Haute-Savoie tourism: a stronger summer 2026 and a winter campaign with measured results

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Haute-Savoie tourism enjoyed a stronger summer in 2026, with average accommodation occupancy of 66.3%, up 2.7 points on a year earlier. Moreover, mountain resorts grew faster than lake and valley areas. The département’s tourism agency has also published the results of last winter’s marketing campaign, with its budget and sales. This is a useful case study for councillors who fund the promotion of their area.

The figures come from Haute-Savoie Mont-Blanc, the tourism agency of the Haute-Savoie département (a French administrative area in the Alps, home to Annecy and Chamonix). It relies on the tourism activity observatory run by the consultancy G2A Consulting. The summer review was therefore published on 19 October 2026.

Haute-Savoie tourism: what does the summer 2026 review say?

According to the agency, average occupancy reached 66.3% over the season, up 2.7 points on summer 2025.

• Mountain resorts: 62.7% (up 3.2 points).
• Outside the mountains (lakes, towns, valleys): 67.4% (up 1.4 points).

However, the review does not publish overnight stay totals or a breakdown by country of origin. For a national picture, see our article on France’s record summer 2026.

Which types of accommodation grew most?

In fact, occupancy gains varied by type of accommodation:

• tourist residences (serviced apartments): up 8.3 points;
• holiday villages: up 4.1 points;
• hotels: up 3.8 points.

Tourist residences, often located in resorts, therefore pulled the season upwards. This is also a sign that resorts are diversifying beyond skiing.

What does a département marketing campaign deliver?

The agency has also published the review of its « Autumn & Winter 25-26 » campaign. Indeed, it is a rare example of measured results for marketing spend:

• a budget of more than €548,000 for 29 visuals and 5 adverts;
• 81.8 million views on social media between 1 November and 12 April 2026;
• more than 9,200 nights booked and almost €2.7 million in sales through two online travel partners;
• €374,000 in sales and 356 contracts for Gîtes de France, a French holiday rental network.

However, these are the figures reported by the agency. In other words, they measure sales attributed to the campaign, not total tourism activity.

How did winter 2025-2026 go?

According to the same source, mountain resorts reached 56.1% average occupancy (up 1.6 points). Furthermore, the Christmas and New Year period peaked at 81.3% (up 2.4 points) and the winter school holidays at 69.7%.

Haute-Savoie tourism: what about this winter?

Bookings for winter 2026-2027 show forecast occupancy of 29.8%, up 0.2 points. The winter school holidays (up 1.5 points) and March (up 3.3 points) look strongest. However, these forecasts will change with last-minute bookings. To plan your stay, see our guide to ski pass prices and the Annecy Christmas market.

Lessons for local councils

The Haute-Savoie case shows the value of a shared observatory: the same indicators every season, quick publication and year-on-year comparison. In addition, it shows that a campaign can be judged on real sales, not just views. You can also read this article in French.

Haute-Savoie tourism: key takeaways

• Summer 2026: 66.3% average occupancy, up 2.7 points.
• Mountain resorts: 62.7% (up 3.2 points); outside the mountains: 67.4%.
• Tourist residences: up 8.3 points.
• Winter campaign: more than €548,000 invested, 9,200 nights sold online.
• Winter 2026-2027: forecast occupancy of 29.8%.

Sources: Haute-Savoie Mont-Blanc, summer 2026 review (19 October 2026) and Autumn & Winter 25-26 review; data from G2A Consulting. Consulted on 14 November 2026. Featured photo: Luca Dugaro / Unsplash.