As the Côte d’Azur lost more than 1.3 billion euros in tourism due to the Covid-19 crisis, David Lisnard, president of the Côte d’Azur Regional Tourism Committee (CRT), presented a recovery plan for this sector yesterday.
The PACA region, and more broadly France, were not prepared for such a pandemic. One of the main victims is tourism. This sector, which represents 18% of the region’s GDP, was completely halted for over two months. The phenomenon was unique: an immediate halt of both supply and demand. Restaurants and hotels closed while air transport was almost at a standstill. It’s important to know that 50% of visitors come from abroad, a significant portion by plane. Nice airport’s Terminal 1 will not reopen before March 2021. The action plan aims to revive supply and demand in a short period, recreating the desire to welcome and visit the region.
To achieve this, 2 million euros have been invested, 1.3 on the French market and 700,000 euros on European markets. The goal is twofold: to inform customers about the destination’s reopening and to reaffirm the fundamental assets of the Côte d’Azur. To promote this, an exceptional communication plan has been implemented:
BFM TV and France Television have been broadcasting a commercial regularly since mid-June. Posters on buses, in subways, and shopping centers have already been set up. Eight pages in L’Equipe were available in the June 13 edition. Three influencers, with a combined following of 1 million, are creating positive and inspiring content about the Côte d’Azur. Activity offers for children with the Pass Côtes d’Azur France are available.
A broad initiative to save the Côte d’Azur’s tourist season. David Lisnard, president of the CRT, concluded the conference with these words: “We encourage all French people to come to the Côte d’Azur to enjoy smart and relaxed tourism.”
