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IN BRIEF
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The tourist season in Biterrois seemed uncertain after a start marked by capricious weather. However, optimism is gaining among local stakeholders thanks to stable reservations, even increasing, and a steady influx of tourists that seems to quickly make up for the initial delay. With a postponement of the high season, a consistently loyal foreign audience, and strong demand for camping, the Béziers and Valras-Plage region confirms its attractiveness, adapting to the new habits of holidaymakers to better take advantage of a promising dynamic this year.
A hesitant start due to bad weather
At the onset of the season, the tourism professionals in Biterrois had to deal with the unpredictability of a chilly spring. The Easter holidays, usually synonymous with an enthusiastic launch, did not immediately meet expectations. As explained by Élodie Capperon, co-manager of an ice cream shop in Valras-Plage, attendance suffered due to the unstable weather, even though customers remained present and encouraged local consumption.
The assessment from the Béziers Méditerranée tourist office remains reassuring: the volume of reservations matches that of the previous year, proof of the sector’s resilience against inclement weather. While the start appears fragile, it does not necessarily indicate a decline but rather an evolution in visitor behavior.
Emerging trends: last-minute booking and shifted season
The analysis of reservations reveals a growing trend towards last-minute decision-making. As noted by Monique Boulze, communication officer at the tourist office, tourists often act according to the weather, favoring spontaneous bookings when the weather improves. This consumption pattern, which gains ground every year, contributes to the instability of the start, making forecasting more complex.
Moreover, another phenomenon is confirmed: the gradual shift of the peak season. Establishments note that the high season no longer begins at the start of July but gradually shifts towards mid-July and continues until mid-September. This evolution, already observed in other European destinations, as shown by analyses on the early closure of Park City Mountain, complicates calendar management for professionals.
Adaptive professionals facing new rhythms
Facing these changes, establishment managers adjust their offerings. Pierre Gossard, director of Château Les Carrasses in Capestang, for example, extends the period dedicated to events and weddings to compensate for the late start of the tourist high season. Thanks to this adaptation, he observes a 20% increase in bookings compared to last year and nearly full occupancy during the Easter holidays. This figure validates the strategy of extended opening and diversification, as highlighted by other sectors in their outlook for the 2025 season.
In the camping sector, the same observation holds: despite a timid start, the dynamics quickly became positive again. Philippe Robert, president of the Occitanie Federation of Outdoor Hospitality, notes that the backlog on bookings was made up in two weeks, returning to a dynamic described as exceptional over the past two years.
The rise of camping, a reflection of the need for escape
Camping, with its simplicity and accessibility, is experiencing renewed success. Not only does the rental of mobile homes drive bookings, but interest in bare pitches (tents, camper vans, caravans) is also growing. In a socially charged climate, many seek an escape into the great outdoors, away from daily life.
This enthusiasm aligns with the trend observed on an international scale, where the search for an authentic experience takes precedence over luxury or exoticism, as evidenced by reflections on the sector’s evolution in regions like Yellowstone (economic impact of declining international tourism).
A loyal international audience
While local tourism remains strong, the foreign clientele confirms its presence, representing between 30 and 40% of campers according to Philippe Robert, with peaks in certain establishments like Sérignan Plage where two-thirds of the clientele are Europeans, mainly Germans, Dutch, Belgians, and Swiss.
The international audience also influences calendar management: Sérignan Plage even adjusts its opening dates according to Dutch and German school holidays, key elements of the new seasonal layout. This adaptation fits into a constantly evolving tourism landscape, whether in Béziers or in other regions that have adjusted their offerings like Pal-Wolfe (discovering the new offerings).
Renewed prospects and dynamism
Despite a lackluster launch, the 2024 tourist season in Biterrois is regaining its shine. The loyalty of tourists, the reconfiguration of the calendar, and the evolution of expectations – notably a thirst for authenticity and spontaneity – fuel this resurgence in activity. Feedback from vacationers, the resumption of bookings, and maintaining a high level of activity suggest a rich year ahead, similar to other tourism professions which, according to some mixed reports, must constantly reinvent themselves (example of a mixed season).
