Rediscovering the French Riviera: A Journey Through Côte d’Azur’s 2025 Tourism Offerings
It’s been a few years since I last attended a media event hosted by Atout France, France’s tourism development agency. My last event was back in 2021 when COVID-19 severely curtailed international travel.. At that time, I, along with other members of the media, tour operators, and travel industry professionals, connected virtually to discover all of the beauty and wonder of Normandy, France.
When I attended this year’s event on Thursday, January 30th, I wasn’t sure what to expect. For this year’s roadshow, Atout France partnered with The Côte d’Azur France Tourism Board to promote France as the premier travel destination, specifically focusing on the Côte d’Azur region (formerly known as the French Riviera). The conference this year featured a series of workshops and presentations by Côte d’Azur France Tourism Board and Atout France, which included discussions on the region’s history, its unique attractions, and its future development plans. There were also networking opportunities with suppliers, representatives from different tourism boards and 3-, 4-, and 5-star hotels and accommodations, and representatives from CAP3000, a massive shopping centre that boasts +300 retailers, 16 restaurants, and jaw-dropping views of the Mediterranean Sea.
Walking into the Sky Suite at Bisha Hotel, I felt a renewed sense of excitement about this roadshow. I was eager to learn more about this area of France, which is known for its all-year-round beautiful weather and celebrity sightings during the Cannes Film Festival and Monaco Grand Prix. I also felt the wheels of curiosity spinning in my mind. The south of France is already such a stunning and popular travel destination. Were there any new trends in French tourism since my last attendance in 2021? What else does the Côte d’Azur region have to offer that would excite international travellers? Equipped with an open mind, my mini notebook in one hand and a buttery croissant in the other, I took my seat and waited for the event to begin.
The Atout France and Côte d’Azur France Roadshow is a significant event in the tourism industry, providing a platform for industry professionals to share insights, network, and promote the region as a premier travel destination. Here’s what stood out the most during this year’s roadshow:
Highlights of the 2025 Côte d’Azur France Roadshow
Everything You Can Imagine, You Can Do There
During the tradeshow, the attendees heard speeches from representatives from various boards and offices in France’s tourism and hospitality sectors. Melanie Paul-Hus, Director of Atout France, kicked off the long line of presentations with her warm, gracious, and welcoming speech. Along with thanking everyone in attendance, she also thanked Bisha Hotel for hosting the tradeshow. The series of black and white photographs of celebrities that lined the hotel’s hallways complimented the Côte d’Azur‘s reputation for being the home of the Cannes Film Festival. A fascinating video presentation of the Côte d’Azur accompanied her speech.
We also received a visit from Bertrand Pous, General Consul of France. In his speech, he shared a plethora of historical trivia about the region. The Côte d’Azur was a popular winter getaway for the English aristocracy in the 18th century. The term “Côte d’Azur” appeared in 1887 in a book of the same name by author and civil servant, Stéphen Liégeard. This was his favourite getaway destination as well, and he described the area as a “coast of light, of warm breezes, and mysterious balmy forests.” Needless to say, the name stuck around and has since become the official name for the area. Coco Chanel developed the famous Chanel No.5 perfume in Grasse, a small commune located in the Provence-Alpes-Côte-d’Azur region.
Many of these speeches revealed that travellers can do so much more in Côte-d’Azur. In his speech, Rudy Salles, a former member of France’s National Assembly representing the Alpes-Maritimes department, encouraged travellers to visit the region during the winter. Within 1-hour driving distance from the coast, travellers can experience a one-of-a-kind winter wonderland in the Hautes-Alpes. This part of the region is the site of many ski resorts that offer a variety of fun winter activities and stunning views. Wintertime is also ideal for checking out the Christmas markets and a multitude of festivals. One of these festivals is the annual Fête du Citron in Menton. From February 15th to March 2nd, 2025, the town of Menton is turned into an orange and lemon extravaganza filled with workshops, markets, exhibitions, fairs, and so much more. The highlight of the festival is their beautiful parades decorated with oranges and lemons, a sight that genuinely captures the essence of the region’s fertile culture.
In her speech, Charlotte Cejudo of the Cannes Tourism Bureau spoke of Cannes as an epicentre of gastronomy, shopping, sports, and culture. For history lovers, there are a plethora of museums to explore in the region, one of which is the Musée International de la Parfumerie in Grasse. For the foodies, they can also visit the Marché Forville, a bustling food market located right in the heart of Cannes that sells delicious Provencal foods as well as check out the gourmet food shops, eclectic boutiques, cafés, and wine bars in the surrounding neighbourhoods.
You really can do anything and everything in the Côte d’Azur.
Networking with Industry Stakeholders
Throughout the day, I had the opportunity to sit down with key players shaping the region’s luxury tourism, hospitality, and retail sectors. Unlike the typical tradeshow setup with endless rows of booths and long tables, this event featured a more open and inviting arrangement—exhibitors sat at round tables with no set appointments. This created an intimate atmosphere, making it easier and less intimidating to approach each representative.
I spoke with managers from two 4-star hotels and a representative from CAP3000 to uncover what’s new and exciting for international travellers to the Côte d’Azur. From newly constructed hotels boasting breathtaking mountain views to insider shopping tips for international visitors, here are the key takeaways from our conversations.
The first hotelier I spoke to was Eric Talou, the General Manager for Crowne Plaza Nice – Grand Arénas Hotel located in Nice. In his presentation, he provided great background information on the hotel. The Crowne Plaza Nice is a newly constructed hotel (c. May 2021) located one streetcar stop away from Nice International Airport. Due to its strategic location, travellers can hop on the nearest tram and arrive in the city centre in just fifteen minutes. The hotel also boasts sea and mountain views, spacious rooms with cozy and elegant designs, and nine meeting rooms that include all of the necessary equipment and features for a successful conference or event. This hotel is ideal for business travellers who want to stay in comfortable surroundings whilst wanting to venture out and explore the area during their stay easily.
Next, I met with Julie Magnan Antonini, the Marketing and Communications Director of Altarea France, the property real estate agency that manages CAP 3000. CAP 3000 is one of the largest shopping centres in France and the largest sea-view shopping centre on the Côte d’Azur. Inside the mall are over 300 retailers and 50 restaurants, fifteen of which offer spectacular views of the coast. The mall is also home to Corso, a premium space featuring 45 luxury and high-end boutiques. International visitors to the mall will receive a shopping pass, which will score them discounts and free gifts at different retailers.
Visitors to the mall can also enjoy their onsite arcade, fitness area, open-air cinema, outdoor concerts, and exhibitions. Currently on display at CAP 3000 is the photo exhibition entitled, Mandelieu, Capitale Du Mimosa, an immersive photo exhibition showcasing the region’s emblematic flower: the mimosa.
The last hotelier I met was Alexander Gelegs, the General Manager of Le 1932 Hotel and Spa. Built in 1932, this boutique hotel combines Art Deco charm with modern amenities. The hotel recently underwent a massive renovation but still maintains its historic Art Deco design in the form of plush and luxurious furnishings throughout the hotel, geometric patterned tiles in the bathrooms, and headboards featuring bold black-and-gold sunburst motifs. Guests can enjoy dining at “Le Quinto Cielo“, their rooftop bar and lounge overlooking the Mediterranean Sea. Their onsite spa features personalized treatments and products from CODAGE Paris®. The hotel is located close to Juan-Les-Pins, a trés chic seaside resort town in Le Cap d’Antibes. The resort town is also home to Jazz à Juan, the oldest jazz festival in Europe. This prime location makes Le 1932 Hotel & Spa an ideal retreat for travellers seeking a blend of timeless elegance, coastal sophistication, and rich cultural and artistic experiences.
Si Belle, Si Proche: The Beauty and Proximity of Côte d’Azur
There really is something for every kind of traveller in Côte d’Azur. Whether you’re drawn to the breathtaking seaside views, world-class skiing in the Alps, the historical heritage, or the vibrant cultural scene, there is so much more to discover about this sun-drenched region. To quote Clair Behar, General Manager of The Côte d’Azur France Tourism Board, the region truly is ‘si belle, si proche’—so beautiful, so close. And oh, so fascinating. With so many new experiences awaiting, there’s never been a better time to rediscover the Côte d’Azur.
My gratitude goes to all of those at Atout France, The Côte d’Azur France Tourism Board, Bisha Hotel, and all of the exhibitors for hosting such an engaging and informative tradeshow.
