This study of unprecedented scale – no less than 46,000 people were interviewed – updates previous data which dated from 2019 and gives an extremely detailed picture of tourist activity. A valuable management tool for the region’s leading economic sector, neck and neck with agriculture. Tourism actually generated 14.8 billion euros in economic benefits in 2025, compared to 12.3 billion in 2019, or 20% more, while inflation reached 16% over the same period.
The Nouvelle-Aquitaine region is increasingly attracting foreign tourists. SO infographic
Aliens
One of the first lessons from this study is the “strong increase in attendance by foreign customers”, indicates Christelle Chassagne, the president of the CRT. It represents 5.2 million stays compared to 3 million in 2019, an increase of 69%. The United Kingdom is the first country in terms of number of visitors, followed by Germany. The Belgians are also making a comeback, followed by the Spanish and the Dutch, then the Americans, the most fond of wine tourism.
Americans are fond of wine tourism. Guillaume Bonnaud/ South West
This foreign clientele counts almost double for tourism professionals because their expenses are much higher. An American spends 128 euros per day during a stay, compared to 68 euros for a French person. The champions in purchasing power are the Nordic countries with 188 euros spent per day when they come to visit. “I absolutely want us to work on Scandinavia,” exclaims Christelle Chassagne, who identified this as a great avenue for development.
Analyse
By going into detail, this study will allow professionals and public authorities to identify levers to activate in terms of planning or communication, among others. “We know, for example, that the Dutch like camping and the outdoors, but the survey also tells us that some of them appreciate very high-end accommodation,” notes Aurélie Loubès, director of the CRT. This is something to explore, until now we only communicated about the campsite. »
