- The French government launched a €2 million promotional initiative
- Authorities in Gironde encouraged visitors to return for the All Saints holiday period
- The Nouvelle-Aquitaine Regional Council funded a €200,000 campaign
- 10 out of 12 departments in Nouvelle-Aquitaine remained unaffected
- Local businesses generate up to 80pc of annual revenue in July and August
Authorities in Gironde are encouraging visitors to return for the All Saints holiday period after wildfires disrupted the summer season in the Médoc and Arcachon basin. Hoteliers, restaurateurs and local businesses have reported an uneven recovery with some sectors bouncing back quickly while others recorded losses. Officials have stressed that the situation has stabilised and the region is open for tourism.
The French government launched a €2 million promotional initiative spearheaded by Atout France with the message that Gironde and Landes are not closed to tourism. The Nouvelle-Aquitaine Regional Council funded a €200,000 campaign targeting key European drive-to markets including Germany, the Netherlands, Belgium and Spain. Officials worked to put the fires into perspective and reminded international travellers that 10 out of 12 departments in Nouvelle-Aquitaine remained unaffected.
Major destinations within Gironde including the Bordeaux area, Saint-Émilion, Médoc and Sauternes wine routes and the Arcachon Basin remained open and safe for visitors. Industry leaders pushed to prolong the tourist season because local businesses generate up to 80pc of their annual revenue in July and August. Regional commerce chambers evaluated structured support to help seasonal businesses stay open later into the autumn to recoup summer losses.
