While the mountains continue to attract millions of visitors every year, a recent study by Atout France and its partners sheds light on the winter activities of the French, their aspirations and the challenges ahead. While skiing remains a firm favourite, the diversity of activities and environmental concerns are gradually reshaping the landscape of mountain tourism.
The mountains appeal to a large proportion of the French population: 59 % of French people have been there at least once in the last three years, whether for a single day or an extended stay. Unsurprisingly, summer remains the preferred season (43 % of French people visit in summer), but winter still attracts 30 % of French people, confirming the appeal of the cold season for its snow-covered landscapes and specific activities.
Among those who take part in snow activities, downhill skiing remains the main reason for staying: 40 % of French people who have stayed in the mountains in winter go there primarily to ski. However, 1 in 3 French people now prefer the winter mountains for a change of scenery, relaxation and to discover the local heritage. This diversification of expectations is reflected in a growing interest in hiking, cultural visits and epicurean delights.
Crucial issues around snow and price
While snow is a major asset, it is also a cause for concern. A third of French people give up a winter holiday because of the risk of poor snow cover. Conversely, those who choose a high-altitude resort to secure their holiday may be put off by excessive numbers of visitors.
Cost remains the number one barrier: 1 in 2 French people believe that the price of mountain holidays is too high. The study highlights the over-representation of wealthy categories among winter holidaymakers, with a cut-off point of around €3,000 net per month per household. Lower-income groups, on the other hand, are under-represented by 11 points compared to their weight in the general population.
Young people and increasingly short breaks
Contrary to popular belief, the younger generation is out in force in the mountains: 18-24 year-olds (+4 points) and 25-34 year-olds (+9 points) are more numerous than the national average among winter visitors. This finding is even more marked for alternative disciplines such as cross-country skiing (+6 points among 18-24 year olds, +11 points among 25-34 year olds).
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Another notable trend is that the length of stays is becoming shorter. While long stays (5 nights or more) are still in the majority (43 %), short stays (less than 4 nights) are just as popular (41 %). On average, almost half of all visitors make at least three stays per winter.
Access to accommodation also plays a key role: more than a third of holidaymakers benefit from free accommodation thanks to a family property or a loan between friends. This phenomenon underlines the impact of second homes, which are often criticised as "cold beds", but which nonetheless contribute to winter visits to the resorts.
A future of innovation and sustainability
Faced with the current changes, those involved in mountain tourism are having to adapt. 79% of French people think that resorts will have to reinvent some of their activities over the next ten years. These changes are seen as necessary, but they don't mean the end of skiing: skiers and snowboarders intend to pursue their passion, and even intensify their activities.
Snowmaking Opinion is divided: 66 % of French people think it is essential or useful, a figure that rises to 75 % among young people and regular skiers. Conversely, 1 in 4 French people think it makes no ecological sense.
Sustainable tourism is becoming a priority for many holidaymakers. 63 % of French people want to preserve the quality of life of local residents, particularly in terms of employment (55 %) and housing (54 %). 57 % want better management of natural resourcesparticularly water and energy.
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