{"id":12984,"date":"2026-01-09T01:07:39","date_gmt":"2026-01-09T00:07:39","guid":{"rendered":"https:\/\/www.rivieraedition.com\/?p=12984"},"modified":"2026-01-09T01:15:13","modified_gmt":"2026-01-09T00:15:13","slug":"la-cote-dazur-renforce-sa-strategie-de-tourisme-tout-au-long-de-lannee-pour-faire-face-a-la-hausse-des-visites-hivernales","status":"publish","type":"post","link":"https:\/\/www.rivieraedition.com\/fr\/cote-dazur-strengthens-year-round-tourism-strategy-as-winter-visits-rise\/","title":{"rendered":"La C\u00f4te d'Azur renforce sa strat\u00e9gie touristique tout au long de l'ann\u00e9e pour faire face \u00e0 la hausse de la fr\u00e9quentation hivernale"},"content":{"rendered":"

C\u00f4te d'Azur France Tourisme a confirm\u00e9 son orientation pour l'ann\u00e9e \u00e0 venir, en pla\u00e7ant au c\u0153ur de son action la qualit\u00e9, la durabilit\u00e9, l'inclusion et un mod\u00e8le de tourisme r\u00e9parti de mani\u00e8re \u00e9quilibr\u00e9e - \u00e0 la fois saisonni\u00e8rement et g\u00e9ographiquement.<\/p>\n

A l'issue de l'Assembl\u00e9e g\u00e9n\u00e9rale qui s'est tenue \u00e0 Juan-les-Pins le jeudi 8 janvier 2026, le message a \u00e9t\u00e9 clair : la C\u00f4te d'Azur<\/a> est ouverte aux touristes tout au long de l'ann\u00e9e, du littoral \u00e9tincelant aux montagnes majestueuses, chacune des quatre saisons offrant sa propre beaut\u00e9, son excellence et ses exp\u00e9riences exceptionnelles.<\/p>\n

\"Bruno
Photo : Bruno Persico \u00a9 C\u00f4te d'Azur France Tourisme<\/figcaption><\/figure>\n

\u201cPour 2026, notre cap est clair : allier innovation et durabilit\u00e9\u201d, a d\u00e9clar\u00e9 le pr\u00e9sident de l'organisme de tourisme, ainsi que du d\u00e9partement des Alpes-Maritimes, lors de la C\u00e9r\u00e9monie des V\u0153ux, qui s'est tenue au Palais des Congr\u00e8s.<\/p>\n

Il a expliqu\u00e9 que l'accent est mis sur les deux :<\/p>\n

    \n
  • La Bonne Affaire, <\/strong>anticiper les transformations num\u00e9riques qui enrichissent l'exp\u00e9rience des visiteurs, et<\/li>\n
  • Le Green Deal<\/strong> qui \u201crefl\u00e8te notre engagement en faveur d'un tourisme responsable, pratiqu\u00e9 tout au long de l'ann\u00e9e et mettant en valeur toute la diversit\u00e9 de notre territoire, du littoral \u00e0 la montagne\u201d.\u201d<\/li>\n<\/ul>\n

    Soutien aux labels reconnus au niveau national<\/h2>\n

    Au c\u0153ur de sa strat\u00e9gie 2026, l'accent est mis sur les labels d'excellence reconnus au niveau national, consid\u00e9r\u00e9s comme des outils cl\u00e9s de transformation positive et de diff\u00e9renciation des destinations. C\u00f4te d'Azur France Tourisme soutiendra les municipalit\u00e9s et les professionnels qui s'efforcent d'obtenir les quatre labels suivants, qui refl\u00e8tent une demande croissante pour des voyages accessibles, durables et ax\u00e9s sur l'exp\u00e9rience :<\/p>\n

      \n
    • Villes et Villages Fleuris<\/strong> (fleurs),<\/li>\n
    • Tourisme & Handicap<\/strong>,<\/li>\n
    • Destination d'Excellence<\/strong> et<\/li>\n
    • Accueil V\u00e9lo<\/strong> (Bicyclette bienvenue - il y a d\u00e9j\u00e0 plus de 100 \u00e9tablissements labellis\u00e9s dans le d\u00e9partement).<\/li>\n<\/ul>\n

      Enrichir l'identit\u00e9 des municipalit\u00e9s<\/h2>\n

      Le plan d'action 2026 comprend \u00e9galement des initiatives telles que<\/p>\n

        \n
      • un club de tourisme durable,<\/li>\n
      • la mise \u00e0 jour des guides existants (micro-aventures, route des saveurs, v\u00e9lo dans les Alpes-Maritimes), et la cr\u00e9ation d'un nouveau guide des f\u00eates traditionnelles.<\/li>\n<\/ul>\n

        Comme l'a soulign\u00e9 Alexandra Borchio Fontimp, Pr\u00e9sidente d\u00e9l\u00e9gu\u00e9e de C\u00f4te d'Azur France Tourisme, l'ambition pour 2026 est claire : investir aujourd'hui dans la qualit\u00e9 afin de garantir une \u00e9conomie touristique azur\u00e9enne plus \u00e9quilibr\u00e9e, r\u00e9siliente et tourn\u00e9e vers l'avenir.<\/p>\n

        Selon elle, la mission de l'office du tourisme \u00e9volue et ne se limite plus \u00e0 la simple promotion de la destination (qui reste un pilier fondamental), mais s'oriente vers le soutien, en particulier par le biais des quatre labels.<\/p>\n

        \u201cIl s'agit d'un investissement strat\u00e9gique pour l'avenir de la destination C\u00f4te d'Azur France, pour la pr\u00e9servation et la valorisation de son identit\u00e9, et pour le d\u00e9veloppement d'un mod\u00e8le touristique plus \u00e9quilibr\u00e9 et plus exigeant pour des visiteurs en qu\u00eate de qualit\u00e9, d'authenticit\u00e9 et de sens \u201d, a-t-elle d\u00e9clar\u00e9.<\/p>\n

        Merveilles de l'hiver<\/h2>\n

        Cette strat\u00e9gie ax\u00e9e sur la qualit\u00e9 a \u00e9t\u00e9 renforc\u00e9e par les performances encourageantes de la r\u00e9gion en mati\u00e8re de tourisme hivernal. La saison 2025-2026 a d\u00e9marr\u00e9 en force, avec des taux d'occupation en hausse en d\u00e9cembre dans les villes c\u00f4ti\u00e8res et les stations de montagne, soutenus par des conditions d'enneigement favorables, un march\u00e9 int\u00e9rieur fort, une demande internationale renouvel\u00e9e et des \u00e9v\u00e9nements majeurs tels que l'ILTM Cannes.<\/p>\n

        \"Les
        Touristes dans la neige \u00e0 Auron. Photo : Riviera Edition<\/figcaption><\/figure>\n

        Aper\u00e7u de l'hiver 2025-2026<\/h2>\n

        1. Taux d'occupation des h\u00f4tels urbains (d\u00e9cembre) :<\/strong> 52%<\/p>\n

          \n
        • Augmentation de +2 points par rapport \u00e0 d\u00e9cembre 2024<\/li>\n
        • Croissance du RevPAR (revenu par chambre disponible) : +5%<\/li>\n
        • La premi\u00e8re quinzaine de d\u00e9cembre a \u00e9t\u00e9 marqu\u00e9e par une hausse de 5 points du taux d'occupation.<\/li>\n
        • La deuxi\u00e8me quinzaine de d\u00e9cembre \u00e9tait en hausse de 1 point par rapport \u00e0 2024<\/li>\n
        • L'ILTM (International Luxury Travel Market) \u00e0 Cannes a entra\u00een\u00e9 une occupation h\u00f4teli\u00e8re de plus de 90% pendant trois jours cons\u00e9cutifs au d\u00e9but du mois de d\u00e9cembre.<\/li>\n<\/ul>\n

          2. Occupation des locations de vacances priv\u00e9es :<\/strong> 50%<\/p>\n

          3. Stations de montagne<\/strong><\/p>\n

            \n
          • Occupation de la semaine de No\u00ebl : 66%<\/li>\n
          • Occupation de la semaine du Nouvel An : Pr\u00e8s de 90%<\/li>\n<\/ul>\n

            4. Tendances des r\u00e9servations (au 6 janvier) :<\/strong><\/p>\n

              \n
            • Janvier : +3 points<\/li>\n
            • F\u00e9vrier : +10 points<\/li>\n
            • Mars : +3 points<\/li>\n<\/ul>\n

              5. R\u00e9servations en montagne :<\/strong><\/p>\n

                \n
              • +4 points en janvier<\/li>\n
              • +3 points en f\u00e9vrier (G2A)<\/li>\n<\/ul>\n

                La vice-pr\u00e9sidente a ajout\u00e9 : \u201cJe tiens \u00e0 saluer le dynamisme de nos stations de montagne : Valberg qui continue d'innover avec son centre d'observation et d'environnement, Gr\u00e9oli\u00e8res et sa nouvelle piste de luge quatre saisons, Auron avec ses nouvelles t\u00e9l\u00e9cabines, Isola avec l'ouverture d'un nouvel h\u00f4tel, et bien d'autres encore. 2026 s'annonce donc sous les meilleurs auspices !\u201d<\/p>","protected":false},"excerpt":{"rendered":"

                C\u00f4te d\u2019Azur 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 […]<\/p>\n","protected":false},"author":1,"featured_media":12992,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[102,105],"tags":[222,757,746],"class_list":["post-12984","post","type-post","status-publish","format-standard","has-post-thumbnail","category-featured","category-french-riviera-news","tag-cote-dazur","tag-tourism","tag-winter"],"acf":[],"yoast_head":"\nC\u00f4te d\u2019Azur Strengthens Year-Round Tourism Strategy as Winter Visits Rise - Riviera Edition<\/title>\n<meta name=\"description\" content=\"Explore C\u00f4te d'Azur tourism in 2026. 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