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Authenticity, nature, heritage ... Why the Auvergne-Rhône-Alpes region ticks all the boxes for this summer of 2020

2020-06-24T19:12:53.038Z


At the time of reservations for this summer vacation like no other, this green region is one of the most popular destinations in France. Its two assets: Cantal and Ardèche.


What if Auvergne was the essential destination of this Franco-French summer season? "According to a survey of our loyal customer community, the Auvergne-Rhône-Alpes region is the first destination they plan to go to this summer, with 29% of the vote," enthuses Karim Soleilhavoup, CEO of the Logis Hôtels group, independent hotel networks which brings together 2,150 establishments in France, including 124 establishments in the region (or 1 classified hotel out of 3).

Read also: Auvergne: four little-known hikes in the Chaîne des Puys

"The Auvergne-Rhône-Alpes region is the ultimate slow travel destination, with a plethora of cultural offerings and a wide range of outdoor activities," says Élise Mathieu, director of the Pays d'Aubenas Tourist Office- Vals-Antraïgues (Ardèche). “Large spaces and low population density also create social distancing by nature. This can reassure French people who would like to come to one of the 12 departments in our enlarged region. ”

"We were confined, we all want to breathe fresh air and to move after these long weeks of inaction " abounds Karim Soleilhavoup. " Auvergne is conducive to active and contemplative holidays at the same time, with varied landscapes (mountains, plateaus, ponds, rivers) and a nice value for money".

Reinforced communication

According to a study by Travel Companies, 35% of French people plan to go to the countryside or to the mountains this summer. In order to ride this wave and attract as many tourists as possible, the region has launched a vast communication plan. An envelope of 4.4 million euros accompanied by a slogan, "Reborn here", to encourage future vacationers to choose as destination "a region where you breathe" . "From June 10 to 28, thirty-second spots promoting the surrounding mountain ranges will be broadcast on BFMTV, France 2 and France 3, during prime time," said Laurent Wauquiez, general manager of Auvergne-Rhône-Alpes Tourisme, at a press conference in early June.

Read also: Our most beautiful guesthouses 2020 in Auvergne

Special notebooks will also be published from time to time in the regional daily press, then disseminated on local websites and radio stations. Attention is focused on the inhabitants of the region, who normally represent 27% of the clientele but already almost half of the reservations for this summer. The Cantal department has also launched a poster campaign in Lyon and Montpellier to arouse new desires.

Read also: Summer vacation: 20 experiences to live to (re) discover the French mountains

In Cantal, summer bookings increased by 22% compared to the previous year. Laurent Renault / Adobe Stock

Fixed reservations

For Logis Hotels, the Covid-19 is only an accelerator of pre-existing trends. "In 2019, the Auvergne-Rhône-Alpes region was growing 13.2%, twice the average growth of the group in France," points out its managing director. This year it is in fifth position for reservations for stays in July-August, with slight nuances depending on the departments. "Cantal is very popular, we are on an increase of 22%," he adds.

Nothing very surprising in that the offer offered by the platform is, according to him, perfectly suited to the research of holidaymakers. “We are the representatives of traditional hotels, family and rural houses that were a bit out of fashion at one time. But today, tourists are reassured to be welcomed by the owners of small homes who value the heritage and the local dimension, where sanitary measures are implemented, and where they are kept away from crowds, ” insists Karim. Soleilhavoup.

If you look at the sales of specialized books, the trend is the same. The Auvergne Backpacker's Guide , dedicated to the region, is one of the top 14 best sellers in the tourism department according to Livres Hedbo and is close behind the indestructible summers of Brittany, the Côte d'Azur and Corsica.

Read also: How to make sure that your hotel respects sanitary measures?

The desire for rurality and authenticity is also confirmed on the side of rental sites between individuals. For the Airbnb platform, Ardèche, one of the twelve departments of the Auvergne-Rhône-Alpes region, is one of the top 5 destinations that experienced the strongest growth in terms of reservations (+ 190%), over the period from May 25 to June 7. Nearly 1,500 homes will be occupied there in July-August, with a particular appetite for unusual accommodation. The most "wishlisted" of the site is none other than a cabin by the water, in the peaceful Beaume Valley. Self-built with local and natural materials on the land of an old Ardèche farm, it is part of a global agro tourism project which advocates freedom and harmony with nature.

Read also: Leaving for France: the madness of the villages!

"If in the collective imagination, Auvergne returns a somewhat rustic image, we must not forget that it is also an ideal holiday location for a hedonistic clientele, eager for good tables and spas where to bask", tempers Karim Soleilhavoup. Thanks to significant investments undertaken by hoteliers in recent years and a central position, the region would attract a very wide typology of visitors, from families to couples, passing through a demanding business clientele. For this summer, the CEO of Logis Hotels is observing a significant increase in the average basket: from 162 euros last year, to 197 euros in 2020. “This allows us to affirm that the French will rather opt for several short stays and that 'they want to have fun in beautiful places.'

Heritage enhancement

For a first visit to Cantal, Karim Soleilhavoup always recommends the same site to his loyal customers: L'auberge des Montagnes, in Pailherols. “It is the favorite place of Christian Prudhomme, he likes to rest there after the Tour de France. There is a swimming pool and the food is wonderful , ”he says. First French department in number of Protected Designations of Origin (Cantal, Salers, Saint-Nectaire, Bleu d'Auvergne, Fourme d'Ambert ... cheeses), the region can boast a rich gastronomic heritage. "We have starred tables run by renowned chefs like Serge Vieira, Sébastien Bras or Régis Marcon" , boasts Sylvie Favat.

For a more rural experience, the head of press relations for the Cantal department advises visitors to discover the burons, these small mountain huts where the cowherds and their herds once lived and where they made Salers cheese. Located between 1,200 and 1,700 meters above sea level, there are still 5 active, like the Buron d'Algour, where it is still possible to buy your cheese. In terms of nature, Sylvie Favat's heart swings between the Cantal Massif, "where you could sometimes think you are in Costa Rica", and the Cézallier plateau for an "Mongolian steppes" atmosphere . “A stop is also essential at the Truyère gorges, crossed by a red metal bridge that we owe to Gustave Eiffel. It was his first attempt before the Parisian tower, ”she adds.

Read also: Summer vacation: 15 experiences to live to (re) discover the French countryside

For Élise Mathieu, director of the Tourist Office of the Pays d'Aubenas-Vals-Antraïgues (Ardèche), a visit to the region would not be complete without a hike on the Ardèche plateau, the discovery of a cave (Aven d 'Orgnac or Chauvet 2) and a stroll at the Aubenas market, to take the pulse of the local atmosphere and chat with local producers. His favorite: the village of Antraïgues-sur-Volane, one of the three sites classified Village of character in the department of Ardèche. "It is a very small town located on a volcanic rocky outcrop, with an intense life very oriented towards the arts," she explains. It is here that singer Jean Ferrat composed some of his most beautiful songs and proclaimed to France " that the mountain is beautiful " .

Source: lefigaro

All news articles on 2020-06-24

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