Côte d’Azur Sets Its Sights on Global Growth: 2026 Tourism Strategy Unveiled

After a strong 2025 season, Côte d’Azur France Tourisme has unveiled its ambitious roadmap for 2026, with a clear goal: to strengthen the region’s global appeal and attract even more international visitors, particularly from North America, Asia, and the Middle East.

During its annual presentation on October 3, the tourism board highlighted how the 2025 season continued the trend of an extended summer period. What was once a three-month rush has now stretched from May through September — and in many cases with us, villa rental activity has been starting as early as April and lasting until November. Average hotel occupancy along the coast reached an impressive 84%, peaking at 89% in August.

This success is credited to Côte d’Azur’s efforts to promote “four-season” tourism, with events such as the Monaco Grand Prix, the UNOC United Nations Summit, the Ironman World Championships, and major yachting events in Cannes and Monaco keeping visitors coming year-round. International guests made up more than half of all visitors in July and August, with strong representation from the United States, the UK, Scandinavia, Germany, and Italy.

Looking ahead, the 2026 strategy will focus heavily on strengthening ties with key overseas markets. Delegations are set to travel to the United States, Canada, Saudi Arabia, the United Arab Emirates, and Singapore to promote the Côte d’Azur brand at major trade shows and industry events. These efforts aim to secure consistent air connections and build long-term loyalty among high-value international travelers.

At the same time, Côte d’Azur France Tourisme is determined to maintain its strong domestic base, as French travelers still account for roughly half of total visitors. One of the flagship events next year will be the Rendez-vous en France trade show, held in Nice’s Baie des Anges in spring 2026 — a major international gathering for tour operators and travel media.

Through press campaigns, global conferences, and an active presence at key tourism fairs, the Côte d’Azur is positioning itself not just as a summer destination, but as a vibrant, year-round hub for leisure, culture, and luxury experiences.