Launching the third consecutive season of a promotional campaign for the Côte d’Azur. The General Council of Alpes-Maritimes and the CRT Côte d’Azur have decided to target the national market through web communication and billboard advertising. The goal? To counter the crisis by attracting tourists.
Three activities are aiming to be developed: trail running, Nordic walking, and sports cycling tourism. These innovative practices aim to target a new clientele. The objective is to combine the discovery of environmental riches with sports practice.
Paris and the Île-de-France area are the primary sources of tourists visiting the Côte d’Azur. 1,100 posters will be installed in the peripheral areas and the Paris metro. Additionally, 80,000 flyers will be distributed on TGV trains heading to the PACA region.
Eric Ciotti, President of the General Council, is confident about the project’s success: “We are expecting a good quality and level tourist season in 2013. We need the tourist economy to be dynamic. The combination of this originality, sea and mountain, is an undeniable asset. It is this specificity that we want to promote.”
To achieve this, a multi-leisure card will be made available. This card, titled “Pass Vibrez Vésubie Valdeblore,” will be on sale starting in July. It provides access to 9 unique leisure activities in Vésubie and Valdeblore with a 65% discount on the public rate. For Fernand Blanchi, the mayor of Valdeblore, it’s a project for the future: “It’s the first step in a system that should cover the entire department next year.” Alain Gumiel, the mayor of Vallauris, emphasizes the necessity of such an initiative in favor of tourism: “We need to attract the most elite tourists. The Chinese clientele, for example, has significant purchasing power.”
Now, it remains to be seen what impact such an operation will have on tourism in the department.
