On the occasion of a conference organized yesterday morning at the café-bookstore Read the Room, in Nice, EasyJet and VisitBritain presented the operation “Let Your Imagination Travel“. This initiative combines the strengthening of the aerial offer, cultural promotion of the United Kingdom, and a contest aimed at travelers from the Côte d’Azur.
The operation is part of the continuity of the international campaign VisitBritain Starring Great Britain, focused on set-jetting, or tourism inspired by cinema and literature. A rapidly growing trend, driven by works that have become travel engines.
Present in Nice since 1996, EasyJet is celebrating this year thirty years of presence on the Côte d’Azur, where the company holds a central place in the local airscape.
EasyJet, leader in Nice and key player to the United Kingdom
The British company is currently the leading airline at Nice Côte d’Azur airport, with 31% market share and 4.9 million passengers transported in 2025, an increase of 300,000 travelers compared to 2024. The Nice base operates with five planes stationed year-round and more than 260 local employees.
Since opening its first line London-Luton–Nice in 1996, the company has transported over 65 million passengers to or from Nice. For the summer of 2026, EasyJet will offer its most extensive network from the Nice platform, with 52 destinations, including nine to the United Kingdom. The company holds 44% of the market share on the Nice–United Kingdom axis.
The newly announced routes include Birmingham, from May 1, and Newcastle, from March 24, two lines operated exclusively by easyJet. They strengthen an already structured network around London (Gatwick and Luton), Manchester, Edinburgh, Bristol, Belfast, Liverpool, and Newcastle.
Culture, cinema, and contest at the heart of the operation
To support this dynamic, EasyJet is partnering with VisitBritain around the operation “Let Your Imagination Travel”. From February 10 to 21, visitors to the British café-bookstore Read the Room, can participate in a contest by purchasing a “so British” pastry, a carrot cake specially designed for the event.
Each purchase allows an attempt to win one of the three round-trip ticket packages for two people to a British destination departing from Nice.
The initiative highlights emblematic British set-jetting destinations, such as Bath and the universe of Bridgerton, Birmingham and Peaky Blinders, or the Yorkshire, the setting of Wuthering Heights. According to VisitBritain, 82% of French visitors wish to discover filming locations, and seven out of ten travelers visit a site linked to a film or series during their stay in the United Kingdom.
While the British remain the majority among travelers to the Côte d’Azur, EasyJet and VisitBritain now seek to enhance the UK’s appeal to the people of Nice, by promoting a varied cultural offering that is accessible year-round and well-connected from Nice.
