Var Tourisme sets the course for a rapidly changing sector
The first Assises Départementales du Tourisme du Var were held on April 16 in Toulon, marking a key milestone for the economic future of the territory.
Supported by the Département and its agency Var Tourisme, led by Guillaume Decard, this event brought together sector professionals to outline a more resilient, sustainable, and innovative tourism. The stated ambition was to unite all players around a common strategic vision capable of meeting contemporary challenges.
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The first round table, dedicated to the tourism observatory, highlighted the crucial importance of collective dynamics in data analysis. Experts from Var Tourisme, France Tourisme Observation, as well as tech giants such as SNCF Connect & Tech and Orange, debated the need to pool information on visitor flows and behaviors. The goal is to transition from an intuitive approach to a data-driven strategy, enabling the anticipation of trends, the adaptation of the offer, and the optimization of economic benefits for the entire department. One of the major challenges remains the extension of the tourist season. The session dedicated to accommodation explored the levers to achieve this. The debates brought together a panel of actors representative of the diversity of the offer: the Fédération Nationale de l'Hôtellerie de Plein Air, the CRT Provence-Alpes-Côte d’Azur, global platforms Expedia Group and Airbnb, as well as exemplary local initiatives such as Montrieux le Hameau. Discussions focused on marketing methods and how a diverse offering, ranging from campsites to charming boutique accommodations, can help attract visitors throughout the year and no longer just during the peak summer season. Another debate focused on the potential of agritourism as a driver for sustainable development and connection to the region. This round table brought together the perspectives of institutional actors such as Atout France, the Direction Départementale des Territoires et de la Mer (DDTM), and the Chambre d’Agriculture du Var, with those of specialized operators. Discussions centered on opportunities for local producers, barriers to overcome, and the departmental strategy to structure this promising sector. Agritourism appears not only as a source of income diversification for the agricultural world but also as a means to rebalance the tourism offer between the coast and the inland areas. Finally, a final session explored the richness of the cultural and outdoor sports offering, which are pillars of the Var's attractiveness. Representatives of the Département, the Centre des Monuments Nationaux, Vinci Autoroutes, the Domaine du Rayol, and the Fédération Française d'Études et de Sports Sous-Marins illustrated the diversity of experiences in the department. •