The Riviera secures the Chinese tourist market

Emerging markets are having the biggest impact on the local tourism industry. Copyright: Noemi Rebollo Lopez

Part of Nice's latest tourism promotion campaign has been aimed at bringing in a new range of tourists whilst maintaining strong relations with the regular markets of Great Britain, Italy and Germany.

So far, 2012 has been a successful year for the tourism industry on the Côte d'Azur with an all-round increase on last year's first quarter performance of three per cent. But it is the emerging markets of America, Russia and China who are showing the biggest and most impressive surge in interest. 

Russians, who have been long term lovers of the south of France and Monaco, are back again this year with an increase of 19 per cent, and the States too are making a comeback in the region with 22 per cent more Americans travelling to the Riviera than during last year's spring months.

The south of France seems to have also captured the hearts of the Chinese community; it's developing as one of the most prevalent holidaymaking countries in the Riviera. An extra 32 per cent of Chinese tourists have flocked to our Mediterranean shores since January and this figure looks set to rise as direct flights between Nice and China become more frequent and affordable.

In total, half a million hotel rooms were booked during the first four months of this year - despite the temperamental weather conditions.

Elsa Carpenter