(Paris) Memory tourism, which will be stimulated in 2024 by the commemorations of the 80e anniversary of the Allied Landings in Normandy, attracts millions of tourists to France each year and contributes to a need to delve into the past and find one’s roots.
In 2022, remembrance tourism attracted 11.4 million visitors to France, an increase of 46% compared to 2021, according to the Ministry of the Armed Forces, which is notably responsible for high places of memory and necropolises. Among these visitors, 2.7 million were foreigners.
“The commemorative years shed light” on memory tourism, “we had the centenary of the Great War between 2014 and 2019 and, in 2024, we have several significant events” for the 80th anniversary of the Allied landings, underlines AFP Alexandra Derveaux, head of the ministry’s memory tourism division, presents in a space dedicated to the world tourism fair which is being held in Paris until Sunday.
“We are preparing to celebrate the 80th anniversary of the D-Day landings with an American veteran,” Marc, 58, retired from the Navy, who did not wish to give his last name, explains to AFP.
“I am very patriotic,” explains his wife Corinne, 60, for whom “it is important to remember” and to visit these places.
“It’s important to remember when we see new wars on our borders,” also believes Brigitte Billard, 70 years old, accompanied by her husband Philippe, 72 years old, who nevertheless “has not kept good memories” of her military service where he was seriously injured.
In 2022, the sites and places of visit of the Battle of Normandy welcomed 5.52 million visitors for a turnover of 25.2 million euros excluding tax (19.1 million euros in ticketing and 6 .1 million in stores), according to a study carried out by the Normandy region. In 2019, on the occasion of the 75th anniversary of D-Day, there were 6.1 million.
According to this study, visitors to places of memory have a “significantly more international” profile than visitors to the region, are generally older (average age 53) and travel as a couple.
“Need to revisit the past”
Memory tourism “has the characteristic of being very linked to wars”, underlines Didier Arino, director of the Protourisme consultancy firm, to AFP. “As veterans pass away, there is less interest from French customers, but it still works very well with Australian, American, Canadian customers… Attendance is very linked to events, birthdays, symbolic dates “, according to him.
“But if we broaden the definition, another tourism appears: that of the memory of the ancients, of know-how, which is increasingly strong. We re-appropriate a culture, practices, testimonies, everything that is told… This also echoes the need to delve into the past and find one’s roots,” analyzes Didier Arino.
At the World Tourism Fair, the Montbéliard stand displays slogans like “a landscape with stories inside” or “yesterday and tomorrow”.
“Montbéliard has a particular past in Franche-Comté,” explains Anaïs Baronnat, guide-lecturer, “people need to understand this particular history.”
“We have lots of stories to tell and that’s what we like,” adds Vanessa Le Lay, director of the tourist office.
On the stand opposite, the Greater Poitiers tourist office has chosen to highlight the medieval city of Chauvigny rather than Futuroscope on its posters.
“In the summer, there are shows with eagles and birds of prey,” underlines Agnès Hubert, who works for the tourist office and who notes a “gamification” of the tourist proposals.
“Heritage now, we “pass it on” with games,” she explains.
“There is a need to put down roots and at the same time escape with a transmission told in a fun way,” says Didier Arino.