The French city of Aix-en-Provence has achieved unprecedented tourism success with its year-long cultural celebration dedicated to painter Paul Cezanne in 2025. Following the summer season, visitor numbers have surged by 5% compared to 2024, demonstrating the tremendous appeal of the artist who made the city famous worldwide through his paintings of Sainte-Victoire mountain.

Paul Cezanne, one of the world's most celebrated painters from Aix-en-Provence, has been a source of pride for the city for over a century. Each year, the city attracts numerous tourists from around the globe through its museums and exhibitions dedicated to the artist. However, this year's focused cultural programming has generated exceptional results, with the Tourism Office and municipal government creating a comprehensive tribute to the artist through iconic locations.

Two key Cezanne sites have drawn remarkable visitor numbers. The Bastide du Jas de Bouffan, Cezanne's former family residence, attracted 51,300 visitors, while his studio – the last place where he created masterpieces including the famous "Les Grandes Baigneuses" series – drew 35,000 curious art enthusiasts. These locations offer visitors an intimate glimpse into the artist's personal and creative life.

The crown jewel of the celebration has been the exhibition at the Musée Granet, which runs until October 12th and has shattered attendance records compared to the major Cezanne exhibition held in 2009. "We have sold 308,600 tickets so far, but we are very confident about reaching our goal of 370,000 tickets," stated Michel Fraisset, director of the Tourism Office. The exhibition's success has exceeded all expectations and established new benchmarks for cultural tourism in the region.

The economic impact has extended far beyond museum admissions. Organizers strategically invested in marketing by registering three trademarks – Paul Cezanne, Cezanne 2025, and Cezanne chez lui (Cezanne at Home) – in agreement with the painter's grandson. This licensing program has benefited approximately 22 local businesses, including winemakers, confectioners, and chocolatiers, who have used the official branding to boost their revenues.

The hospitality sector has been a major beneficiary of this cultural surge. High-end hotels, particularly 4 and 5-star establishments, have seen significant increases in bookings, according to Michel Fraisset. Three-star hotels have also recorded a 5% increase in reservations. Hotel operators have capitalized on this enthusiasm by raising their prices by 7%, with average nightly rates reaching approximately 126 euros.

While the restaurant industry has shown mixed results, establishments offering good value for money have thrived. A special chefs' menu honoring Paul Cezanne was created under the guidance of Guillaume Gomez, ambassador for gastronomy at the Élysée Palace. Chef Christophe Gavot won the grand competition at Villa Gallici, showcasing the culinary creativity inspired by the celebration.

The visitor demographics reveal both local and international appeal. French tourists comprise 78% of visitors, with the majority coming from the Provence-Alpes-Côte d'Azur region (37%), followed by Île-de-France, Nord, and Occitanie regions. However, Cezanne's global reputation has attracted 22% foreign tourists, led by visitors from the United States, United Kingdom, Germany, Italy, and Belgium.

This international draw was stimulated by a comprehensive communication plan deployed globally and exceptional media coverage. Notable success came from an article in The New York Times that accumulated over 117 million views, significantly boosting the city's international profile and attracting art lovers from around the world.

Looking toward the future, the "Cezanne chez lui" brand will take over from "Cézanne 2025" to capitalize on this successful cultural year. According to internal surveys, the Tourism Office measured a 95% satisfaction rate for the main exhibition and 90% for the two other Cezanne sites, indicating exceptional visitor experiences.

After the Musée Granet exhibition closes on October 12th, the Bastide du Jas de Bouffan will close its doors on November 2nd to continue its rehabilitation. This heritage building of Aix-en-Provence is scheduled to reopen at the beginning of next summer, with particular emphasis on serving local residents alongside tourists, ensuring that the Cezanne legacy continues to enrich both the cultural landscape and local community.