Côte d’Azur

Winter tourism was born on the Côte d’Azur. But, the destination’s image has changed since the 1950s and it has become the symbol of summer holidays. The CRT and its partners are now giving it a new lease of life with the idea that “winter is the new summer”.

The fundamental values of the Côte d’Azur

The first to be seduced by the warm and sunny climate of winter on the Côte d’Azur were the English and artists. Inspired by its settings, savoir-faire and lifestyle, their creativity, love of life and daring also brought new life to the Côte d’Azur. The Côte d’Azur bears those radiant, open, lively and timeless values.

A brand supported by the group

The CRT Provence-Alpes-Côte d’Azur and the Métropolitain Nice Côte d’Azur Tourist Office, aware of the need to renew the “Côte d’Azur” destination’s image, are working in close collaboration to develop strategic dossiers for the future of tourism and design tomorrow together. In this context, a promotional approach, the fruit of a collective effort, has been imagined to capitalize on Nice’s inscription as “Winter Resort Town of the Riviera” in the UNESCO World Heritage list. Since then, other partners, such as the Menton Riviera Merveilles destination have joined the momentum.

Winter is The New Summer

The “Winter is the new summer” communication campaign targets (re)placing the Côte d’Azur in the collective imagination as a “winter sun” destination, as it was from the 18th century up until the early 20th century. With this message, we will be changing the idea people have of the Côte d’Azur, conjuring up a renewal, a catchphrase: winter is the new summer.