Summer 2024 in review: the Olympic Games and what comes next

Summer 2024 will be remembered not only for the splendour of the Olympic Games but also for its varied knock-on effects on tourism. While some feared occupancy rates would fall because of the congestion everyone was anticipating, the results are far more nuanced...

A record summer? A look at occupancy rates

Although the summer was far from disastrous, bookings were nonetheless down across the board at national level. According to INSEE, France recorded more than 2.2 million fewer overnight stays booked than in 2023.

Restaurant owners also report lower turnover than in previous summers, in a season when they had expected the Games to push footfall up.

An uneven impact on visitor numbers

Contrary to expectations, the Olympic Games did not put tourists off: they simply reshuffled the deck. Hotels close to the Olympic venues saw their booking rates soar, making the most of the influx of spectators and participants.

Outlying areas, on the other hand, widely feared to be hard to reach during the Games, saw a slight dip in visitor numbers.

Hotels and alternative accommodation: winners all round?

Properties offering a local, immersive experience without sitting too close to the disrupted zones came out on top.

Holiday rentals and small boutique hotels enjoyed renewed interest from people looking to avoid the Olympic bustle, proving that variety goes hand in hand with opportunity.

Post-Games challenges and opportunities: between satisfaction and frustration

Managing the post-Olympic "blues"

After such a mixed picture, the question of the post-Games period remains. Occupancy rates are settling back down, and in some places falling, which calls for quick, effective changes to marketing strategies.

Tourism professionals must therefore redouble their efforts to turn short-lived interest into long-term loyalty.

Infrastructure in the spotlight

The infrastructure improvements made for the Games benefited not only the athletes but tourists too.

However, maintaining these new facilities comes at a significant cost for local communities, which underlines the importance of long-term planning. It now has to be factored into budgets that are sometimes already stretched. The Olympic Games were undeniably a moment in the spotlight for France. A great deal was expected of them, as with any major event. The outcome may not have lived up to everyone's hopes, but it can hardly be called a disaster either. The challenge now is to sustain the enthusiasm for France that was sparked this summer, to make the most of it and turn it into something positive and lasting for the tourism sector over the long term.