The Côte d'Azur Has Become Europe's Hottest Address

 

The French Riviera has always captivated the world’s elite with its glamorous coastline, sun-drenched beaches and timeless Mediterranean lifestyle. But a remarkable shift has taken place over the past three years. Americans are arriving in record numbers—not only for holidays but to purchase second homes, investment properties and even permanent residences.

Despite a strong euro and exchange rates that haven’t always favoured U.S. buyers, demand from Americans has surged since 2023. According to Côte d’Azur France Tourisme, Americans represented just 9% of foreign tourists before the pandemic. By 2025, that figure had climbed to an impressive 16%, accounting for approximately 770,000 overnight stays and surpassing Italian visitors for the first time.

This isn’t simply a tourism story. It is a lifestyle movement.

More Than Just Nice

As a Canadian that has lived in the area for well over a decade and first visited the region in 1990. It came naturally that the main base of my clients come from North America because of our relatabilities.

And while Nice remains the Riviera’s gateway and one of France’s most popular destinations, American buyers are increasingly discovering that the Côte d’Azur offers an extraordinary variety of places to call home that I am more than happy for them to help discover.

Luxury apartments overlooking the Mediterranean continue to attract buyers in Nice’s prestigious Carré d’Or, Mont Boron and the Promenade des Anglais. The city’s international airport, excellent healthcare, walkable neighbourhoods and vibrant cultural scene make it particularly appealing to professionals, retirees and second home owners.

Just a few minutes east though, Villefranche-sur-Mer continues to charm Americans searching for postcard-perfect sea views, colourful homes and a quieter pace of life without sacrificing easy access to Monaco and Nice Airport.

Nearby Beaulieu-sur-Mer has quietly become one of the Riviera’s rising stars. Elegant Belle Époque architecture, a beautiful marina, refined restaurants and peaceful beaches offer an enviable lifestyle that many Americans compare to living in a luxury resort year-round.

For ultra-high-net-worth individuals, Saint-Jean-Cap-Ferrat remains one of the most exclusive addresses anywhere in Europe. With limited inventory and extraordinary villas commanding some of the continent’s highest prices, it continues to attract entrepreneurs, executives and family offices seeking privacy, security and prestige.

Beyond the Coast

The growing trend isn’t confined to the coastline.

Increasing numbers of Americans are looking inland to communities that offer larger homes, swimming pools, gardens and significantly better value than the waterfront.

Picturesque villages such as Mougins, Valbonne, Saint-Paul-de-Vence, Opio and Châteauneuf-Grasse have become increasingly attractive to buyers wanting more space while remaining less than an hour from Nice International Airport.

These charming Provençal communities combine centuries-old architecture with modern conveniences, renowned restaurants, excellent golf courses and access to some of France’s finest international schools. For many families relocating from North America, they offer the ideal balance between rural tranquillity and international connectivity.

A Lifestyle That Is Difficult to Match

For many Americans, the decision to buy on the French Riviera is about far more than real estate.

It is about embracing a completely different way of life.

Imagine beginning your morning with coffee overlooking the Mediterranean before shopping at a local market filled with fresh produce, artisan cheeses and seafood delivered that morning. Lunch stretches into the afternoon on a shaded terrace, while evenings are spent strolling historic villages or enjoying dinner by the sea.

This slower, healthier pace of life continues to be one of the Riviera’s greatest attractions. This is where one can rediscover themselves in an unhurried fashion and without judgement.

The region also enjoys approximately 300 days of sunshine each year, allowing residents to enjoy outdoor living through every season.

Healthcare That Offers Peace of Mind

France’s healthcare system is another powerful draw.

Many American buyers cite access to high-quality medical care as one of the deciding factors in their relocation. France consistently ranks among the world’s leading healthcare systems, offering modern hospitals, highly trained specialists and costs that are often significantly lower than those in the United States.

For retirees and families alike, that peace of mind has become increasingly valuable.

Europe on Your Doorstep

The French Riviera also offers something many destinations simply cannot.

Residents can enjoy breakfast overlooking the Mediterranean, lunch in Italy and dinner in Monaco—all on the same day. Seriously.

Within just a few hours, Paris, London, Barcelona, Geneva, Milan and Vienna are all easily accessible, making the Riviera one of Europe’s best-connected regions.

At the same time, expanded transatlantic air service has made travelling between North America and the Côte d’Azur easier than ever. What was once primarily a single direct route between Nice and New York has evolved into a growing network of seasonal nonstop flights connecting Nice with New York, Atlanta, Philadelphia and Washington, D.C.

For American homeowners, that means Europe no longer feels quite so far away.

An Investment That Continues to Attract Global Buyers

The French Riviera’s appeal extends well beyond lifestyle.

With limited land available for new coastal development and international demand remaining consistently strong, the region has long demonstrated resilience as a luxury property market.

Whether purchasing a holiday apartment in Nice, a villa overlooking Villefranche Bay or a country estate in Mougins, buyers are investing in one of the world’s most recognised and enduring real estate markets.

Many owners also benefit from strong seasonal rental demand, particularly in destinations such as Cannes, Antibes and Nice, helping offset ownership costs while maintaining long-term capital value.

The Côte d’Azur’s New Chapter

The French Riviera has always attracted celebrities, royalty and international investors. Today, however, a broader wave of Americans is discovering that the Côte d’Azur offers something even more valuable than glamour.

It offers a true quality of life.

Whether it’s the exceptional healthcare, Mediterranean climate, world-class cuisine, international accessibility, cultural richness or simply the opportunity to slow down and enjoy every day, the Riviera is no longer just a destination to visit.

For a growing number of Americans, it has become the place they choose to call home.

Considering heading this way?
Reach out: Info@experiencethefrenchriviera.com

Monaco's Billion-Euro Tourism Boom: Why the World's Wealthiest Playground Keeps Breaking Records

 

Every summer along the French Riviera, the conversations are almost always the same with the locals.

“Does it feel busier this year?”

“Have you noticed more Americans?”

“Is business better than last summer?”

“Are there more yachts than ever?”

For those of us who live and work here, tourism isn’t just something we observe—it’s something that shapes everyday life. Restaurants fill up, beaches become busier, luxury hotels sell out, and the streets of Monaco transform into a fascinating mix of holidaymakers, business travellers, yacht owners and day-trippers.

Now the numbers are in, and they confirm what many suspected: Monaco enjoyed another exceptional year.

According to the Monegasque Institute of Statistics and Economic Studies (IMSEE), the Principality generated €1.1 billion in accommodation and food service revenue during 2025, an increase of 6.3% over 2024. Even more impressive is that this growth came during a year when overall revenue across Monaco’s wider economy declined by 7.6%, highlighting just how resilient tourism has become.

The figures reinforce Monaco’s position as one of the most successful luxury tourism destinations anywhere in the world.

Nearly Seven Million Visits

IMSEE’s annual visitor survey—compiled from almost 6,900 questionnaires collected at Monaco’s main tourist attractions—painted an impressive picture of visitor activity throughout the year.

During 2025, Monaco welcomed approximately 6.7 million visits.

Visitors spent an estimated 9.3 million days in the Principality, with tourists accounting for roughly 1.4 million overnight stays.

Day visitors typically remained in Monaco for around 1.2 days, while overnight guests stayed an average of 3.8 days.

Although Monaco occupies barely two square kilometres, it continues to attract visitor numbers that many much larger destinations would envy.

Luxury Hotels Continue to Dominate

Hotels remained by far the preferred accommodation choice, accounting for more than 71% of all overnight stays.

That comes as little surprise.

Monaco has spent decades building one of the world’s strongest luxury hospitality brands. Legendary properties such as Hôtel de Paris Monte-Carlo, Hôtel Hermitage Monte-Carlo and Monte-Carlo Bay Hotel & Resort continue to attract discerning travellers seeking world-class service, Michelin-starred dining, wellness experiences, casinos and exclusive shopping—all within walking distance.

France Supplies the Crowds—The World Supplies the Spending

Almost 48% of all visits came from residents of neighbouring France, largely because Monaco is so easily accessible by train or car for a day trip.

Yet when it comes to overnight tourism, international markets dominate.

Visitors from outside the European Union represented approximately 42% of overnight stays, demonstrating Monaco’s global appeal to affluent travellers from North America, the Middle East, Asia and beyond.

This international mix has become one of Monaco’s greatest strengths. Rather than relying heavily on a single market, the Principality attracts visitors from virtually every corner of the globe.

Couples Lead the Way

Monaco continues to appeal primarily as a destination for couples.

Couples represented 37% of all visitor groups, followed by families at 32.7%.

Leisure remained the overwhelming motivation, with almost 95% of visits being holiday-related. Business travel, however, still played a significant role, accounting for nearly one-quarter of overnight tourist stays.

Events such as the Monaco Grand Prix, the Monaco Yacht Show, international conferences and corporate meetings continue to ensure Monaco enjoys a healthy balance between leisure and business tourism throughout the year.

The Biggest Spenders Come From the Middle East

One statistic stood out more than any other.

Visitors from the Middle East recorded the highest daily spending, averaging more than €1,000 per person, per day while staying in Monaco.

Overall, direct visitor expenditure reached an estimated €1.4 billion during 2025.

Perhaps the most remarkable figure is this:

Although overnight tourists represented only 7.5% of all visits, they generated more than 61% of all tourism spending.

It’s a reminder that Monaco has never been about attracting the highest number of visitors—it has always focused on attracting visitors who contribute significantly to the local economy.

More Visitors... But It Doesn’t Feel Overwhelming

Personally, the atmosphere today feels very different from the period immediately after COVID-19 restrictions were lifted.

Back then, it often seemed as though the entire world had decided to return to the Riviera at once. Airports were overflowing, roads were congested, reservations were difficult to secure and many visitors appeared to arrive without much planning.

In contrast, to me, the past two summers have felt noticeably more balanced.

Yes, the region continues to break tourism records, but the crowds seem better distributed throughout the season. Visitors appear more informed, reservations are made earlier, and travel patterns have become more predictable.

Perhaps it’s because tourism professionals have adapted. Perhaps travellers themselves have become more experienced. Or perhaps the Riviera has simply found its rhythm again after the disruption of the pandemic years.

Looking Ahead to 2026

With continued investment in luxury hospitality, major international events, world-class restaurants, cultural attractions and improved transport links—including the growing popularity of direct flights from North America to nearby Nice Côte d’Azur Airport—there is every indication Monaco’s tourism momentum will continue.

The Principality remains one of the safest, cleanest and most prestigious destinations in Europe, and demand for premium experiences shows little sign of slowing.

If 2025 demonstrated anything, it’s that Monaco’s appeal extends far beyond its famous casino, glamorous harbour and Formula One weekend. It has become a year-round luxury destination that continues to attract visitors from around the globe while generating extraordinary economic value for one of the world’s smallest nations.

Now the question is whether 2026 will set yet another record.

Hollywood Heads to Monaco as Ocean’s Prequel Transforms the Principality into 1962

 

Monaco is preparing for a major Hollywood takeover later this month as production begins on the highly anticipated Ocean’s Eleven prequel, bringing one of the world’s most famous film franchises to the heart of the Principality.

 

Government notices have confirmed that large sections of Monaco’s waterfront will be reserved for a major international film production between 23 and 28 August. While officials refer only to a “superproduction,” the timing and location coincide with Warner Bros.’ upcoming Ocean’s film starring Margot Robbie and Bradley Cooper.

 

The production will occupy parts of Darse Sud and the Esplanade des Pêcheurs, with crews beginning preparations on the evening of 23 August before cameras roll from 24 to 28 August. During that period, access to several areas will be restricted as extensive filming equipment, lighting rigs, support vehicles and set infrastructure are installed. Parking along the Esplanade des Pêcheurs will also be temporarily suspended to accommodate the large-scale production.

 

The filming schedule follows immediately after Monaco hosts the Grand Départ of the Vuelta cycling race, creating an exceptionally busy week for one of the Principality’s most iconic waterfront districts.

 

Unlike previous films that have merely used Monaco as an elegant backdrop, this production places the Principality at the centre of the story. The film is reportedly set during the legendary 1962 Monaco Grand Prix and follows the parents of master thief Danny Ocean, the character famously portrayed by George Clooney in the modern trilogy.

 

Margot Robbie is expected to portray Danny Ocean’s mother, while Bradley Cooper is set to play his father. Cooper is also directing the film, adding another high-profile project to his growing résumé behind the camera. Joining them are Wagner Moura, Monica Barbaro and Josh Gad in supporting roles.

 

The filmmakers are expected to recreate Monaco as it appeared during the early 1960s, transporting audiences back to the glamorous era of Prince Rainier III and Princess Grace. Historic streets, the harbour and the famous Grand Prix circuit will all help capture the atmosphere of one of the Principality’s most celebrated periods, when New Zealand racing legend Bruce McLaren claimed victory in the 1962 Monaco Grand Prix.

 

With international stars, one of Hollywood’s best-known franchises and Monaco itself playing a leading role, the production is likely to attract global attention and further reinforce the Principality’s enduring appeal as both a luxury destination and a spectacular cinematic setting.

Marseille: France's Most Misunderstood City Deserves a Second Look

 

Marseille has always had a reputation.

Depending on who you ask, it’s gritty, chaotic, edgy, fascinating, dangerous, vibrant, authentic—or all of those things at once. It is a city that seems to divide opinion like few others in France.

After spending a day rediscovering Marseille last week, I found myself wondering whether much of its reputation is simply decades out of date.

It had been several years since my last visit. I travelled there last week on a work trip with a friend, expecting to enjoy the city as I always had, but I wasn’t expecting to be genuinely surprised by just how much it has evolved.

As a gay man from Canada who has spent much of his life in the Cote d’Azur, I’m often conscious of how welcoming a destination feels. Marseille has long had a visible LGBTQ+ community, and while every large city has areas where common sense should always prevail, I once again found the city to feel open, diverse and refreshingly comfortable to explore.

From the moment we arrived, Marseille reminded me why it has captivated visitors for over 2,600 years.

Founded around 600 BC by Greek sailors from Phocaea in present-day Türkiye, Marseille—then known as Massalia—is considered the oldest city in France. Long before Paris became the political heart of the country, Marseille was already one of the Mediterranean’s great trading ports, welcoming merchants, explorers and immigrants from every corner of Europe, North Africa and the Middle East. That remarkable diversity remains one of the city’s defining characteristics today and has helped shape a city where different cultures, religions and communities have lived side by side for centuries.

Walking through the streets between meetings, I couldn’t help but notice the energy everywhere.

Marseille has the grandeur and architectural confidence of Paris in many places, but with something the French capital can never offer: the constant presence of the Mediterranean. The salty sea breeze follows you through the streets, reminding you that this city has always looked outward to the world.

Most of our time was spent around the famous Vieux-Port, where fishing boats still sit alongside luxury yachts and bustling cafés. 

We wandered through the revitalized waterfront, explored the cruise terminal district, admired the impressive redevelopment around Les Docks, and of course made time to visit the spectacular Mucem—one of France’s most striking museums.

 

Opened in 2013 when Marseille was named European Capital of Culture, the Mucem transformed part of the city’s waterfront and helped signal a new chapter in Marseille’s story.

While my friend attended a meeting, I decided to head north of the port into neighbourhoods that some visitors might hesitate to explore.

I’ve always believed that the true character of a city reveals itself away from the postcard views.

Rather than finding an intimidating environment, I found lively streets filled with local businesses, families chatting outside cafés, neighbourhood markets and a genuine sense of community. It felt authentic rather than manufactured.

Years ago, some of Marseille’s best nightlife—including several LGBTQ+-friendly venues—could be found in these parts of the city, and I remember many unforgettable evenings discovering places that rarely appeared in guidebooks. Returning brought back those memories while also showing how much the surrounding neighbourhoods have continued to change.

Once we reunited, we spent the rest of the day covering as much ground as possible.

By the end of the day we had walked more than 30,000 steps, and honestly, I could have kept going.

Every neighbourhood seemed to offer something different. Historic churches stood beside bold contemporary architecture. Narrow streets opened onto grand boulevards. Traditional Provençal cafés shared the sidewalks with restaurants serving cuisine influenced by generations of immigration from Italy, Armenia, Algeria, Tunisia, Lebanon and beyond. Few cities in Europe wear their multicultural identity as proudly as Marseille.

That diversity is also reflected in its LGBTQ+ community. While Marseille has never tried to market itself in quite the same way as nearby Nice, it has a long-established gay scene, welcoming bars, community organizations and annual Pride celebrations. 

It feels less like a destination built for tourists and more like a city where LGBTQ+ life is simply part of the everyday fabric. And I must add that the people are beautiful and confident in who they are and their style. They were nothing less than inspiring.

Shopping was another pleasant surprise.

It seemed that every street revealed another collection of boutiques, independent retailers, markets or major brands. Whether you’re searching for luxury fashion, local artisan products, antiques, books or everyday essentials, Marseille appears to have it all.

One of the biggest changes I noticed, however, was simply how much cleaner the city felt.

Marseille hasn’t lost its urban edge, nor should it. Street art, colourful murals and layers of graffiti remain part of its visual identity, reflecting decades of artistic expression and social history. But overall, many areas felt noticeably better maintained than I remembered. Public spaces looked refreshed, infrastructure had improved, and the city projected a renewed sense of confidence.

 

Even driving felt easier than expected.

 

Despite visiting during the height of the summer tourist season, traffic flowed remarkably well. We had anticipated long delays but encountered only a few minutes of congestion leaving during rush hour.

 

The local tourism office also deserves recognition. Visitor information stands throughout the city were busy helping travellers navigate attractions, transportation and events, creating a welcoming first impression for newcomers.

 

Our meals were another reminder of why southern France is so beloved.

 

Breakfast and lunch were both excellent, featuring fresh ingredients, generous portions and attentive service. Prices felt reasonable for a major French city, especially considering the quality. Marseille’s food scene has always reflected its position as a Mediterranean crossroads, where Provençal traditions blend naturally with flavours from across the sea.

 

Getting there from the French Riviera was surprisingly straightforward.

 

We left Beaulieu-sur-Mer early in the morning and reached Marseille in about two and a half hours by car. The drive itself is part of the experience, with landscapes gradually transforming from lush green hills to dramatic limestone cliffs and the pale white stone that defines Provence around Marseille.

 

For those travelling by train from Nice takes roughly three hours and is equally rewarding, offering one of the most scenic railway journeys in France as the Mediterranean coastline unfolds outside your window.

 

Perhaps what impressed me most wasn’t any single attraction.

It was the feeling.

 

Marseille has a confidence that can’t be manufactured. It doesn’t try to be polished in the same way as some other French cities. Instead, it embraces its complexity, its diversity and its imperfections. That authenticity is exactly what makes it so compelling.

 

As LGBTQ+ travellers, we often find ourselves researching destinations more carefully than many others. During this visit, we walked through busy commercial districts, residential neighbourhoods, the waterfront and areas that some people had warned us about. We met friendly locals, enjoyed excellent service wherever we stopped, and throughout the day never once felt uncomfortable because of who we were. That was our experience, and it left a lasting impression.

 

Like every major city, Marseille faces real challenges. No urban centre is without them. Common travel awareness is always wise, just as it is in Paris, London, Barcelona or Rome. But reducing France’s second-largest city to outdated stereotypes does it a tremendous disservice.

 

Over the course of an entire day spent almost entirely on foot through a wide variety of neighbourhoods, we encountered welcoming people, efficient public transportation, beautiful architecture, fascinating history and a city that continues to reinvent itself while remaining true to its roots.

Marseille isn’t a place you simply visit.

It’s a city you experience.

 

As we drove back toward the French Riviera that evening, one thing had become clear.

One day simply wasn’t enough.

 

The next visit won’t be for work.

It will be for an entire weekend, because Marseille still has countless stories waiting to be discovered.

 

And for LGBTQ+ travellers looking beyond the obvious destinations, Marseille may well become one of France’s most rewarding surprises.