Bordeaux: Staying in the mountains, the challenge of the Pyrenees

Staying in the mountains is the strong symbol of the winter holidays. Like resort stays in the summer, ski resorts are a popular destination for tourists. But this year, marked by the pandemic of COVID-19, does not encourage to go to the mountains. Indeed, the forced closure of the ski lifts prevents alpine skiing, star of the mountains. In order to save the resort season, the Regional Committee of New Aquitaine, Atout France and the Atlantic Pyrenees Tourist Attractiveness Agency have launched a wide-line communication campaign. A campaign that tends to develop the stay in the mountains, from a new angle.

Stay in the mountains, a two-part communication campaign

The communication campaign to promote the stay in the mountains began on February 5, 2021. It follows a particularly delicate situation for the mountain tourism sector, a situation that prevents mountain professionals from enjoying a season with a particularly favourable climate for skiing. Faced with the situation, the region is mobilizing and wants to promote mountain tourism and Béarn-Pyrénées. A campaign to the tune of 100,000 euros.

This campaign is divided into two main components. The first is entitled “Dare freedom. Live intensely.” It allows you to discover the mountain in a different way, to promote the offer of non-downhill skiing activity. Because mountain activity is not limited to alpine skiing. There are a multitude of other activities to do during your stay in the mountains. Snowshoe hikes, sled dog rides or cross-country skiing… Activities that also allow you to enjoy the snow and the mountains.

Hiking snowshoes Nordic ski
Tourists can enjoy cross-country skiing, snowshoeing and many other activities.

The second part of this broad communication campaign is “Going to the mountains to meet, towards the Béarn Pyrenees”. A title that means everything, both to attract tourists from the New Aquitaine region, Bordeaux… But also the Parisian basin, very fond of the mountain. This part of communication is important… To attract as many people as possible to discover the mountain, to spend a pleasant stay there. This campaign, led by Atout France, is booming, under the #JeRedécouvreLaFrance.

These are actions that not only encourage tourists to spend a stay in the mountains despite the absence of alpine skiing… But also to save part of the season of mountain professionals, particularly affected by the shutdown of the ski lifts.

Stay in the mountains, a promising tourism sector for the region

Tourism is one of the undisputed pillars of the New Aquitaine region, driven by several types of activities throughout the year. Indeed, each year, tourism generates more than 12.3 billion euros in direct revenue, which represents 9% of GDP. In winter, staying in the mountains is a must for many tourists. Especially since the offer allows a large part of a stay at the foot of the slopes with 63% of the tourist beds located within the ski resorts for the Pyrenean zone. With stays averaging 4.6 nights, tourists generate interesting revenue for resorts.

But this year, the situation is very different. While in 2019, 74% of winter nights are made in the first three months of the year, this year will not be the same. Indeed, with the general curfew at 6pm, as well as strict sanitary measures, and the impossibility of practicing alpine skiing… The stay in the mountains will be very different. And yet, tourism players are mobilizing to revive a very lucrative sector, with varied activities.

Mountain snow holidays
This year is an opportunity to discover the mountain in a different way.

Of course, there are 27 ski resorts in the Pyrenees. But they also have 14 Nordic spaces, 22 thermal establishments and 16 wellness and relaxation areas. So there is a large amount of offers to spend a stay in the mountains that is successful. For example, the Regional Committee of New Aquitaine and the Regional Tourism Committee have decided to deploy a support plan for the tourism sector. A support plan of 4 million euros, voted in December 2020.

New Aquitaine, tourism par excellence

The largest region of France has many assets to attract tourists from all over the world throughout the year. In winter, of course, the stay in the mountains seduces. In summer, the Arcachon Basin and the entire coast to the Basque Country attract snow lovers and tourists in search of relaxation and relaxation. The rest of the year, wine tourism attracts wine-loving tourists, and in search of discovery of estates. They come especially in the Bordeaux region, where the most famous estates are located… But they can also go down to the Béarn to taste Jurançon, among others.

New Aquitaine is full of opportunities for an excellent stay, and also adapts, in times of global pandemic.

Sources:

“Escape to the Bearn Pyrenees,” Tourism Release in New Aquitaine, February 9, 2020

PYRENEAN TOURISM – Study The Pyrenees 2019

Abonnez-vous à la Newsletter