As of today, the community tourist office records an occupancy rate of tourist accommodations in the Greater Béziers area that is 0.5 points higher compared to last year. However, Jean Muller, the director, remains cautious.
The new summer season has a particular flavor to it, doesn’t it? I would say it has several flavors. We are coming out of an intense election period, which will lead to a tourist season that will be just as intense. There are reasons for hope as reservation trends seem as good as in 2025. However, concerns arise due to the rising fuel prices and the international context, including wars, among other factors.
If high fuel prices could deter holiday travels, what could be the consequences of the uncertain international context on tourism? The truth is, we do not know what impact this context will have. So far, there have been no cancellations of reservations. Currently, we have an occupancy rate in hotels, campings, tourist residences, and private accommodations that is 0.5 points higher compared to last year, even in the same month, April. But will French people who do not travel abroad choose to spend their holidays in our region?
The idea behind the heavy communication campaign targeted at French major city train stations is to emphasize that Béziers is an accessible city, now offering a modernized transit hub. Direct connections are available from many French stations like Paris, Lyon, and Toulouse.
Communication alone is not enough to attract tourists. Preceding the season, a significant marketing effort is made from October to March. This includes participating in professional and public fairs in France and internationally. Last year, this effort resulted in a generated revenue of 175,000 euros for local professionals.
Despite uncertainties, all the usual tourist activities offered by the tourism office each year during the season have been maintained and even strengthened. The season kickstarted with the first of the ten “Wine Saturdays” in Coulobres on April 11th.
Numerous highlights are scheduled throughout the season, such as Les Caritats, rich programming at Maison des Orpellières in Sérignan-Plage from mid-June, including jazz nights, theater, and family workshops, and other events like the Thursdays of Béziers and Valras Tuesdays, with sound and light shows in July and August.
A vibrant communication campaign in French train stations is running from April 13th to 27th targeting the top seven visitor cities like Montpellier, Toulouse, Lyon, and others. The campaign includes colorful visuals and practical information focusing on the ease and speed of traveling to Béziers from various locations. Additionally, an advertising campaign in the Parisian metro near Gare de Lyon targets daily commuters and costs slightly over 20,000 euros.
