Côte d’Azur France Tourism has confirmed its direction for the year ahead, placing quality, sustainability, inclusion and an evenly distributed tourism model – both seasonally and geographically – at its heart.
After a General Assembly meeting in Juan-les-Pins on Thursday 8 January 2026, the message was clear: The French Riviera is open for tourists all year around from the sparkling coastline to the majestic mountains, with each of the four seasons offering its own beauty, excellence and exceptional experiences.
“For 2026, our course is clear: to combine innovation and sustainability,” the President of the tourism body, as well as of the Alpes-Maritimes Department, said at the Cérémonie des Vœux, held at the Palais des Congrés.
He explained focus is on both:
- The Smart Deal, anticipating digital transformations which enrich the visitor experience, and
- The Green Deal which “reflects our commitment to responsible, year-round tourism that showcases the full diversity of our territory, from coastline to mountains.”
Support for Nationally-Recognised Labels
Central to its 2026 strategy is a renewed focus on nationally recognised labels of excellence, seen as key tools for positive transformation and differentiating destinations. Côte d’Azur France Tourism says it will support municipalities and professionals striving for the following four labels which reflect a growing demand for accessible, sustainable and experience-led travel:
- Villes et Villages Fleuris (Flowers),
- Tourisme & Handicap,
- Destination d’Excellence and
- Accueil Vélo (Welcome Bicycle – there are already over 100 establishments with the label in the department).
Enriching the identity of municipalities
The 2026 action plan also includes initiatives such as:
- a sustainable tourism club,
- updates to existing guides (micro-adventures, the flavours route, cycling in the Alpes-Maritimes), and the creation of a new Guide to Traditional Festivals.
As Alexandra Borchio Fontimp, Deputy President of Côte d’Azur France Tourism, noted, the ambition for 2026 is clear: to invest in quality today in order to secure a more balanced, resilient and future-focused Côte d’Azur tourism economy.
She said the tourism board’s mission is changing beyond simply destination promotion (which remains a fundamental pillar) to support, particularly through the four labels.
“This is a strategic investment in the future of the Côte d’Azur France destination, in preserving and enhancing its identity, and in developing a more balanced and demanding tourism model for visitors seeking quality, authenticity and meaning,” she said.
Winter Wonders
This quality-driven strategy has been reinforced by the region’s encouraging winter tourism performance. The 2025–2026 season has started strongly, with rising occupancy levels during December in both coastal cities and mountain resorts, supported by favourable snow conditions, a strong domestic market, renewed international demand and major events such as ILTM Cannes.
Winter 2025–2026 Snapshot
1. Urban hotel occupancy (December): 52%
- Up +2 points vs December 2024
- RevPAR (Revenue per Available Room) growth: +5%
- First half of December was +5 points in occupancy
- Second half of December was up +1 point vs 2024
- ILTM (International Luxury Travel Market) in Cannes led to an over 90% hotel occupancy for three consecutive days in early December
2. Private holiday rentals occupancy: 50%
3. Mountain Resorts
- Christmas week occupancy: 66%
- New Year’s week occupancy: Nearly 90%
4. Booking Trends (as of 6 January):
- January: +3 points
- February: +10 points
- March: +3 points
5. Mountain bookings:
- +4 points in January
- +3 points in February (G2A)
The Deputy President added: “I want to commend the dynamism of our mountain resorts: Valberg, which continues to innovate with its environmental and observation centre; Gréolières and its new four-season toboggan run; Auron with its new gondola lifts; Isola with the opening of a new hotel – and many others. 2026 is therefore shaping up under the best possible auspices!”
