The summer season marked by economic challenges
In Ramatuelle, the CRT and Atout France launch the summer season in the face of challenges during a "troubled period".
It is on the famous beach of Moorea, in Ramatuelle, that the major players in regional and national tourism are meeting on Friday, April 24, to mark the official launch of the high summer season in Provence-Alpes-Côte d'Azur.
A strategic event that, beyond its symbolic character, promises to be an in-depth reflection on the future of the sector in a complex global economic context. François de Canson, president of the Comité Régional de Tourisme (CRT) and vice-president of the Région Sud, will be alongside Christian Mantei, president of Atout France, the tourism development agency of France, to steer this decisive day.
MAJOR STAKE The centerpiece will be a round table organized at 11 a.m., whose theme sets the tone of current concerns: 'What opportunities to maintain value in troubled times?'. This crucial question is at the heart of the debates, signaling a desire not only to focus on visitor numbers, but indeed on economic resilience, profitability and the quality of the tourism offering.
In an environment marked by inflation, geopolitical uncertainties, and changing traveler behavior, the objective is clear: to find drivers of sustainable growth for one of the jewels of the regional economy. To address this complex issue, the CRT has invited a panel of leading experts representing the various links in the tourism value chain.
Evelina Hederer, EMEA Director for Expedia Group, will bring the vision of a global online distribution giant, essential for understanding booking dynamics and the expectations of international clientele. Nicolas Lemouchoux, Sales Director for Europe at IHG Global (InterContinental Hotels Group), will share the analysis of one of the world's largest hotel groups on accommodation and pricing strategies. Their perspectives will be complemented by the institutional expertise of Sophie Mandrillon, Marketing Director of Atout France, and Lo$c Chovelon, Director General of the CRT, who will anchor the debate in national and regional promotion strategies.
LOCAL MOBILIZATION The choice of Ramatuelle and the announced presence of the mayors of the golfe de Saint-Tropez underscore the importance of the local grounding of this approach.
The official launch of the season is intended to send a strong signal of unity and confidence to all professionals in the territory, from hoteliers to restaurateurs, including beach club operators and cultural players.
The morning will conclude with a press briefing, offering the opportunity to discuss with key decision-makers the directions and ambitions for the upcoming tourist season.