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EUROPEAN PROGRAM JARDIVAL 2

Project co-financed by European funds

Following on from the cooperative actions undertaken during the first JARDIVAL project (ALCOTRA 2014/2020 program), and in order to capitalize on this experience, the main aim of the JARDIVAL 2 Interreg Alcotra program project is to improve the attractiveness of the cross-border area by enhancing the visibility and visitor numbers of the gardens on the French-Italian Riviera. These gardens, created on both sides of the border between the end of the 19th and the beginning of the 20th centuries, represent an important dimension of the area’s natural, historical, cultural and architectural heritage. The aim of this project is to restore, protect and enhance these exceptional sites, which represent a real asset for promoting sustainable, diversified and seasonal tourism throughout the French-Italian Riviera. In addition, they require and deserve common promotion tools, enabling the development of a global cross-border tourism offer capable of intercepting visitor flows in a sustainable manner.

PROJECT BENEFICIARIES

Franco-Italian partners

Lead partner: CONSEIL DÉPARTEMENTAL DES ALPES-MARITIMES

©Menton Maria Serena Pgh50299 Hdr|O. Puydebois - Côte d’Azur France

THE ACTIONS

The partner municipalities will carry out redevelopment and restoration work in three historic gardens and one Mediterranean park: the Villa Faravelli garden in Imperia, the Villa Ormond garden in Sanremo, the Morès garden in Cannes and the Costarainera wellness park. The work will involve buildings, pathways, the renewal of species, tree planting, furniture, visitor reception areas, the development of visitor reception areas, the modernization of signage, the removal of architectural barriers and the improvement of accessibility, thanks to the connection with the Pista Ciclabile del Ponente in Liguria.

Once upgraded, the gardens will be showcased thanks to the cross-border promotion strategy of Côte d’Azur France Tourisme and the Agenzia in Liguria. All partners will contribute to its enhancement: municipalities will support local promotional activities, and the Département des Alpes-Maritimes will produce cross-border quality products for local and international customers. Activities will also be aimed at a more international clientele, as well as a more targeted audience of socio-professional operators and the specialized press.

CÔTE D’AZUR FRANCE TOURISME’S COMMITMENT

General objective no. 1: to step up efforts to forge stronger links between tourism socio-professionals and their prescribers, by strengthening the use of digital technology and hybrid presentations. Following on from the digital initiatives undertaken for the general public over the last few years, we will be turning the digital corner, particularly for BtoB relations, by creating a dedicated “universe”, as well as specific initiatives aimed at professionals.

Cultural themes and heritage gardens, which strongly differentiate the destination, will be given priority in order to accelerate the recovery and correspond to this project. All the content needed to promote the destination’s rich heritage and tourism offering will also be implemented.

General objective no. 2: Communicate on the Festival des Jardins event via a global media plan on the French market and nearby European markets, in order to help boost the event’s appeal by integrating the costs provided for in the European program. The plan will include online and offline communications, as well as a press conference…

Discover the gardens

The gardens nestled between the Côte d’Azur and Liguria are a testament to the region’s rich horticultural heritage and its unique microclimate. This stretch of the Mediterranean coastline, renowned for its natural beauty and temperate climate, is home to some of the most exquisite gardens in Europe. These gardens, which span from the Côte d’Azur France to the Italian Riviera dei fiori, offer a stunning blend of both French and Italian landscaping traditions.