Did you land a job this summer? On the tourism front, summer 2023 has mixed tight budgets, heatwaves, and wildfires, but also new habits: split stays, the rise of the mountains, and organizing vacations with AI (sometimes a bit too confidently). When it comes to destinations, Brazil is soaring, Japan is breaking records, and the United States is struggling to attract visitors despite some promotions; meanwhile, prices for overseas trips remain high. In France, an ambitious 100 billion euro plan aims to increase spending by foreign visitors, while overcrowding is pushing some cities to test quotas and reservations, and restaurants are seeing bills decrease as amusement parks fill up with thrills.
With slashed budgets, new tech making its way into suitcases, rising or falling destinations, and a scorching summer marked by heatwaves and wildfires, summer 2023 has shifted the lines of tourism. On the agenda: a government target of 100 billion euros in international revenue, shorter yet more frequent vacations, the rise of artificial intelligence and virtual reality, French travelers drawn to Brazil and Japan but deterred by the United States, a France that remains irresistible to foreigners, soaring airline ticket prices to overseas destinations, and a wave of overtourism prompting some cities to tighten their regulations.
Summer 2023: What you might have missed on the tourism front
Targeting 100 billion: France aims higher
Goal podium. In the heart of summer, the government unveiled an ambitious target: to achieve 100 billion euros in international tourism revenues by 2030, which is much more than today. The idea? Better convert the vast global appetite for France into spending on-site, and to gain ground against very competitive neighbors. This acceleration aims to strengthen the welcome, quality, and upscale offerings, while relying on foreign clientele, which has boosted the season.
One unknown remains: the political landscape this autumn, which could shuffle the deck. In the meantime, hotels, cultural sites, and regions are sharpening their offerings to attract more and better.
Vacations with AI assistance… and VR headsets
Should you entrust your itinerary to a robot? More and more travelers are testing artificial intelligence to prepare their vacations: one in three French people has already experimented with it to save time. However, caution is advised: AI still omits “down-to-earth” details (visas, specific schedules, seasonal closures) that can ruin a trip. The lesson: AI for inspiration, the human brain for final verification.
Another star of the summer: virtual reality. A simple headset to glide on a frozen Seine, revisit Versailles or Carcassonne, and spark the desire to see “in person” after the demo. Nearly one in two French people have already enjoyed these immersive experiences – perfect for preparing, teasing, or extending a stay.
Less money, more resourcefulness: the new tricks
The big trend? Multiplying short stays rather than splurging on a single long trip. Split holidays are gaining ground, even in July-August. The mountains are benefiting: summer resorts like Megève are attracting visitors, even though the surge in attendance sometimes comes with incivilities on the trails.
Conversely, the bill at restaurants is less appealing: restaurant attendance has declined, pushing many vacationers to favor well-equipped accommodations and home cooking. And on social media? More than one in two admits to embellishing their stay. Spoiler: the pool was not “Olympic”.
Destinations: Brazil on fire, irresistible Japan, neglected United States, rebirth of Sri Lanka
On the long-haul front, Brazil has been a hit among the French, while Japan has been setting reception records – to the point of witnessing a local tourist burnout. In contrast, the United States have hit a plateau, plagued by a tarnished image, price increases, and tedious procedures. This phenomenon is analyzed and deciphered regarding leisure here: the decline of interest in leisure travel to the United States.
Another pleasant surprise: the renaissance of Sri Lanka. After turbulence, the island is back on the radar with a nature-culture offering that is top-notch. To be discovered before the crowds: why Sri Lanka is experiencing a tourism renaissance.
France as a magnet for foreigners… but Overseas too expensive
Good news for the finances: France was able to rely on spending by Canadians, Australians, and Brazilians to offset the slowdown in domestic budgets. Paris, the Côte d’Azur, the Loire Valley, and major sites have turned at full capacity, with solid attendance in the heart of summer.
However, for tight budgets, the unpredictable airline tickets to overseas: reaching Martinique or Guadeloupe in the middle of summer was a budgeting feat, as prices remained high. Many then opted for slow tourism in a river mode: strolls, houseboats, villages, and gentle breaks. Inspirations can be drawn here: rivers, boats, and the art of slow travel.
Extreme heat and wildfires: a summer under high vigilance
The south of the country experienced temperatures exceeding 40 °C, with departments under red alert. In these conditions, wildfires multiplied, particularly affecting camping areas and scrubland. More broadly, southern Europe – Spain, Greece, Albania, Turkey, Portugal – has paid a heavy toll.
Concrete consequence: travelers adjusted their schedules (early in the morning, late in the evening) or migrated to cooler destinations, including… summer in the mountains. Climate adaptation is becoming a fully-fledged tourist skill.
Overtourism: quotas, reservations, and… fewer trash bins
The hit parade of tourism overcrowding in France? Montmartre, Versailles, the Basque coast, Annecy. Some cities have established quotas or mandatory reservations to relieve residents, many of whom express a feeling of “dispossession”. Useful analysis here: mass tourism and anxious residents.
And waste? Faced with overcrowded beaches, municipalities (like Antibes) have made a radical bet: removing most trash bins to make visitors more responsible. Not glamorous, but effective when education follows: “you arrive with it, you leave with it.”
Parks thriving and culture supporting
Despite the heat, amusement parks continued to attract large crowds. Parc Astérix made a splash with its large family roller coaster – a thrill magnet that distracts from thermometers for a few hours. On the cultural side, summer saw a surge in exhibitions and local events, perfect for relieving major spots. An inspiring example: an exhibition in Lignières that combines heritage, walking, and micro-adventure.
Bonus advice: dream with AI, check like a pro
AI is a fantastic idea generator, but it doesn’t replace official websites, entry conditions, or your practical sense. Some travelers have had their boarding denied due to lack of visa or authorization, information that their digital assistant had “forgotten.” Simple tip: get inspiration with AI, then do a final check with the authorities and companies. You keep the creativity and gain peace of mind.
