SUMMARY
Following the Nice attacks in 2016, the Côte d'Azur saw a significant drop in tourism activity, which is essential to the local economy. This article explores the impact of these attacks on the tourism sector, revealing a notable reduction in overnight stays, particularly among foreign tourists. In response to this crisis, a crisis unit was set up to revitalize the destination's image. With an investment of one million euros in an advertising campaign aimed at restoring a positive perception of the French Riviera abroad, and the launch of the hashtag #CotedAzurNow, players in the tourism industry are mobilizing to revitalize tourist numbers in the region.
Keywords: ambassadors, attractiveness, crisis management, image, social networks, tourism, Nice, Côte d'Azur, France
Illustration : CRT Côte d'Azur x L'agence Complus/Souple Hop ©
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