Two entrepreneurs have taken on the challenge of revitalizing a long-standing campground in southern France, betting on a return to simple, human-scale tourism.
Jennifer and Fabien, a couple from Orléans, left behind their respective careers in healthcare and IT following the COVID-19 pandemic to take over “La Plage,” a three-star campground located in Saint-André-de-Roqupertuis, in the Cèze Valley.
Their goal is to reenergize an establishment that has been operating since 1970 but has seen declining visitor numbers in recent years.
The campsite, which spans 1.8 hectares of wooded land downstream from the Courau bridge, features 80 pitches. It accommodates traditional tents, caravans, and motorhomes, as well as safari tents that provide a hybrid experience between tent camping and mobile home comfort.
A bar and restaurant open to the public also make the campsite a part of the local community.
Jennifer, formerly a nursing assistant, and Fabien, a mobile IT technician, say their demanding schedules left them little time for family. “We got lost in our frantic rhythms,” they shared.
The pandemic prompted them to reassess their priorities. “We didn’t want to have any regrets,” they explained, citing the COVID-19 crisis as the catalyst for pursuing their long-held dream of running a campsite.
After reopening on July 1, 2024, the new owners reported a 60% occupancy rate and launched an activity schedule aimed at fostering community and connection.
The weekly program includes a DJ-hosted dance party on Mondays, morning fitness on Tuesdays, food truck evenings on Wednesdays, yoga sessions on Thursdays, and a pop-rock concert every Friday. “We are trying to bring life back to the campsite,” they told TVSUD Magazine.
Their strategy aligns with broader tourism trends in Europe, where travelers are increasingly seeking meaningful experiences in smaller, more personal settings.
For outdoor hospitality operators, the example set by Jennifer and Fabien underscores the potential for revitalizing older properties by focusing on guest engagement, flexible accommodations, and integrating with local culture.
Their transition also reflects a broader movement in which professionals are leaving traditional careers in search of more fulfilling entrepreneurial ventures, often in the tourism and outdoor sectors.
For business owners in the outdoor hospitality industry, “La Plage” serves as a case study in adapting legacy assets for a new generation of experience-driven travelers.