University of Wisconsin–Madison

France: Zin Kyaw (Learning on Excursions)

Learning on Excursions

One of my favorite field trips in Lyon was a boat tour along the Rhône and Saône rivers. As someone that has a deep appreciation of architecture and boat tours, I was super excited to get to see the city from a whole new perspective. While I had explored most of the neighborhoods in Lyon, it felt like I was exploring something new again. We drifted past these stunning old buildings, churches, and a mix of restaurants, all staples of Lyon’s rich history. The guide pointed out different landmarks and shared stories about Lyon’s past, especially how it was once a major trade center and how that history has influenced everything here, from the architecture to the local businesses.

A rectangular boat with a lot of seats creates a small wake as it passes underneath a concrete bridge.
Getting a new perspective of the bridge I walk across every week.

The tour connected to what we’ve been studying in my marketing and management classes, especially how a city can use its own history and character to attract people. Passing by these famous restaurants, I realized how much Lyon is tied to its food and heritage. It’s like the whole city has become this culinary experience that markets itself just by existing. I mean I had friends that came to visit me in Lyon solely on the reason that it was the gastronomic capital. Lyon’s history, along with its modern food scene, creates a unique vibe that pulls people in, and I got to see how that combination works in real life.

Being on that boat and hearing about the city’s past made me appreciate how Lyon has managed to keep its traditions alive while also evolving with the times. The whole experience was a lesson in how a place can use its history and culture to create something truly unique. Lyon isn’t just selling food or landmarks. It’s sharing an experience, an identity that people want to be part of. That’s something I’ll take with me beyond this program. Whether it’s a product, a brand, or even an idea, the best marketing is one that makes people feel connected. And that’s exactly what Lyon has done for me.

Zin wears a white shirt and yellow jacket, sitting in front of a patch of yellow flowers.

Zin Kyaw

Major: Human Resources & Management

Hometown: Madison, Wisconsin

Program: Centre d’Etudes Franco-Americain de Management (CEFAM) in France