Nice: From Postcard Beauty to Global Powerhouse

The French Riviera’s capital is evolving into a dynamic, four-season destination for travelers, business leaders, and investors alike.

Once known solely for its sun-kissed beaches and postcard-perfect charm, Nice is undergoing a major transformation. Now a vibrant, year-round destination, the city welcomes over five million visitors annually — and tourism is driving more than just vacation numbers. It’s fueling growth across hospitality, international events, and real estate. In fact, 2024 saw Nice host a record number of international congresses, cementing its place as France’s leading business tourism hub outside of Paris.

At the helm of this evolution is Nice Côte d’Azur Tourisme, the official agency representing the entire Métropole Nice Côte d’Azur, which spans 51 municipalities. General Director Jean-Sébastien Martinez explains the vision: “We’re moving toward smarter, more sustainable tourism — one that delivers greater value for both visitors and locals.”

Beyond its iconic coastline, Nice is redefining its image. It now ranks as France’s top luxury destination after Paris, with its exclusive “Club Luxe” network of 14 premium properties that include both coastal and mountain retreats. Its year-round appeal stretches from the cultural to the culinary — opera, fine dining, hiking, and seasonal festivals all echo its history as the Riviera’s original winter resort, a legacy recognized by UNESCO.

Where else can you go from sea to snow in under an hour? With eight ports and seven ski stations, Nice offers something few destinations can boast: true four-season versatility. Whether you’re drawn to alpine sports or Mediterranean calm, the region delivers a lifestyle rooted in contrast and quality.

Hervé Laubertie, Director of Team Nice Côte d’Azur, captures it well: “From cultural festivals to outdoor adventures between the mountains and the sea, this is a destination where life can be lived fully — all year round.”

And this quality of life isn’t just for tourists. With its fusion of glamour, authenticity, and timeless beauty, the Côte d’Azur is increasingly a place to live, not just visit. “Imagine working or studying with the Mediterranean as your backdrop,” says Laubertie. “Here, the landscape is part of your everyday experience.”

On the international stage, Nice is fast becoming a serious player in business travel and global events. It already plays host to Ironman competitions, Tour de France stages, e-sports tournaments, and major diplomatic summits. In 2025, Nice welcomed the UN Ocean Conference, a landmark event for the region. This year, a new eco-designed congress center will open at the Port of Nice — the first milestone in a major expansion of the city's event infrastructure, with a 50,000 m² complex set to launch by 2030.

Sustainability is central to Nice’s future. The city was the first French metropolis to earn a spot on the Global Destination Sustainability Index and now leads the nation in Green Key-certified accommodations, with 68 properties. A new digital platform is also in development to help visitors explore lesser-known areas, easing pressure on hotspots and enriching the overall experience.

Crucial to Nice’s international growth are its deepening ties with North America. Sixty percent of visitors to the city are international, and nearly 20% of those hail from the U.S. “American travelers are especially valued by our local partners,” says Martinez. “They’re curious, respectful, and they return year after year.”

To reinforce these bonds, the tourism agency is opening a permanent office in Washington, D.C., with a mission to serve both the U.S. and Canadian markets. The message is clear: American travelers can enjoy world-class service, immersive experiences, and excellent value — all within a luxury setting that includes not only Nice, but also Monaco, Cannes, the Italian border, and the Alps, all less than an hour away.

The future of Nice is bold, open, and international. Whether you're visiting, relocating, or investing, the Côte d’Azur is more than ready. The Riviera isn’t just open for business — it’s ready for takeoff.