The COVID-19 crisis: cyclical or structural? [French]

ABSTRACT

10% of the French population concentrates a large part of the resources of the communication budgets of institutional tourism organizations. However, the vast majority of French people who go on vacation stay every summer in non-commercial accommodation. The challenges of growth in the tourist economy should therefore not be based on the quest for new customers in new markets, but on greater consumption of leisure activities by local populations. The absence of foreign customers in the summer of 2020 highlighted this mistake in marketing strategy when the potential of local customers is immense. This is demonstrated, in particular, by the success of the OCC'ygene card deployed by the Occitania region and the Regional Committee for Tourism and Leisure (CRTL).