French Riviera tourism agency unveils ambitious 2026 Action Plan to strengthen global appeal

Côte d’Azur France Tourisme – the marketing and communication agency for the French Riviera- presented last week its 2026 Action Plan to more than 350 tourism professionals gathered at Club Med Opio.

Co-developed with both institutional and private partners, and backed by the Alpes-Maritimes Department, the plan outlines a shared ambition: to boost the Côte d’Azur’s visibility and attractiveness, consolidate key markets, and promote responsible, four-season tourism.

An exceptional summer 2025

After a strong 2025 summer that stretched from May through September, French Riviera confirmed its position as one of France’s most dynamic destinations. Hotel occupancy rates reached 77% in May, 85% in June, 87% in July, 89% in August, and over 80% in September—figures rarely seen elsewhere in the country.

This extended season was fueled by a packed cultural and sporting calendar supporting Côte d’Azur France Tourisme’s communication efforts. Events such as the Cannes Lions Festival, Monaco Grand Prix, UNOC, Cannes Yachting Festival, Monaco Yacht Show, and IronMan World Championships kept international attention focused on the region.

Foreign visitors represented 55% of arrivals in July and 58% in August, led by travelers from the United States, the United Kingdom, Scandinavia, Germany, and Italy.

Following 2024’s record-breaking, Olympic-driven year, 2025 continued the momentum, with 39% of tourists visiting the Côte d’Azur for the first time—a sign of renewed appeal and a key opportunity for future loyalty campaigns.

“In 2025, the Côte d’Azur confirmed its vitality with an extended summer season and strong international growth,” said the President of Côte d’Azur France Tourisme, Alexandra Borchio Fontimp. “Our 2026 Action Plan aims to reinforce awareness, support key tourism sectors, and promote a more inclusive and sustainable model for the future.”

2026 Action Plan to focus on long-haul markets with North America a priority

Long-haul travelers are seen as a vital growth engine: they stay longer, spend more, and help spread tourism across the year. Efforts will be supported by enhanced air connectivity through Nice Côte d’Azur Airport.

North America remains a priority. In February 2026, Côte d’Azur France Tourisme will lead a roadshow across Houston, Chicago, Boston, and Montreal, coinciding with the launch of the Boston–Nice direct flight by Delta Air lines. Digital marketing campaigns will reinforce brand visibility and drive bookings.

The Middle East is another focus. A high-profile mission to Saudi Arabia in April–May 2026 will be organized with Choose Paris Region and Atout France, including a “Paris–Côte d’Azur” professional workshop and participation in the Marhaba Travel Fair in the UAE.

Côte d’Azur France will also strengthen its presence in Asia—through ILTM Asia Pacific in Singapore, Chinese and Korean trade events—and in Australia via a luxury virtual workshop in September 2026.

The highlight of the year will be “Rendez-vous en France 2026”, hosted in Nice from March 31 to April 1, bringing together 1,000 tour operators and journalists from around the world. Côte d’Azur France Tourisme will organize pre-tours to showcase the destination.

Proximity markets are not forgotten

Domestic and European visitors remain the backbone of Côte d’Azur tourism, representing steady year-round business. A B2B event, “La Côte d’Azur s’invite à Lyon”, will take place in March 2026, combining workshops and educational tours.

The destination will also appear at major public fairs including Paris Rando Nature, Mahana Lyon, Roc d’Azur, Run Experience (Paris), and ID-Week-End (Nice). Digital campaigns such as #Train2CotedAzur and #Fly2CotedAzur will target travelers across France, the UK, Belgium, and German-speaking markets.

Sustainability and niche tourism—sport, outdoor, culture, and yachting—lie at the heart of the Côte d’Azur’s strategy to diversify travel patterns and protect local resources.

Highlights include a gravel cycling fam trip for the Gravel World Championships in Mandelieu-La Napoule, participation in the International Congress on Sports Tourism, and support for major events like the Marathon des Alpes-Maritimes, Ultra Trail Mercantour, and IronMan.

Cultural initiatives include “My Weekend at the Museum” (January 2026), a new “My Museum Passport” program, and a guide to traditional festivals. On October 7, 2026, the Royal Academy of Art in London will host a showcase titled “Painting the French Riviera.” The art exhibition is likely to generate more interest from UK visitors – and beyond!- to the region. 

Responsible tourism efforts will highlight the Valberg International Dark Sky Reserve, the Mercantour National Park, and local agricultural partnerships at the Paris Agricultural Fair.

The #CotedAzurFrance social media community now exceeds one million followers, amplifying the region’s sustainable and outdoor offerings.

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