Jardival 2 Project
Following the cooperative actions undertaken during the first JARDIVAL project (ALCOTRA program 2014-2020), and with the aim of building upon this experience, the main objective of the JARDIVAL 2 project is to enhance the appeal of the cross-border area by increasing visibility and visits to the gardens of the Franco-Italian Riviera.
Following the cooperative actions undertaken during the first JARDIVAL project (ALCOTRA program 2014-2020), and with the aim of building upon this experience, the main objective of the JARDIVAL 2 project is to enhance the attractiveness of the cross-border area by increasing visibility and visits to the gardens of the Franco-Italian Riviera.
These gardens, established on both sides of the border between the late 19th and early 20th centuries, are an important part of the natural, historical, cultural, and architectural heritage of the area. The aim of this project is to restore, protect, and enhance these exceptional sites, representing a valuable resource for promoting sustainable, diversified, and seasonal tourism throughout the Franco-Italian Riviera. Furthermore, they require and deserve common promotional tools that enable the development of an overall cross-border tourism offering to best intercept visitor flows on a sustainable basis.
The project involves 7 diverse partners, owners and managers of outstanding gardens that are regional, cross-border, national, and even European landmarks, and institutional partners with expertise in tourism development and promotion.
The partner municipalities will carry out refurbishment and restoration of 3 historic gardens and a Mediterranean park: Villa Faravelli’s Garden in Imperia, Villa Ormond’s Garden in Sanremo, Morès Garden in Cannes, and the Wellness Park in Costarainera. The works will concern buildings, paths, plantings (renewal of species, tree planting), furnishings, and visitor reception areas.
The work also includes modernizing signage and improving accessibility by connecting with the Western Liguria Bike Path, as well as enhancing access for people with reduced mobility.
These rehabilitated gardens will be promoted through an entirely cross-border promotional strategy. All partners will be involved in its implementation: the municipalities will support local promotional activities, and the Alpes-Maritimes department will produce high-quality cross-border materials for local and international clients. The activities will also target a more focused audience of socio-professional operators and specialized press in the field of garden tourism, a real lever of economic development. The challenge is to attract visitors outside the summer period to reduce the impact of mass tourism on the region. Large-scale edutours and B2B and B2C events will be organized (even outside the ALCOTRA area to further increase the appeal of the Franco-Italian Riviera) and will benefit from the visibility of the gardens provided by the fourth edition of the 2023 Garden Festival and the media momentum it will generate.
The two tourism promotion bodies, the Côte d’Azur France Regional Tourism Committee and the In Liguria Agency, play an essential role in this cross-border project. The objective is to jointly strengthen the year-round influence of two areas facing the same tourism flow issues, related to the need for better marketing knowledge on both sides of the border, to stimulate collaboration among partners, and to work in a context where proximity has become fundamental.
The project stems from tourism strategies aimed at revitalizing local markets, diversifying tourism beyond the traditional winter snow and summer beach schema, and preserving natural heritage and biodiversity.
Activities, Impacts, and Results:
The enhancement, promotion, restoration, and redevelopment activities, as well as innovation and sustainable development, aim to position the Franco-Italian Riviera as a preferred destination for green, garden-based tourism. The redevelopment of the gardens will enable the achievement of a quality level necessary for the offering and networking of an experiential tourism product, aimed at promoting the destination at a national level.
The goal is also to integrate the gardens into sustainable and inclusive cross-border tourism offers and itineraries, and to improve their accessibility, thereby ensuring greater visibility and an increased number of visitors. The cross-border level of intervention will ensure the promotion of the destination to a broader network of clients.
Lastly, a tourism promotion strategy aims to strengthen the year-round influence of two areas facing the same tourism flow issues, related to the need for a better understanding of marketing processes and working in a context where proximity has become fundamental. The activities are targeted at local and international clientele, as well as a more focused audience of socio-professional operators and specialized press, around the theme of garden tourism, a real lever of economic development. The cross-border destination of the Riviera is increasing its credibility around the theme of gardens and positive impacts are expected in terms of improving ‘green’ and ‘slow’ sustainable tourism on the coast.
Cross-border Edutour: “Embark for #cotedazurfrance from April 13 to 16, 2023, Menton and Riviera dei Fiori”
Participants: French and European travel agencies
Cultural and gastronomic discovery of the cities of Menton and Roquebrune-Cap-Martin, including visits to museums and tourist sites, and of San Remo with a bicycle tour and a visit to an exotic garden.
List of partner agencies:
- Servizio Assistenza Panorama
- Evasion & Decouverte
- Viaggi Verdie
- Viaggi 4 saisons
- Tour Arconcept
Start date of activity
15 march 2023
Alpi dell'Alta Provenza, Imperia
Conseil Départemental des Alpes-Maritimes
Commune de Cannes
Commune di Costarainera
Comune di San Remo
Agenzia regionale per la promozione “InLiguria”
Comité régional du tourisme Côte d’Azur
Commune di Imperia