Summer, the new season of well-being in the mountains

The mountains are increasingly asserting themselves as a vibrant summer destination, with growing visitor numbers, a longer season, a more diverse clientele and significant growth in non-skiing activities.

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Sumer is becoming the new flagship season for resorts. In 2024, across France, mountain resorts witnessed a 2% increase in summer attendance compared with the pervious year, and the average occupancy rate of accommodation has now reached 50%, with peaks at 60% for the first two weeks of August. Summer pass sales, meanwhile, have surged by 46% since 2021 (source: Compagnie des Alpes). Even the French Alpine Club refuges have seen record numbers of overnight stays! Taking advantage of the return of foreign visitors and riding the wave of major sporting and cultural events, Chamonix-Mont- Blanc recorded peak occupancy rates of over 80% in August.

A Longer Tourist Season

Another recent phenomenon has been the extension of the attendance period. Whereas in the past, the mountains tended to pick up in July and August, now, the main visitor season extends well beyond the school holidays and covers about three months from mid-June to mid-September. Serre- Chevalier, in the southern Alps, witnessed a more than 11% increase in summer attendance over several consecutive seasons and is performing well off-season. In total, summer overnight stays now account for 40% of annual overnight stays.

This newfound popularity of the mountains in summer, which became an almost exclusively winter-oriented playground from the 1950s onwards, seems here to stay.

Popular summer activities

Wide Open Spaces and a Plethora of Activities

The need to immerse oneself in an unspoilt natural setting, away from the hustle and bustle since the post-Covid period, has been strengthened by the new global trend of cool-cation, which involves holidaying in cooler climes to escape the heat. This trend is a godsend for the mountains.

In order to appeal to these new, younger, more family-oriented and more cosmopolitan visitors, resorts are expanding their range of open-air activities. Swimming (55.6%), walking (55.2%), hiking (49.7%), cycling (28.6%) and climbing (12.5%) are amongst the most popular summer pursuits. They also strive to enhance the quality of their accommodation, develop facilities and improve their accessibility. Morzine for example, has opted to focus on cycling and family tourism (the resort carries the Famille Plus label) and also enjoyed a boost from the Tour de France passing through, finishing the summer with record attendance figures (above the regional average). There was also more family entertainment, accessibility and a longer season for Les Saisies/ Hauteluce, which too recorded strong growth, particularly in the rentals market, where bookings jumped by as much as 7.5% in some categories.

Amplified Economic Vitality

“The summer season has become vital, and represents 45% of our revenue, with steady growth, explains Mathieu Dechavanne, CEO of the Compagnie du Mont-Blanc. Ski lifts now stay open for outdoor pursuits, including mountain biking, hiking and panoramic excursions. Our shops and restaurants also operate all summer to meet growing demand from our summer visitors, thereby expanding our services beyond the winter season”. This summer appeal of the French mountain ranges offers multiple positive impacts for local people. By reducing dependence on skiing alone, it revitalises economic life beyond winter, encouraging local authorities to develop cultural, sporting and leisure activities, as well as facilities that also benefit year-round residents. According to a study carried out by Auvergne-Rhône-Alpes Tourisme, 71% of residents in the region believe that tourism development has a positive influence on the local economy. Job creation, business stimulation, enrichment of the local offer and enhancement of community amenities, this economic vitality enhances the region and enables destinations to attract visitors year-round, which is a key factor in competitiveness.