Gassin tourism: overnight stays above 2019, shop sales up 2.5-fold, the 2026 review and the four-season plan

Gassin tourism had a mixed 2026 season, according to the review presented on 15 October by the local tourist office. Overnight stays remain above 2019 levels, but visits to the information desk fell by 9.1%. By contrast, the tourist office shop more than doubled its turnover. This hilltop village on the Gulf of Saint-Tropez now wants to attract visitors in spring and autumn. Here are the figures, the council’s choices and the lessons for other local authorities.

How did Gassin tourism perform in 2026?

First, some context. The tourist office and the commune (the French municipality, run by an elected mayor and council) brought together local tourism businesses on Thursday 15 October 2026, at the Domaine de La Rouillère. It was the 8th edition of this meeting, held to mark the office’s tenth anniversary, according to Presse Agence.

The office’s director, Rémi Potier-Saffroy, presented the results. Thus the total number of overnight stays remains high and exceeds the 2019 level. However, several indicators point to a slight slowdown.

Key figures for the season

14,327 visitors to the tourist office desk from January to September, 9.1% fewer than in 2025;
53.8% of businesses surveyed reported lower activity;
a share of foreign visitors stable since the pandemic, but below 2019;
partial Flux Vision visitor data since July, due to a technical incident at the operator.

A coastal town and bay on the Mediterranean, the setting for Gassin tourism — The Gulf of Saint-Tropez mainly attracts summer visitors. Illustrative image. Photo: Christopher Politano / Unsplash

How did the tourist office shop grow?

Indeed, this is the clearest result of the year. On 1 October 2026, the shop had a turnover of €17,590, against €6,889 on the same date in 2025. Sales therefore rose roughly 2.5-fold.

In addition, the average basket reached €35.04, almost double last year’s. Olive oil remains the best-selling product. Meanwhile, a poster of the local « petit train » sold nearly 100 copies in three weeks.

This success partly relies on local partnerships. The office draws in particular on the Vignobles & Découvertes label, a national wine tourism award, and on local craftspeople. In short, the shop promotes producers while generating its own income.

Olive trees, a symbol of the olive oil sold at the tourist office shop — Olive oil is the shop’s best-selling product. Illustrative image. Photo: Vincent Eisfeld / Unsplash

What is the strategy for Gassin tourism outside summer?

Above all, the commune’s first aim is to fight seasonality. The goal is an attractive offer in spring and autumn, not just in summer. To that end, the office is focusing on three areas:

slow travel, by bike and on foot;
green tourism and discovering the landscape;
promoting the medieval village and its wine heritage.

Furthermore, the commune funds promotion and facilities through the taxe de séjour, the tourist tax paid by overnight visitors. The Presse Agence report does not, however, give the amount. Finally, the office intends to keep quality high through labels.

In fact, this choice reflects a wider trend in France. Other places have published hard data too, such as the Lille tourism figures for 2026.

Wooded hill suited to walking, part of the Gassin tourism offer outside summer — Walking routes are part of the off-season offer. Illustrative image. Photo: Kostas Morfiris / Unsplash

What lessons for other tourist destinations?

Gassin offers several practical lessons. First, a well-stocked tourist office shop can become a real source of income. Second, a survey of local businesses usefully complements visitor statistics.

Third, the Flux Vision outage shows that it pays to cross-check several data sources. Finally, a drop at the information desk is not, on its own, enough to measure visitor numbers: it needs to be compared with overnight stays, which stayed high.

French-speaking readers can find the original report in our French article on Gassin. Practical information is available on the Gassin tourist office website.

Gassin tourism: key takeaways

Overnight stays in 2026 are above 2019 levels, with a slight slowdown;
The tourist office desk received 14,327 visitors from January to September (−9.1%);
53.8% of local businesses report lower activity;
The office shop’s turnover rose from €6,889 to €17,590;
The commune is betting on cycling, walking and heritage to spread the season;
The tourist tax funds promotion and facilities.

Sources: Presse Agence, « Gassin : bilan de saison contrasté et cap sur un développement quatre saisons », 31 October 2026, based on the review presented by the Gassin tourist office on 15 October 2026; Gassin tourist office. Sources consulted on 1 November 2026. Featured photo: La coccinelle / Unsplash.