During a recent press briefing at the annual meeting of hoteliers, the Menton Riviera & Merveilles Office of Tourism unveiled its strategic plan aimed at positioning the French Riviera as a benchmark for sustainable tourism in France.

Marie Garcin-Zaiter, the director of the office, alongside promotional officer Alix Kahlmann, outlined the initiatives intended to enhance eco-responsibility within the tourism sector.

Since adopting a strategy focused on eco-responsibility in 2022, the office has set ambitious goals to redefine its role as a leader in sustainable tourism on the Côte d’Azur.

The announced strategy includes a series of promotional activities and training programs for seasonal staff, emphasizing customer service, hospitality, and local wealth.

A campaign targeting both French and Italian audiences, highlighting sustainable tourism, is slated to begin on social media platforms in the near term.

Additionally, the office is collaborating on a European project that focuses on mountain biking and hiking within a cross-border territory.

Thirteen identified routes aim to provide unique outdoor experiences.

Plans are also underway to develop more leisure products, including inter-municipal gourmet routes, to diversify the tourist offerings in the region.

The upcoming 4th Tourism and Leisure Salon will be held on April 30 at the Palais de l’Europe in Menton, which will facilitate interactions between local professionals and activity service providers, while also allowing the public to learn about various tourism activities available in the area.

Moreover, the second edition of the Ecotourism Festival will occur on May 31 and June 1 in Casterino, coinciding with the 'Trek Roya Mad Jacques' event, which draws over 300 participants, including families and sports enthusiasts.

This festival serves as a showcase for the region's commitment to responsible tourism.