Tourism in the Bordeaux metropolitan area: “Our goal is to maintain a balance between the well-being of the tourist economy and that of its residents.”
2024 was a rather satisfactory year in a generally turbulent context: this is what emerged from the general meeting of the Bordeaux Métropole tourist office. But beyond these cyclical aspects, the president, Brigitte Bloch, points to the development of tourism that nourishes the region rather than profiting from it. Interview
Developing "more balanced and responsible" tourism is the watchword stated by Brigitte Bloch, president of the Bordeaux Métropole tourist and convention office, during the annual general meeting this Thursday, May 15. In figures, the results for 2024 are stable for leisure customers and growing for business tourism: + 16% of convention days, with an estimated impact of 269 million euros.
In recent years, it is estimated that the city has welcomed 4 million visitors per year, but what Brigitte Bloch particularly remembers is the need to maintain "a harmonious relationship between transient residents and permanent residents." She talks about it.
Guillaume Bonnaud/SO
With 7.2 million overnight stays, commercial accommodation was roughly at the same level in 2024 as in 2023, when it was at 7.1 million. Are you satisfied with this situation?
This is a good situation in a year that has been difficult in all areas. This figure should be put into perspective since commercial accommodation only represents roughly 50% of tourist visits, the other half being hosted by relatives or friends, but we are happy to be stable on the leisure tourism side and to progress in business tourism. Above all, our objective is to maintain a balance between the well-being of the tourist economy and the well-being of residents. And the year 2024 fell squarely within this shared balance.
Stéphane Lartigue/SO Archives
Are you worried about overtourism?
No. We are indeed thinking about this issue , within European programs in common with other destinations, but as things stand, we cannot say that Bordeaux is suffering from overtourism. We do not see people queuing for three hours to access tourist sites. We have never been on the verge of suffocation.
On the other hand, it is certain that we want tourism that contributes something to the region. This is the notion of "regenerative tourism": when we do business tourism, we rely on the themes of local businesses, know-how, researchers, etc. Organizing conferences results in economic but also scientific contributions. We are looking for a win-win approach.
"90% of the city's residents are proud to see tourists. And only 5% want to stop the development of this activity, for fear of negative repercussions."
More generally, we must not make local residents feel that tourists are coming to destroy things. We make sure they are happy to welcome them. The last study we commissioned on this subject, in 2023, showed that 90% of metropolitan residents are proud to see tourists. And that only 5% want to stop the development of this activity, for fear of negative repercussions.
The tourist office thus speaks of "developing major events with a positive impact on the region." What could this entail?
To have, not more events, but events of all sizes, including major conferences. In particular, we will be hosting the firefighters' conference in 2027, with 5,000 people arriving a few days beforehand and leaving shortly after the conference closes. This is outside the tourist season.
In Bordeaux, we are fortunate to combine business and leisure tourism. Other destinations are very popular during the summer and don't see many people afterward. In Bordeaux, activity is spread throughout the year.
Thierry David/SO
Do you expect any impact from the Olympic Games, a year after the organization of seven football matches in Bordeaux?
Regarding international tourism, we believe the Olympic Games will necessarily create a very strong image effect, and therefore encourage foreigners to come or return to Bordeaux. Foreign tourism accounts for 25 to 30% of the city's attendance. This is important, but French visitors, who make up the rest of the population, also need to be there.
That's why we also have a major action plan for 2025 for domestic customers, while continuing to reach out to foreigners, particularly the Spanish, who are the most represented nationality. We constantly carry out promotional activities in the press, on social networks, and with influencers. We now have customer relationship management software that allows us to send new products and information to Spaniards who have already visited to encourage them to come back. We must constantly remind potential visitors of ourselves.
