Expect the Unexpected

Provence and Côte d’Azur were in the spotlight yesterday as a delegation of tourism officials held industry events in Toronto showcasing France’s second most visited region (next to Paris).

The road show, featuring nearly 40 tourism partners from France, started in Montreal, moved to Toronto and now moves on to Boston and New York.

From Canada, officials are celebrating new direct Air Canada service from Montreal to Marseilles, starting June 9.

Located in southern France, Provence and Côte d’Azur sport 300 days of sunshine a year and are known for their “joie de vivre” lifestyle. Popular with Canadians, the regions are famous for their gastronomy and wines, diverse landscapes, cultural heritage and UNESCO sites, as well as golf, biking, hiking, museums, festivals and carnivals. The Côte d’Azur area alone hosts more than 2,000 events a year.

Last year, Provence welcomed 1.2 million visitors, a number that is up 17% over the last five years.

“We’re hear to communicate the classics, but promote the unexpected,” said Loic Chovelon, managing director of Provence-Alpes-Côte d’Azur Tourisme.

Pictured at a Toronto luncheon yesterday are (l-r) Chovelon, Melanie Paul-Hus, Atout France, Canada, and Eric Doré of Côte d’Azur tourism.