Explore Nice Côte d'Azur

What Explore Nice Côte d'Azur does

Explore Nice Côte d'Azur is the commercial brand of the Office de Tourisme Métropolitain Nice Côte d'Azur (OTM), a public tourism board owned and governed by the Métropole Nice Côte d'Azur (a French territorial collectivity). The organization serves as the official destination marketing and visitor information body for a metropolitan territory of 51 communes spanning coastal (Littoral), hinterland (Moyen-Pays), and mountain (Haut-Pays) areas, including Nice and alpine resorts such as Auron and Isola 2000. Its operations target both leisure tourists (families, couples, accessible and LGBTQ+ travelers, pet owners, sustainable travelers) and the MICE/business tourism segment via a dedicated "Meet in Nice Côte d'Azur" portal.

The platform combines a multilingual (French, English, Italian) website, native iOS/Android mobile applications, and a network of physical information bureaus. Its product portfolio includes the French Riviera Pass (tourist access card available in 24h/€30, 48h/€45, and 72h/€65 tiers covering 60+ sites), the "my Adventure" gamified exploration game deployed across 30 communes, the Atelier Cuisine Niçoise cooking workshop, and content products including the "Pépites" web series and the "Expériences" podcast. Technology components include a live webcam network across key locations, an online booking engine, an e-commerce boutique, and "Gari," a multilingual conversational chatbot for digital visitor reception.

The business model is dominated by public funding and subsidies from the Métropole Nice Côte d'Azur and potentially regional/national tourism development funds, supplemented by transaction-based revenue from French Riviera Pass sales, online experience bookings, and professional services to tourism stakeholders (marketing support, labeling programs such as Clef Verte and Famille Plus, and observatoire data). The organization established a Tourism Observatory in 2024 to measure territorial tourism activity. It is a public-law entity (SIRET 39523504700051) and does not have external investors, subsidiaries, or a for-profit capital structure.

Name

Explore Nice Côte d'Azur

Legal name

Office de Tourisme Métropolitain Nice Côte d'Azur

Website

https://explorenicecotedazur.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

51–100 employees

Short description

Explore Nice Côte d'Azur is the public metropolitan tourism board for the Nice Côte d'Azur territory (51 communes), operating a multilingual destination platform with a tourist pass (French Riviera Pass), gamified exploration game (my Adventure), mobile apps, webcams, chatbot Gari, and MICE services, funded by the Métropole and pass/experience sales.

Ownership category

akta.pro rank

Product category

Tourism Destination Marketing

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Full-Service Destination Management (Ground Handling & Onsite Operations) (THAHADAA)

Keywords

• Destination marketing organization
• Tourism information portal
• Tourist pass services
• MICE business tourism
• Local tourism promotion

Headquarters

HQ city

Marseille

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure

Revenue model

1. Public Funding and Subsidy Model: As a public tourism board (Office de Tourisme Métropolitain), the organization operates primarily through public funding from the Nice Côte d'Azur Metropolis and potentially regional/national tourism development funds.
2. French Riviera Pass Sales: Sale of tourist passes (24h, 48h, 72h) providing free access to 60+ sites and activities on the French Riviera
3. Experience Bookings: Online booking for activities including cooking workshops, guided tours, adventure games, and experiences
4. Partnership Services and Promotion: Services to tourism professionals including marketing support, labeling programs (Clef Verte, Famille Plus), and observatory data

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Explore Nice Côte d'Azur operates the official metropolitan tourism information portal and destination services for the Nice Côte d'Azur territory (51 communes). It provides a multilingual trip-planning platform, sells the French Riviera Pass (24h/48h/72h access to 60+ sites), runs the my Adventure exploration game across 30 communes, hosts cooking workshops, manages a mobile application, and produces digital content (video series and podcast). It also serves tourism professionals with a dedicated MICE portal, observatory data, and labeling programs.

Product overview

Explore Nice Côte d'Azur operates as the official metropolitan tourist office website, providing a comprehensive digital platform for the Nice Côte d'Azur destination. The core offering consists of an information portal complemented by several named products and services: the French Riviera Pass (tourist pass in 24h/48h/72h formats), my Adventure (gamified exploration game in 30 communes), Atelier Cuisine Niçoise (cooking workshops), and a mobile application. Additional offerings include digital content such as the Pépites video series and Expériences Nice Côte d'Azur podcast. The platform also features an Observatoire du Tourisme providing tourism data analytics.

Differentiator

Problem solved

Functional benefit

Brands

• French Riviera Pass: A multi-day tourist pass offering free access to over 60 sites and activities across the French Riviera, available in 24H, 48H, and 72H formats starting from €30.
• my Adventure
• Nice Rainbow Côte d'Azur
• The Luxury Hotels Collection
• Meet in Nice Côte d'Azur

Products and services

• French Riviera Pass A tourist pass offering free access to more than 60 sites and activities across the Côte d'Azur, sold in 24-hour (€30), 48-hour (€45), and 72-hour (€65) durations. Specialized thematic versions include Nature & Terroir and Neige & Sommets passes for outdoor and winter sports experiences.
• my Adventure A gamified exploration game available across 30 communes of the Nice Côte d'Azur territory in which visitors complete quests and challenges while discovering the region through interactive city exploration.
• Atelier Cuisine Niçoise A cooking workshop experience in which visitors learn traditional Niçoise recipes and culinary techniques, bookable through the online boutique.
• Nice Côte d'Azur Mobile Application Official native mobile application (iOS and Android) for the Nice Côte d'Azur destination, providing on-the-go tourism information, interactive features, and booking capabilities for visitors.
• Pépites de Nice Côte d'Azur (web series) A web video series featuring vlogs about local events, attractions, and experiences in the Nice Côte d'Azur region, used as content marketing to inspire travel.
• Podcast Expériences Nice Côte d'Azur An audio podcast series featuring interviews and discussions with local personalities about gastronomy, culture, and tourism experiences across the territory.
• Observatoire du Tourisme A tourism data and analytics platform for tourism professionals, established in 2024 to provide annual key figures and monthly barometers measuring tourist activity across the Nice Côte d'Azur metropolitan area.

Segments8 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core, major and minor.

• French Riviera PasscoreStrategic or Co-development PartnerA multi-partner tourist pass program offering free access to 60+ sites and activities across the French Riviera. The pass is available in 24h, 48h, and 72h formats and represents a key initiative involving multiple local tourism stakeholders.
• Meet in Nice Côte d'AzurcoreChannel Partner/ Reseller/ DistributorDedicated business tourism portal promoting Nice Côte d'Azur for MICE (Meetings, Incentives, Conferences, Exhibitions) and corporate events. Works with the main tourism board to attract business events to the destination.
• Centre des Congrès OcéaNicecoreStrategic or Co-development PartnerMajor conference center operated as part of the Nice Côte d'Azur tourism ecosystem, hosting international congresses and events.
• Clef Verte (Green Key) Program PartnersmajorStrategic or Co-development PartnerEnvironmental labeling program for tourism establishments. The tourism board supports and guides partners through the Clef Verte certification process, promoting sustainable tourism across the territory.
• Famille Plus MontagnemajorStrategic or Co-development PartnerFamily-focused mountain tourism certification program. Nice Côte d'Azur participates in the annual seminar and maintains family-friendly offerings in mountain areas including Auron ski resort.
• Lignes d'AzurminorStrategic or Co-development PartnerPublic transport network for the Nice metropolitan area. Partner for visitor transportation information and event-related transport solutions.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Visit Brussels: Belgian metropolitan tourism and convention bureau operating visitor information, event promotion, and a city pass product. Comparable European city-DMO model with similar segmentation across leisure and MICE.
• Office du Tourisme et des Congrès de Paris: Paris's official convention and visitors bureau combining tourism information, MICE services, and pass products. Comparable institutional structure as a French metropolitan DMO with multi-product digital platform.
• Comité Régional du Tourisme Provence-Alpes-Côte d'Azur: Regional tourism board overseeing the broader PACA region that includes the Nice Côte d'Azur territory. Operates overlapping promotional, observatory, and partner-labeling functions at the regional level.
• Visit Monaco: Official tourism board for Monaco, a neighboring Côte d'Azur destination with comparable functions in destination marketing, event promotion, and visitor information services. Comparable mandate and Mediterranean positioning.
• Office de Tourisme de Cannes: Municipal tourism office for Cannes on the same French Riviera coastline, operating a similar model of destination promotion, local pass products, and B2B services to tourism professionals. Directly comparable in scope and target audience.
• iamsterdam / Amsterdam & Partners: Amsterdam's metropolitan destination marketing organization combining leisure promotion, MICE services, and a digital content platform. Comparable in scope and target audience mix.
• Atout France: France's national tourism development agency, which certifies and coordinates with regional and metropolitan tourism offices including Explore Nice. Operates the Qualité Tourisme certification referenced in the company's awards.

Broad incumbents

• Visit Dubai: Government-backed destination marketing organization operating globally across leisure and business tourism segments. Comparable in public-entity structure and digital-first marketing approach.
• NYC & Company: Official DMO for New York City operating at significantly larger scale across leisure tourism, MICE, and film tourism. Comparable function and operating model but at much larger scope and budget.

Others

• GetYourGuide: Global online platform for booking tours, attractions, and experiences. Adjacent to Explore Nice Côte d'Azur's experience booking function and competes for the same traveler demand layer, but operates as a private marketplace rather than a DMO.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ExploreNCA
• YouTubeyoutube.com/ExploreNiceCotedAzur
• Facebookfacebook.com/ExploreNiceCotedAzur
• LinkedInlinkedin.com/company/nice-convention-&-visitors-bureau
• Instagraminstagram.com/explorenicecotedazur

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Explore Nice Côte d'Azur