François de Canson: "The French still want to go on holiday!"
This summer, tourism remained dynamic in Région Sud.
In fact, this is even the best result in commercial accommodation since the health crisis. Indeed, this summer, despite a difficult international context and a drop in consumption in France, commercial accommodation (hotels, campsites, rentals) is on the rise in the region.
Visitor numbers for summer 2025 will be higher than in 2023. This good health is confirmed by François de Canson, president of the Comité Régional de Tourisme (CRT): "We are the only region in France, along with Paris, to see these positive results, particularly in the hotel sector with an occupancy rate of 84%, up 1 point from last year, in outdoor accommodation (+3.5%), and in rentals (+3%). This is a remarkable result because we experienced a very slight dip in visitor numbers (-2%), affecting the non-commercial sector (friends, family, second homes)."
"I would like to point out that thanks to the CRT's work and the efforts of professionals, 60% of holidaymakers stay in commercial establishments, compared to just 45% in 2011. This is also due to the improving offer."
A GOOD SEASON FOR THE HOTEL INDUSTRY The vice-president of the Région adds: "If visitor numbers saw a slight dip compared to 2024, it is also because last year was exceptional in terms of visitor numbers thanks to the JOP and the Tour de France, with 3 stages in the Alpes and a finish in Nice." These figures are confirmed by a CRT survey of nearly 700 professionals. Thus, 81% of professionals claim to have had a good or very good season (matching last year).
85% achieved a turnover equivalent to or higher than in 2024.
In detail in the hotel sector (Source CRT-MKG), the occupancy rate reached 84% over the whole summer, a slight increase of one point compared to last summer (82% in July and 88% in August). In this respect, the excellent results for the August 15 weekend should be noted, with 96% occupancy, up 2 points from last year. Furthermore, the outlook is favorable, with booking books showing a 5% advance for September and 5% for October.
Also, regarding the hotel occupancy rate, after an excellent 2024 season, the 2025 trend remains highly favorable. Visitor numbers rose by +3.5% this summer, and bright prospects lie ahead for professionals, with bookings for September showing a 7% lead.
"Regarding seasonal rentals (Source CRT - FTO - Lighthouse), after several years of strong growth, demand is stabilizing. After a faster pace in the first half of the year (+7%), visitor numbers picked up in July (+3%) before stabilizing in August (equivalent to 2024). On the supply side, the number of available properties dipped after the increases of 2024, linked to major events (JOP and the Tour de France stages) which had encouraged owners to put their properties on the market.
Some adjustments are attributable to regulation policies in certain cities (Marseille and Avignon...)," François de Canson further explains.
STABLE TURNOVER According to professionals, these figures are corroborated by the survey (Novamétrie) conducted among 640 tourism professionals in the region. Thus, 81% rated visitor numbers as "good" (25% very good and 56% fairly good), a level equivalent to 2024. In terms of turnover, 85% of professionals estimated it to be stable or rising.
According to the president of the CRT, three reasons explain this summer success. First of all, the region's attractiveness (63% of professionals cite this element), followed by the weather (56%) and, finally, customer loyalty (29%). On the other hand, tourists lament a certain price inflation (43%), against a backdrop of declining purchasing power (42%).
Ultimately, this summer took place in a very particular context, given international crises and the anxiety of the French, which led to a decline in household consumption. Despite everything, the French still want to go on holiday. And those who were able to do so had to make trade-offs in their spending, notably by reducing the length of their stay.
Indeed, the share of accommodation rose (prices also increased), which impacted some restaurants and certain paid activities. On the restaurant side, summer visitors are increasingly turning to fast food or preparing their own meals (indicated by growing supermarket turnover). They are particularly attentive to value for money and, even more so, to the pleasure-to-cost ratio.
"Why is Région Sud one of the only regions to progress? First, because of its attractiveness, its landscapes, its lifestyle, and its art de vivre. It also boasts serious assets (gastronomy, cultural and spiritual heritage, adapted infrastructure).
Finally, driven by the CRT, the Région developed its three global brands (Provence-Alpes - Côte d'Azur), with less promotion during the peak summer period (excluding Alpes du Sud) and encouragement for establishments to move upmarket for better reception quality. And the results are there. With stability during the peak summer season, a 13% increase in winter, and 10% in spring and autumn," concludes François de Canson with satisfaction.
Photos Philippe OLIVIER.