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IN BRIEF
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Aix-les-Bains now stands as one of the cornerstones of the tourist renaissance in Savoie. Driven by new dynamics and ambitious initiatives, the sector is evolving towards an enriched and sustainable offer, capable of appealing to both wellness enthusiasts and nature discovery lovers. This new momentum is part of a strategy to rebuild local tourism, particularly since the creation of the departmental tourism committee of Savoie, which aims to unite public and private stakeholders around a human and innovative vision of territorial development.
Aix-les-Bains, beating heart of a changing tourism
Located at the foot of the mountains and bordered by the famous Lac du Bourget, Aix-les-Bains has long cultivated its reputation thanks to its thermal establishments and wellness offers. Today, the city capitalizes on this heritage while injecting new vitality into its infrastructure and programming. With the support of the department and the involvement of multiple partners, Aix-les-Bains is working towards a tourist diversification incorporating gastronomy, culture, water sports, and preserved nature. This renewal contributes to enhancing its appeal, attracting a renewed and diverse clientele.
A new breath: the creation of the departmental tourism committee
The recent formation of the departmental tourism committee of Savoie marks a crucial step in the strategy for promoting and structuring the territory. Led by Michaël Ruysschaert, this committee aims to bring together local authorities, associations, banks, and private companies around common goals and a shared ambition: to showcase Savoie and particularly Aix-les-Bains in France and internationally. As highlighted by Hervé Gaymard, president of the departmental council, the challenge is to place humans at the center of the system, prioritizing co-construction with all stakeholders.
Sustainable and responsible perspectives
Tourism in Savoie is now framed within a logic of sustainable development, similar to initiatives highlighted in other regions like the Landes (discover actions for sustainable tourism). In Aix-les-Bains, this orientation translates into concrete actions: promoting soft mobility, preserving lake and mountain biodiversity, and involving local residents in welcoming and promoting the destination. Recent measures taken against mass tourism in Nice (learn more) also serve as a reference for establishing a reasoned management of visitation.
Innovation and experimentation in service of the tourist experience
In this context of transformation, Aix-les-Bains is multiplying pilot projects and experiments to enrich visitors’ experience: welcoming interns in tourist offices (example in Pauillac), developing new discovery circuits, reinventing local events, and directly involving local actors to offer an authentic and personalized experience. These advances create a dynamic in the management and exploitation of tourist resources while allowing for tangible feedback, similar to what has been achieved in Pont-l’Abbé (read the testimony).
Revolutionizing the image and uses of global tourism
Today, Aix-les-Bains fully embraces the changes in global tourism (learn more about the tourism revolution). The city adapts its practices, encourages participation from all, and pays particular attention to new traveler behaviors: respect for the environment, the search for friendliness, and shared activities. This gradual transformation positions Aix-les-Bains as an exemplary destination that successfully achieves the delicate balance between growth, preservation, and innovation.
