Tourism 2021: the Region Sud in order of battle

For more than a year now, tourism professionals in Provence-Alpes-Côte d´Azur have been bearing the brunt of the consequences of the health crisis. Successive confinements, curfews, traffic restrictions, closure of bars, restaurants and cultural places have seriously shaken the sector which constitutes one of the pillars of the regional economy (13% of the GDP and more than 143,000 non-relocatable jobs ). After months of uncertainty, and while the acceleration of vaccination makes it possible to envisage better days, the Provence-Alpes-Côte d'Azur Regional Tourism Committee (CRT) and its partners have once again decided to unite their strengths to carry a large-scale tourist recovery plan. This was presented today at a press conference held at the Hôtel de Région.

The session began with the intervention of Renaud Muselier, president of the South Provence-Alpes-Côte d'Azur Region. He stressed that the world tourism sector lost 1300 billion dollars in 2020, that is to say eleven times more than during the crisis of 2009. The pandemic had a massive impact on the territory which saw a decline in attendance of 21%. .

Despite a reopening tempo that is not yet very clear, the indicators are rather favorable for apprehending a summer season which represents 50% of the region's annual tourism revenue.

If the early reopening of the museums is confirmed from May 15, the region will be there. The modern and contemporary art route includes some sixty sites and festivals should also be held, in compliance with health standards - Vaccine, PCR, self-test at the entrance, gel and masks. Solidarity tickets will be offered to the inhabitants of the Region according to the formula "one ticket purchased - one ticket financed".

The Formula 1 French Grand Prix will take place from June 25 to 27 with, for the reception of the public, 3 hermetic zones of 5000 places each.

The Fête des Terrasses will be repeated on July 1 with 7,000 participating professionals.

3 new solidarity measures have been put in place:

Aid of 500 euros for the rent for the month of April 2021 for establishments affected by the closures and which will concern 2,900 companies.

A "reopening" check of 1000 to 1500 euros for companies created before March 31, 2020 which achieve a turnover of between 50,000 and 2 million euros, in the sectors of restaurants, nightclubs, sports halls ...

The "Bol d'Air Soignants" package A contribution of 400 euros to the cost of a rest stay for nursing staff in tourist establishments in the Region.

François de Canson, Renaud Muselier, Jennifer Salles-Barbosa . © C. Almodovar

François de Canson, President of the Regional Tourism Committee then took the floor.

All the territorial levels worked behind the scene to make use of the leverage effects as much as possible.

From May 2, the new campaign: “We all need the South” season 2021 will be launched, with 180 TV spots on France Television during prime time as well as a vast digital campaign in May, June and September.

On the European market, the Southern Region will participate to the tune of 1 million euros in the “Explore France” campaign with Atout France.

Campaigns will naturally be triggered according to the evolution of the health situation.

An information initiative with operators such as Waze will also be undertaken to limit the problems of overcrowding in natural parks.

As for business tourism, a recovery is not expected until the fall. A specific campaign will be carried out with a budget for the CRT exceeding 200,000 euros.

All these actions represent a total budget of 3.5 million euros.

L'affiche spécifique "Côte d'Azur"

The advertising spots of the campaign "We all need the South" adapted to each territory of the Region were presented in preview and were the subject of the intervention of the following officials:

Pierre Gonzalvez: President of the Community of Communes Pays des Sorgues - Monts de Vaucluse.

Denis Vogade: Vice-President of the Alpes de Haute Provence Development Agency

Yvan Chaix: Director of the Hautes Alpes development agency.

Danielle Milon: Vice President Aix-Marseille Metropolis

Guillaume Decard: President of Var Tourisme

Marc Thépot: President of the Marseille Tourist Office

Audoin Rambaud: Deputy Mayor of Antibes Juan-les-Pins delegate for tourism.

Magali Turbatte: Vice President of the Toulon Tourist Office.

Denis Zanon: Managing Director of the Nice Côte d´Azur Metropolitan Tourist Office.

Claire Béhar: Managing Director of CRT Côte d‘Azur France.

Michel Fraisset: Director of the Aix en Provence Tourist Office.


According to the Opodo Raffour 2020-2021 study, 57% of French people express a vital need to go on vacation this year, "a record and one of the keys to the resilience of the leisure tourism sector," Opodo believes. A great opportunity for the Region and its players. For now, we are in the same timing as 2020.

What could make the difference is a great end to the season.