Alexandra Borchio-Fontimp reinstated in her role as president of Côte d’Azur France Tourism as a senator

During the recent general assembly, Senator Alexandra Borchio-Fontimp was reelected as president of Côte d’Azur France Tourisme. This organization, consisting of a dynamic team of twenty employees, plays a central role in promoting the destination “Côte d’Azur” and implementing the tourism policy of the Department. This reelection reflects the recognition of the efforts made to revitalize the region’s attractiveness, notably in the post-pandemic context.

A positive assessment and renewed ambitions

In her speech delivered at the Palais des congrès Antipolis, in Juan-les-Pins, the president expressed her honor regarding this new mandate, stating that “it is with a heart full of passion that I defend this mission”. She provided an encouraging assessment of the tourism situation, highlighting that attendance has not only been restored after the health crisis but is now thriving. The year 2024, often referred to as the Olympic year, is expected to see a potential of 11.5 million visitors, of which 54% will come from abroad, reaching an unprecedented number of overnight stays in a decade.

The challenges of sustainable tourism

Alexandra Borchio-Fontimp emphasized the need to address new challenges, particularly the promotion of environmentally friendly tourism. According to her, the rise of technologies is set to profoundly transform the sector, making the optimization of user experience essential. “We must invest and prospect to improve the user experience”, she stated, mentioning the efforts required to better accommodate clients from countries such as China or India, particularly by improving the acceptance of payment methods.

A strategy for year-round tourism

Another major challenge highlighted is the development of four-season tourism. This involves strengthening initiatives and communication campaigns around the offers available during autumn, winter, and early spring. The president expresses the desire to ensure that professionals in the sector can enjoy continuous activity throughout the year. Her ambition is to achieve greater visibility and recognition of the richness of the Côte d’Azur.

Promising international prospects

Looking to the future, Alexandra Borchio-Fontimp is already considering the winter Olympic Games of 2030, seen as a tremendous opportunity to showcase the diversity and appeal of the Côte d’Azur. In this context, she recently made a trip to China to consolidate a promising market. Furthermore, she announced that a representative delegation from Côte d’Azur France Tourisme will travel to Japan in the first half of 2025, in order to actively promote the destination to this rapidly expanding Asian market.