Cannes joins the World Network of Creative Tourism and now holds the Creative Friendly Destination label

As part of the 46th edition of the World Tourism Fair in Paris, the Creative Tourism Network® announced that Cannes has joined the World Creative Tourism Network and has been designated a “Creative Friendly Destination”.

The City of Cannes thus aims to implement a new ecosystem that benefits the entire population and Cannes’ professionals, via the creation of authentic experiences that help to diversify the offering, particularly out of season. The aim is also to showcase another facet of the destination, a more human and creative one, through the know-how of its inhabitants.

Published on 16 March 2023

What Caroline Couret has to say

Director, creative Tourism Network
Caroline Couret Director, Tourism Creative NetworkCaroline Couret Director, Tourism Creative Network
©Caroline Couret Director, Tourism Creative Network
Caroline Couret

“Cannes’ creative fabric is second to none, but even more innovative is the approach taken by representatives of the City, SEMEC and local residents to convert the destination’s cultural and human assets into a differentiating element aimed at seducing new generations of travelers in search of meaning.”

Director, Creative Tourism Network®


“The teams at the Cannes Convention & Visitors Bureau and the Office de Tourisme de Cannes have been working for many years to set up creative experiences in Cannes, notably with the network of Greeters (*), culinary experiences in local homes on Eatwith or the setting up of new Cannes activities on Wecandoo. I’m very proud today that this label will enable a greater number of visitors to discover another facet of Cannes. It also fully echoes le Palais’ mission to welcome the world in a sustainable way.”

Jean-Michel Arnaud, President of le Palais des Festivals et des Congrès de Cannes


“After being voted the world’s best destination for Festivals and Events at the World Travel Awards 2022, Cannes continues to innovate and becomes the instigator of a new form of tourism by becoming a Creative Friendly destination. This label will meet the growing demand from travelers looking for authenticity. It will also highlight French know-how, and more specifically Côte d’Azur know-how and the creativity of local players. Associating local players and talents is essential for the sustainable development of the tourism economy.”

David Lisnard, Mayor of Cannes


(*) Greeters are volunteer ambassadors for the city, residents who wish to share their favorite places, a passion, a sporting activity and human experiences. In Cannes, this ambassador scheme was launched in 2016. More info on


Creative tourism

A booming sector

Creative tourism is a new form of tourism aimed at travelers eager to discover a destination and its culture by taking part in artistic and creative activities with locals. It has many virtues, such as:

  • Matching the new demand of travelers eager for unique experiences
  • Diversifying the tourism offer via the optimization of existing resources
  • Attracting quality, off-season tourism
  • Preserving and transmitting intangible heritage
  • Sustainability, based on the use of creativity as a primary resource

A destination that nurtures creative talent

Cannes joins 27 other Creative Friendly destinations in 18 countries around the world.

Many creative activities are on offer in Cannes for visitors looking for creative activities, such as:

  • Tours of the city by Cannes residents via Greeters
  • Organic wine tastings on the island of Saint-Honorat island
  • Ceramic tableware modeling workshop with a local artist
  • Family candle-making workshop
  • Spiritual retreat on Saint-Honorat island with the monks of Lérins Abbey
  • Discovering and tasting local produce at the Forville market
  • Discovering and tasting local produce at the Forville market
  • A clean-up session on Sainte-Marguerite Island with the Organisme National des Forêts
  • Discovering the 6 statues of the Jason DeCaires Taylor underwater eco-museum near Sainte-Marguerite Island
  • Creating upcycled pouches, bags, aprons with Résines Esterel Azur from old tarpaulins from Cannes events.

Cannes’ rich cultural heritage – both tangible and intangible – and its creative industries are all assets that meet the requirements of a certified Creative Friendly destination, a label awarded by the Creative Tourism Network®. This certification will enable the realization of numerous synergies both with the network’s member destinations and with players in this international market, as well as with organizations such as the World Tourism Organization and UNESCO. It will also enable certified destinations to gain strong international exposure in the creative tourism market (B2B and B2C), and benefit from strategic partnerships with tour operators, organizations and companies.

About the Creative Tourism Network®

The Creative Tourism Network® is the international body responsible for the development of creative tourism worldwide. The CTN was created in 2010 as a non-profit organization with the support of the EU, in order to structure this booming sector. The CTN regularly collaborates with the UNWTO, UNESCO, and Ministries around the world.

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