Provence Tourisme: The results of a survey show the good health of tourism in Bouches-du-Rhône

Provence Tourisme has just presented the departmental section of the results of a survey lasting more than a year carried out by BVAt on tourism in the Southern region. Study which shows that the work accomplished by Provence Tourisme with professionals in the sector has made it possible to develop four-season tourism. With tourists spending on average 74 euros per person per day in the territory.

“ This large-scale survey is an essential lesson for us, stakeholders in responsible tourism. Our tourism development strategy is anchored in this knowledge of the territory and in the analysis of travelers' behaviors and expectations. We are thus embarking on the best path to highlight and preserve the riches of Bouches-du-Rhône. explains Danièle Milon, president of Provence Tourisme, who specifies: “ Our ambition is clear since for us it is a question of developing four-season tourism which is essential to preserve the environment, the quality of life of the population and strengthen the economic impact of tourism. Because 4-season tourism involves establishments that do not close, it provides year-round employment. And I notice that the local population, thanks to this sprawl, complains less about tourism“.

Consider this study, which took a year, to be “ necessary because the previous one was 10 years old. It is based on 43,000 questionnaires including 8,500 in Bouches-du-Rhône“. Regarding sustainable tourism, “it is not a separate sector. It is an approach that can be adapted by all stakeholders including travelers and even the population because we have a lot to learn from certain tourists in terms of respect for the territory.», says Danièle Milon.

“Tourism represents 3.4 billion in direct spending in the region”

Fabien Guillemot, BVA Xsight insists on the fact that tourism represents 3.4 billion in direct spending in the region. American customers spend 169 euros per person per day, Germans 84 euros per person per day, those from the United Kingdom, 101 euros, Italians 95 euros and Switzerland, 78 euros. He in turn highlights 4 seasons tourism in the Bouches-du-Rhône department by pointing out that “ spring and late season record 53% of stays, peak summer 21% compared to 25% for the entire region and 20% in winter.”

Tourist activities are very varied with a predominance for discovering cultural heritage, walking and beach/swimming. “The clientele is made up of loyal visitors, it includes 45.4% people who have made 2 to 5 stays, 38.8% have come more than 5 times but there are also 15.8% first-time visitors. It should be noted that 96% of tourists are satisfied with their stay.”

The share of international customers increased between 2011 and 2023, going from 13% of stays to 25.7% of stays

The study makes it possible to judge developments since 2011. The share of international customers has increased from 13% of stays to 25.7% with a greater presence of German and American customers. The average length of stay, 6.5 days compared to 6 days, and the average expenditure, 124 euros compared to 95 euros in constant euros, have contracted. The share of platforms in booking methods has more than doubled, going from 20% of stays to 50%. It should be noted the importance of advice given by parents or friends which determines 25% of stays compared to 15% previously. It is also important to note that the share of stays in commercial accommodation has increased significantly, from 41% to 53%. The main commercial accommodation modes increased significantly, from 41% to 53%. The main modes of commercial accommodation are the hotel (24% of stays) – whereas it represented only 21% of stays in 2011 – and seasonal rentals which increase from 6% to 13% of stays.

“Bouches-du-Rhône welcomes 9.2 million tourists”

Isabelle Brémond, the general director of Provence Tourisme points out: “ Bouches-du-Rhône welcomes 9.2 million tourists, who spend 46.3 million nights. This tourist clientele is essentially French clientele (74% of stays), half coming from Provence-Alpes-Côte d'Azur, Ile-de-France and Auvergne-Rhône-Alpes. Foreign customers, who make 26% of stays, mainly come from Germany, the United States, the United Kingdom, Italy and Switzerland. These 5 clienteles represent 45% of stays. On average, tourists stay 5 days and spend €74 per person per day. Some 3.4 billion euros of expenditure is made in the region each year. The Bouches-du-Rhône department records 22% of tourist stays in the Southern region, making it the 3rd reception department behind Var and Alpes-Maritimes. “. She adds that: “ compared to other regional territories, the department presents some specificities linked in particular to its demographic and economic structure: 27% of stays are for professional reasons compared to 17% in the South Region. More numerous short stays, 52% compared to 39% in the South region. Tourism which is spread more over the year with in particular a summer core which represents only 21% of stays compared to 25% in the South region in favor of other periods and in particular the late season, 26% of stays compared to 23% in the South region. Greater accessibility by train, 20% compared to 15% in the South region. A shorter length of stay, 5 days compared to 6.5 days in the South region. An average expenditure per day and per person of €74 compared to €71 in the South region “.

The Tourist Offices are now actively preparing for the Paris Olympic Games and in particular the arrival of the Olympic flame on May 8 in Marseille before a trip to the department. “In Aix, like Arles, we announce that we are ahead of reservations for this period, an effect which is found for the Olympic period with, in the department, 30% additional reservations compared to the same period last year.”

Michel CAIRE

The main points of the investigation

A one-year field survey, from October 2021 to September 2022.

• A budget of €600,000, of which €80,000 was financed by the Bouches-du-Rhône department.
• Collective management including the CRT Provence-Alpes-Côte d'Azur, the AD des Alpes-de-Haute-Provence, ADDET Hautes-Alpes, CRT Côte d'Azur France, Var Tourisme, Vaucluse Provence Attractiveness, Provence Tourisme.
• Realization – A BVA Xsight design office and project management assistance entrusted to JPC Consultant.
• Scope – A regional scale: the region, the six departments, the three brand territories and the infra-departmental basins.

Modus operandi: The survey was administered on site via a self-administered paper questionnaire. It was supplemented by a web survey of residents of the region as well as additional measures in tourist offices, regional natural parks and national parks, airports, etc.

Defined targets: extra-regional tourists having made a stay of at least one night in Provence-Alpes-Côte d'Azur and residents of Provence-Alpes-Côte d'Azur having made a stay of at least one night in the region outside their Residence department.

Object: A study of profiles, practices and expenses.