As announced a year ago at the first Departmental Meetings of Azur Tourism, the second edition marked the implementation of the new brand strategy. For the first time, a territorial brand has added “France” to its name!
After the attack, it was urgent to highlight the assets of the Côte d’Azur, as tourism remains by far the main driver of the Azur economy. The sector represents 5 billion euros in annual revenue and employs 150,000 people in the region. In 2015, approximately 12 million visitors were welcomed.
David Lisnard, president of the CRT and mayor of Cannes, is fully committed to this project, which he considers strategic for the territory: “Since November 2015, we have engaged the Regional Tourism Committee Côte d’Azur, a strategic arm of the Alpes-Maritimes Departmental Council in terms of tourism promotion, in an innovative approach to creating tourist flows around sports, cultural events, and professional gatherings, which are the true DNA of the Côte d’Azur destination, a host location for 6,000 events each year.”
Like all the actions undertaken in 2016 by the Regional Tourism Committee Côte d’Azur – Cluster Mice and Sport & Tourism Côte d’Azur –, the “Côte d’Azur, Land of Events” destination contract, obtained from the Government and Atout France, is based on an exemplary collective public/private dynamic that brings together socio-professionals, their representatives, tourism promotion organizations, as well as the main tourist destinations.
The financial support of the Government – 1 million euros – to carry this new Côte d’Azur France brand through Atout France is a first, which will allow 2.3 million euros to be allocated to the promotion of the Azur territory.
These resources will amplify the promotional operations undertaken by Azur partners since summer 2016 around #CotedAzurNow (Department, Region, CCI, Hotel Unions), through new joint actions throughout 2017.
Merchandise branded “Côte d’Azur-France” will soon be marketed. Through these licensing sales, the committee is aiming for a turnover of 1.6 million euros over 3 years.
