Despite the wildfires and heatwaves, France remains the preferred destination for French holidaymakers in July, though it has nevertheless seen a 7 per cent drop in holiday stays compared with July 2025, according to a study commissioned by Les entreprises du voyage, which was reported by France Inter on Tuesday 4 August. The organisation, which represents French travel agencies and tour operators, has just published its overall figures for the mid-season of 2026.
The study notes that the number of bookings, across all countries, is down by almost 6 per cent year-on-year. Fewer bookings therefore mean fewer holidays taken. However, at the same time, the average spend has reached almost 2,100 euros, up 1 per cent year-on-year. This trend is mainly due to inflation in holiday prices. “This rise in the average spend does not offset the decline in volumes,” notes the study carried out by Les Entreprises du voyage.
In France, Brittany, the Opal Coast and Normandy are faring well thanks to cooler temperatures than elsewhere, whilst the South and South-West are suffering from a drop in bookings due to the wildfires, Valérie Boned, president of Entreprises du Voyage, explained to France Inter. “People are a bit frightened by what they’re seeing, and there have been warnings not to visit certain areas, even though there was no problem. Yes, there has been a knock-on effect in terms of cancellations,” confirms Valérie Boned. In the Landes department, for example, which was affected by a fire in Biscarrosse at the end of July, establishments have seen their bookings fall by 40 per cent for the month of August, according to the hotel and restaurant trade association.
Images of the fires in France have been broadcast around the world. The Union of Hotel Trades and Industries has therefore launched a communications campaign in five languages featuring photographs of landscapes in the Gironde and Landes regions, accompanied by the message: “Don’t abandon us”. On Tuesday, the government is organising a press briefing for the foreign media to reassure tourists. “People have seen too many images of the flames; we need to show that we have the situation under control and that the region is open for business,” a source close to the government told France Inter.
Long-haul travel is struggling the most, with a sharp fall in the number of bookings (-18% year-on-year). Due to the cost of kerosene, which is driving up airfares, as well as Donald Trump’s policies, the French have largely turned away from the United States, where bookings have plummeted by 39%. Tanzania (-24%) and Mexico (-17.9%) have also seen significant declines. Conversely, Japan is attracting more and more French travellers (+28% year-on-year), whilst Canada has remained stable (+2%), as has the Dominican Republic (+1%).
In the medium-haul sector, Albania is showing very strong growth, with an increase of 288 per cent. Norway is also attracting renewed interest and is up by nearly 16 per cent. Morocco (+6 per cent) and Spain (+4 per cent) remain popular destinations for French travellers. Conversely, several destinations are proving less attractive: Turkey (-35 per cent), Portugal (-21 per cent) and Egypt (-23 per cent). This is due to the sharp rise in airfares, the war in the Middle East and broader geopolitical tensions in the region. Greece (-7 per cent), Tunisia (-3 per cent) and Italy (-9 per cent) have seen more moderate declines.
For August, bookings are generally down across all geographical areas (-9 per cent in the number of bookings). However, the average spend, up slightly by 2 per cent to just under 2,300 euros, has slightly offset the decline.
An article written by franceinfo (Radio France), initially published on 4 August 2026, 07:41 (CEST)