Cannes Celebrates Bastille Day in the United States and Strengthens Its Ties with the North American Market

As the main sponsor of the events organised by the Alliance Fran&ccedil aise de New York – an emblematic institution of the French-speaking world in the United States – Cannes brought Madison Avenue to the rhythm of French culture. More than 35,000 visitors took part in this Bastille Day Fair, which was transformed for the day: Sensory stands, a cinema photocall, meetings around the book Martine sur la Côte d’Azur hosted by its author Rosalind Elland-Goldsmith… everything was thought out to offer an immersion in the Cannes universe.

And in Montclair, the operation was just as intense: a garden party, 4 stands and a literary encounter were all part of the exchange with the public, who were curious and won over by the authenticity of the destination.

Beyond the general public visibility, the operation included two professional events in Brooklyn and Manhattan bringing together 70 tourism professionals (travel agencies, tour operators, luxury concierge services…). The event, which included a ping-pong tournament and an immersive evening in the colours of Provence, served to strengthen business links and position Cannes as a destination of choice among North American influencers. At the same time, the Convention Bureau organised a roadshow to promote business tourism from 7 to 11 July in a number of strategic cities and regions: Denver, Salt Lake City, San Francisco and Southern California. The event, which was designed to raise the profile of Cannes as a destination among targeted influencers, brought together a number of Cannes-based partners: hotels Carlton Cannes, Le Majestic Cannes, JW Marriott Cannes, Hôtel Martinez, Canopy by Hilton Cannes and MGallery, as well as agencies Raising Stones Events, Ikebana DMC, French Factor and Lafayette Group DMC.

The Bastille Day operation is part of a wider dynamic: that of booming American tourism to the Côte d’Azur, and Cannes in particular. In 2024, the United States will become the leading customer for commercial accommodation on the C’te d’Azur, with nearly 1 million overnight stays (hotels, tourist offices, Monaco). In Cannes, this clientele represents more than 169,000 hotel overnight stays, i.e. 17% of total overnight stays in the destination in 2024. An increase of +10% compared to 2023, and a return above the pre-Covid level (152,539 nights in 2019). In terms of travel volume, 620,000 U.S. tourists trips were recorded in 2024 on the Côte déAzur, an increase of +10% on à the previous yearécéd. This is an all-time record, with only the figures for 2000 reaching a comparable level.

The success of Cannes with the US market is also based on its international tourism dimension, which affects a variety of sectors, boosting the destination’s visibility and appeal. The major events include the Festival de Cannes (cinema), the Cannes Lions (advertising and communications), the MIPIM (real estate), the MIPCOM (audiovisual), as well as the Cannes Yachting Festival (luxury yachting) and, more recently, the Cannes Lions (advertising and communications);More recently, the Ethereum Community Conference (EthCC), a major new event in the cryptocurrency world, attracts a large number of North American customers every year. This sectorial diversity – culture, business, innovation, luxury – gives à Cannes an exceptional reach, capable of reaching varied, prescriptive and international audiences. These events ensure a high level of global visibility, which is extended throughout the year by targeted promotional campaigns targeting the business and leisure tourism segments.