“We don't have a key box”: Gîtes de France in Hérault in the midst of developing local tourism

Stéphanie Nédélec (marketing), Jean-Louis Gély (Department), Marine Lemoine (director of Gîtes de France Hérault), Bernard Goujon (president) and Nicolas Chevalier (Hérault tourism). Midi Libre – G; T.

In Hérault, 644 accommodations are labeled by the association which is experiencing strong expansion, both in its accommodation offer and in its reservations up 26% this year.

“We don't have any key boxes”. Bernard Goujon has a way with words to set Gîtes de France apart from other forms of tourist accommodation. Gîtes de France is a concept that appeared in 1955 among certain rural elected officials and farmers to revitalize the countryside, to offer a second life to their buildings by focusing on local tourism.

A growing park

Today, the president of the Hérault association of Gîtes de France appreciates the progress made by a “pioneer brand of committed and human tourism” he adds.

In the department, the network includes 644 accommodations labeled by the famous épis (from 1 to 5 depending on the services) for a reception capacity of just under 3,000 places. 88% are gîtes and 8% are guest rooms. “It is a rapidly expanding park, by +18% compared to 2022”“indicates its director Marine Lemoine.

And if the overall tourist offer is distinguished by the imbalance between the coast and the hinterland, the gîtes de France pride themselves on being present in 340 Hérault municipalities, i.e. almost all of them. “It's a very well-balanced distribution, it contributes to the attractiveness of Hérault” observes Jean-Louis Gély, the president of Hérault Tourisme who supports the development of this economic player who claims “36 M€ of direct or indirect economic benefits on our territory".

A clientele that is 85% French

Visitors. According to the study conducted by a consulting firm for Gîtes de France, the clientele welcomed in the accommodations of Hérault is ` 85% French. It comes primarily from Haute-Garonne, Rhone, Nord, Gironde and… Hérault. Among foreigners, Germans are the most numerous, ahead of Belgians and British.

Fallouts.The same study indicates that the economic benefits of a gîte are 11,624 euros per year on average. The tax revenues from this activity represent 9,600 euros per structure. The association also insists on its impact on heritage, particularly rural heritage. It indicates that owners invest an average of 14 million euros for the creation or renovation of gîtes.

Top 10 municipalities. While gîtes are spread across the entire territory, some municipalities are more active than others: Marseillan, Pinet, Saint-Just, Montpeyroux, Agde, Vendres, Le Pouget, Frontignan, Cournonterral are in the top 10.

Efforts made for short stays

A network in line with new tourist demands such as outdoor activities, cycling, proximity… And which has shown adaptability to be even more attentive to customers. "A lot of work has been done to raise awareness among owners to accept short stays, of less than a week, which represent 36% of rentals" underlines Marine Lemoine. “Today, 30% of stays sold are in the last thirty days”“adds Stéphanie Nédélec, head of the cooperative that handles the marketing of 85% of the accommodations offered.

The last few years have also been marked by efforts to rehabilitate the park and the arrival in the sector of new, younger owners. “That there are households that want to make it their main activity is positive. “We will have an increase in the park”  appreciates Bernard Goujon.

These efforts are reflected in the level of reservations, "up 26% compared to last year"  according to Stéphanie Nédélec and a rental activity that now extends well before and beyond the summer season. "There is a dynamic that is being established"  assures the association.