Regions / France-USA-Today
From postcard to powerhouse
Nice is redefining itself as a vibrant urban getaway with four-season appeal.
Nice continues to build on its global tourism legacy, welcoming over five million visitors annually. Long central to the city’s identity, tourism is now powering a broader transformation – fueling growth in hospitality, business events, and real estate. In 2024, Nice hosted a record number of international congresses, reaffirming its position as France’s leading business tourism hub after Paris.
At the forefront of this evolution is Nice Côte d’Azur Tourisme, the official tourism agency of the Métropole Nice Côte d’Azur. “Representing 51 municipalities, the agency is driving a shift toward a smarter, more sustainable, and higher-value tourism model”, General Director Jean-Sébastien Martinez explains.
“Nice Côte d’Azur Tourisme is driving a shift toward a smart er, more sustainable, and higher-value tourism model.” – Jean-Sébastien Martinez, General Director of Nice Côte d’Azur Tourisme
While often associated with sun and sea, Nice offers far more than a beach break. It’s France’s top five-star luxury destination after Paris, with “Club Luxe” show casing 14 high-end properties, including mountain retreats (resort). Its year-round appeal spans opera, hiking, gastronomy, and major events – anchored by its history as the “Winter Resort Town of the Riviera,” a UNESCO designation that reflects its original identity as a winter destination.
From coastal towns to alpine villages and ski resorts, visitors can journey from the sea to snow in under an hour, redefining Nice as a vibrant urban getaway with four-season appeal. With eight ports and seven ski stations, visitors can go from Mediterranean beaches to snow-covered peaks in under an hour – something few destinations can claim.
Hervé Laubertie, Director of Team Nice Côte d’Azur, explains, “From cultural festivals to outdoor sports between the sea and the mountains, the Côte d’Azur offers a year round lifestyle few destinations can match.”
“Between the sea and the mountains, the Côte d’Azur offers a year-round lifestyle few destinations can match.” – Hervé Laubertie, Director of Team Nice Côte d’Azur
Beyond its iconic coastline and cinematic charm, the region offers an exceptional lifestyle where glamour, authenticity, and a timeless dream coexist. As Laubertie puts it, “Imagine studying or working in a place where the Mediterranean is part of your daily view. Here in Nice, lifestyle and landscape are part of the experience.”
Nice is also a rising star in business travel and global events, hosting everything from Ironman races and Tour de France stages to e-sports tournaments and high-level international summits. In 2025, welcomed the UN Ocean Conference – further cementing its role as a serious player in the global MICE sector. September 2025 will mark the opening of a new eco-designed congress center at the Port of Nice – the first step in a major events infrastructure expansion that will culminate in a 50,000 m² complex by 2030.
Sustainability is embedded in the city’s tourism vision. Nice was the f irst French metropolis to earn the Global Destination Sustainability Index label and now leads France in Green Key-certified accommodations, with 68 properties. A new digital platform will help guide visitors toward lesser-known sites, easing crowding while enriching the experience.
U.S. ties are central to the region’s international strategy. With 60% of Nice’s visitors coming from abroad – and nearly 20% of those from the U.S. – American travelers hold a special place. “American travelers are deeply appreciated by our local partners,” says Martinez. “They’re curious, respectful, and they return.”
To strengthen these bonds, the agency is opening a permanent office in Washington, D.C., focused on both the U.S. and Canadian markets. The message is simple: for the same level of service, American travelers can enjoy a more diverse, immersive, and affordable luxury experience. With Monaco, Cannes, Italy, and the Alps all within an hour, the Côte d’Azur offers unmatched access and value.
It’s a clear signal that Nice sees North America not just as a source of visitors, but as long-term partners in shaping the Riviera’s future. In short, for U.S. travelers and investors alike, the Riviera is open for business – and ready for takeoff.
