Keystone-SDA
To celebrate its 30th anniversary from November 21 to December 24, the Montreux Christmas Market launched Riviera Noël, an expanded event bringing together its neighbors from Vevey and Villeneuve. The new formula attracted some 550,000 visitors to the three locations.
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December 23, 2024 – 3:07 p.m.
(Keystone-ATS) The positive results of this first edition encourage collective reflection to adapt and optimize each site in 2025. The enthusiastic feedback from visitors confirms the relevance of this regional concept and the enthusiasm for the activities offered in the three localities, rejoice the organizers on Monday in a press release.
“According to a count that is not yet final, attendance is comparable to last year, or even slightly higher,” Yves Cornaro, director of the Montreux Christmas Market, told Keystone-ATS. “The volumes have not increased significantly, but the spaces have been better managed,” he explains. “Visitors were particularly numerous at the start of the week. »
Reduced nuisances
When it comes to mobility, the public has clearly played the public transport game, rejoices the director of the event. The introduction of free buses on weekends has also largely contributed to reducing the nuisance linked to car traffic in city centers.
As for travel on the Montreux quays, “corrections have been made to avoid jostling and congestion”, criticized last year. “Everything went well this year,” underlines Mr. Cornaro.
In the global “pipeline”
In terms of hosts, foreigners are increasing to reach around 30% of the clientele. An increase which underlines the growing reputation of the market and its 150 exhibitors around the world, rejoice the organizers.
“If there were many Italians in previous years, this winter the event attracted a good number of Spaniards, Americans, Asians and even Australians,” explained Mr. Cornaro. More and more German-speaking Swiss are also going to Montreux (20% of customers). The remaining 50% are made up of visitors to the region.
Satisfied traders
With favorable weather and these new features well received, the results are positive for both exhibitors and organizers. “The traders are satisfied,” notes the director. According to a 2022 study, visitors spend on average 128 to 130 francs (compared to 65 francs in 2016).
As for hotels, weekends are full and the occupancy rate is 45% to 50% during the week. In 2023, some 60,000 nights were recorded during the Market period, continues Mr. Cornaro. And to estimate economic benefits of 65 million.
Long-lasting association
As part of this new regional formula which will be perpetuated, Vevey hosted around twenty stands on the Place du Marché, in addition to the traditional Christmas village on Place Scanavin. In Villeneuve, the event offered various activities and entertainment for children.
For the record, last year, the Montreux Christmas market welcomed 500,000 visitors.
