**Côte d’Azur France Tourism presented its 2026 Action Plan before more than 350 industry players gathered at Club Med in Opio. The objective: to strengthen the destination’s reputation, consolidate its strategic markets, and affirm a vision of sustainable, four-season tourism.**
Azur tourism is entering a new phase. After an extended 2025 season from May to September, marked by high occupancy rates on the coast, **Côte d’Azur France Tourism** is engaging in long-term planning. Its 2026 Action Plan outlines the path for international, sustainable, and accessible tourism development.
The document, co-developed with public and private stakeholders and supported by the Department of the Alpes-Maritimes, is based on a simple observation: the Côte d’Azur continues to attract visitors, but it needs to better distribute them throughout the year and across the territory.
The figures reflect a solid dynamic. In 2025, the coastline experienced sustained visits, reaching **89% occupancy in August** and around **85% in September**. Foreign visitors accounted for more than half of the summer stays, coming mainly from the [United States](https://www.nicepremium.fr/societe/loffice-de-tourisme-mise-sur-le-marche-americain/), the United Kingdom, Scandinavia, Germany, and Italy. These clients are the driving force behind the growth of Azur tourism.
The previous year, 2024, had already marked a turning point, with 39% of first-time visitors. This figure underscores the need to retain this new clientele through targeted campaigns and an adapted offer during the off-peak seasons.
## **New Horizons: United States, Middle East, and Asia**
One of the main focuses of the **2026 Action Plan** is long-distance markets. These travelers stay longer and spend more. [Côte d’Azur France Tourism](https://cotedazurfrance.fr/) seeks to strengthen this relationship with an opening and loyalty strategy.
North American markets remain a priority. A coordinated mission will take place in February 2026 in the United States and Canada. It will bring together about fifteen Azur partners for a roadshow in Houston, Chicago, Boston, and Montreal, in support of [the future direct route Boston–Nice](https://www.nicepremium.fr/lifestyle/tourisme-une-nouvelle-liaison-entre-boston-et-nice-va-debarquer-en-2026/). Digital campaigns will accompany this operation.
**The Middle East** is another area of interest. A prestige mission is scheduled in the spring in Saudi Arabia and the United Arab Emirates, in partnership with Choose Paris Region and Atout France. Objective: to enhance the visibility of a “Paris-Côte d’Azur” tandem, combining a professional workshop and participation in the Marhaba fair.
**Other actions are planned in Asia and Oceania**. Singapore will host the Azur delegation for the ILTM Asia Pacific, while China and Korea will be the subject of workshops and delegation welcomes. Australia will also be targeted by a virtual event dedicated to luxury tourism.
A key moment will punctuate this international strategy: from March 31 to April 1, 2026, Nice will host **the “Rendez-vous en France” Fair**, organized by Atout France. This event will bring together over a thousand tour operators and journalists from around the world. Côte d’Azur France Tourism will offer pre-tours to promote its regions and expertise.
## **Retaining Nearby Markets and Enhancing Sustainable Sectors**
Nearby markets remain essential. **Domestic tourism accounts for nearly half of the annual attendance**. An operation called “The Côte d’Azur visits Lyon” will take place in March 2026, with a professional day and educational tours.
The destination will also be present at several fairs: Paris Rando Nature, Mahana Lyon, Roc d’Azur, Run Experience in Paris, and ID-Weekend in Nice. Digital campaigns, such as “Train2CôteAzur” and “Fly2CôteAzur,” will support this national and European strategy.
The 2026 plan also emphasizes **affinity sectors**: sports, nature, culture, and nautical activities. These themes allow for the distribution of visitor flows and diversification of experiences.
In terms of sports and outdoor events, a “fam trip” dedicated to cyclo-gravel will accompany the world championships organized in Mandelieu-La Napoule. The Marathon des Alpes-Maritimes, [the IronMan](https://www.nicepremium.fr/sports/ironman-sam-laidlow-cinquieme/), and the ULTIM Odyssey will also be among the significant events supported by Côte d’Azur France Tourism.
On the cultural front, the “My Weekend at the Museum” operation will be renewed, and a new guide to traditional festivals in the Alpes-Maritimes will be created. A B2B event is planned at the Royal Academy of Art in London in fall 2026 to present the “Painting the French Riviera” exhibition.
Responsible tourism remains a pillar of the strategy. Actions will focus on **promoting the International Dark Sky Reserve** in Valberg and partnerships with the Mercantour National Park. Participation at the Agriculture Salon, on the Department’s stand, will reinforce this positioning.
The outdoor06 offering, dedicated to outdoor activities, will be highlighted at **fairs and on social media**. These channels, which have more than a million followers, are a crucial influence lever for the @visitcotedazur brand.
## **A Unifying Brand and a Model of Cooperation**
The #CotedAzurFrance brand, launched in 2018, now unites **more than 350 partners and 180 ambassadors**. Its licensing program includes 18 brands and more than 220 references in fashion, perfumery, decoration, and fine food. Since its launch, over **726,000 products have been sold**. The royalties generated contribute to the financing of the overall communication plan.
In 2026, new companies will join this program, illustrating the vitality of the local economic fabric and the promotion of Azur expertise.
For the president of Côte d’Azur France Tourism, [**Alexandra Borchio Fontimp**](https://www.nicepremium.fr/politique/alexandra-borchio-fontimp-nommee-porte-parole-adjointe-des-republicains/), this plan symbolizes a shared dynamic: “*In 2025, the Côte d’Azur reaffirmed its tourism vitality with an extended summer season and attendance boosted again by the growth of international clientele… This PAC 2026 illustrates the strength of the collective, committed to promoting a unique and inspiring territory in every season, serving those who live and work there, as well as those who come to discover it.*”
The president of the Alpes-Maritimes department, **Charles-Ange Ginésy** emphasizes the same vision: “*We move forward with determination, reconciling attractiveness and responsibility. Our lively territory, animated by passionate professionals, an ambitious collective strategy, and a shared political will, deserves to be discovered and experienced 365 days a year. Here, every visitor, every season, and every village matter.*”
Through this 2026 action plan, the Côte d’Azur confirms its **commitment to being an international, inclusive, and sustainable destination**, driven by cooperation among territory stakeholders and a shared identity: that of a place to live all year round.
