- Business tourism stakeholders in the South Region are joining forces to create clearer and stronger governance. The merger by absorption of Linkeus into the Provence-Alpes-Côte d’Azur Regional Tourism Board (CRT) enhances their ability to support business tourism professionals with greater consistency and proximity.
- The integration of Linkeus into the CRT ensures the continuity of actions and expertise that have shaped the strength of this sector. Teams and leaders remain fully committed to a shared ambition: building a high-performing, sustainable, and attractive business tourism industry.
A strategic merger serving professionals
“Together with Linkeus’ governance, we decided to bring our organizations closer to create new synergies between leisure tourism and business tourism. This merger will also generate economies of scale, while preserving all action plans for tourism professionals—a sector that accounts for €3 billion of the €21 billion in economic impact in the South Region. With 400 CRT ClubPro members and 250 Linkeus members, our action plans will continue to address the specific needs of each partner. Teams will also keep serving their members, but now with shared resources, optimizing spending for greater performance without losing governance agility. This is excellent news for the growth of our tourism economy, which represents 10% of regional jobs and 13% of GDP.”
François de Canson,
Vice-President of the South Region Provence-Alpes-Côte d’Azur,
President of the Provence-Alpes-Côte d’Azur Regional Tourism Board
This merger aims to consolidate resources, preserve existing initiatives, and improve the visibility of the regional offer for professionals.
After six months of consultation, the boards of directors of Linkeus and the CRT approved a shared governance model: a dedicated business tourism committee was created within the CRT, ensuring continuity of actions and specific representation of MICE stakeholders in regional governance.
Continuity of actions and resource pooling
A key priority of this merger was to maintain 100% of Linkeus’ planned actions. This was achieved through the creation of a dedicated budget for business tourism. All Linkeus staff and board members have been integrated into the CRT, ensuring uninterrupted operations.
Fabrice Lavergne and Maxime Tissot, Co-Presidents of Linkeus, have been appointed Co-Vice Presidents of the CRT. Their presence within the new governance guarantees the follow-up of strategic projects such as the European BEFuture program and the ISO 20121 certification initiative.
“Given the effectiveness of Linkeus’ initiatives, the Vice-President of the South Region, François de Canson, suggested uniting our efforts with the Regional Tourism Board to continue MICE actions for the benefit of professionals, destinations, and institutions across our Region. This step crowns six months of work with the CRT and with our members, who voted overwhelmingly in favor of this merger. We now have joint teams under a new governance structure, and soon in shared offices for greater efficiency. We sincerely thank our members who continue to support and participate in prospecting and promoting business tourism in the region. This sector creates wealth and jobs for a whole ecosystem—from convention centers to caterers, event agencies, hotels, and activity providers. While our clients may differ from leisure tourism, our professions are closely linked, and integration into the CRT will bring greater flexibility in execution. This merger also broadens our capacity for action. As future Vice-Presidents of the CRT, we are committed to carrying the voice of MICE professionals, showcasing our expertise, and ensuring that every member finds in this new organization concrete support, collective momentum, and a growth driver.
Maintaining an autonomous MICE committee within the CRT ensures clear representation of our sector’s specificities and operational expectations.
By building on innovative programs such as the European BEFuture initiative and our commitment to ISO 20121, this new stage allows us to aim higher and further for a sustainable, competitive, and locally rooted business tourism industry.”
Fabrice Lavergne & Maxime Tissot,
Co-Presidents of Linkeus
A strategic sector for the South Region
Business tourism (MICE – Meetings, Incentives, Conferences, Exhibitions) is a major economic driver in the South Region. It generates more than €3 billion in annual economic impact and accounts for 15% of off-season tourism activity, boosting the economy beyond the summer peak.
Average spending per business tourist is 2.5 times higher than that of a leisure tourist, making it a priority segment for the region. This integration strengthens resources allocated to an already structured sector, while enhancing its visibility within the CRT’s regional strategy.
Nice Côte d’Azur, a driving destination
The Nice Côte d’Azur area offers first-class infrastructure—an international airport, premium accommodation, and a new convention center—along with a dedicated organization: the Nice Côte d’Azur Metropolitan Convention Bureau. This bureau supports organizers of conferences, seminars, and incentive events, centralizing local expertise and facilitating connections between public and private partners. Its role is to optimize event hosting conditions while promoting the region’s full range of assets.
As part of the organization of the 3rd United Nations Ocean Conference, the city of Nice inaugurated a major convention center in its historic port, combining contemporary architecture, sea views, and optimal accessibility. With 16,000 m² of modular spaces, including a panoramic rooftop and state-of-the-art facilities, it can adapt to all types of business events. Designed with the user experience in mind, it offers an inspiring, sustainable environment rooted in the Niçois lifestyle.
Learn more about the Nice Convention Center on the Metropolitan Convention Bureau website.
Source: Press release – Linkeus, CRT, Nice Côte d’Azur Metropolitan Tourist Office
