Jean-Pierre Ghiribelli, president of the UMIH du Var, answers questions from La Gazette du Var.

What facts confirm that Sud Sainte Baume is changing scale? Jean-Pierre GHIRIBELLI. Sud Sainte Baume is indeed reaching a milestone. This development is explained by its natural, cultural, and economic assets, but also by the arrival of a major project: the rebirth of the island of Bendor.

It is a turning point for the territory. The Ricard family is committing considerable investments to revive the legacy of Paul Ricard, the visionary who created the islands of Embiez and Bendor. The project includes 93 suites, several bars and restaurants, and a move upmarket that did not exist until now.

For a territory like Sud Sainte Baume, this is a profound transformation: a high-end hosting capacity, enhanced attractiveness, and new visibility.

This is precisely why I wanted to highlight this territory, which is not yet sufficiently valued. Beyond these investments, what are the assets that make Sud Sainte Baume such a special territory? JPG.

We have a unique ensemble here: an iconic massif, perched villages, a preserved coastline, a recognized vineyard, authentic gastronomy. The figures confirm this: nearly 870,000 stays, 6.2 million overnight stays, and 320 million euros in tourist consumption. Overall satisfaction reaches 8.8 out of 10.

It is a very solid foundation.

But despite this, our assets remain too scattered, sometimes poorly identified, and not sufficiently showcased. We need to better structure the offer, reinforce the coherence of the territorial narrative, and gain visibility, especially internationally.

Seasonality remains a major challenge. How to address it? JPG.

Today, 40% of visitors are concentrated in July and August. It is an imbalance that weakens professionals. We absolutely must develop an offer capable of attracting visitors in spring, autumn, and even winter.

The territory is perfectly suited for this: hiking, mountain biking trails, off-season cultural events, showcasing the forest of the Sainte Baume, heritage discovery, wine tourism around AOC Bandol. We have all the ingredients to smooth out visitor numbers and stabilize economic activity.

Does the accommodation offer need to evolve to support the ambitions of the territory? JPG. It has become indispensable.

Visitors are no longer just looking for functional accommodation: they want to live an experience, stay in a place that has a soul, that tells a story. This can include ecolodges, perched cabins, unusual accommodations, or even cave dwellings. The territory is perfectly suited for this.

But this development must go hand in hand with a modernization of the existing facilities and real work on accessibility, particularly for families and people with reduced mobility. This is an essential condition to remain attractive and meet today's expectations.

DES PROFESSIONNELS SOUS PRESSION Tourism professionals are expressing many difficulties. Which are the most worrying? JPG.

The difficulties are numerous: the continuous rise in costs, the shortage of qualified labor, the impossibility of properly housing seasonal workers, administrative complexity, requirements related to the ecological transition, the burden of PGE repayments, and the growing pressure of digital competition. All of these constraints reduce the capacity of professionals to invest, innovate, and, for some, to maintain their activity under peaceful conditions.

How does the UMIH intend to act concretely? JPG. Our role is to bring together all stakeholders: elected officials from the Agglomération and the Var, administrations, law enforcement, training organizations, experts, banks, and of course, professionals.

We need to compare viewpoints, share findings, and move toward concrete solutions. This is the collective work we will continue throughout 2026. It will take listening time, dialogue, and real mobilization with all actors.

Tourism must once again become a solid engine of economic development, employment, and quality of life for the territory.

You remain confident in the future of Sud Sainte Baume? JPG. Sud Sainte Baume has considerable assets and a strong identity.

The territory relies on a loyal customer base, both French and foreign, with solid purchasing power. Professionals are mobilized, elected officials as well, and we feel a collective dynamic emerging that is just waiting to be amplified. If we manage to better structure the offer, modernize the infrastructure, and support our businesses, Sud Sainte Baume will naturally establish itself as one of the major destinations in the south of France.

I am convinced of it. We have the means to achieve it together, and this territory fully deserves it.