Professionals report a positive summer season

Faced with a unique and prolonged summer season, it was time to take stock for the Agence de Développement Touristique (ADT) Var Tourisme and the Var interprofessional unions. Between uncertainties at the start of the season and an increase in foreign visitors (pre- and post-season), here is a portrait of a season like no other.

POSITIVE ASSESSMENT IN JULY AND AUGUST

All Var territories gathered on September 6 at the Valgarde golf course to present the season's results. Professionals and elected officials also listened to the presentation of consolidated data by the Observatoire Var Tourisme. Sluggish purchasing power for the French, political and geopolitical instability (Middle East and American elections), capricious weather until the beginning of July, and the Olympic Games held in the capital—there were numerous factors impacting tourism, resulting in French vacationers delaying their departures from July to August. Despite everything, Var and, more broadly, Provence and the Côte d'Azur, showed more dynamism than all other French tourist destinations, with the exception of Paris. Overall, the department recorded a +2% increase in overnight stays in July compared to 2023 (15.4 million compared to 15 million), despite a less favorable July 14 holiday falling on a Sunday. And, a +2% increase in overnight stays in August compared to 2023 (17.3 million overnight stays compared to 16.9 million). Furthermore, the French clientele was reinforced in July and August, with a +1% trend compared to 2023, as the weather had a favorable effect. At the same time, international tourist numbers rose, with a +8% growth in July, driven by visitors from Germany, the Netherlands, Belgium, Switzerland, the United Kingdom, the United States, and Italy.

In August, this international increase remained at +1%. Finally, Var benefited from an Olympic Games effect on Parisian clientele. The trend curve for overnight stays shows positive growth over July-August compared to 2023, which can be explained by the weather but also by the Olympics. Indeed, from mid-July, a +10% increase in Parisian overnight stays was observed, a trend that continued throughout August. Furthermore, the mobilization of the Île-de-France clientele, in connection with the Olympic Games, led to vacations being postponed to September and October, creating a positive impact on autumn visitor numbers. And, international visitor numbers were boosted by the 80th anniversary of the Provence Landings. Celebrated on August 15, the 80th anniversary boosted tourist numbers in Var. Indeed, this single day recorded nearly 700,000 overnight stays, including more than 500,000 French overnight stays, representing an increase of +8% compared to 2023. Territories linked to the commemorations experienced spectacular increases in visits, with international visitors from Germany (+55%), the United States (+54%), Belgium (+52%), the United Kingdom (+30%), the Netherlands (+23%), and Italy (+19%).

SPRING AND PRE-SEASON

In total, the months of July and August totaled 32.7 million overnight stays, an increase of +2% compared to 2023. These two months represent 40% of total annual overnight stays. “Var gained market share during spring and the pre-season (+6% compared to 2023 and +7% compared to 2022). Between January 1 and August 29, visitor numbers recorded a gain of 2 million overnight stays, already reaching 62 million overnight stays at the end of this summer. Encouraging results that reinforce our strategic directions and the actions carried out by Var Tourisme to strengthen attractiveness across all four seasons. For this autumn, we can be optimistic. If the trend is confirmed, 2024 could be a new benchmark year, confirming our status as the favorite destination of the French and a national and regional leader in terms of visitor numbers,” welcomed Guillaume Decard, president of Var Tourisme. For his part, Jean-Pierre Ghiribelli, president of the Union des métiers des Industries de l'Hôtellerie (UMIH) du Var, added: “The summer season started later than in previous years, but it is far from over. July was hesitant, while August started very strong, with a clear increase in revenue. The prospects for October are promising. Concerning traditional hotels, we recorded a slight decline of -5% compared to last year, but the season remains open. Among the highly positive points of this year, we observed a clear increase in foreign visitors, notably Danes, Norwegians, Dutch, Belgians, and Swiss, who have high average spending. Americans were also very present, particularly in areas marked by the Landing commemorations, and showed significant purchasing power.” •

In the presence of: Jean-Louis MASSON, president of the Département, Isabelle LYOBARD, regional delegate of the Fédération Nationale des Résidences de Tourisme et des Villages de Vacances (FNRT), Michel NORE, president of the Syndicat d'Hôtellerie de plein air (HPA) du Var.