The Tourist Office has presented an action plan that focuses on the consistency of the overall offering, strengthening brand recognition, and upgrading the destination.
The Nice Côte d’Azur Tourist Office (OTNCA) has detailed its roadmap for 2026. For this new year, the officials will chart the orientations of a policy aimed at consolidating recent results and better structuring the territory. The announced actions involve communication, events, distribution networks, reception, support for professionals, and promotion of the territory’s various themes. The objective is clear: to build a legible, attractive destination capable of welcoming diverse audiences throughout the year.
A strategy based on the dynamics of 2025
The plan recalls that the year 2025 marked a turning point. The opening of OcéaNice, a new convention center, has repositioned the metropolis on the business segment. This new tool complements an offering that is set to evolve further, with the delivery of a new Exhibition and Convention Center by 2030. In parallel, several structuring projects have been launched to harmonize information offices, strengthen communication consistency, and offer more experiences adapted to current expectations.
In 2026, the OTNCA aims to continue this momentum. Digital communication will be revised. The websites will be redesigned to better embody the new brand platform codes. This is based on the idea of “Nice Côte d’Azur, a plural, lively, and vibrant destination.” A renewed social media strategy will support this evolution, with the arrival on new platforms and a more organized influence policy.
The hosting of two major events will strengthen the visibility of the metropolis: the Rendez-Vous en France trade show by Atout France, which will bring together more than 800 international professionals, and Nice Boating Tomorrow, the first sustainable boating trade show in France. These gatherings aim to showcase the local offering, expertise, and recently modernized facilities.
A rich territory, a diverse offering
The 2026 plan emphasizes the territory’s variety. Between sea and mountains, with an extensive natural heritage, mountain resorts, a national park, a developed cycling network, and numerous cultural sites, Nice Côte d’Azur wants to assert an identity based on diversity. The territory also boasts a recognized gastronomic offering, notably thanks to the Cuisine Nissarde label.
This diversity is reflected in key themes: art of living, heritage and culture, outdoor experiences, premium offerings, and business tourism. These pillars provide a structure for the planned actions. They aim to attract complementary audiences, offer tailored experiences, and avoid excessive visitor concentration in certain locations or periods.
Selective tourism remains a strong axis. The OTNCA wishes to promote controlled visits, attentive to the territory’s resources. Campaigns on winter sports, hiking, or cycling align with this approach, as does the promotion of proximity tourism or the creation of thematic passes that facilitate access to activities.
The Tourist Office also highlights the continuation of labeling actions. Cuisine Nissarde, Famille Plus, Accueil Vélo, Nice Rainbow Côte d’Azur, Pet Friendly or Nice Historic Hotel are tools to better identify the offering, enhance its quality, and guide visitors toward appropriate experiences.
A plan geared towards international outreach and professional support
The program provides for enhanced presence in European and North American markets. The UK, Germany, Scandinavia, Italy, Switzerland, and Belgium remain key markets. The United States and Canada retain strategic importance, particularly due to direct air connections. Targeted actions will also aim at Brazil, Australia, China, Japan, and South Korea.
The OTNCA also organizes numerous familiarization trips throughout the year and will continue to do so in 2026 to increase its visibility. These visits are aimed at international tour operators and influencers to let them discover the offering as a whole.
Finally, the plan provides for enhanced support for local actors: networking, training, market information, promotion of initiatives, and digital tools facilitating the visitor experience.
