Alexandra Borchio Fontimp was unanimously re-elected during the General Assembly on January 9. She continues her role at the head of the institution after a first term marked by challenges.
Since 2021, Alexandra Borchio Fontimp has led the association. Her strategy is geared towards diversifying the tourist offer and gaining international recognition. The year 2024, marked by major events such as the arrival of the Tour de France and the Olympic Games, attracted 11.5 million visitors, 54% of whom were foreigners.
The results are convincing. The annual hotel occupancy rate reached 66%, with an average daily expenditure per visitor exceeding 120 euros. “I am honored to have been unanimously re-elected today as the president of Côte d’Azur France Tourisme by the members of our General Assembly. It is with passion that I have defended this mission of promoting our sublime destination, which is so dear to me, for the past three years. Thus, it is with renewed enthusiasm that I embrace this second mandate at the head of our attractiveness agency,” declared the senator after her re-election.
Focus on innovation and sustainable tourism
For 2025, Côte d’Azur France Tourisme aims to consolidate its actions. The focus will be on innovation, notably with the integration of artificial intelligence and the development of new digital solutions. Sustainable tourism remains a strong focus. It includes initiatives like promoting agritourism and partnerships with local and institutional actors.
The association now comprises 56 members. It is expanding its network with new strategic partners such as the Lycée d’Hôtellerie et du Tourisme Jeanne et Paul Augier, Vinci Autoroutes, and the Syndicat Mixte des stations de Gréolières and Audibergue.
An always attractive destination
Thanks to a solid brand strategy, the Côte d’Azur continues to allure. Its strong digital presence contributes to the destination’s influence, positioning it among the most active in France.
On his part, Charles-Ange Ginésy, president of the Alpes-Maritimes Department, welcomed this re-election. “With her energy and creativity, she has proudly represented the Côte d’Azur. I know she will continue, with ambition and commitment, the structural projects necessary to strengthen the attractiveness and sustainability of our destination.”
With planned actions in Europe, North America, and Asia, the association is embarking on a new phase. Its goal is to make the Côte d’Azur an iconic destination in 2025 and beyond.
