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IN SHORT
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This summer, the Saint-Malo region, the jewel of Brittany, finds itself at the heart of passionate debates around the future of its tourism. While the beaches and ramparts attract thousands of visitors each year, concerns are emerging about the climatic and economic impacts that threaten this popular destination. Capricious weather conditions and changes in the tourist market suggest an uncertain season. What will be the consequences for local stakeholders, and to what extent will the beauty of Saint-Malo be able to compensate for these challenges? In this troubled context, the question arises: are these the end of the good days for tourism in Saint-Malo this summer?
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A mixed tourist season #
The observation is clear: summer 2023 in Saint-Malo is experiencing notable difficulties. After two months of uncertain weather, the sector of tourism suffers. According to the agency “Saint-Malo Tourist Destination – Baie du Mont-Saint-Michel”, attendance at tourist offices in June and July fell by 14% compared to last year. This decline can be explained by various factors, including weather and economic concerns.
Factors influencing attendance #
First of all, the unpredictable weather seems to have deterred many travelers. Rozenn Enel-Rehel, communications manager for “Destination Saint-Malo”, emphasizes that “the relatively gloomy weather did not encourage travelers to leave”. In addition, challenges such as decreasing purchasing power and the political context, notably the legislative elections, also contributed to this drop in attendance.
Other disruptive elements are added to this picture. THE sabotage on the rails affecting the Western line has slowed tourist arrivals, causing growing anxiety among travel agencies over requests to organize stays.
An uncertain future for establishments #
Faced with this challenge, several hotels are displaying signs “available rooms” in front of their doors, reflecting a crisis in the occupancy rate. For example, Michel and Chantal, hoteliers near the station, reveal a drop of approximately 50% of their occupancy rate in July. To deal with this situation, they had to rethink their marketing strategy by making themselves more visible on Google.
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Intramural, restaurateurs are also impacted. Aurélie Bodin, accommodation manager in two large hotel-restaurants, mentions that the lack of customers on the terrace leads to a reduction in the meals served. Despite everything, some establishments manage to maintain an occupancy rate of 80 to 90% thanks to their tourist groups.
Prospects for improvement #
Although the current results are worrying, the forecasts for the month of August appear slightly optimistic. “Destination Saint-Malo” estimates an increase of 3% attendance compared to the previous year. In addition, a forecast of 8% increase in September revives hope among professionals in the sector.
- Drop in attendance in June and July: 14%
- Decline in purchasing power and unfavorable weather
- Expected increase in attendance: 3% in August
- Encouraging forecasts for September: 8%
In conclusion, even if the first summer months of 2023 in Saint-Malo are marked by obvious challenges, hope remains for a gradual resumption of tourism, long awaited by local stakeholders. The coming months will be decisive in confirming or denying this trend.
