REPORT. "Peace and quiet," "affordable prices": the Loire department is attracting more and more tourists.

It's the least expensive department in France, according to Airbnb. So, with vacation budgets shrinking, the Loire, like other departments far from the sea and crowds, is becoming increasingly attractive.

Holidays are looming, with 61% of French people planning to go away this summer, but with a lower average budget, according to data from an OpinionWay survey for the travel comparison site Liligo . This context favors landlocked departments close to major cities where rentals are less expensive. The Loire department is a typical example. With its mid-altitude mountains, characterful villages, and hiking trails, it is preparing to experience a great tourist season.

Panoramic view of the mountains, greenery as far as the eye can see, in Montarcher , a small village located in the Haut-Forez, south of Saint-Etienne, the gîte of Jacqueline and Marc Boudon will be full all summer. If it attracts so many people, it is " mainly for the nature ," emphasizes Marc. There are quite a few mountain bike trails and walking opportunities. " But tourists also come, for " the peace and quiet ," adds Jacqueline. " And they like the gîte, we try to make it as comfortable as possible. "

According to Marc, since Covid, " people are looking for a bit of nature and perhaps a little less far away ." In addition, in their cottage, " there's a little corner for cooling off and eating outside. People love it ," Jacqueline emphasizes.

"There's a view of the Mezenc, the Haute-Loire, the Cévennes. We're still at an altitude of 1,050 meters."

Marc, owner of a gîte in the Loire

to franceinfo

At 600 euros per week in the height of the summer season for a gîte for six people, it is always full and attracts an urban clientele, mainly from Lyon and Paris.

The Loire is the least expensive department in France, according to the Airbnb platform. This also explains why it's so popular. Abritel, another vacation rental platform, is seeing a surge in searches: an average increase of 80% for a stay this summer in the Loire, as well as in Ain and Allier.

These departments are landlocked, but have powerful assets, as summed up by this couple of holidaymakers, who met in Saint-Bonnet-le-Château, a medieval village. " We live near Saint-Rémy-de-Provence ," she explains. We came here to explore the Loire Gorges and then go to the Haut Forez to hike. We hoped it would be a little cooler than back home, and then be in the countryside. "The couple didn't know the region at all; it's a first for them. " We'd been as far as Ardèche, but never this far, " he says.

"We decided to come here for a quiet vacation and we really like it."

A couple from Bouches-du-Rhône

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Peace and quiet can still be found in Merle-Leignec, still in the Monts du Forez. It feels like a little Canada. There are trees all around, tall fir trees ," boasts Nicole Boyer, manager of the municipal campsite. " Here, what makes the campsite so charming is the tranquility, the lake, the nature. We have lots of species, birds, things for enthusiasts to photograph ," emphasizes Jérôme Fayon, in charge of maintenance.

This small campsite offers " five mobile homes for rent, for 350 euros per week , explains Nicole Boyer. And we have the prestige mobile home, two bathrooms, air conditioning, it's the height of luxury, at 525 euros per week.

"We're not on the French Riviera, it's much quieter, the prices are much more affordable."

Jérôme, employee of a campsite in the Loire

to franceinfo

" For someone who simply wants to relax, have a good time, and forget about everything, this is the place to come, " emphasizes Jérôme. " I've been running it since 2014, and it's been growing every year, " says the owner.

A steady increase, which is calculated in tourism by the number of overnight stays. They will reach 9.4 million in the Loire by 2024, according to the Loire Tourisme association, an increase of approximately 20% since 2021. This tourist growth is being worked on behind the scenes, with this conundrum: how to sell a region that has no totem, no iconic monument. So to attract young urbanites, the Loire is promoting disconnection in a campaign carried out in Paris, notably in the concourse of the Gare de Lyon this year, in the metro last year, and of course on social media.

" Today, the Loire is the first department in France to have fiber optics ," reassures Emmanuelle Colin, director of Loire Tourisme. "So what we're advocating is not disconnecting because we're not connected, it's a chosen disconnection to get away from it during the holidays. " Despite everything, the department is not about to reach the top of the rankings. It is the 68th most visited department by tourists, still a long way behind the Alpes-Maritimes or Charente-Maritime, two champions in all categories.