Have French ski resorts been abandoned by tourists, as allegations posted on social media suggest?
Tourist Disparities in French Coastal Resorts During Summer 2025
Unusual tourist patterns are emerging in French coastal resorts this summer, with some areas experiencing a decline in visitors while others thrive. According to Nicolas Dayot, president of the FNHPA, regions like the Pays de la Loire and the Pyrenees-Orientales are suffering more, while the MKG marketing agency predicts a 1.1% increase in hotel occupancy rate across the metropolitan French territory and a 1.6% increase on all French coasts at the beginning of July 2025.
The MKG figures show a significant increase in turnover in Trouville and Deauville, with a 31.5% increase in July compared to the previous year, and an 11% increase in hotel occupancy. However, Jean-Pierre Ghiribelli, president of the Var's Umih, states that beaches' parking lots are packed, but consumption is lower in seasonal restaurants, with all hopes on the month of August. Restaurant attendance is down by 15 to 20% this summer, according to the Union.
Several posts showing empty restaurant terraces have circulated on social networks, such as in La Grande-Motte on August 3. Similarly, several videos showing unusually empty coastal resorts during the peak tourist season went viral on social media at the end of July and beginning of August.
These disparities could be caused by several interrelated factors. Climate-conscious travelers, especially younger generations like Gen Z, are seeking "coolcations" to avoid rising heat, favoring destinations like Scandinavia and Iceland over traditionally warm beach resorts. Additionally, many travelers prefer maximalist travel styles or traveling with friends, family, or partners, which may concentrate visits in highly popular or urban areas rather than dispersed coastal resorts.
Competition from other global destinations also plays a role. France remains a top global tourism destination, but growth is also strong in other European countries like Greece and Spain, possibly drawing some visitors away from French coastal areas. Local regulatory and social factors, such as France's regulations controlling short-term holiday rentals and issues like crowding, gentrification, and resident pushback against overtourism in city-adjacent regions, may also impact tourist distributions.
Economic and systemic challenges in the tourism experience, infrastructure and service disruptions, and frequent strikes affecting transportation can also cause unpredictable visitor flows, impacting coastal resort popularity. For instance, on July 22, the beach of Mourillon in Toulon was filmed empty due to pollution after a storm the previous day.
However, not all coastal resorts are struggling. Audrey Andonegui, director of tourism in Canet-en-Roussillon, states that there are people on the beaches this season, and many campsites are full. Normandy has regained its dynamism this summer after several difficult years due to fickle weather.
Despite the challenges, the French government remains optimistic. Nathalie Delattre, the tourism delegate minister, reported that global figures for France show an increase in tourism. However, she also notes that a third of the French want to spend less than 500 euros on vacation, leading to choices between the food budget and activities. This could explain the lower consumption observed in some coastal resorts.
In conclusion, the tourist landscape in French coastal resorts this summer is marked by unusual disparities. These disparities are likely caused by a combination of changing traveler preferences due to climate and social reasons, stronger competition, regulatory impacts, and systemic challenges in service and infrastructure. Despite these challenges, some coastal resorts are still thriving, and the French government remains hopeful about the overall tourism figures for the country.
- In the midst of the shifting tourist landscape, an unexpected growth in employment opportunities has been noted in certain coastal resorts, like Trouville and Deauville, due to the surge in visitors and increased hotel occupancy rates.
- The rise of pop-culture trends, such as the preference among Gen Z for "coolcations" and maximalist travel styles, is affecting the distribution of tourists on social media, with some resorts gaining popularity while others face a decline in visitors.
