Sud-Médoc: towards a strengthened synergy to optimize the tourist season after varied results

IN BRIEF

  • Meeting at the château de Villegeorge to lay the foundations for a collaboration.
  • Participation of local elected officials, socio-professionals, and tourism stakeholders.
  • Presentation of a tourism report for the year 2024.
  • The territory of Médullienne consists of 10 municipalities and attracts 450,000 visitors every summer.
  • Stable attendance despite a rainy spring and inflation.
  • Consumer behavior has evolved towards short stays and last-minute bookings.
  • Goal of the tourism office: diversify the offer and promote sustainable tourism.
  • Information campaigns to highlight local services and activities.
  • Initiatives until March 2025 to boost the local economy.

In a context where the tourism sector in the South-Médoc shows mixed results, local stakeholders are coming together to lay the groundwork for stronger collaboration. The objective: to face future challenges and enhance the attractiveness of this beautiful part of Gironde. The meeting held at the château de Villegeorge in Avensan allowed for the assessment of the challenges faced during the 2024 summer season and to consider initiatives to invigorate the territory.

An enriching report for the territory

The South-Médoc, comprising 10 municipalities and stretching over 13 km of beaches at Porge Océan, offers an ideal setting for tourism. With 1,533 hectares of vineyards and a network of 97 km of cycling paths, this region attracts nearly 450,000 visitors each summer, although the 2024 report showed signs of fragility. In this context, local elected officials and sector actors have gathered to discuss the future.

A contrasting 2024 season

According to observations from industry professionals, the 2024 season was marked by significant variations. Several factors influenced attendance: unfavorable weather conditions, particularly a very rainy spring and September, as well as persistent inflation. Furthermore, legislative elections impacted tourist behavior, while the shift in school holidays in Germany delayed the arrival of this clientele, who typically arrives by June.

Despite these challenges, overall results were deemed satisfactory: 60% of professionals felt that attendance was relatively similar to the previous year. Nevertheless, the decline in the average spend particularly affected hotels and restaurants, with vacationers tending to prefer short stays and seek promotions.

Improving the tourism offer

In light of this complex situation, the Médoc plein Sud tourist office has decided to intensify its efforts to optimize its offerings and attract more visitors. Through a series of initiatives, emphasis will be placed on the off-season and local clientele. Sophie Brana, president of the office, highlighted the importance of quality tourism by showcasing local offerings and raising awareness among stakeholders of best practices.

Concrete initiatives on the horizon

To this end, several initiatives have already been established until March 2025. Among these, the Sustainable Tourism Day, scheduled for November 26 in Castelnau-de-Médoc, will focus on raising awareness among professionals. Information campaigns will also be implemented to promote the services and activities of the community of municipalities.

These initiatives aim to diversify the tourism offer by adapting services to the expectations of travelers and invigorating the local economy. Personalized support will be provided to regional stakeholders to create new synergies in the tourism sector.