Le Sud is more than a destination, it is a promise of life!

Under the impetus of François de Canson, president of the Comité Régional de Tourisme (CRT), tourism stakeholders gathered in a place of culture, nature, and expertise—a place that sums up by itself the promise of Le Sud: that of a territory that lives off tourism without ever denying itself. "This is not insignificant. It reflects our conviction that tourism should not be a world apart, but a shared force. Because here, in Le Sud, tourism is the life of the inhabitants. It is their children’s jobs, it is the village café that stays open, it is the train that runs more often, it is the culture that circulates, it is the beauty that unites."

THE LONG-TERM CHOICE

Since 2017, under the leadership of Renaud Muselier, the Région has chosen a clear path. It is about making the ecological transition a driver of development, not a policy of constraint. "We were the first to launch a "COP d'avance", the first to become a pilot territory for ecological planning, and in 2023, the first region in Europe to adopt a 100% green budget. This means that every euro invested by the Région is scrutinized for its environmental impact. We made the long-term choice—that of responsibility, quality, and consistency," explains François de Canson. This is why, in this transformation, tourism plays a central role. Because it permeates all dimensions of our collective life, it supports the economy, feeds culture, structures mobility, shapes our landscapes, and inspires our energy and planning policies. "Tourism is the face of Le Sud. This face, open to the world, at once radiant and demanding, deep-rooted and universal. Tourism is our primary regional economy, the most identity-defining, the most cross-cutting, the one that gives meaning to our investments, momentum to our businesses, and vitality to our territories. But it must not be analyzed as an unearned income. It is an opportunity, a lever, an accelerator of transformation," added the president of the CRT. Because the results are there. Thus, Provence-Alpes- Côte d’Azur has initiated a deseasonalization of its tourism model. Tourism is no longer concentrated solely on the summer months. In 10 years, spring and autumn attendance has increased by 10%, winter by 13%, while summer is stabilizing.

PROFOUND TRANSFORMATION

Hence the satisfaction of the vice-president of the Région: "It is a profound transformation. Our visitors are coming differently, at other times, for other experiences, prioritizing sustainable itineraries, certified accommodations, and local circuits. The use of regional public transport has jumped by 17%, driven by the success of the 3-day and 7-day pass TER, local shuttles, and combined "train + tourist sites" tickets. And we will go further." Concretely, the cycling sector is experiencing strong momentum with the development of regional routes—la Méditerranée à Vélo, la ViaRhôna, la Durance à Vélo—and more than 1,130 providers certified "Accueil Vélo". But this transformation is no accident. "It is the result of collective work, of a shared strategy between the Région, the CRT, and the territories, which makes tourism a tool for balance, sobriety, and well-being. It is the sign of a mature model, which tends to distribute flows, ease tensions, and strive to give our residents the feeling of breathing again," insists the president of the Comité Régional de Tourisme. The figures confirm his analysis. Thus, in our region, 8 out of 10 residents say that tourism brings them more benefits than disadvantages, and 7 out of 10 say they are proud to live in a territory that makes the whole world dream.

TOURISM AND CULTURE

"This pride is our most precious asset. But it is never a given. It is built, every day, through dialogue, consultation, and listening. We are not naive. We know there are conflicts of use, areas of tension, and sometimes legitimate frustration. We also know that not everything is resolved in an instant, or by a single decision. But we believe in method, consistency, and cooperation: because that is how, step by step, sustainable balances are built." This is the direction of the policies put in place by the Région and the CRT, which aim to deseasonalize to better distribute visitor numbers, develop sustainable mobility to reduce impacts, support environmental labels to give value to commitment, and support residents so they can become the primary ambassadors of their region. "Tourism in Le Sud is not a product; it is a culture. A culture of connection, sharing, and beauty. A culture that unites those who live here and those who come from elsewhere. What we carry together is an ambitious vision. That of a territory that combines excellence and high standards, attractiveness and responsibility, modernity and deep roots. Le Sud is more than a destination! It is a promise of life, a promise of balance. A model that we must protect, pass on, and reinvent. Our region is beautiful, but what makes it unique is the way it takes care of itself, its residents, and its future. This is the meaning of our commitment. This is what tourism in Le Sud is: a tourism of respect, care, and pride," concludes François de Canson. •