Professionals express their disappointment at a modest increase of 2%: the effect of the Olympics is not attracting tourists in large numbers this year.

IN BRIEF Tourism professionals disappointed by a low increase of 2% only. The impact of the Paris 2024 Olympic Games is deemed modest on tourist attendance. No sudden surge in the number of visitors to Paris or France despite the global promotional campaign. The hotel occupancy remains stable, with some segments even recording a slight decline. The French tourism strategy is being questioned in light of a mixed-summer outcome. The French airline sector reports a decline compared to the progress noted elsewhere in Europe.

The year 2024 was marked by optimism for the French tourism sector, as the country launched a large-scale promotional campaign around the Olympic and Paralympic Games. However, industry players today acknowledge a modest increase of only 2% in tourism attendance. Far from the expected boom, the capital and more broadly France are experiencing a momentum barely above that of previous years, leading to disappointment among professionals who hoped to welcome a record number of tourists this year.

The expectations for an exceptional Olympic year

With the organization of the Olympics in Paris, expectations were high for the French tourism sector. The staging of competitions in iconic locations such as Montmartre, the Palace of Versailles, and the opening ceremony on the Seine suggested an unprecedented influx. These images, broadcast to five billion viewers worldwide, aimed to create a renewed international enthusiasm for the France destination.

From hotel professionals to transport providers, everyone was counting on an exceptional summer, hoping to compete with other European capitals that had successfully capitalized on their Olympic year, like London in 2012. The Alliance France Tourisme, which includes major players such as Accor, SNCF, and Disneyland Paris, nevertheless highlighted a cautious expectation due to uncertainties regarding the true extent of the Olympic impact.

A timid increase despite global visibility

According to analyses, the effect observed remains modest: hotel occupancy has only increased by 2% compared to the previous year. Didier Arino, managing director of the Protourisme consultancy, mentions a “normal level, with a very small progression,” dismissing any idea of a tourist tidal wave. In Paris, for example, the figures remain stable with about fifteen million visitors, comparable to previous years.

In reality, this stability masks a different customer base. Many “usual” international visitors preferred to postpone their trips or avoid the capital during this period of excitement. They have, however, been partially replaced by customers specifically coming to attend the sports events. But overall, the total volume has not seen a significant surge.

Challenges in measuring the real impact of the Olympic Games

Experts agree on the complexity of isolating the impact of the Olympics in the statistics. In the end, few tourists openly declare their motivations. Some visitors came specifically for the Games, others adjusted their stays, and many have no connection to the event. As a result, it is difficult to accurately attribute the change in attendance to the influence of the Olympics, as noted by Leslie Rival, general secretary of Alliance France Tourisme.

The French tourism offering thus does not benefit from a significant leap. Atout France even notes that outside of outdoor hospitality, attendance in collective accommodations decreased by 1.5% in the first quarter of 2024. Last-minute bookings, becoming increasingly frequent, also make summer forecasting very uncertain.

The impact on the local economy and improvement proposals

Despite the undeniable “moment of radiance” represented by the Paris Games, the sector is still waiting for the trigger for an upgrade of the tourism offering. Professionals point to the example of London, which managed to leverage its Olympics to sustainably renew its attractiveness and invest in a long-term strategy. France, according to experts, must engage in a true strategic reflection to capitalize on this event.

Fiscal debates exacerbate the disappointment of airline sector players, who are seeing a decrease in market share in France while other European destinations benefit from the summer dynamic. The president of the National Federation of Aviation and its professions regrets French fiscal choices, deeming that they hinder competitiveness compared to other European destinations.

Towards new opportunities to revive attractiveness

In a context of abundant supply and increased European competition, France must innovate. The integration of new experiences, such as wildlife observation in Paris, anticipating with last-minute vacation offers, or better management of travel insurance are among the avenues to explore. The family leisure offering, like the Jardin d’Acclimatation attraction, can also provide added value.

Finally, sharing experiences and stories of strong emotions, such as that of a traveler who made a heartfelt choice during their vacation (touching story), nourishes this essential human dimension, a source of inspiration for visitors in search of new discoveries.