Presentation of the Côte d’Azur France Tourisme 2026 Action Plan

AN EXTENDED SUMMER SEASON

AND ONE OF THE MOST ATTRACTIVE DESTINATIONS

After a 2025 summer season that stretched from May to September, with exceptional hotel occupancy rates along the coast (77% in May, 85% in June, 87% in July, 89% in August and between 80 and 85% in September), the Côte d’Azur stands out as one of the only destinations in France to post such growth this year. We owe this spread of arrivals over time to a particularly busy cultural and sporting calendar, supported by the communications and promotional activities of Côte d’Azur France Tourisme, with national and international events in spring and autumn such as Cannes Lions, the Monaco Grand Prix, the UNOC, the Mercantour Côte d’Azur Ultra Trail, the Cannes Yachting Festival, the Monaco Yacht Show, the Ironman World Championships, etc. This summer, 55% of visitors in July and 58% in August were international, confirming the key role played by foreign visitors to our destination, with the Top 5 countries most represented: United States, United Kingdom, Scandinavia, Germany and Italy.

2025 thus follows on from 2024, which will remain a record Olympic year in terms of tourist numbers. Last year, the Côte d’Azur attracted an unprecedented 39% of first-time visitors. This performance illustrates the renewed attractiveness of the region and confirms the need to win the loyalty of this new clientele through awareness campaigns and actions targeted at the peak of the season and off-summer stays.

[COLLECTIVE] 🙌 A huge thank you to the +350 public and private partners present today, who are carrying the #CotedAzurFrance brand with @ProCotedazur.
The success of the PAC 2026 is the strength of the collective, for a region that shines all year round! pic.twitter.com/yL6iezNYx4
– Côte d’Azur France Tourisme (@ProCotedazur) October 3, 2025

THE KEY AREAS

OF THE 2026 ACTION PLAN

“Thank you to my fantastic and dynamic @ProCotedazur team led by @Claire_Behar.
Every day I measure your investment in promoting our destination #CotedAzurFrance.” pic.twitter.com/NttwJJOHDd
– Alexandra BORCHIO FONTIMP 🎀 (@AlexndraBorchio) October 3, 2025

Focus on long-haul markets

Long-haul customers are a key growth driver for the Côte d’Azur: they stay longer, spend more and contribute to the internationalisation of our destination and to arrivals that are more evenly spread throughout the year. Building customer loyalty is therefore a strategic priority, supported by enhanced air connectivity thanks to direct flights with Nice Côte d’Azur Airport.

North American customers remain a priority. In February 2026, a mission federated by Côte d’Azur France Tourisme to the USA/Canada will bring together some fifteen Côte d’Azur partners for a roadshow to Houston, Chicago, Boston and Montreal, in support of the opening of the direct Boston-Nice route. This operation will be backed up by digital awareness and conversion campaigns with OTAs.

The Middle East is also a strategic focus. A prestige mission to Saudi Arabia is planned for late April/early May, in partnership with Choose Paris Région and Atout France. It will combine an exclusive “Paris-Côte d’Azur” professional workshop with participation in the Marhaba trade show in the United Arab Emirates.

Weare also targeting Asia (participation in ILTM Asia Pacific in Singapore, China workshop in Paris, hosting of Korean and Chinese delegations) and Australia (virtual luxury workshop with Travel Associates in September 2026).

Finally, the not-to-be-missed dates are March 31 to April 1, 2026, when Nice will host the Rendez-vous en France 2026 trade show, organised by Atout France, highlighting #CotedAzurFrance to 1,000 tour operators and journalists from the 4 corners of the globe. Côte d’Azur France Tourisme will be organising pre-tours for the event.

Building loyalty in local markets

Local French and European markets remain the bedrock of visitors to the Côte d’Azur, guaranteeing economic benefits throughout the year. The actions we are taking are designed to consolidate this loyalty while attracting and retaining new visitors.

The French market, which accounts for almost 50% of annual visitors, remains a key pillar. To boost this market, a B2B operation entitled “The Côte d’Azur invites itself to Lyon” will be organised in March 2026, combining a trade day with a series of eductours. At the same time, the destination will be present at a number of trade fairs for the general public and affinities: Paris Rando Nature, Salon Mahana Lyon, Roc d’Azur, Run Experience in Paris, Salon ID-Week-End in Nice. Digital awareness and conversion campaigns (“Train2CôtedAzur” and “Fly2CôtedAzur”) and press campaigns in Paris, London, Brussels and German-speaking markets will reinforce this strategy.

[PROXIMITY] 🇫🇷 The French market remains a pillar, with almost 50% of visitors arriving from all over France every year.
Targeted digital campaigns, trade shows for the general public, eductours and press operations are on the agenda to strengthen the loyalty of this market all year round. pic.twitter.com/kGRywh5QUZ
– Côte d’Azur France Tourisme (@ProCotedazur) October 3, 2025

[PASSIONS] 🚵‍♀️ Sport, culture, outdoor activities, water sports: the affinity sectors are at the heart of @proCotedAzur‘s #PAC2026.
A strategy to promote the region’s unique assets and attract new customers all year round, thanks to a well-paced Côte d’Azur agenda. pic.twitter.com/03g8i0reBU
– Côte d’Azur France Tourisme (@ProCotedazur) October 3, 2025

[ECOTOURISM] 🌱 Starry sky reserve, @mercantour, local agriculture, micro-adventures in the @AlpesMaritimes: @ProCotedazur in 2026 strengthens its commitment and promotion for a reasoned tourism, more respectful of the environment and turned towards the middle and high country. pic.twitter.com/4Z68TAev6k
– Côte d’Azur France Tourisme (@ProCotedazur) October 3, 2025

Focusing on affinity sectors and responsible tourism

Sustainable tourism and affinity sectors (sport, outdoor, culture, water sports) are at the heart of our strategy: they enable us to attract new customers, spread tourist flows throughout the region and make the most of our unique assets between the sea and the mountains. It’s also a direct response to the expectations of today’s travellers.

The Côte d’Azur is promoting 4-season tourism, built around its differentiating sectors:

Sport & outdoor:
Organising a multi-market cyclo-gravel fam trip to coincide with the World Gravel Championships in Mandelieu-La Napoule, attending the International Sports Tourism Congress in October, and supporting major events such as the Marathon des Alpes-Maritimes, the Ultra Trail Côte d’Azur Mercantour and the IronMan. Not forgetting support for the international Odyssée ULTIM event (April-May) and promotion of the Côte d’Azur as a leading nautical destination.
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Culture:
Continuation of the ” My weekend at the museum! ” operation (January 2026) and the partnership with Vinci Autoroutes “On the road to…”. New features include the launch of ” Mon Carnet Musée ” (last quarter of 2026) and the creation of a guide to traditional festivals in the Alpes-Maritimes. Not forgetting a B2B highlight on 7 October 2026 at the Royal Academy of Art in London, with a new exhibition entitled “Painting the French Riviera”.
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Responsible tourism:
Promotion of the International Dark Sky Reserve at Valberg, partnership with the Mercantour National Park, participation in the Salon de l’Agriculture on the Alpes-Maritimes département stand.

At the heart of Côte d’Azur France Tourisme’s marketing strategy, the outdoor06 offer (hiking, trail, cycling, etc.) and sustainable tourism experiences are promoted at all trade fairs, as well as on social networks, powerful levers of influence with over a million subscribers to @visitcotedazur, all networks combined.

An ever more unifying #CotedAzurFrance brand

With more than 350 institutional and private partners and 180 official ambassadors wearing the destination’s colours, the #CotedAzurFrance brand is shining brighter than ever in France and abroad.

Launched in spring 2018 by Côte d’Azur France Tourisme as part of its brand strategy, the “CÔTE d’AZUR FRANCE” licensing programme now brings together 18 partner brands and more than 220 product references in the fields of fashion, perfumery, decoration, arts and crafts and delicatessen. More than 726,000 products have been sold since the launch of the collection. The royalties received by Côte d’Azur France Tourisme contribute to the overall communications plan for the Côte d’Azur destination, creating a virtuous circle of promotion by companies and institutions. 2026 will be marked once again by the arrival of new licensee companies to the licensing programme and the launch of new product references, a real showcase for Côte d’Azur craftsmanship and know-how.

[COLLECTIVE] 🙌 A huge thank you to the +350 public and private partners present today, who are carrying the #CotedAzurFrance brand with @ProCotedazur.
The success of the PAC 2026 is the strength of the collective, for a region that shines all year round! pic.twitter.com/yL6iezNYx4
– Côte d’Azur France Tourisme (@ProCotedazur) October 3, 2025

Download the 2026 Action Plan

Côte d'Azur France

©Capture4587|Côte d’Azur France Tourisme – Blog Cash Pistache

DOWNLOAD THE PROVISIONAL TIMETABLE FOR THE 2026 ACTION PLAN

DOWNLOAD THE 2026 CÔTE D'AZUR FRANCE ACTION PLAN

“In 2025, the Côte d’Azur confirmed its vitality as a tourist destination, with an extended summer season and visitor numbers boosted once again by the growth of international clientele. Alongside this opening up to the world, French visitors, the loyal base of our destination, were present throughout the year, consolidating their numbers in winter and spring and throughout the Côte d’Azur.
Co-constructed with our institutional and private partners, and supported by the Département des Alpes-Maritimes, our ambitious 2026 action plan is built around meetings and missions in France and abroad. The aim is clear: to raise the profile of Côte d’Azur France, support our culture, sport, nature and MICE sectors and strengthen our destination’s presence in strategic, growth markets, so that together we can commit to responsible, accessible and forward-looking tourism.
Côte d’Azur France Tourisme makes it a point of honour to facilitate inclusion and respect for the environment, which meet the challenges facing our destination. This PAC 2026 illustrates the strength of the collective, committed to promoting a unique and inspiring region every season, for the benefit of those who live and work here, as well as those who come to discover it”.

President of Côte d’Azur France Tourisme.

“Our strategy is bearing fruit. This summer’s results bear witness to this: record visitor numbers, a stronger appeal and a tourism sector that is putting the Alpes-Maritimes on the map far beyond our borders. These excellent results can be attributed to a number of major events, a sustainable policy and concrete actions to promote a dynamic and responsible region. We are moving forward with determination, reconciling attractiveness and responsibility. Our vibrant region, driven by passionate professionals, an ambitious collective strategy and a shared political will, deserves to be discovered and experienced 365 days a year. Here, every visitor, every season and every village counts.
President of the Alpes-Maritimes Departmental Council.