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IN BRIEF
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Tarn-et-Garonne registers a month of July 2025 with remarkable stability, driven by a loyal French influx and a confirmed taste for outdoor activities. With nearly 769,507 overnight stays, the level remains in line with 2024, while the slight contraction in foreign clientele is offset by the growth of the national market. The long weekend of 14 July serves as a lever, and nature activities – GR65, bike tourism, river tourism – boost attendance, supported by falling fuel prices that stabilize the average spending.
Without excess or decline, the month of July is part of a managed continuity for Tarn-et-Garonne. The cooler weather in the second half of the month did not weigh on the flows, and the momentum of the 14 July weekend (three days this year) even propelled an unprecedented peak around 63,000 overnight stays, clearly above last year. In total, the destination records about 769,500 overnight stays, a volume almost identical to that of 2024.
A stable overall attendance supported by weekends
The calendar has played in favor of short stays, with an increase in 2 to 3-night getaways around extended weekends. This rhythm has cushioned weather variations and ensured consistent occupancy throughout the department. Travel has been facilitated by falling fuel costs, a key factor for nearby clientele.
A majority and regular French clientele
The core market is clearly domestic: French overnight stays increase by about 2.8% to reach nearly 488,000, representing nearly 63% of the total. The Occitanie clientele alone accounts for nearly three national visitors out of ten, with Haute-Garonne as the leading emitting area. Following are Île-de-France (a little over 21% of the French) and Nouvelle-Aquitaine (about 13%) among the main providers.
On the international side, flows are contracting (−9.4%), without overturning the overall balance. The United Kingdom remains the number one market, ahead of the Netherlands and Spain. This decline occurs in a less favorable economic and geopolitical context for long-distance travel, a trend also noted by other destinations, as seen in the slowdown in air traffic in Florida.
An average spending cushioned by falling fuel prices
Despite ongoing inflation, the average spending remains overall at the level of 2024, aided by the reduction in fuel prices which limited the defensive adjustments of households. In practice, opinions remain mixed: half of the professionals mention reduced spending, while a large portion considers it stable. Visitors come with a more defined overall budget, balancing between accommodation, leisure, and dining according to their priorities.
Contrasting trajectories across sectors
Outdoor hotels have experienced a mixed month: most campgrounds report a decrease in activity, partially compensated by the presence of groups. In contrast, traditional hotels show more positive signals, with a slight majority of establishments expressing satisfaction with their attendance. Dining remains heterogeneous but benefits from a significant rebound during the national holiday weekend.
Rental platforms: a dynamic that is taking hold
Bookings through Airbnb, Abritel, and Booking are around 34,179 overnight stays, a near stability in volume (−0.5%) for a cumulative revenue exceeding 5 million euros. The significance of these channels confirms their role in occupancy support, particularly for short stays and opportunistic clientele.
Outdoor activities driving the season
Nature tourism clearly drives the destination. The GR65 (St. James’ Way) jumps over 23% in foot traffic, returning to pre-crisis levels. Bike tourism increases by 2.4% with nearly 6,690 crossings on greenways, particularly the Canal de Montech. River navigation also resurges, with around 591 crossings on the Canal Latéral à la Garonne (+15.6% over the year).
Swimming and water sports accelerate (+8.2%, over 42,000 entries), aided by the reopening of the Saint-Sardô leisure park. On the heritage side, interest remains high: the châteaux of Bruniquel, the Ingres Bourdelle museum, and the Monastery of Moissac are among the most notable increases. A similar trend is observed in other natural areas such as the Marais Poitevin, where summer attendance is solidifying.
Ground realities: adapting behaviors
According to feedback from stakeholders, visitors arrive with a more constrained budget and make targeted choices: more family visits, local discoveries, picnics, and restaurant meals chosen with discernment. This trend is observed well beyond Tarn-et-Garonne, reflecting national shifts. The presidency of Tarn-et-Garonne Tourism emphasizes the potential of late summer and early autumn, where the department’s nature and heritage DNA fully express.
Comparative insights with other destinations
The ongoing reshaping is part of a broader landscape. The rise of a meaningful tourism and wandering aligns, for example, with interest in places of spirituality like Lourdes. Elsewhere, business tourism and events boost certain regions, like Normandy. Internationally, some destinations are experiencing a touristic renaissance, while others are facing temporary downturns, as illustrated by the Florida airports. These signals confirm the interest in a strategy of sustainable tourism and four seasons in Tarn-et-Garonne.
What this means for professionals
The predominance of the national clientele encourages intensifying local actions: targeting Haute-Garonne, Île-de-France, and Nouvelle-Aquitaine, packaged offers around greenways, GR65, and river navigation. Highlighting micro-adventures, short stays, and budget-conscious experiences meets the demand.
Consolidation also involves fine-tuning pricing, enhancing digital visibility – including through rental platforms – and fostering cooperation between accommodations, restaurants, and sightseeing sites. All these levers aim to extend the momentum beyond summer and attract off-season clientele looking for nature, culture, and relaxation.
