May 11-13, 2026
New York, Washington DC, Dallas and Fort Worth
In May 2026, Var Tourisme, in partnership with Atout France USA, will organize a federated promotional mission in the United States, bringing together approximately ten local partners to showcase the Var as a premium and distinctive destination.
This initiative will take place across four key U.S. cities with strong growth potential for travel to France, including New York City, Washington, D.C., and Dallas, targeting influential travel trade and media audiences.
A premium positioning rooted in the art of living
Participating partners will reflect the high-end positioning of the destination, including:
- Five-star hotels
- Creators of exceptional experiences
- Ambassadors of the Var art de vivre
Together, they will highlight the richness, authenticity, and diversity of the Var, reinforcing its image as a destination of excellence.
Workshop & Networking Events
Atout France USA will organize a series of workshop-networking events, designed to foster high-quality professional exchanges with U.S. tourism stakeholders.
These events will provide an opportunity to:
- Meet qualified travel advisors and tour operators
- Connect with contacts from the Internova network, of which Atout France became a member this year
- Leverage Atout France’s Virtuoso, ARC, and Muck Rack databases
- Engage with select U.S. media contacts in key markets
Each event will spotlight the destination through curated presentations and direct B2B meetings, while showcasing the colors, traditions, and identity of the Var.
Three Key Destination Pillars
1. Le Var, L’Unique Collection – Prestige Offering
- 32 five-star hotels (with up to 36 expected by spring 2026)
- 83 four-star hotels
- 14 Michelin-starred restaurants
- Exclusive gastronomy and experiences united under the brand Le Var, L’Unique Collection
2. Wine Tourism
- World’s leading producer of rosé wine
- Iconic cuvées such as Whispering Angel
- Strong international recognition, supported by well-known American personalities
- Over 440 wine estates and a continuously evolving premium offering
3. Memory Tourism – Provence Landings
- Landing beaches, WWII memorials, and the Draguignan American Cemetery (ABMC)
- A strong historical bond with the United States, reinforced by the 80th anniversary commemorations in 2024
Strategic Objectives
This initiative aims to:
- Increase awareness and attractiveness of the Var in high-growth U.S. markets
- Highlight the destination’s premium and differentiating assets
- Generate media exposure and new B2B business opportunities
- Strengthen memorial, institutional, and professional ties with the United States
- Showcase destination novelties through an engaging narrative and the presence of local partners
Register now to attend the event !
We look forward to welcoming you in New York, Washington DC, Dallas and Fort Worth !