IN BRIEF
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The tourist season 2024 is emerging with a renewed optimism, highlighting a promising stability despite the various challenges the sector has faced. The outlook is encouraging: tourist attendance in regions like Tarn-et-Garonne has remained steady, offering reassuring prospects for the future of tourism in France.
A season marked by challenges
This year, the tourist landscape has been disrupted by a multitude of factors such as unpredictable weather conditions, pressure on purchasing power, and the excitement surrounding the Olympic Games. Despite these obstacles, attendance figures show resilience. In Tarn-et-Garonne, the number of overnight tourist stays, both French and foreign, reached 4.67 million, reflecting a constant interest in this destination.
A promising summer from a proximity perspective
The summer season saw a notable influx of local visitors from Occitanie, demonstrating a growing loyalty. They now represent a third of the attendance, distinguished by their attachment to their region. Moreover, tourists from major cities, particularly Parisians, continue to trust the local tourism offerings, just like the Britons, who remain at the forefront of foreign tourists.
The successes of the season
Despite the caprices of the weather, certain sectors such as swimming pools and leisure bases have seen a 5% increase in visitors compared to the previous year. Furthermore, cycling routes have experienced significant success, with over 40,000 passages on the Vélo Voie Verte of the Canal des Deux Mers. Culture is not left behind, with nearly 260,000 visitors to museums and castles in the region, representing an 8% growth in 2023.
The benefits of successful communication
A key element of this season’s success has been the media coverage. The show “La Carte aux Trésors”, broadcast on France 3, captivated 1.85 million viewers, sparking renewed interest in the treasures of Tarn-et-Garonne. This exposure led to a surge in activity on social media and provided opportunities for professionals in the sector.
A future to build on seasonality
Anticipating untapped potential, Tarn-et-Garonne Tourism has recognized the importance of seasonality in tourism. The spring and autumn months account for a significant share of overnight stays. By developing offers and events beyond the traditional July and August months, it is possible to extend the activity period and attract new clients.
Involving locals in the tourism dynamic
Residents play a fundamental role as ambassadors of their territory. The pride of the Tarn-et-Garonnais in their landscapes and culture constitutes a true resource for promoting the region. Starting in 2025, targeted actions will aim to reinforce local involvement and further enhance the tourism offer.
Towards a strong destination brand
Tourism stakeholders, in collaboration with Tarn-et-Garonne Tourism, are working on creating a destination brand that will illustrate the region’s strengths. This effort is accompanied by promotional campaigns aimed at highlighting its assets and enhancing the recognition of Tarn-et-Garonne in tourism markets.
An optimistic vision for the future
Tarn-et-Garonne, with its natural and cultural attractions, is well-positioned to meet the expectations of travelers. This region, which promotes a responsible and sustainable tourism, has all the advantages to develop in the coming years. Optimized management of tourist flows as well as commitment to sustainable practices will ensure a bright future for the local tourism sector.