Vichy tourism figures: visitor numbers up and foreign guests strong in spring 2026

The latest Vichy tourism figures show a steady spring 2026, with visitor numbers up 1.88% year on year, according to the quarterly report by Vichy Destinations. Overnight stays by foreign visitors rose by 8.68%, while French visitors slipped slightly. Occupancy rates climbed in May and June but fell in April. This measured case study shows how a French spa town tracks its season and adjusts its marketing. Here are the key numbers and what other towns can learn from them.

What do the Vichy tourism figures for spring 2026 show?

The report covers 1 April to 30 June 2026 across Vichy Communauté, the local group of municipalities (an intercommunalité). It is published by Vichy Destinations, the tourist and spa office, with Auvergne-Rhône-Alpes Tourisme, ADN Tourisme and Allier Bourbonnais Attractivité. Overall, visitor numbers are described as « stable », up 1.88% on spring 2025.

The monthly breakdown, however, shows sharp swings. April fell by 4.21%, then May jumped by 12%, before a 2.54% dip in June. These data come from Orange Business’s Flux Vision tool, which estimates stays from mobile phone data, including both paid and unpaid accommodation.

Heritage building behind the Vichy tourism figures — Belle Époque heritage remains one of the town’s assets. Photo: Yizack Rangel / Unsplash

Are foreign visitors driving the Vichy tourism figures?

Partly, yes. On the one hand, foreign overnight stays rose by 8.68% over the spring. On the other, French visitors fell by 0.73%. According to the professionals surveyed, Germany is the most represented European country (cited by 62% of respondents), ahead of Belgium (53%), the UK (49%), Switzerland (41%) and the Netherlands (40%).

Spending follows the same trend. Half of the professionals said spending was down, mainly among French guests. By contrast, it looked stable among foreign guests. International visitors are therefore becoming a growth driver worth watching closely.

What do occupancy rates add to the Vichy tourism figures?

Booking platforms, tracked with the Liwango tool, give a finer picture. In April 2026, guests booked 11,505 nights, for an occupancy rate of 41%, against 44% a year earlier. Next, May reached 15,679 nights and 55% occupancy, against 46% in 2025. Finally, June recorded 14,095 nights and 50% occupancy, against 48%.

Fewer visitors at the information desks

The tourist office desks welcomed 19,611 visitors in spring, 13% fewer than in 2025. The Vichy desk received 16,547, Châtel-Montagne 1,300 and Billy 1,700. The report links part of this drop to visitors switching to digital tools.

River and bridge, the kind of setting behind the Vichy tourism figures — Rivers and walks are part of what the destination offers. Photo: Florian K. / Unsplash

How is the destination preparing for what comes next?

The report highlights several levers. First, the Parc des Sources has been renovated, with work completed in 2026. Second, the Partouche casino has also been refurbished. In addition, a marketing campaign, « Explorez tout un monde, visitez Vichy » (explore a whole world, visit Vichy), began on 10 June 2026. Created with the agency Notchup, it covers 16 cities, including Paris through the metro and newsstands, as well as Geneva, Brussels and Luxembourg.

Events also play a part. In spring, the report mentions the Scrabble festival, a national Malagasy gathering, the Napoleon III festival and the launch of the Grand Cabaret. However, professionals were cautious about the summer: 63% said they were not very or not at all confident, and 56% expected a dip in July. The report announced a summer review for September, which we have not been able to consult yet.

Tree-lined park path in Vichy — The town’s parks welcome spa guests and walkers. Photo: Yizack Rangel / Unsplash

Lessons for other towns

This case shows the value of combining sources. In practice, Vichy uses mobile data for visitor numbers, booking platforms for occupancy and a regional survey of 60 professionals. As a result, local councillors get indicators they can compare year on year. Moreover, a report published every season helps the dialogue with accommodation providers.

For comparison, read our Lille tourism figures or our review of tourism in Gassin. The full report is available on the Vichy Destinations website, and you can also read the French version of this article.

Vichy tourism figures: key takeaways

Spring 2026: visitor numbers up 1.88% year on year, with May up 12%.
Foreign overnight stays up 8.68%; French visitors down 0.73%.
Accommodation occupancy: 41% in April, 55% in May, 50% in June.
Information desks: 19,611 visitors, down 13%, partly due to digital tools.
« Explorez tout un monde, visitez Vichy » campaign launched on 10 June 2026 in 16 cities.

Sources: Vichy Destinations, « Printemps & perspectives été 2026 – Note de conjoncture touristique 2026 sur le territoire de Vichy Communauté » (Flux Vision Orange Business, Liwango, Auvergne-Rhône-Alpes Tourisme / G2A Consulting survey), consulted on 6 November 2026. Featured photo: Pascal Bernardon / Unsplash.