From November 23 to 28, 2024, the Côte d’Azur carried out a mission in China to attract Chinese tourism players. Objective: to consolidate the destination’s presence in a rapidly expanding market.
An Azurian delegation led by Claire Béhar, General Director of Côte d’Azur France Tourism, undertook a visit to China from November 23 to 28. The program included two major events: the “Explore France” workshop in Suzhou and a professional and press workshop in Shanghai.
In Suzhou, a key city in the Yangtze Delta, the delegation met with more than 70 tour operators, travel advisors, and online platforms. During a gala evening, the participants discovered the varied attractions of the Côte d’Azur. The event provided an opportunity to promote off-season travel and attract travelers seeking unique experiences.
In Shanghai, discussions with major players such as the Trip.com group enhanced the visibility of the Azurian tourism offer. This stage targeted a young clientele, aged 27 to 42 years, with strong spending potential.
Promising results for the Côte d’Azur
China represents a priority market for French tourism. The forecasts predict 1.2 to 1.5 million Chinese travelers in 2024. For the Côte d’Azur, the growth is notable. Approximately 100,000 Chinese stays are expected this year, marking an increase of 70% compared to 2023.
Alexandra Borchio Fontimp, President of Côte d’Azur France Tourism, emphasized the importance of modern infrastructure and the region’s diverse offerings. “Our destination combines nature, sports, wellness, and shopping, criteria sought by Chinese visitors,” she stated.
With these initiatives, the Côte d’Azur aims for 250,000 Chinese stays per year by 2030. This mission in China confirms the region’s commitment to strengthening its ties with this strategic market.
