2024, a new benchmark year!
François de Canson has revealed the regional tourism attendance figures for the région Sud.
In
Provence-Alpes-Côte d’Azur. “After a 6% increase in attendance during the first half of the year, and a very positive summer, 2024 is shaping up to be the new benchmark year for tourism in the Provence-Alpes-Côte d’Azur region! Indeed, according to our survey of 2,000 people, 82% of professionals believe that attendance was good during the months of July and August. They were already at 79% last year! The hotel industry had a very successful summer, judging by the occupancy rates recorded. On a regional scale, the occupancy rate was 81% in July 2024 (compared to 79% in 2023) and 87% in August 2024 (compared to 85% in 2023),” welcomed François de Canson, president of the Comité Régional de Tourisme.
TOUR DE FRANCE AND OLYMPIC GAMES
The president of ADN Tourisme and vice-president of the Region added: “Regarding outdoor accommodation, during the summer period, overnight stays increased by +9% in the region. Booked nights in rentals are also up (+11%) with identical dynamics in July and August in a sector where the available supply has also significantly progressed. It is also worth noting the very good performances during the sporting events of this summer 2024 with the Tour de France (mountain stages and finish in Nice) and hosting the Olympic Games (in Marseille and Nice). The region is the only one in France to see its attendance rise in July! Renaud Muselier’s strategy in favor of the region’s attractiveness is paying off. With the Comité Régional de Tourisme, we have developed a strategy to smooth out tourist attendance throughout the year to encourage the inflow of foreign currency and develop tourism jobs,” the mayor of La Londe-les-Maures further noted.
THE ASSESSMENT BY SEGMENT
International clientele
Attendance was more dynamic in July (+7%) than in August (stable compared to 2023). According to professionals, international clientele represents 32% of the region’s total clientele. The most present nationalities are Germans (53%), Belgians (43%), and Italians (38%). An increase is also observed among the Dutch, Spanish, and Brazilians.
French clientele
A very slight drop in the attendance of French tourists (-2%) is noted, but a good momentum after August 15 and until the end of August (+6%) allows for stable attendance of French tourists over the entire summer to date. Thus, after a very positive summer, the year 2024 could become the benchmark year for tourism in Provence-Alpes-Côte d’Azur.
In urban hotels
The occupancy rate of the region’s hotels was 81% in July (up +2 points compared to July 2023), a dynamic that was also confirmed in August with 87% occupancy and an identical increase to July (+2 points). During the August 15 weekend, a sharp increase in the occupancy rate is noted, reaching 94% in regional urban hotels. The best growth was recorded in Marseille (especially during the Olympic Games period).
In outdoor accommodation
Attendance in campsites is up this summer despite a slower start (-4% during the first two weeks of July, especially among French clientele). Over the entire month of July, overnight stays increased by +4% thanks to the good momentum starting from the July 14 weekend (+10%). In August, attendance rose by +12% with very strong dynamics during the last two weeks. Over the entire summer, overnight stays are up +9% in the region’s campsites.
In rentals
Booked overnight stays are up +11% this summer, with identical dynamics in July and August in a sector where the available supply has significantly progressed (+14%).
THE OUTLOOK
In Provence-Alpes-Côte d’Azur, attendance for the month of September represents 19 million overnight stays compared to 60 million for the month of August. The occupancy rate in regional hotels is around 79% in September compared to 87% in August, which corresponds to the 4th highest month of the year (after August, July, and June). Average prices in regional hotels are 20% lower than those in August. In September, French tourists mainly come from Rhône, Paris, and Nord. Regarding international tourists, they come from Germany, the United Kingdom, and the United States, Italy, and Netherlands during this period. According to the CRT survey of 2,000 tourism professionals in the region, 82% are confident about the attendance of their establishment in September.
To date, reservations in September are
Quite close to those of last year in hotels, ahead by +7% in outdoor accommodation, very slightly ahead by +2% in short-term rentals (such as Airbnb, Abritel...).
On a national level according to ADN Tourisme
While annual attendance is expected to overall reach last year’s levels, the 2024 summer season is shaping up in a more nuanced way, between areas that benefited from the Olympic driver and others that suffered from poor weather and changes in consumer behavior (especially spending). Over the summer of 2024, Mediterranean areas were the most dynamic, while the Atlantic coast up to the English Channel, from north to south, experienced a sharp slowdown in attendance, reversing the trend observed over the two previous years. Even if part of the coastline suffered, it remains the most popular destination this summer for the French.
Photo Philippe OLIVIER.