Lourdes yearns for an influx of new visitors
In the heart of France, the city of Lourdes is embarking on a new tourist strategy to recover from the impact of the pandemic. This strategy focuses on enhancing immersive, private, and guided experiences that highlight Lourdes' religious and cultural heritage [1][2][3].
The city, known for its significant natural and environmental heritage, is transforming some of its celebrations into digital formats [1]. Innovation, such as digitizing celebrations, is being implemented at the shrine to cater to modern audiences.
Lourdes, the second largest city in France in terms of hotel capacity, was severely affected by the pandemic. In 2020, there were 90% of cancellations in the city [4]. This year, the city aims to capitalize on a summer filled with local tourists and attract new visitor profiles through a summer program [5].
The strategy emphasizes small-group, private, and personalized visits to deepen the pilgrims' spiritual and cultural engagement. This includes private guided tours of the famous sanctuary and grotto, personalized multi-day pilgrimages, cultural and gastronomic walking tours, and the promotion of local attractions like the Pyrenean Castle museum [1][2][3].
To aid local businesses in distress, a one-stop shop has been established [6]. Lourdes boasts a beautiful historical and cultural heritage, and this new strategy aims to enhance these aspects to diversify tourist offerings beyond just religious activities [1][4].
Highlighting Lourdes' identity as a site of healing and hope, with key rituals like the blessing of the sick and candlelight processions, is another approach to attract spiritual travelers [2]. Last July, Lourdes United, a worldwide digital pilgrimage, attracted 80 million participants [7].
The entire Lourdes ecosystem, including the shrine, has collaborated to navigate these challenging months and anticipate recovery. A dedicated website will soon be launched for the Estivales de Lourdes summer program, which is planned to attract new visitor profiles [5].
The city of Lourdes is hoping to enhance its natural, environmental, historical, and cultural heritage. In 2019, there were nearly two million overnight stays in Lourdes [8]. However, due to travel restrictions, Italians, Spaniards, Brits, among others, have been absent [9]. This represents 77% of overnight stays in the department, with 63% of foreign customers [10].
Tourism in Lourdes mainly relies on pilgrimages organized by specialized tour operators. This new strategy aims to appeal to both pilgrims and cultural tourists in a post-pandemic context. The Easter Holiday season in Lourdes was quieter than ever, and more than 2,000 people were suddenly unemployed due to the lack of tourism [11].
Despite these challenges, the city is optimistic about its future. The recovery plan includes 46 measures and a territorial support fund with 20 million euros [12]. Lourdes is planning to rely on a summer program to attract new visitor profiles and revive its tourism industry.
- The city of Lourdes, known for its rich cultural and religious heritage, is transforming some of its celebrations into digital formats to cater to modern audiences.
- To deepen the pilgrims' spiritual and cultural engagement, the new tourist strategy in Lourdes includes private guided tours of the famous sanctuary and grotto, as well as cultural and gastronomic walking tours.
- The strategy aims to capitalize on a summer filled with local tourists and attract new visitor profiles through a summer program, despite a 90% cancellation rate in 2020.
- In order to diversify tourist offerings beyond religious activities, Lourdes boasts a beautiful historical and cultural heritage, including the Pyrenean Castle museum.
- To revive its tourism industry, Lourdes is planning to rely on a summer program and a dedicated website for Estivales de Lourdes, which appeals to both spiritual travelers and cultural tourists in a post-pandemic context.
