Tourism in Brittany

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Tourism in Brittany attracts around 13 million visitors a year. An important sector of the region's economy, it accounts for just under 10% of the region's GDP, and directly employs just under 70,000 people. Seasonal activity extends from May to September, and is mainly concentrated on the coast, particularly in the departments of Finistère and Morbihan.

The first tourists visited the region in the early 19th century, attracted by the quality of its

mass tourism
, and the need to protect the environment from its excesses.

While seaside tourism is concentrated on the coast and represents the largest pole of activity,

sports facilities
, etc.).

History

Beginnings in the 19th century

Rise of the first seaside resorts in the first half of the 19th century

Historical map of the creation of seaside resorts in Brittany.

At the beginning of the 19th century, Brittany saw the beginnings of tourism near certain water sources, known for their therapeutic values. Under the influence of

clientele (protective dikes and breakwaters converted into promenade areas). To accommodate this wealthy clientele, most often from the aristocracy, gambling establishments opened. The therapeutic dynamic began to give way to a more hedonistic one.[4]

Advertising poster for the Paramé sea baths (1886).

A second generation of seaside resorts developed in Brittany from the 1860s onwards. Driven by a business bourgeoisie seeking to emulate the practices of the aristocracy, they often settled on the outskirts of these first resorts, along the coast[5] (Saint-Lunaire and Saint-Briac from Dinard; Le Pouliguen, La Baule and Pornichet from Le Croisic; Paramé from Saint-Malo).[6] Some of these new resorts grew in importance, even becoming independent communes (Le Pouliguen in 1854 from Batz-sur-Mer, Saint-Pierre-Quiberon in 1856 from Quiberon, La Trinité-sur-Mer in 1864 from Carnac).[7]

A business that took off in the mid 19th century

The first

Théodore Hersart de La Villemarqué also contributed to this phenomenon.[12] Quimper faience created its first plate with a "Breton" subject in 1878.[8]

British poster promoting Brittany as a tourist destination.

Between the 1880s and the

First World War, major housing development projects were launched in seaside resorts to accompany the arrival of the railroads.[13] A number of projects to build seaside resorts from scratch were launched, often by prominent personalities such as Count Hennecart in La Baule from 1876, or Armand Peugeot in Morgat from 1884.[14] Faced with the importance of this economic activity, town councils took tourists' expectations into account when planning the town's development (maintenance of Pornic's quays to allow strolling, creation of a pier for the same purpose in La Baule in 1892).[15] This new population also imported its own social practices: the first regattas were held in Le Pouliguen in 1875, and pleasure boating became established there in the 1880s.[16] These tourists, most often from the bourgeoisie, came with their families, which led to the emergence of bathing safety issues. Bathing guides, safety ropes and lifeguard boats were introduced, and advertising brochures, such as those in Quiberon, emphasized this aspect.[17] Finally, the therapeutic dimension of certain activities already present at the beginning of the 19th century continued. Doctor Lhoste invented the marine cure in Saint-Malo in 1850, and in 1899 Louis-Eugène Bagot opened France's first thalassotherapy facility in Roscoff.[18]

Brittany also enjoyed great popularity in Victorian Britain, particularly between 1856 and 1881.[19] Buoyed by the local popularity of Breton authors such as Souvestre,[20] Chateaubriand and de La Villemarqué,[21] British authors travelled there, choosing Brittany as the setting for their literary productions. Robert Browning set several poems there, including Gold Hair: A Story of Pornic and The Two Poets of Croisic, while Ernest Dowson set Yvonne of Brittany and In a Breton Cemetery. Caroline Norton's The Lady of La Garaye, published in 1862, even gave rise to a literary tourism specific to this book, with some visitors specifically seeking out the places presented in the work.[22] This contributed to making Brittany one of the most popular destinations for British tourists at the time.[23]

The question of how to protect tourist sites began to be raised as early as 1900, which led to the island's classification as France's first landscape site: on 13 July 1907, the departmental commission of the

Côtes-du-Nord (now Côtes-d'Armor) classified the island of Bréhat as one of the "natural sites and monuments of artistic character" to be preserved.[24]

The arrival of a population from outside the region induced by tourism is also an opportunity for Bretons to interact with the region. Some work as domestic servants for this

clientele, and sometimes leave the region to continue working for these new employers.[13] Local mores were also evolving, leading some to fear a certain emparisianism.[13] At the turn of the century, the first folk festivals were held to entertain tourists. Théodore Botrel used his reputation for Breton culture to launch the Pardon des Fleurs d'Ajonc in Pont-Aven in 1905. Traditional costumes and Breton music take center stage. The same year, the Fête des Filets bleus in Concarneau used the same formula to attract tourists, this time with a social aspect, using the proceeds to help local populations.[25]

  • Chateaubriand's tomb in Saint-Malo.
    Chateaubriand's tomb in Saint-Malo.
  • Le Pardon à Sainte-Anne-la-Paludd by Eugène Boudin, 1859.
    Le Pardon à Sainte-Anne-la-Paludd by Eugène Boudin, 1859.
  • Quimper faience with a "Breton" theme.
    Quimper faience with a "Breton" theme.
  • Railways have a certain stereotype.
    Railways have a certain stereotype.
  • Plaque inaugurating the Bréhat classification.
    Plaque inaugurating the Bréhat classification.
  • Postcard from the Pardon des Fleurs d'Ajonc in Pont-Aven.
    Postcard from the Pardon des Fleurs d'Ajonc in Pont-Aven.

The boom between the wars

During the inter-war years, tourism continued to grow, mainly on the coast. Several factors contributed to its development. The automobile made travel easier, and some roads were even built for it (route de la corniche in Perros-Guirec in 1925, route de la mer in La Baule in 1928). A network of tourist associations was set up to better inform tourists, and a magazine, La Bretagne touristique, was published for the same purpose in 1922. Finally, new seaside resorts were created ex nihiloc, such as Kerfany-les-pins, or grew in importance, as in Quiberon.[26]

The very wealthy

Depression of 1929 curtailed some of this luxury tourism, and several casinos closed after that date.[29] British and American customers in particular deserted the region after this date.[27]

Second World War.[29]

The post-war period

A development that raises questions until the end of the 20th century

The

local politics; while in the 1950s CELIB saw it as an asset to enable Bretons to "live and work in the country", in the 1970s the question of the cost and reality of the economic spin-offs for the local population became a major issue.[36]

The 1950s and 1960s saw the emergence of a movement to safeguard and promote small-scale local heritage, at a time when certain activities were in decline (de-Christianization of the countryside, modernization of the fishing industry, etc.). The period saw campaigns to restore chapels and maritime and rural heritage, often on the initiative of local associations, and the creation of museums on this theme, such as the Musée de la pêche in Concarneau, which opened in 1961,[37] or the village of Poul-Fetan in 1985.[38] At the same time, Breton culture was also being preserved and promoted. The dynamism of fest-noz and bagadoù, while contributing to the region's tourist appeal,[39] also raised the question of the "consumption" and alteration of Breton culture to meet tourist expectations.[36] The preservation of certain sites, such as the Carnac stones or the historic town center of Tréguier, in the face of overtourism was not without its share of local opposition in the 1970s, when already-established economic activities were threatened.[40][41]

The region is also gaining in visibility and accessibility, with a knock-on effect on its tourist appeal. As the French became increasingly equipped with television sets, and mass media such as cinemas developed,

Côtes-du-Nord became Côtes-d'Armor in 1990.[44]

  • The bagadoù, expression of Breton culture from 1947.
    The bagadoù, expression of Breton culture from 1947.
  • Tourists on the menhirs of Carnac before the site was protected.
    Tourists on the menhirs of Carnac before the site was protected.
  • Wild camping in the natural site of Gâvres-Quiberon.
    Wild camping in the natural site of Gâvres-Quiberon.
  • Cars are becoming increasingly important here in La Baule.
    Cars are becoming increasingly important here in La Baule.
  • Films shot in the region such as Les Vikings popularize Brittany.
    Films shot in the region such as Les Vikings popularize Brittany.

Current challenges

The Photo La Gacilly festival, one of the most important artistic events of the 2000s.

In the 2000s, the region was faced with a series of events that had a negative impact on visitor numbers. Recurrent green tides, oil tanker shipwrecks (

clientele between 2000 and 2012.[45] This phenomenon is partially offset by the arrival of tourists from other countries, notably Germany, attracted by the popularity of Jörg Bong's Commissaire Dupin,[46] and China, buoyed by the popularity of the Fleurs et Brume series.[47]

Nevertheless,

clientele.[50] Arts-related events such as the Photo La Gacilly festival, the Fonds Hélène et Édouard Leclerc pour la culture in Landerneau,[51] and the Domaine de Kerguéhennec are just a few examples.[52]

Institutional framework

See also: Tourism in France
Map of the Brittany destination and its 10 structuring areas, as defined by Atout France.

The Brittany region shares competence in the field of tourism with its constituent départements.[53] It has a vice-president dedicated to this issue,[54] and an operational department, the Comité Régional de Tourisme de Bretagne.[55] Its actions are developed around 10 tourist areas, including sites in the Manche and Loire-Atlantique regions, within the framework of a destination contract drawn up with Atout France.[56][57]

At the departmental level, actions are led by departmental tourism committees. More locally, 60 tourist offices cover the region, with an annual budget of 50 million euros.[58]

The region also co-manages a

values associated with the region, it is promoted and adapted locally by local authorities and tourism stakeholders.[59][60]

Economy

Economic impact

Tourism-related jobs are concentrated on the coast.

In 2015, the economic spin-offs represented 8% of regional GDP.[56] The region welcomes some 13 million visitors every year,[61] a quarter of whom are foreign tourists, mainly British, German and Dutch.[54] The region records 100 million overnight stays per year,[61] two-thirds of which are in Finistère and Morbihan.[62] In 2015, these benefits represented nearly 6.6 billion euros injected into the local economy.[63] Activity is highly seasonal, concentrated mainly between May and September.[54] Jobs are concentrated on the coast and in major urban centers.[64]

In 2015, around 29% of these jobs were in accommodation, and 22% in food (14% in cafés and restaurants, and 8% in supermarkets). As the region offers a wide range of free leisure activities (natural, inland and coastal sites), spending on museums, shows and theme parks remains lower than the national average. Spending on travel is also lower than the national average (21.5% vs. 30%), due to the absence of toll freeways. Brittany is, however, the leading region in France for the sale of pleasure boats, and sales of motorhomes are higher.[63]

In 2015, tourism generated some 66,000 direct jobs,[56] with strong seasonal variations, ranging from 31,300 jobs in January to 68,500 in August. This seasonality of employment is also much more marked in Finistère (variation from 8,900 to 20,400 jobs) and Morbihan (variation from 7,700 to 19,200 jobs). Accommodation and catering account for almost 61% of these jobs. These sectors offer opportunities for young people and those with low levels of training. The majority of employees are women (54%). The sector is characterized by job insecurity, limited career development opportunities, and an average salary that is lower than in the rest of the commercial sector.[64]

Accommodation facilities

The region has a diversified accommodation network. In 2020, there were around 1,000 tourist hotels, 750 campsites, and some 10,000 furnished and bed-and-breakfast establishments.[65]

Holiday cottage in Quiberon, identifiable by their closed shutters in the off-season.

Accommodation sites like Airbnb are also active in the region. The latter offered nearly 21,000 accommodations in 2017, most of them spread along the coast, and reached 410,000 travelers the previous year, for an estimated economic impact of 261 million euros, or 1,900 euros per accommodation.[66] This boom has led to local overtourism, as in Saint-Malo and Douarnenez, making accommodation unaffordable for the local population, or leading to a decline in the local quality of life.[67]

The region also has around 8% of holiday cottage, the 5th highest rate among French regions. These are concentrated along the coast,[68] and in some towns the rate can rise to over 80%.[69] They are occupied for an average of 139,5 days a year, each generating €11,350 in annual spin-offs.[68] Their number is a source of criticism, and they are accused of driving up property prices to the point of making them unaffordable for local residents.[69]

Trade

Tourism in the region gives rise to the production and sale of souvenirs aimed at the tourist clientele. The Breton bowl is one of the best-selling products. When it comes to clothing, the most popular items are vareuses, yellow oilskins, marinières and Breton-patterned garments. Food products include gourmet foods such as kouign-amann and canned seafood, as well as Breton whiskies and ciders.[70]

Tourism is also behind the boom in crêperies, particularly since the 1970s. Of the 4,000 such establishments in France, 1,600 to 1,800 are located in Brittany.[71]

Typology of local tourism

Urban tourism

Brittany's seven largest cities are home to a form of urban tourism, often in the form of a city break lasting a few days.[72] The urban units of Rennes, Brest, Saint-Malo, Lorient, Quimper, Vannes and Saint-Brieuc account for half of the region's hotel supply,[73] and are served by a full range of transport services (LGV Bretagne for all these cities, airport hubs in Brest and Rennes,[74] Saint-Malo ferry terminal with links to the UK).[75]

Villes et Pays d'art et d'histoire network, thanks to their architectural heritage, and some are close to UNESCO World Heritage sites (Vauban tower for Brest, Mont Saint-Michel for Saint-Malo, Carnac stones for Vannes).[76] Museums are less attractive, with no structure in the region recording more than 100,000 visitors per year for its permanent exhibitions. However, some sites stand out by exceeding this threshold for temporary exhibitions (musée départemental breton in Quimper, Fonds Hélène et Édouard Leclerc pour la culture in Landerneau, near Brest).[77]

These activities are often complemented by shopping, with the cities of Rennes and Saint-Malo accounting for the bulk of this offer,[77] or excursions to their hinterlands, notably for heritage and/or maritime tourism,[78] or to the region's main festivals.[79]

Maritime tourism

The region has 2,700 km of

coastline, or 42% of the French coastline,[73] which has a major influence on its appeal to tourists. Nautical tourism has a strong presence here, with some 43,800 boat berths in 114 coastal ports in 2015, representing 23% of national berths. The region ranks second in France, just behind the PACA region,[79] and with Sailing Valley has the largest network of nautical companies in France.[80]

A number of tourist sites draw on the region's maritime character, highlighting its flora and fauna (Océanopolis in Brest, Great Aquarium in Saint-Malo), its heritage (Musée National de la Marine in Brest, Musée de la Compagnie des Indes in Port-Louis), its naval heritage (Cité de la Voile Éric Tabarly in Lorient), or through a dense network of seaside resorts.[79] Other sites can take advantage of maritime phenomena (high tides on the Silon dike in Saint-Malo, swell for surfing at Pointe de la Torche). More broadly, the region's tourism offer includes numerous islands and beaches.[79]

This theme can also be found at annual or multi-year events. Some ocean race starts can also attract several hundred thousand visitors (Jules Verne Trophy in Brest, Route du Rhum in Saint-Malo, stages of The Ocean Race in Lorient), as can certain maritime festivals (Fête Maritime in Brest, Semaine du Golfe in the Gulf of Morbihan).[79]

  • Hall of the Musée National de la Marine, Brest.
    Hall of the Musée National de la Marine, Brest.
  • Visitors to The Ocean Race 2012 in Lorient.
    Visitors to The Ocean Race 2012 in Lorient.
  • Kitsurfing on Pointe de la Torche.
    Kitsurfing on Pointe de la Torche.
  • Sailing school in Trégastel.
    Sailing school in Trégastel.

Eco tourism

River tourism in Brittany is concentrated around three main routes: the Nantes-Brest canal, the Ille-et-Rance canal and the Vilaine, and along the Blavet, for a total of 675 km of navigable waterways.[79] Around 3,480 boat movements were recorded in 2018, for average stays of 15 days. This mode of travel is often combined with other soft modes such as cycling or walking, with river navigation accounting for 9 of these 15 days. One-third of customers are foreign. Among French customers, residents of the Brittany and Pays de la Loire regions account for 2/3 of visitors. Economic spin-offs are estimated at 7.3 million euros in 2018.[81]

The region has just over 2,000 km of Voie vertes and cycle paths in 2018, 54% of which are on dedicated sites, with the remainder on shared sites. These can be used by pedestrians or cyclists. The number of trips is estimated at 5.4 million in 2018, including 4 million for day-trippers and 1.4 million for tourists. Three-quarters of these trips are made on foot, and a quarter by bike. Annual economic spin-offs are estimated at 120 million euros in 2018. Visitor numbers are concentrated on the southern coastal route (V5), EuroVelo 1 and EuroVelo 4.[82]

Hiking is also represented, notably on the 34 long-distance

hiking trail, which runs 1,700 km along the coast from Mont-Saint-Michel to Saint-Nazaire. Visited by 9 million people every year, it generates some 202 million euros in annual spin-offs.[83]

  • La pointe de Saint-Hernot or l'île Vierge, with its small cove and beach, between Morgat and Cap de la Chèvre, a site crossed by the GR 34.
    La pointe de Saint-Hernot or l'île Vierge, with its small cove and beach, between Morgat and Cap de la Chèvre, a site crossed by the GR 34.
  • Château de Josselins overlooking the Nantes-Brest canal.
    Château de Josselins overlooking the Nantes-Brest canal.
  • Chaos d'Huelgoat, a hiking site in the Monts d'Arrée.
    Chaos d'Huelgoat, a hiking site in the Monts d'Arrée.
  • Ploumanac'h lighthouse on the GR 34.
    Ploumanac'h lighthouse on the GR 34.

Business tourism

The Convent of the Jacobins in Rennes, Brittany's most recent major business tourism center.

A handful of towns are home to most of the major facilities specifically dedicated to business tourism: the Jacobins Convent in Rennes, or the Palais du Grand Large in Saint-Malo.[84] Most business meetings, however, take place in hotels, bed & breakfasts or other types of accommodation.[85]

Half of the overnight stays recorded in the region's seven main urban areas are related to business tourism, with the exception of Saint-Malo, which remains dominated by leisure tourism.[75] The average cost is 54 euros per day per participant. Around 32% of these events are recurrent from one year to the next.[85]

In the first half of 2018, Ille-et-Vilaine accounted for just under half of the 16,000 business events registered. Of these, 88% were company meetings or conventions.[86] Around 56% of organizers come from the region, with 17% coming from Île-de-France, 15% from the Greater West of France, and 13% from the rest of France. While public and private companies represent 74% of sponsors, associations account for 15% of events.[85]

Major business hubs

Main destinations

Leisure centers

The region has several major leisure destinations. In the zoological field, Brest's Océanopolis (400,000 admissions per year) and Saint-Malo's Great Aquarium (356,000 admissions per year) are the most attractive aquariums, while the Zoo and Botanical Garden of Branféré (280,000 admissions) is the most popular zoo.[62] The region also has a number of amusement parks: La Récré des 3 Curés, near Brest, records 200,000 admissions a year, and Kingoland in Plumelin just over 100,000.[62]

The region also has an extensive network of leisure facilities and service providers. There are 40 golf courses in the four départements of Brittany, as well as 15 thalassotherapy centers. There are also over 95 marinas along the coast, and more than 760 water sports service providers.[87]

Brittany is also home to over 220 festivals.

Lorient Interceltic Festival (750,000 visitors) and the Vieilles Charrues Festival (283,000 visitors), generate significant economic spin-offs for their regions.[88][89]

  • Groix marina.
    Groix marina.
  • Golf near Rennes.
    Golf near Rennes.
  • Aquarium de l'Océanopolis de Brest.
    Aquarium de l'Océanopolis de Brest.

Heritage sites

A concentration of heritage sites distinguishes the region,

UNESCO World Heritage Sites.[48][87]

Heritage sites such as the walled town of Concarneau, Fort la Latte and the Valley of the Saints are among the most popular with visitors.[62] The region also has a concentration of its own heritage, including parish enclosures in northern Finistère (Saint-Thégonnec, Pleyben...)[91] and a network of Petites Cités de Caractère (Rochefort-en-Terre, Locronan...).[92]

The region's museums focus on different cultural aspects (regional history: Compagnie des Indes museum, Breton Resistance museum, etc.; fine arts: Pont-Aven museum, Rennes fine arts museum, etc.; ethnography: salt marsh museum, Monts d'Arrée eco-museum, etc.).

Musée de France network,[87] with over 1.2 million admissions in 2017.[94]

Natural sites

Cap Fréhel.

Some natural sites attract large numbers of tourists. Capes such as

Belle-Île-en-Mer, Bréhat, Île aux Moines, Groix and Sept-Îles are the most popular.[95]

In all, the region has 41 land sites and 18 marine sites classified as Natura 2000, as well as 669 sites classified or registered as nature or landscape sites.[87] In 2020, Brittany will have sixteen nature reserves: seven classified at the national level (RNN) and nine by the region (RNR), including France's oldest de facto reserve, the Sept-Îles National Nature Reserve. Two regional nature parks (PNR) are dedicated to promoting the region's natural and cultural heritage: the PNR d'Armorique, with 44 communes in Finistère, and the PNR du Golfe du Morbihan, with 33 communes. A third is planned between Ille-et-Vilaine and Côte-d'Armor.[87][96][97]

Gastronomy

Breton gastronomy is one of the region's main tourist attractions, notably linked to its maritime character and the importance of agriculture in the region's history.

langoustines, crabs, various fish), products of the land (strawberries from Plougastel, artichokes, cauliflower, onions from Roscoff, carrots), and local preparations (charcuterie such as andouille from Guémené, desserts such as crêpes, cider, chouchen) became closely associated with the region by tourists.[39] From the 1960s onwards, this typicality of local products was exploited for tourism purposes.[39]

Gastronomic practices linked to tourism can take many forms. Some areas have developed tourist routes, such as the cider route in

Michelin-starred restaurants.[105]

  • Alain Bourguignon's Breton gastronomic map.
    Alain Bourguignon's Breton gastronomic map.
  • Flat oysters from Cancale.
    Flat oysters from Cancale.
  • Cider sales at the Cornouaille Festival.
    Cider sales at the Cornouaille Festival.
  • Marché des Lices in Rennes.
    Marché des Lices in Rennes.
  • Galette-saucisse, an example of local street food.
    Galette-saucisse, an example of local street food.

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Bibliography

General works on Brittany

Institutional publications

  • Grebot, Benjamin; Lafleur, Kim; Leblanche, Philippe; Queffurus, Laurent; Ruiz, Henri-Noël; Boissonnot, Christine; Cherel, Guillaume; Corre, Vincent; Le Hir, Nadine (2017). Destination(s) Bretagne : les villes, moteurs d'une nouvelle attractivité touristique (in French). Fédération des agences d'urbanisme et de développement de Bretagne.
  • Conseil régional de Bretagne (2018). Une nouvelle stratégie touristique régionale (in French).

Academic publications on tourism in Brittany
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