-starred fine dining experience, and Madame Brasserie, which offers a more casual yet high-quality French dining experience. Recognising Indian preferences, Patrick made it a priority to introduce vegetarian options. “When I asked Atout France how we could attract more Indian visitors, they told me, ‘Patrick, you need a vegetarian menu.’ And we did it!”
The rise of the Tour Eiffel brand
A key aspect of Patrick’s leadership has been developing the official Tour Eiffel brand, ensuring that visitors take home quality souvenirs. “When I arrived, I was surprised to see that the shops at the Eiffel Tower only had Chinese-made products. In a country like France, known for fashion and craftsmanship, that didn’t make sense.” Today, the Tower offers a curated selection of made-in-France gifts, from snow globes and stationery to macarons created in partnership with Pierre Hermé. The brand has now expanded globally with an online store, allowing people to buy official Eiffel Tower merchandise from anywhere, including India.
Spotlight on Bollywood and Cinema
With the increasing presence of Indian travellers, Patrick sees an opportunity to bring Indian cinema to the Tower. “I would love to have an action movie shot here, something like Pathaan,” he says, referencing the blockbuster Bollywood film. While the Tower has been featured in several movies, he believes Indian productions could help strengthen cultural ties. “Even if people don’t visit in person, they can still experience the Eiffel Tower through cinema.” He has already engaged with Bollywood producers and even visited Mumbai’s film studios to explore future collaborations.
The Olympic impact
The 2024 Paris Olympics brought unprecedented visibility to the Eiffel Tower. “We played a key role during the Games. Every medal had 16 grams of Eiffel Tower metal, and the Olympic rings were displayed on the monument,” Patrick recalls. The event also helped fine-tune the city’s tourism infrastructure, boosting security, transportation, and overall visitor experience. “We already see a 10 per cent increase in visitors post-Olympics. Paris is back in full swing.” However, he is mindful of managing the influx efficiently. “The goal is not just to welcome more people but to welcome them better.”
A monument in constant evolution
Maintaining a 135-year-old landmark is no small feat, and Patrick is dedicated to ensuring its longevity. “One part of every ticket sold goes towards the Tower’s maintenance,” he explains. A major renovation campaign is underway, including modernizing elevators—an effort that took six years to complete. “Replacing a lift in a historic tower is unlike any other project. You don’t just install a new one; you have to design and engineer a completely unique system.” Patrick’s focus is clear: preserving the Eiffel Tower for generations while keeping it relevant for today’s visitors.
A digital future
Innovation continues to drive Patrick’s vision. The Tower recently introduced a VIP experience, contactless payments through India’s UPI system, and an immersive VR experience that will soon be available beyond Paris. “Imagine putting on a VR headset in India and feeling like you’re at the Eiffel Tower. That’s the future,” he says. As he looks ahead, his mission remains clear: “My responsibility, and that of my successors, is to maintain the Eiffel Tower as a global icon. It’s not just a monument; it’s a symbol of happiness for people all over the world.”
