From sustainability to new owners: the Cannes Yachting Festival according to Sylvie Ernoult

As one of the most anticipated events on the global yachting calendar, the Cannes Yachting Festival holds a unique position as both the season’s opening showcase and reflection of where the industry is heading. In this exclusive interview with PressMare, Sylvie Ernoult, Director of the Festival since 2008, shares insights from her final year at the helm.

She discusses the evolving identity of the show, the rising importance of sustainability, the shifting profile of yacht buyers, and the strategic vision that has made Cannes a standout among international boat shows.

PressMare - The Cannes Yachting Festival is an institution for the yachting world. How would you describe the current identity of the Cannes Yachting Festival? What sets it apart from other major international boat shows?

Sylvie Ernoult - We have a unique identity rooted in elegance and inclusivity. The Cannes Yachting Festival is low-key in its communication, but exceptionally high-quality in its delivery. What sets us apart is our location. Cannes is glamorous, open, and welcoming and being the first show of the nautical calendar, we benefit from increased visibility and industry momentum. Like a fashion défilé, we set the tone for the season. Exhibitors use Cannes to debut their newest models and technologies, which draws in both media and a high volume of visitors. Then, our dual-port format, Vieux Port and Port Canto, adds to the experience, allowing a smooth journey between two destinations with sea trials and boat transfers enhancing the atmosphere.

PM - And building on this, what criteria are used in designing the layout, and how are exhibitors selected, if a selection process is in place?

SE - The layout is a direct response to the market. I study the industry closely and design the show to reflect current trends and client demands. The "big guys", the key players in the industry, are essential, but it’s also my responsibility to create space for new entrants, innovative startups, and emerging technologies. It’s about balance. For example, demand for Powercats has grown significantly, but their size means we must manage space carefully. And this implies that some exhibitors may be limited to one unit instead of two. Ultimately, the festival must be equitable and reflect the full spectrum of the industry.

PM - To make sure this sense of ‘equity’ is preserved, how has the Cannes Yachting Festival evolved in recent years, both logistically and strategically?

SE - Strategically, we’ve evolved from being a more transactional event to one focused on experiences and lifestyle. The industry is moving fast, and clients expect more in terms of innovation, sustainability, and customisation. We’ve aligned the show to reflect this. On the logistics side, we’ve had to adapt to the city’s ongoing infrastructure work, which poses challenges. But through strong partnerships with the city and our logistics providers, we’ve ensured minimal impact on both visitors and exhibitors. The elegance of the experience remains intact and that is what matters to us.

PM - Ensuring satisfaction for every stakeholder is definitely a challenge. What have been the most significant difficulties in organizing the latest editions?

SE - As I said, urban works in Cannes have certainly complicated our logistics. But despite roadworks and reduced access, we’ve successfully maintained the event’s quality. The key has been proactive planning and our exceptional team, from logistics contractors to the port authorities. Another challenge is demand. We have more exhibitors than space, particularly in high-growth segments. Managing this while maintaining fairness and variety is one of the biggest operational challenges.

PM - Talking about visitors, what type of audience does the Cannes Yachting Festival attract today? Have you observed greater diversification compared to the past?

SE - Absolutely. While we remain a public event, so open to all, we’ve seen a clear shift. Younger visitors and first-time buyers are more present than ever and they often come without extensive nautical experience but are eager to learn. They usually want smart, accessible yachts and expect tech to simplify their onboard experience.

PM - So are you implementing specific strategies to attract new yacht owners, particularly from emerging markets?
SE - Yes, but not in the traditional way. We rely heavily on our exhibitors, who invite high-level clients directly. Our own digital marketing complements this, targeting upscale visitors through focused campaigns. In parallel, we ensure that the product mix on display caters to a broad spectrum of buyers, including younger or less experienced owners. The idea is to welcome everyone, from dreamers to decision-makers.

PM - You were saying before that owners and interested parties now require ‘sustainability’. How important is this concept today within the context of the Cannes Yachting Festival?

SE - It’s crucial because it reflects a market trend. So we can’t disregard it. Today’s clients are informed and concerned about their environmental impact. That’s why we created the “Innovation Route,” which highlights exhibitors offering cleaner propulsion systems, eco-friendly materials, or intelligent onboard tech. We are an active part of this trend and transformation, and we decided to implement an awards system to spotlight excellence in sustainable innovation.

PM - Have you seen significant growth in the presence of electric, hybrid or hydrogen-powered vessels?

SE - Definitely. Over the past 18 months, we've seen real momentum in this area. More exhibitors are presenting electric and hybrid models, and these vessels are becoming a visible part of the Innovation Route. It is definitely a competitive space.

PM - In light of the intense industry competition, what measures are in place to boost visibility for shipyards and manufacturers offering green solutions?

SE - The Innovation Route itself is a powerful visibility tool. Exhibitors that qualify display a dedicated logo and receive coverage through our media partners. The award programme adds another layer of recognition. It helps visitors identify serious green innovators and encourages shipyards to prioritise sustainability in their R&D strategies.

PM - On top of ‘being green’, what emerging trends are you seeing in the luxury yachting segment based on feedback from exhibitors and visitors?

SE - Three stand out: the rise of smart onboard technologies, increased demand for customisation, and a shift toward sustainability. Buyers want intuitive systems, think about like joystick docking and simplified handling. They also expect vessels tailored to their lifestyle. And sustainability is no longer optional but it must be real because they’re quick to reject greenwashing.

PM - How important are trade media and social media in shaping the public image of the event?

SE - They’re essential. Being the first show of the season gives us a strong media advantage because the press wants to be where the news breaks. This attracts exhibitors, which in turn attracts more press. It’s a virtuous cycle. Social media allows us to amplify our reach, particularly with younger and international audiences. So our media strategy is a major pillar of the event's success and we will keep improving this aspect in the future.

PM - Talking about the future, what are the key new features planned for the next edition of the Cannes Yachting Festival?

SE - As this will be my final edition before retirement, we’re ensuring it reflects everything the Cannes Yachting Festival stands for, meaning leadership in innovation, elegance, and a true celebration of the nautical lifestyle. We’ll be expanding our sustainability focus, enhancing the Innovation Route, and introducing new logistical improvements to ensure comfort and efficiency. The goal is to keep driving the industry forward while preserving the magic that makes Cannes so special.

Rebecca Gabbi

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