The first #ExploreFrance Festival – Edition Côte d’Azur-France!

A joint venture between Atout France, the Institut Français, Air France and Regional Tourism Committee Côte d‘Azur France, the inaugural edition of the #ExploreFrance Festival takes place in London from 23-29 May 2022 and will shine the spotlight on the Côte d’Azur. The festival is dedicated entirely to promoting the destination and its partners, targeting the British with a series of public and professional events, positioning the Côte d’Azur as a key cultural and tourist destination in Europe and also highlighting its importance in UK-France trade.

The pulse of the Côte d’Azur races year round. From Cannes to Menton via Antibes-Juan Les Pins and Nice, this glamorous, sun-soaked French destination enjoys global renown for its events and festivals as well as its Mediterranean lifestyle, scenery, culture and sporting activities.

The festival’s public events include film and documentary screenings, an art residency, an intimate jazz concert, a Fragonard perfume masterclass and a student exchange with Villa Arson in Nice, all at the Institut Français in South Kensington, London.

For the press, the festival incorporates a networking day of one-to-one meetings for journalists and influencers with Explore France and five Côte d’Azur partners at the Hyatt Regency Manchester. In London, a select group of garden, luxury and lifestyle press will be invited to lunch and to discover the new edition of the ‘Festival des Jardins de la Côte d’Azur’ in 2023 as this is the week of the Chelsea Flower Show.

For professionals, a Fly2Côted’Azur networking event will be held at the Institut Français, including individual meetings for tour operators, wholesellers, travel agencies, press and Air France top flyers, followed by a VIP cocktail reception.

Supported by an extensive B2C communication plan to include dedicated website pages, newsletters, competitions and social media, the festival aims to encourage British travellers to book their next holiday on the Côte d’Azur by promoting its accessibility from the UK, particularly with Air France.

After a challenging two years for the tourism industry, the festival and its large-scale, multi-target actions will demonstrate that France is back.

Are you a journalist keen to come along on 25 or 26 May? Please register your interest with Marine at

Alexandra Borchio Fontimp, President of the Regional Tourism Committee Côte d‘Azur France: ”The historical relations between the UK and the Côte d’Azur are very strong. The British market is the oldest foreign market for our destination and with Nice-Côte d’Azur Airport, we are the most quickly accessible Mediterranean coastline – with 300 days of sunshine per year! In 2019, before the global pandemic, the UK was the second market for the Côte d’Azur, making up over 800,000 stays per year on average. The Côte d’Azur has missed you! We really look forward to meeting you in London to share all the latest news and make you feel back “at home”. We wish you a warm welcome from #CotedAzurFrance.”

Gwénaëlle Delos, Managing Director, Atout France UK & Ireland: “In this context of gradual recovery, France and its destinations offer accessibility and a diversified, sustainable and renewed tourism offer to travellers from around the world. Organising the first edition of the #ExploreFrance festival in the UK this year alongside the Institut Français and Air France will reinforce France’s key cultural positioning by strengthening the links between the UK and France. Côte d’Azur is in the spotlight for this 2022 edition and is ready to welcome the British now.”

Fahmi Mahjoub, General Manager, Air France KLM UK & Ireland:With the new direct seasonal service between Heathrow and Nice from 9 July until 28 August 2022, Air France is offering more options for travel this summer. This direct flight is on top of our year-round Nice service via Paris-CDG and Amsterdam to many UK cities and caters to the strong demand for travel we have seen between these great cities. We are also delighted to work with Atout France and Institut Francais to promote the South of France during the #ExploreFrance festival – Edition Côte d’Azur France in London, and share the latest updates from the UK market.”

The main partners involved in the festival are Atout France, Institut Français, Air France, Regional Tourism Committee Côte d‘Azur France and Département des Alpes-Maritimes, but also…
Cities: Antibes-Juan Les Pins, Cannes, Nice-Côte d’Azur, Menton Riviera & Merveilles

Hotels: Radisson Blu Hotel Nice, Hotel La Pérouse, Château La Begude Golf Hotel, Mouratoglou Hotel & Resort, Cap d’Antibes Beach Hotel, SDPNE HOTELS: Radisson Blu 1835 Hotel Cannes – Holiday Inn Nice port Saint Laurent du Var – Holiday Inn Nice Centre

Incoming services (DMC): TraveL.I.C.E Agency, Makevents

Private partners: Fragonard Parfumeur, Cap 3000 Shopping Centre

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