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In brief

Here’s how French Riviera is luring tourists back

French Riviera is luring tourists back
CRT Côte d'Azur

The Comité Régional de Tourisme (CRT) Côte d’Azur France, which previously released a budget of €2 million to support the economic revival of the Riviera’s tourism professionals, has presented its vast recovery plan.


All great evils need a great remedy. The CRT Côte d’Azur France presented its recovery plan on June 25th, which is designed to help save the most crucial industry for the French Riviera’s economy. Every year, the Riviera welcomes 11 million tourists. To implement this plan, €2 million have been raised from private and public funds: 80% will be dedicated to leisure tourism and 20% to business tourism.

Softening a social and economic disaster

The first groups targeted by this plan is French tourists. Many of France’s residents this year will favour a stay in the country rather than abroad. To convince them of the Riviera’s charms, the CRT has set up a vast campaign, including TV advertising spots as well as a poster campaign in Paris, Lyon and the far south, which, between mid-June and July 1st is expected to reach 10% of the French population. The Committee has established various collaborations with local and national media, as well as with several influencers. Partnerships have been created with several transport companies such as Oui SNCF, Easy Jet and Air France.

The second part of the plan will be dedicated to business tourism, which has been postponed to the autumn season as it is “totally at a standstill and totally stricken”. In particular, digital promotional campaigns will be implemented in European markets such as Germany, Switzerland, Scandinavia, Italy and the United Kingdom.