Cannes’ creative tourism strategy owes much of its clarity, ambition, and impact to the visionary leadership of Laure Toma. As Leisure Tourism Director at the Cannes Visitors Bureau, she has played a decisive role in redefining the destination’s identity — moving beyond its iconic glamour to reveal a city driven by creativity, local talent, and Mediterranean art de vivre.
With her forward‑thinking approach and deep understanding of Cannes’ cultural fabric, Laure has built a dynamic ecosystem connecting artists, artisans, cultural institutions, and tourism stakeholders. Under her guidance, creative tourism has become a strategic lever for year‑round attractiveness, sustainability, and meaningful visitor engagement. She champions a model where creativity is not just an activity, but a shared experience that brings visitors closer to the authentic soul of Cannes.
Her leadership has been instrumental in positioning the city as a CreativeFriendly Destination, internationally recognized for its innovative vision and its ability to showcase Cannes’ most human, inspiring, and culturally rich dimensions. Through her work, creative tourism has become a signature of the destination — a way of experiencing Cannes differently, through encounters, co‑creation, and a renewed sense of cultural identity.
This interview offers insight into Laure Toma’s vision, her methodology, and the creative energy she brings to the evolution of Cannes’ tourism landscape.
What is you connection with “creative tourism”?
As the Cannes Tourist Office, we position the destination as a vibrant hub of creative tourism, working hand in hand with the City and a dynamic network of local partners. Our commitment was internationally celebrated in 2023 with the Creative Tourism Network®’s CreativeFriendly Destination label and the award for the World Best Strategy in Creative Tourism Development.
All year long, we spark collaborations, nurture innovative projects, and ensure that Cannes’ unique culture, craftsmanship, and creative energy shape unforgettable visitor experiences.
Driven by a thriving ecosystem of local talents and partners engaged in the Creative Tourism Network®, we curate, co‑design, and showcase a rich portfolio of creative experiences that reveal Cannes’ most authentic and inspiring side.
WHICH CREATIVE TOURISM EXPERIENCES BEST REPRESENT YOUR DESTINATION’S DNA?
Cannes’ DNA blends cinema, Mediterranean art de vivre, and exceptional local know‑how — and our creative tourism experiences bring this identity to life in the most authentic way.
Through our online platform Cannes Experiences, visitors can book a wide range of activities: from cultural and sports experiences to culinary workshops exploring local markets and gastronomy. The Lérins Islands offer another dimension, with wine‑focused experiences, nature immersions, and spiritual heritage encounters alongside the monks of Saint‑Honorat.
Visitors can also book hands‑on craft workshops through Wecandoo, discovering local savoir‑faire such as Cannes honey, ceramics, candle‑making, perfumery, and more.
For those who love meeting locals, the Cannes Greeters offer unique, off‑the‑beaten‑path walks led by passionate residents who share their city voluntarily and wholeheartedly.
On the culinary side, Eatwith opens the doors to convivial meals and authentic encounters with Cannes’ inhabitants.
Finally, La République des Arts — a vibrant collective of more than 180 artists and artisans — offers year‑round creative sessions: ceramics, decorative object design, drawing classes, and many other artistic experiences that showcase the richness of local talent.
We also design themed leisure group packages to encourage visitors to discover a more authentic, experiential Cannes, beyond traditional circuits and peak seasons.
👉 To explore the full range of creative and experiential possibilities in Cannes, visit our dedicated page: https://www.cannes-france.com/cannes-visitors-bureau/cannes-creative-friendly-destination/
HOW IS CREATIVE TOURISM BENEFITING YOUR DESTINATION?
Creative tourism enables Cannes to extend its appeal far beyond the high season, attracting curious visitors year‑round who are eager to experience the city differently. It reveals a more intimate, authentic side of Cannes — one that complements the glamorous image for which the city is internationally renowned.
By co‑creating experiences with artists, creators, artisans, and cultural actors, we help preserve traditional know‑how and intangible heritage while generating new revenue streams for local stakeholders. These experiences also respond to the growing demand for meaningful, experiential travel.
Creative tourism strengthens the bond between visitors and residents, rebuilds a shared cultural identity, and supports a more sustainable, diversified, and experience‑driven tourism model.
Its experiential dimension encourages visitors to explore Cannes off the beaten path and outside peak periods, while shining a spotlight on local talent and the city’s cultural richness — both nationally and internationally.
