ANMSM publishes figures showing a renewed interest in mountain resorts in summer, a trend dubbed the ‘coolcation’ but also raising questions about resource and visitor flow management.
Numerical assessment: increase in summer attendance
The National Association of Mayors of Mountain Resorts (ANMSM) reports an overall occupancy rate of 65.8% for the summer and notes an increase compared with 2025. The source text, however, shows a slight ambiguity: a summary mentions a 2% rise while the details specify +2.5% vs summer 2025 (and +5% over two years).
Differences by mountain range and accommodation type
- By mountain range: Pyrenees 69.8% (+4% vs summer 2025), Northern Alps 64.6% (+2.3%), Southern Alps 66.8% (+1.2%) — the Southern Alps showing the highest absolute rate.
- By accommodation: tourist residences 74.1% and hotels 67.9% remain stable. Holiday villages gain 3.3 points to 68.4%. Real estate agencies increase by 3.5 points to 50.6%.
Customer profile
French customers represent 81.7% of summer holidaymakers in resorts. Among foreign visitors, the Dutch make up 26% of international clientele, the Belgians 25% and the British 13%.
Attractiveness, offers and limits
ANMSM notes that the mountains are becoming a refuge from heat waves, and that resorts are diversifying their offerings (activities, sporting and cultural events) to attract visitors outside the winter season. Alexis Gardy (president of the Belambra holiday clubs) is quoted:
“The popularity of summer mountain holidays is becoming entrenched.”
Resource and flow management
Jean-Luc Boch, president of ANMSM, warns of the consequences of growing attendance: pressure on water resources, fragility of natural environments and heavy visitation at certain sites. He calls for building “a model that reconciles attractiveness and the preservation of territories.”
Regional perspectives
In Occitanie, the overall number of tourist nights in July 2026 is down 3% to 6% compared with July 2025, but mountain-only areas perform better: 54% of tourism professionals there estimate attendance to be higher or equivalent to that of July 2025.
In Auvergne-Rhône-Alpes, the mountains drive activity and international clientele remain important despite “constrained purchasing power.” 65% of resort professionals are positive about the summer, and 61% of accommodation providers share this view. In contrast, outdoor/leisure/culture operators (51%) and restaurateurs (40%) are more reserved. Professionals in rural areas, southern territories and the Lyon Metropolis report satisfaction levels below 50%.
Finally, 51% of professionals observe increased demand for charging stations for electric vehicles, nine points higher than a year earlier.
*ANMSM data by the G2A firm based on 515,000 beds. Observed period: from 04 July to 22 August 2026. Data finalized on 26 August 2026.
Source: lechotouristique.com