Maeva Home buys Camping Paradis and Ushuaïa Villages

An acquisition that has got everyone talking

In late 2025 / early 2026, the world of campsites and outdoor hospitality in France went through a small earthquake… but in a good way! Maeva Home, the flagship subsidiary of the Pierre & Vacances, Center Parcs group, has announced the purchase of the Camping Paradis and Ushuaïa Villages franchises, two particularly strong brands in the French-speaking campsite world. This strategic move is part of an ambitious growth drive and changes the game for the whole sector.

So what does this purchase actually cover? What changes should customers, franchisees, teams and lovers of holidays in the great outdoors expect? Grab your water bottle: we will talk you through it all clearly, with a bit of humour… and a few good SEO tips so that this article stays with you « all the way to the campsite gate »

Who exactly is Maeva Home?

Before we go any further, let us set the record straight.

Maeva Home is not a new holiday club or a reality TV starlet: it is a subsidiary of the Pierre & Vacances, Center Parcs group, already well established in the tourism landscape in France and across Europe. It has been operating in the outdoor hospitality market for more than a decade and specialises in supporting independent campsites, with expertise in franchising and tourism development.

Thanks to this acquisition, Maeva Home now becomes the leading outdoor hospitality franchisor in France, bringing together more than 150 campsites under various brands. Fairly impressive, isn't it?

What does this purchase include?

The deal is in fact more than a simple crush on two popular brands: it covers several key elements:

The Camping Paradis and Ushuaïa Villages franchises

These two networks, until now operated under licence, are from now on under the direct control of Maeva Home.

• Camping Paradis: launched in 2020, this network quickly became a benchmark in French outdoor hospitality, withbrand awareness above 91 % among French holidaymakers. Its DNA? A promise of friendly, safe holidays « the French way », inspired by the famous TV series.
• Ushuaïa Villages: a more recent brand (created in 2024), it stands out for itsstrong commitment to nature, discovery and responsible tourism. It appeals to customers looking for meaning and sustainable experiences in the open air.

An amusing aside: you do not often see a TV series inspire a campsite franchise, and this is probably the first time you can almost book Camping Paradis IRL (with or without Jean-Paul Rouve behind the desk ).

Bringing Mistercamp on board

This name may be familiar to you if you have followed outdoor hospitality for a while: Mistercamp is a long-standing player in the sector, specialising in running and developing franchises. By buying Mistercamp through the acquisition of the company 5C Développement (which ran the Camping Paradis and Ushuaïa Villages brands), Maeva Home consolidates its in-house skills to steer both networks.

Put simply: it is like taking over a complete football team with the manager and tactics already ready to play.

The partnership with TF1 Licensing continues

Even though Maeva Home is now at the helm, the strategic partnership with TF1 Licensing continues for both brands. This guarantees continuity in the visibility and commercial exploitation that come from the original licences.

What this purchase changes… and what it does not

This agreement is not just a financial transaction: it is a genuine strategic transformation. Here is what you need to remember

What is not changing

The identity of the brands stays intact: Camping Paradis and Ushuaïa Villages keep their positioning, their values, their « holiday promises » and their franchisee networks.

Existing franchisees continue to receive support, now strengthened by Maeva Home's expertise.

Brand awareness and consistency remain key levers, because they represent strong capital with holidaymakers.

What is going to change

1. More ambitious growth: as the leading franchisor, Maeva Home wants to speed up the development of these two brands, with the implicit aim of running further campaigns to recruit partner campsites across France… and then perhaps beyond!

2. Even more complete services for operators: with Mistercamp's activities consolidated and two distinct franchise programmes structured, franchisees will benefit from more operational, technical and marketing support.

3. Greater professionalisation: the goal is clear: to give every franchised campsite more modern tools, stronger digital support and a more solid strategic vision.

4. A more diverse offer: with a broader portfolio, Maeva Home can now offer different holiday experiences, from the classic family campsite (Camping Paradis) to more committed, nature-focused stays (Ushuaïa Villages).

And tomorrow? What lies ahead

So what might the next few years look like for these brands? Here are the likely broad directions:

Network expansion

With more than 150 affiliated campsites already, Maeva Home has no intention of stopping there. In recent interviews, management hinted that there are still more than 8,000 independent campsites in France, which leaves very comfortable room for growth .

That means we could see new openings, and even unprecedented collaborations between chains or tourist regions. For holidaymakers, it means more choice and easier access to a wider range of destinations under well-known brands.

Responsible tourism & digitalisation

The acquisition of Ushuaïa Villages, already strongly geared towards sustainable tourism, opens the door to embedding these values more widely across the whole portfolio. The campsite sector is increasingly attentive to environmental commitments, and Maeva Home holds all the cards to promote greener practices and more immersive experiences.

On the digitalisation side, new tools (such as improved booking platforms, internal management solutions or web marketing strategies) could be developed to boost the visibility of affiliated campsites: a real windfall for franchisees!

What it means for customers

For holidaymakers, this development holds some fine promises:

• More stay options at recognised campsites
• More consistent, higher-quality services
• Richer experiences, both for families and for responsible guests
• Better visibility for destinations thanks to stronger marketing

In short: a winning move for everyone

To sum up, the purchase by Maeva Home of the Camping Paradis and Ushuaïa Villages franchises marks a major turning point in French outdoor hospitality. This is not just a change of owner: it is an opportunity to professionalise, expand, modernise and reinvigorate two brands that have already won over French holidaymakers.

For franchisees, new support prospects are opening up.

For customers, holidays that are even more enjoyable and varied.

And for the French tourism landscape, a fine promise of progress in a sector that is only too keen to grow (while respecting nature ).

In a nutshell: a fine new chapter beginning for everyone… around a campfire, of course