Moselle, a destination that attracts more and more people, an offensive strategy that is bearing fruit

The Moselle is attracting more and more tourists. An increase in attendance boosted by major investments and advertising campaigns.

With its heritage, its history, its culture, its leisure activities and its landscapes, the Moselle attracts more and more tourists. Long a destination of passage, with a clientele mainly excursionists, the department now dreams of itself as a leading destination.

The latest figures for Moselle tourism have just been revealed, Monday May 6, 2024, during a press conference of the Departmental Council of Moselle and Moselle Attractiveness. With more than 16,000 employees in the sector, a figure constantly increasing, and 500 million in direct annual expenditure, tourism constitutes an important sector of activity for the Moselle economy. In 2023, 52 million euros of investments have been announced to densify the tourist offer in the department.

The Moselle has the necessary strengths to establish itself as a tourist destination on a national, even international scale.

Patrick Weiten, president of the Departmental Council of Moselle and Moselle Attractiveness

Patrick Weiten, president of the Departmental Council of Moselle and Moselle Attractiveness, dreams big for his territory: “The Moselle has the necessary strengths to establish itself as a tourist destination on a national, even international, scale”. The strategy is gradually bearing fruit, with more than 4.8 million cumulative entries to Moselle visit sites in 2023. Attendance up 13% compared to the previous year. Special mention to the Amnéville zoo, with more than 450,000 visitors (a third thanks to the Luminescences festival), and to the Center Pompidou, with more than 300,000 visitors in one year, a figure up 35% compared to 2022.

Problem is, for the moment, day visitors still represent 70% of attendance at Moselle sites and territories, compared to 30% for stayers. A trend that the various tourism players in Moselle absolutely want to reverse to increase profits, in particular by increasing the leisure offer and the quality of infrastructure. In fact, the daily expenses of a person staying for several days represent double the expenses of a simple passing tourist (€55 compared to €23 on average).

An offensive marketing plan whose television campaigns on national channels, reinforced by a dynamic presence on digital platforms, have given new impetus to our brand image

Patrick Weiten, president of the Departmental Council of Moselle and Moselle Attractiveness

Today, Metz and the Moselle are visible even in the corridors of the Paris metro. To encourage tourists to set down their suitcases in Moselle, large-scale communication remains one of the most profitable tactics, according to the president of the Moselle Departmental Council: “An offensive marketing plan whose television campaigns on national channels, reinforced by a dynamic presence on digital platforms, have given new impetus to our brand image, capturing the interest of new visitors”.

In 2024, Moselle offers 150 sites open to visitors, 50,000 tourist beds and more than 1000 catering offers, including five Michelin-starred restaurants.