The Côte d’Azur experienced significant traffic during the summer season of 2025. Nice and the Azur coast stood out with a sustained occupancy rate in hotels, driven by international clientele, despite difficulties in the restaurant industry.
The 2025 tourist season confirms the solid attraction of the Azur region. Nice and the coastal area of the Alpes-Maritimes recorded average hotel occupancy rates close to 85% between June and August. The spring had already set the tone, with May being buoyed by the Cannes Film Festival and the Monaco Grand Prix. June, marked by the Ironman of Nice and the Cannes Lions, reached a record occupancy rate of 85% in coastal hotels.
This momentum continued in July with nearly 87% hotel occupancy and an 8% increase in revenue per available room. Music festivals, such as Jazz à Juan or the Nice Jazz Festival, contributed to this activity. Demand also extended to furnished rentals, with a 74% occupancy rate and a 7% increase in supply.
August confirmed the trend. The first two weeks showed a 92% occupancy rate in coastal hotels, with peaks at 98% around August 15th. Furnished rentals reached a peak of 88% occupancy. In the valleys and mountain resorts, attendance remained more moderate but stable, with an average of 50% and peaks at 62% in mid-August. Tourist residences in higher altitudes peaked at 65%.
The end-of-season prospects are also favorable. Bookings for September are up three points compared to 2024. October bookings show a lead of two points. International air arrivals indicate a 6% increase in September and October, compared to 9% for French clientele.
The restaurant industry experiences a mixed situation. According to the Union of Hospitality Trades and Industries of the Alpes-Maritimes (UMIH 06), some establishments recorded a decrease of 15 to 20% in attendance, or even up to 25% for traditional restaurants.
A season driven by events and foreign visitors
Foreign clientele represents an essential part. In July, they accounted for 55% of visitors in commercial hotels, and 58% in August. Americans hold the first place, followed by the British, Germans, Italians, and Swiss. The North American market has become strategic: an American tourist spends an average of 170€ per day, compared to 75€ for a French visitor.
Côte d’Azur France Tourisme is therefore continuing its promotional efforts in the United States and Canada. After a mission organized at the beginning of 2025, a new tour is scheduled for February 2026 with stops in Boston, Houston, Chicago, and Toronto.
The senator of the Alpes-Maritimes, also the president of Côte d’Azur France Tourisme, Alexandra Borchio Fontimp is pleased with the “excellent results of this summer season confirm the unique attractiveness of the Côte d’Azur and the strength of our collective strategy. Few destinations in France and Europe today maintain such a level of attendance and economic performance, and we can be proud of it. But beyond the numbers, I would like to commend the mobilization of all our partners – elected officials, institutions, tourism offices, local businesses, and industry professionals – who contribute every day to the promotion of our region. We are also attentive to the concerns of some, particularly in the restaurant industry, and it is for them as well that we will continue to adapt our actions to the challenges of our time. We will unveil our 2026 action plan at the beginning of October to continue this dynamic for everyone’s benefit and better support all the actors of Azur tourism. Our strategy of a reasoned tourism throughout the year remains our priority in order to offer our destination well-managed flows that respond to the territory’s issues and the expectations of our visitors.”
This statement summarizes the overall challenge around tourism in the department: maintaining the balance between economic performance and adapting to local realities.
