“It’s a meeting that has become a ritual”admits Mélanie Lepoultier, president of Calvados attractiveness and vice-president of the Departmental Council, in the preamble to the press conference held Tuesday 1is October 2024 in Caen, Calvados.
Like every year, the departmental agency takes stock of the tourist season. And if the 2022 vintage had broken all records, leaving room for a satisfactory 2023 edition, the year 2024 already seems to leave professionals in the sector wanting more.
Read also: 2022, the year of all records in Calvados
Surfing the 80e
“The summer season was quite atypical in the sense that it was not as we expected”concedes Mélanie Lepoultier. With the 80e anniversary of the Landings and the Battle of Normandy, hopes were high.
“Attendance in June was quite optimal”she admits. With 40% more overnight stays compared to June 2023, the ceremonies had a real impact on the sector. “There were 383,000 visitors to Calvados, including 65% foreign tourists, on June 6 alone”underlines the elected official.
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An atypical season
However, the dynamism of June was not felt in the spring, nor in the continuation of July 2024. The soufflé subsided as quickly as it rose. “The start of the season struggled to get going in April. […] The weather weighed down the month of July”she notes.
Unlike 2022 where the sunny weather favored reservations – between April and June, 7.7 million overnight stays were recorded in Calvados. The department ranks 12e among the departments of France in terms of number of tourist nights. The Olympic Games also attracted audiences to other destinations.
“The summer did not keep the promises set, but we are starting from quite a high point. We are subject to climatic hazards, inflation slows down activity and it has impacts on ancillary consumption (catering, leisure , etc.)”remarks Maïwenn Tanon, executive assistant at Calvados attractiveness. Fortunately, the month of August revived the dynamic with better weather, it remains to be seen whether the late season will maintain the rates.
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Unequal territories
Another observation: an unequal distribution of tourists depending on the location. “We are widening the gap between our territories”she says. Bessin, Caen and the Côte de Nacre, as well as the Côte Fleurie generally maintained their growth, while the Pays d’Auge recorded an overall decrease of 7% in attendance over the summer period. A setback “mainly due to the desertion of French tourists, whose number fell by 9%.notes the agency.
Conversely, southern Calvados is experiencing growth of 6% compared to 2023. This renewed interest can be explained by: “The French are looking for more natural offers, for cycling (+ 27% compared to 2023) or hiking (+ 13% compared to 2023)”confirms Mélanie Lepoultier.
As such, Gîtes de France has a total of 1,035 gîtes, including 121 guest houses in its network and 130 new structures since the start of 2024. Farm tourism is also increasingly attractive.
As for agritourism, the Bienvenue à la ferme network has 393 member farms in Normandy in 2023, including 113 who offer accommodation on their farm. In Calvados, 26 producers offer a lodging and/or guest room service.
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