In the Alpes-Maritimes, the beginning of the 2025-2026 winter season shows improving indicators. Tourist numbers are up in December, a traditionally weaker period. Coastal urban hotels as well as mountain territories are benefiting from this dynamic.
The start of the 2025-2026 winter season is in a positive dynamic in the Alpes-Maritimes. The initial indicators confirm an increase in tourist attendance, both on the coast and in mountain areas. This change concerns a traditionally weaker December in terms of activity.
Throughout the month, the provisional occupancy rate of urban hotels stands at 52%. This figure represents an increase of two points compared to 2024. The rise in average prices supports economic performance, with RevPAR recording a 5% increase.
The first half of December stands out for its more marked dynamic. The occupancy rate increases by five points during this period. The holding of the ILTM in Cannes contributes to these results. For three consecutive days, the occupancy rate exceeds 90%. The second half of December shows a more moderate increase, with +1 point compared to 2024.
In the segment of furnished rentals between individuals, the occupancy rate reaches 50% for the month of December. This attendance relies on the strong French clientele. The renewed attractiveness of major international markets also contributes to this winter start.
Solid prospects for the winter season
Mountain territories are also showing encouraging results. Favorable snow conditions and the early opening of resorts support attendance. The provisional occupancy rate reaches 66% during the Christmas week. The New Year’s week approaches 90% occupancy rate.
At the scale of the entire department, hotel indicators as of January 6 remain well-oriented. Booking rates show a marked lead, with data showing +3 points in January, +10 points in February, and +3 points in March.
In the mountains, the upsurge in January is confirmed. This period traditionally corresponds to a so-called “inter-vacation” phase. Attractive pricing policies and often optimal snow conditions support attendance. Booking rates are ahead by four points in January and three points in February, according to G2A.
Alexandra Borchio Fontimp, vice-president of Côte d’Azur France Tourisme, praised “the dynamism of our mountain resorts. Valberg continues to innovate, with its environmental and observation house, Gréolières with its new four-season luge, Auron with its new gondolas, and Isola with the inauguration of a hotel, among many others… 2026 is shaping up to be very promising!”
These results reinforce a tourism trajectory aiming for a better distribution of visitors over time and space. The complementarity between the coast and the mountains serves as a structural lever for winter.
This attendance dynamic aligns with an institutional context marked by the evolution of Côte d’Azur France Tourisme’s missions. Gathered at a general assembly on Thursday, January 8, the agency is strengthening and acquiring new engineering missions. An update of the 2026 action plan is confirmed. This roadmap focuses on the quality of the tourist offer, territorial engineering, and the support of municipalities and professionals.
The Côte d’Azur positions itself as a mature territory, emphasizing value, territorial balance, and sustainability. Promoting the destination remains a fundamental and structural pillar. However, 2026 marks an increased willingness to support territories and professionals. This action aims at the structuring and qualitative evolution of the tourist offer, without taking the place of those who design and operate it.
“For 2026, our path is clear: to combine innovation with sustainability. The Smart Deal embodies our ambition for a connected tourism that anticipates digital transformations to enrich visitors’ experience. The Green Deal reflects our commitment to responsible, year-round tourism that highlights our entire territory, from coast to mountains. Driven by a clear vision and active departmental support, the Côte d’Azur confirms its status as a pioneering, attractive, inclusive, and future-oriented destination,” explained the vice-president.
Four labels to structure the offer
At the heart of this strategy, Côte d’Azur France Tourisme will support several recognized national labels. These measures are presented as levers for transforming and enhancing the territories.
The “Villes et Villages Fleuris” label receives specific support for obtaining the first flower, with the ambition of positioning the Alpes-Maritimes as an eligible department for the “floral department” distinction.
The “Tourism & Handicap” label aims to promote accessible tourism for all, with personalized support for professionals.
The “Destination of Excellence” label recognizes establishments’ commitment to an overall quality and sustainable tourism approach.
The “Accueil Vélo” label supports the structuring of a growing cycling offer, already supported by more than a hundred labeled establishments.
“Côte d’Azur France Tourisme is acquiring new engineering missions. Our role is strengthening: beyond promotion, we support territories and professionals through four labels in efforts related to quality, inclusion, and sustainability. This is a strategic investment for the future of the Côte d’Azur France destination, the preservation and enhancement of its identity, and for more balanced and demanding tourism with clientele seeking quality, authenticity, and meaning,” added Alexandra Borchio Fontimp.
The early winter season attendance indicators confirm this orientation.
