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IN BRIEF
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The Gers, with its hilly landscapes and authentic villages, attracts more and more visitors. As summer season approaches, hospitality professionals and guesthouses express real confidence: rising attendance, appeal of festivals, strengthened visibility… all indicators seem to be green for a promising summer. The joint efforts of tourism stakeholders and the departmental tourism committee, combined with major events and dynamic communication that highlights the destination, contribute to this enthusiasm. This article explores the factors behind this excitement and the sector’s expectations as the holidays approach.
A Shared Optimism Among Hoteliers in Gers
In Auch, the Hôtel de France embodies this new momentum. Vincent Casassus, the head chef of this iconic establishment, expresses his enthusiasm for the upcoming season. “Overall, it looks good,” he sums up. According to him, tourism has been continuously increasing for the past two to three years, driven by better attendance in both spring and in anticipation of summer. He already observes an animated atmosphere in the city: tourists are circulating, reservations are piling up, and the dynamic seems well-established to fully benefit from the summer influx.
Professionals are full of praise for the communication and initiatives that enhance the Gers, confirming the rise in its attractiveness among new visitors each year. To further entice visitors to unusual destinations, some are also interested in unique experiences abroad, proof of a tourism that is increasingly open and curious.
Festivals and Gathering Events: A Strong Attraction Lever
In Condom, Bernard Lebbé, manager of the hotel Le Continental and head of the hotel sector at the Union of Trades and Industries of Hospitality in Gers (UMIH 32), shares the same observation. With nearly 45,000 festival-goers for the bandas festival, the territory benefits from a boosted attendance due to local events. “It filled the hotel,” he chuckles, highlighting the immediate effect of these gatherings on the entire sector.
The increased presence of foreign tourists, particularly Dutch and English, reflects a reach that surpasses regional borders. Professionals rely on a strong identity, supported by effective departmental communication: Gers attracts, entices, and retains visitors.
In this dynamic of attractiveness, the link between rural development and experiences becomes central, mirroring picturesque villages and discoveries such as Corsican secret villages for new getaway inspirations.
The Expected Rebound for Guesthouses and Rural Tourism
While May was quieter for guesthouses in Gers, optimism remains as summer approaches. Christiane Pieters, president of the Gîtes de France Gers and Welcome to the Farm Gers associations, confirms: “August looks promising. July will depend on the weather.” The trend is toward short stays, a phenomenon increasingly common in recent seasons.
The network of nearly 500 guesthouses is preparing to benefit from two major summer music events: Jazz in Marciac and Tempo Latino, true engines for local tourism. Additionally, all the activities that punctuate the department enrich the offer. The repercussions of the television show “Échappées Belles” on France 5, dedicated to Gers, have already caused a spike in inquiries, signaling renewed and promising interest for the upcoming season.
This momentum is part of a global trend in rural tourism and wine tourism, which can be compared to developments in other regions, as evidenced by the rise of wine tourism in the wine industry or recent developments in Beaujolais.
Communication and Training: Major Issues for the Future
The current success of Gers is also the result of a proactive communication strategy led by the departmental tourism committee. Promotion actions highlight not only landscapes and heritage but also the local way of life and hospitality. The benefits of media visibility are already measured by an increase in inquiries and requests for information.
Investing in training and hospitality remains a central issue for maintaining this dynamic. Initiatives such as welcoming interns in the tourism office in Pauillac show the intention to professionalize the offer and ensure an optimal experience for visitors, thus encouraging even more qualitative and sustainable tourism.
In this context, Gers, supported by its enthusiastic stakeholders and the growing interest of the general public, seems to have all the assets for a prosperous summer, while reinforcing its image as an authentic and welcoming destination in the heart of the southwest.
