As Brittany had just experienced two record summers, the summer season of 2024 brought an unexpected surprise: a marked decline in attendance. Between April and September, the number of vacationers plummeted, leaving professionals and enthusiasts in the region perplexed. What are the causes of this disenchantment? Between the capricious weather and changes in travel habits, several factors seem to have played a role in this year’s tourist downturn.
Brittany, usually favored by vacationers for its breathtaking landscapes and cultural richness, experienced this summer an unexpected decline in attendance. Despite record crowds in the two previous summers, the figures for 2024 reveal a significant drop in the number of tourists. To understand this situation, it is necessary to explore the various factors that contributed to this disenchantment.
A capricious weather
This year, the weather played a crucial role in the number of visitors. Many vacationers had to face unfavorable weather conditions. Indeed, Brittany recorded a 20% deficit in sunshine, strongly influencing the choice of destinations. The month of June proved particularly gloomy, which discouraged many families from planning their vacations in this region, often synonymous with sun and beaches.
Camping managers, like those at Camping des Vallées, quickly noticed a drop in attendance of about 8% starting from the first days of summer. Professionals in the sector expressed their concerns, stating that without sunshine, it is difficult to attract tourists accustomed to summer warmth. This led to a slowdown in bookings across various hotels and leisure establishments.
A decline in the French clientele
Another determining factor in this decline in attendance is the noticeable decrease in the French clientele, which typically represents more than 80% of vacationers in Brittany. The closure of certain schools at the end of June, followed by government elections in early July, probably also hindered family travel. The political situation, combined with unforeseen weather events, created a disastrous cocktail for the tourism industry.
Statistics from Insee reveal that there were about 1.3 million fewer tourists compared to 2023, illustrating a 6% decrease in summer attendance. This phenomenon was particularly felt in the departments of Côtes d’Armor, Ille-et-Vilaine, and Morbihan, where the whole region experienced an evident decline.
A return to classic vacation habits
After two particularly atypical summers during the years of the pandemic, the Brittany tourism office views this change as a return to normal. Many professionals echoed this sentiment, indicating that travel habits had changed, and the massive influx previously observed is now less representative of typical travel behaviors.
Jessica Viscart, Deputy Director of Tourism Brittany, highlights this change, noting a result higher than in 2019 (+3.9% in 2024). This suggests that, despite the challenges faced this year, Brittany retains a special appeal, particularly for those seeking an authentic destination rich in biodiversity.
Upcoming opportunities
Despite these disadvantages, Brittany still has assets to offer. The region has been recognized as one of the ten must-see destinations for 2025 by American Express, thus attracting a new generation of travelers. Local gastronomy, its beautiful beaches, and outdoor activity opportunities continue to add value to the experience of future visitors.
Industry stakeholders hope that next year will be more favorable in terms of climate and that it will see a return to increased attendance. Brittany, with its picturesque landscapes and age-old traditions, hopes to emerge from this period of uncertainty to regain its full splendor.
