The French mountain resorts registered an occupancy rate of 65.8% from July 4 to August 22, up 2.5% over the summer of 2025 and 5% over 2024 (1).
July drives most of the momentum at 63.3% (+3.6%), August stands at 72% (+1.1%), and the season peak occurs in the week of August 8, at 80.7% (2).
The hierarchy by massif is surprising: the Pyrenees lead with 69,8% (+4 points), ahead of the South Alps (66,8%) and the North Alps (64,6%) (3).
The tourist residences (74.1%) and the hotels (67.9%) hold their levels, holiday villages and real estate agencies register the strongest increases, and the clientele remains French at 81.7% (4).
The weather context explains a large part of the movement: June was the hottest on record, 72 departments on heatwave red alert, a first since the creation of heatwave vigilance in 2004 (5), and a 23-day heatwave from July 28 to August 19 that matches the 1983 record (6).
The peak occupancy at altitude tracks the heat peak in the plains, within a few days of each other.
July drives most of the momentum at 63.3% (+3.6%), August stands at 72% (+1.1%), and the season peak occurs in the week of August 8, at 80.7% (2).
The hierarchy by massif is surprising: the Pyrenees lead with 69,8% (+4 points), ahead of the South Alps (66,8%) and the North Alps (64,6%) (3).
The tourist residences (74.1%) and the hotels (67.9%) hold their levels, holiday villages and real estate agencies register the strongest increases, and the clientele remains French at 81.7% (4).
The weather context explains a large part of the movement: June was the hottest on record, 72 departments on heatwave red alert, a first since the creation of heatwave vigilance in 2004 (5), and a 23-day heatwave from July 28 to August 19 that matches the 1983 record (6).
The peak occupancy at altitude tracks the heat peak in the plains, within a few days of each other.
Second destination, and the gap remains wide
A methodological note is in order here, because occupancy-rate records create an optical illusion whose effects reach all the way to municipal council deliberations.
The occupancy rate measures the filling of a bed stock, not the weight of a destination.
In volume, the hierarchy remains stable: during the summer season 2025, the coastline totaled 104.6 million nights in collective accommodations, versus 44.6 million in the mountain ranges (7). Two nights and a half by the water for every night in the mountains. And both spaces grew at the same pace, +2.7% versus +2.5%.
Summer 2026 confirms this balance of power. While the mountains peak at 72% in August, Brittany reaches 84.8% and the English Channel coastline surpasses 90%, with the strongest rise among all French littoral areas: +4.5 percentage points in July year-on-year (8).
Panels differ, so the comparison is approximate in scale. It is, however, enough to frame the debate. A single phrase sums up the situation: the mountains gain market share, the sea retains the market.
The major climatic shift toward altitude remains, for now, a seductive hypothesis; the measurable shift starts by moving from the south to the north, and only then from low to high.
The occupancy rate measures the filling of a bed stock, not the weight of a destination.
In volume, the hierarchy remains stable: during the summer season 2025, the coastline totaled 104.6 million nights in collective accommodations, versus 44.6 million in the mountain ranges (7). Two nights and a half by the water for every night in the mountains. And both spaces grew at the same pace, +2.7% versus +2.5%.
Summer 2026 confirms this balance of power. While the mountains peak at 72% in August, Brittany reaches 84.8% and the English Channel coastline surpasses 90%, with the strongest rise among all French littoral areas: +4.5 percentage points in July year-on-year (8).
Panels differ, so the comparison is approximate in scale. It is, however, enough to frame the debate. A single phrase sums up the situation: the mountains gain market share, the sea retains the market.
The major climatic shift toward altitude remains, for now, a seductive hypothesis; the measurable shift starts by moving from the south to the north, and only then from low to high.
The Alpine arc follows the same slope
In Switzerland, the ski lifts recorded 7% more first-time entries from May to the end of July, and 29% above the five-year average (9).
In Austria, 41.87 million overnight stays were recorded over the same period (+3.2%), the highest level since 1973 (10), with Alpine refuges around +20% in July (11).
In Italy, the Bolzano province posts a 5.9% rise in arrivals in July (12) and the JFC Observatory estimates the Italian mountain summer at 79 million overnight stays (+5.8%) (13). France therefore sits in the alpine average, rather than at the top.
In Austria, 41.87 million overnight stays were recorded over the same period (+3.2%), the highest level since 1973 (10), with Alpine refuges around +20% in July (11).
In Italy, the Bolzano province posts a 5.9% rise in arrivals in July (12) and the JFC Observatory estimates the Italian mountain summer at 79 million overnight stays (+5.8%) (13). France therefore sits in the alpine average, rather than at the top.
Three underlying trends
The coolcation becomes structural. Mountain ranges attract demand born elsewhere, that of urban thermal escape. It increasingly benefits mid-mountain and secondary destinations, as flagship sites reach their comfort thresholds. The recommendation to tourism offices remains constant: build now the offer to shift demand toward valleys and mid-altitude ranges, which will inherit the surplus.
Stays are shortening and decisions are made late. Everywhere, arrivals outpace overnight stays: +9.3% vs +4.8% in Austria in July, +5.9% vs +2.2% in South Tyrol (14). In Auvergne-Rhône-Alpes, 30% of accommodation activity comes from last-minute bookings, up 3 percentage points in a year (15). In other words, the season is now decided within ten days. Destinations equipped with dynamic pricing management and responsive communication capture this demand; others watch it pass by.
Volume and value diverge. Occupancy rises while on-site spending remains modest. In Auvergne-Rhône-Alpes, 65% of resort professionals rate their summer as favorable and hoteliers report 61% satisfaction, while restaurateurs sit at 40% (16). South Tyrol illustrates the same polarization: high-end segments advance while 3-star properties fall by 2.2% (17). International customers concentrate value: 63% of professionals observe stable or rising spending from international clients (18). This is the most striking summer signal: summer mountains attract massively, but monetize unevenly.
Stays are shortening and decisions are made late. Everywhere, arrivals outpace overnight stays: +9.3% vs +4.8% in Austria in July, +5.9% vs +2.2% in South Tyrol (14). In Auvergne-Rhône-Alpes, 30% of accommodation activity comes from last-minute bookings, up 3 percentage points in a year (15). In other words, the season is now decided within ten days. Destinations equipped with dynamic pricing management and responsive communication capture this demand; others watch it pass by.
Volume and value diverge. Occupancy rises while on-site spending remains modest. In Auvergne-Rhône-Alpes, 65% of resort professionals rate their summer as favorable and hoteliers report 61% satisfaction, while restaurateurs sit at 40% (16). South Tyrol illustrates the same polarization: high-end segments advance while 3-star properties fall by 2.2% (17). International customers concentrate value: 63% of professionals observe stable or rising spending from international clients (18). This is the most striking summer signal: summer mountains attract massively, but monetize unevenly.
Loi Montagne III : what it opens, what it leaves unresolved
The law of August 18, 2026, for a living and sovereign mountain constitutes the third act after 1985 and 2016 (19).
The text acts on five registers :
– Essential services, with the adjustment of opening and closing thresholds for classes and the establishment of a maximum time for access to care ;
– Water, with a principle of shared use and storage of the resource and the facilitation of multi-use hillside reservoirs, pumping from aquifers and mega-bassins remaining excluded ;
– Urban planning, with the relaxation of discontinuous construction and the securing of alpine huts for pastoral use or for welcoming hikers ;
– Agriculture and forestry ;
– finally nature sports, with the extension of easements to routes listed in the departmental plans for spaces, sites and itineraries (20).
The analysis can be summarized in one sentence: this is a law for residents and producers, more than a tourist law. It strengthens year-round living conditions, which remains the best guarantee of a living-in tourism, and it explicitly acknowledges user conflicts by requesting that pastoral activities be taken into account in route plans.
It, however, leaves capacity for hosting in the hands of the territories. The tools for regulating flows, setting access quotas to saturated sites, and pricing externalities remain to be built locally, station by station.
The text acts on five registers :
– Essential services, with the adjustment of opening and closing thresholds for classes and the establishment of a maximum time for access to care ;
– Water, with a principle of shared use and storage of the resource and the facilitation of multi-use hillside reservoirs, pumping from aquifers and mega-bassins remaining excluded ;
– Urban planning, with the relaxation of discontinuous construction and the securing of alpine huts for pastoral use or for welcoming hikers ;
– Agriculture and forestry ;
– finally nature sports, with the extension of easements to routes listed in the departmental plans for spaces, sites and itineraries (20).
The analysis can be summarized in one sentence: this is a law for residents and producers, more than a tourist law. It strengthens year-round living conditions, which remains the best guarantee of a living-in tourism, and it explicitly acknowledges user conflicts by requesting that pastoral activities be taken into account in route plans.
It, however, leaves capacity for hosting in the hands of the territories. The tools for regulating flows, setting access quotas to saturated sites, and pricing externalities remain to be built locally, station by station.
About Armelle Solelhac
Sources
(1) ANMSM – G2A Consulting, press release “The mountain in summer continues to attract more vacationers: +2.5% occupancy rate”, August 27, 2026. Period observed: 4 July – 22 August 2026, data as of August 26, panel of 515,000 beds.
(2) ANMSM – G2A Consulting, Summer 2026 bilan, August 27, 2026 (same data).
(3) ANMSM – G2A Consulting, Summer 2026 bilan, approach by massifs, August 27, 2026.
(4) ANMSM – G2A Consulting, Summer 2026 bilan, approach by types of accommodations and by clientele, August 27, 2026.
(5) Météo-France, climate bilan of June 2026: heatwave from June 17 to 30, 72 departments on heatwave red alert, first since the heatwave vigilance was created in 2004.
(6) Météo-France, summer meteorological bilan 2026: heatwave from July 28 to August 19, length record matched with July 1983.
(7) INSEE Focus No. 363, “Summer tourist season 2025”, September 26, 2025. Summer season May to August, collective tourism accommodations: 104.6 million nights on the coast (+2.7%) and 44.6 million in the mountain ranges (+2.5%).
(8) Alliance France Tourisme, “Summer 2026: the map of French tourism broadens”, August 2026: English Channel littoral, from Le Havre to Opal Coast, +4.5 points occupancy in July year-on-year and nearly +10 points in two years, beyond 90% in August; Brittany at 84.8% occupancy in August (+1.6 point). Hotel panel, distinct from the all accommodations panel of ANMSM.
(9) Seilbahnen Schweiz (SBS), Summer 2026 Season Monitoring, cumulative from season start to July 31, 2026: based on more than 140 ski-lift companies.
(10) Statistik Austria, provisional data for the summer season 2026 (May–July), published August 25, 2026: 41.87 million nights, highest level since the advent of electronic records in 1973; July 2026 at 19.46 million nights (+4.8%).
(11) Österreichischer Alpenverein, mid-season bilan of the refuges season, August 2026: July 2026 nights about 20% higher than July 2025.
(12) ASTAT – Provincial Institute of Bolzano Statistics, provisional July 2026 data: nearly 1.25 million arrivals (+5.9%) and over 5.4 million nights (+2.2%).
(13) JFC Observatory “Montagna estate 2026”, July 2026: 7.8 million arrivals and over 79 million nights, up 5.8% on 2025.
(14) Statistik Austria, July 2026: arrivals +9.3%, nights +4.8%. ASTAT, July 2026: arrivals +5.9%, nights +2.2%.
(15) Auvergne-Rhône-Alpes Tourisme – G2A Consulting, Summer Conjoncture Barometer 2026, 2nd wave, 4,276 interviews conducted August 8–19, 2026 in 12 regional départements.
(16) Auvergne-Rhône-Alpes Tourisme – G2A Consulting, Summer Conjoncture Barometer 2026, 2nd wave, August 2026: 65% favorable judgments among mountain resort professionals; 61% satisfaction among hoteliers; 40% among restaurateurs.
(17) ASTAT, July 2026: 3-star hotel nights down 2.2%, high-end segment rising.
Auvergne-Rhône-Alpes Tourisme – G2A Consulting, Summer Conjoncture Barometer 2026, 2nd wave, August 2026: foreign clientele represents 26% of regional attendance; 63% of professionals report stable or rising spending by foreign customers.
(18) Law No. 2026-797 of August 18, 2026 for a living and sovereign mountain, Journal Officiel No. 192 of August 19, 2026. Proposal by (19) Jean-Pierre Vigier, president of ANEM; agreement in committee on July 16, 2026, final adoption on July 20 and 21, 2026, conformity decision by the Constitutional Council No. 2026-912 DC of August 14, 2026.
(20) Senate, “The law in plain language”, proposal for a living and sovereign mountain: adaptation of opening and closing thresholds for classes, maximum time for care access, multi-use hillside reserves with exclusion of aquifer pumping and mega-bassins, relaxation of discontinuous urbanization, support for mountain farming and forests, deployment of rapid charging stations. Provisions kept in joint parliamentary committee: shared-use principle and water resource storage, reconstruction of alpine huts for pastoral use or hiker reception, extension of easements to routes in departmental plans for spaces, sites and itineraries, consideration of agricultural and pastoral activities in these plans to prevent conflicts of use.
(21) FFCAM – Fédération Française des Clubs Alpins et de Montagne: 348,000 nights in 2025 across 120 refuges managed, about 40% of the French refuges, up nearly 9% on the previous record in 2023.
(22) Jean-Luc Boch, president of ANMSM, cited in the association’s August 27, 2026 press release.
(2) ANMSM – G2A Consulting, Summer 2026 bilan, August 27, 2026 (same data).
(3) ANMSM – G2A Consulting, Summer 2026 bilan, approach by massifs, August 27, 2026.
(4) ANMSM – G2A Consulting, Summer 2026 bilan, approach by types of accommodations and by clientele, August 27, 2026.
(5) Météo-France, climate bilan of June 2026: heatwave from June 17 to 30, 72 departments on heatwave red alert, first since the heatwave vigilance was created in 2004.
(6) Météo-France, summer meteorological bilan 2026: heatwave from July 28 to August 19, length record matched with July 1983.
(7) INSEE Focus No. 363, “Summer tourist season 2025”, September 26, 2025. Summer season May to August, collective tourism accommodations: 104.6 million nights on the coast (+2.7%) and 44.6 million in the mountain ranges (+2.5%).
(8) Alliance France Tourisme, “Summer 2026: the map of French tourism broadens”, August 2026: English Channel littoral, from Le Havre to Opal Coast, +4.5 points occupancy in July year-on-year and nearly +10 points in two years, beyond 90% in August; Brittany at 84.8% occupancy in August (+1.6 point). Hotel panel, distinct from the all accommodations panel of ANMSM.
(9) Seilbahnen Schweiz (SBS), Summer 2026 Season Monitoring, cumulative from season start to July 31, 2026: based on more than 140 ski-lift companies.
(10) Statistik Austria, provisional data for the summer season 2026 (May–July), published August 25, 2026: 41.87 million nights, highest level since the advent of electronic records in 1973; July 2026 at 19.46 million nights (+4.8%).
(11) Österreichischer Alpenverein, mid-season bilan of the refuges season, August 2026: July 2026 nights about 20% higher than July 2025.
(12) ASTAT – Provincial Institute of Bolzano Statistics, provisional July 2026 data: nearly 1.25 million arrivals (+5.9%) and over 5.4 million nights (+2.2%).
(13) JFC Observatory “Montagna estate 2026”, July 2026: 7.8 million arrivals and over 79 million nights, up 5.8% on 2025.
(14) Statistik Austria, July 2026: arrivals +9.3%, nights +4.8%. ASTAT, July 2026: arrivals +5.9%, nights +2.2%.
(15) Auvergne-Rhône-Alpes Tourisme – G2A Consulting, Summer Conjoncture Barometer 2026, 2nd wave, 4,276 interviews conducted August 8–19, 2026 in 12 regional départements.
(16) Auvergne-Rhône-Alpes Tourisme – G2A Consulting, Summer Conjoncture Barometer 2026, 2nd wave, August 2026: 65% favorable judgments among mountain resort professionals; 61% satisfaction among hoteliers; 40% among restaurateurs.
(17) ASTAT, July 2026: 3-star hotel nights down 2.2%, high-end segment rising.
Auvergne-Rhône-Alpes Tourisme – G2A Consulting, Summer Conjoncture Barometer 2026, 2nd wave, August 2026: foreign clientele represents 26% of regional attendance; 63% of professionals report stable or rising spending by foreign customers.
(18) Law No. 2026-797 of August 18, 2026 for a living and sovereign mountain, Journal Officiel No. 192 of August 19, 2026. Proposal by (19) Jean-Pierre Vigier, president of ANEM; agreement in committee on July 16, 2026, final adoption on July 20 and 21, 2026, conformity decision by the Constitutional Council No. 2026-912 DC of August 14, 2026.
(20) Senate, “The law in plain language”, proposal for a living and sovereign mountain: adaptation of opening and closing thresholds for classes, maximum time for care access, multi-use hillside reserves with exclusion of aquifer pumping and mega-bassins, relaxation of discontinuous urbanization, support for mountain farming and forests, deployment of rapid charging stations. Provisions kept in joint parliamentary committee: shared-use principle and water resource storage, reconstruction of alpine huts for pastoral use or hiker reception, extension of easements to routes in departmental plans for spaces, sites and itineraries, consideration of agricultural and pastoral activities in these plans to prevent conflicts of use.
(21) FFCAM – Fédération Française des Clubs Alpins et de Montagne: 348,000 nights in 2025 across 120 refuges managed, about 40% of the French refuges, up nearly 9% on the previous record in 2023.
(22) Jean-Luc Boch, president of ANMSM, cited in the association’s August 27, 2026 press release.
