Montpellier: Sustainable Tourism Conference sets a responsible course to address climate and social challenges

Rethinking tourism to reflect local realities, marked by climate and social challenges. The goal is to preserve a valuable economic sector for the Montpellier Métropole area, generating an estimated €1.6 billion in economic activity in 2023, providing 12,000 jobs, and representing 15 million overnight stays, with some 5.4 million tourists from outside the Hérault region reported. 

With the participation of elected officials, academics, and dedicated professionals, the Montpellier Méditerranée Métropole 2030 Sustainable Tourism Conference, held at MO.CO.Panacée on June 30, charted a responsible course. 

The vision is structured around three key areas: developing a unique, experience-based tourist destination with positive impact; positioning tourism as a growth driver for economic development; and making tourism a major pillar of the area’s overall appeal and influence. 

“We are embracing a form of tourism that goes beyond simply welcoming visitors to one that takes action, connects people, and transforms,” says Cyril Meunier, Vice President of Montpellier Méditerranée Métropole in charge of tourism, attractiveness, and conferences.

In a context marked by major ecological, economic, social, and cultural transitions, we wanted to fundamentally rethink our tourism strategy. Tourism can be a lever for positive transformation if it is considered as a common good whose mission is to improve quality of life, attractiveness, and the preservation of our resources.” Our goal is to challenge the status quo and examine the future of a sector facing pressure from both climate change and economic transformation.

What kind of tourism can we expect in times of global warming?

“How can we attract people to the south of France in the next few years when temperatures are expected to reach 50°C?” asks Cyril Meunier. The elected official issues a warning about the urgent need to adapt infrastructure. “It is not hard to explain to tourists that they need to go to the seaside; they already understand that. But we also need to ensure that the facilities are suitable,” he observes. 

“Temperatures in France have already risen by more than 2°C (compared to the +1.5°C ceiling defined by public authorities), and by more than 2.5°C in Montpellier,” says Isabelle Touzard, Vice President of Montpellier Métropole in charge of ecological transition. There is clearly a climate challenge to be met. After taking action on risks related to flooding, Montpellier Métropole must now also adapt to recurring heat waves. “Imagine three consecutive weeks with temperatures of 42°C and nights above 28°C! What about tourists?” wonders the elected official, evoking the need for a “major change in the opening hours of tourist attractions.” As if to echo current events, this Sustainable Tourism Conference took place in the midst of a heatwave.

A serious commitment by professionals and a destination itself embracing change 

On the positive side: Montpellier enjoys a consistently favorable image in the eyes of the general public, as demonstrated by the results of a national survey conducted by the Attractiveness & New Territorial Marketing Chair at Aix-Marseille University and presented by Audrey Rivière, senior lecturer. Based on a sample of 3,202 people, 43% of respondents found Montpellier’s image to “fairly good” and 10% “very good.” The city is particularly attractive to young people and has long been associated with sunshine, the sea, and the south of France. “Montpellier is seen as dynamic and active in sports, leisure, and culture,” observes the researcher. Nevertheless, insecurity was identified as a weakness. This observation is common to all major French cities. 

Going further, Audrey Rivière cites some inspiring examples from abroad: “In Copenhagen, Denmark, the CopenPay initiative rewards tourists who adopt responsible behaviors - such as bicycling and using public transportation - with free museum admission or meals,” she explains. 

Clef Verte, certification and responsible sourcing According to Laurent Cherchi, Michelin-starred chef at Reflet d’Obione restaurant in Montpellier, commitment is achieved through concrete actions. “There is more to responsible cuisine than just the products on the plate. It also includes water, cleaning products, and conscientious sourcing,” he explains. Annabelle Barthélémy, CSR Director at Appart’City hotel residences, describes the approach taken by the Green Key-certified group, which encompasses energy savings, responsible watering, reducing food waste, and promoting remote working. The group has also established other positive partnerships, such as with Too Good to Go and La Cravate Solidaire, and produces its own non-financial reporting, even though it is not required to do so. 
Sandra Vernier, director of Montpellier Events, points out that SAEM, which manages the Zénith and Corum venues in Montpellier, has obtained ISO 20121 certification, a benchmark in responsible event management. ”It’s a way for us to challenge ourselves and build our future,” she adds. 

Innovation and common sense 

According to Julien Cadiou of Cool’n Camp, innovation is frequently a matter of common sense, such as digitizing processes and taking environmental efficiency into consideration. On the subject of artificial intelligence, he warns that “we will be left behind if we do not adopt it in the tourism industry.” The challenge is to learn how to use it “wisely,” without sacrificing the human connection with people, which will remain an essential part of tourism, closely linked to enjoyment and the desire for contact. 

The challenge of ensuring the attractiveness of professions in tourism 

Despite the lackluster state of the national economy, tourism remains an economic powerhouse in the Montpellier Métropole area. “Recruitment plans in the hotel and restaurant sector have indeed fallen by 13% in one year. But this trend is considerably less pronounced than in other sectors,” points out Fabienne Bouchet of the France Travail Hérault employment agency. Attractiveness for the tourism profession remains a challenge, particularly due to its seasonal nature. 

“We now pay a lot more attention to people. The younger generation no longer accepts what was accepted ten years ago,” admits Clément Gueudré, CEO of the Le Petit Jardin group. This reputable Montpellier-based establishment offers flexible working schedules to better meet its employees’ expectations in terms of work-life balance. 

Ana-Rita Albuquerque, senior lecturer in geography and co-head of the Sustainable Tourism Master’s program at Paul Valéry University, explains that this program, created in 2015, adopted sustainability in tourism as its guiding principle before other educational programs began to address the issue. She has found that the main motivation for students is “to be active agents of change.” 

The Sustainable Tourism 2030 roadmap is the result of a collective effort, drawing on discussions with local stakeholders, residents, professionals, and institutions. Two mechanisms will be introduced to facilitate thinking and taking action: an observatory to measure the impact of tourism and manage the destination overall, and a Tourism Lab to develop offerings, stimulate innovation, and facilitate experimentation.  

“We must take the entire local economy into account more thoroughly when considering sustainable tourism,” concludes Cyril Meunier.

What are the courses of action regarding mobility and housing?

Several major projects have been included in the 2030 Sustainable Tourism Roadmap: development of a Tourism and Leisure Mobility Plan; renovation of outdated tourist facilities; support for tourism stakeholders; diversification of tourism offerings; development of local supply chains; economic stimulation; innovation; and development of local, sustainable employment accessible to everyone.