After last week's investigation into the adoption of city-related new gTLDs in Melbourne I've recovered from jet-lag to head to Paris for a few days. As figures currently stand, dotParis is the ninth biggest GeoTLD with close to 18,000 registrations since it launched over a year ago, giving it a rating of 0.8 registrations per thousand population (London is at 7.1, Melbourne at 1.2).
The good news from the City of Lights is that there appears to be more acceptance and usage of the new Top Level Domain than we have seen in other cities. The Eiffel Tower was the location for the launch of the new gTLD back in June 2014 and today is the most popular dotParis name - toureiffel.paris is the 78,076th most popular website in the world according to Alexa Rankings and the 6th most popular GeoTLD. Unlike other new gTLDs used around the world, there is no redirect on the URL to a dotCom or a dotFR. There are currently twelve dotParis domain names in the Alexa top 1 million websites, six more than dotLondon (which has over three times as many registrations).
One key step if any city wants to see its GeoTLD grow is to get adoption from everyday organisations. DotParis can boast Metro.paris, the official website of the Régie Autonome des Transports Parisians as a pioneer. The transport network, used annually by around 3 billion people and the new domain name is slowly being adopted by travellers - metro.paris is certainly easier to remember that TFL.org.uk - take note London. Likewise arriving passengers at Paris's two major airports, Charles de Gaulle and Orly will see the new domain name airports.paris being used prominently.
However, in a wander around the city centre there didn't appear to be much evidence of dotParis being used by advertisers or businesses.
The key to success of any new gTLD is widespread adoption by big brands. Whilst a wander around the centre of Paris doesn't yet reveal many other brands or companies adopting the new TLD, the fact that consumers are becoming as familiar with it through daily interaction as a dotFR or dotEU can only benefit everyone in the long term.