A delicate, deliberate equation that places the inhabitant at the heart of the reflection: a territory pleasant to live in is, by its very nature, a territory desirable to visit.

MPG, a vibrant showcase of a living territory

Launched in 2019 with over 1,000 events, Marseille Provence Gastronomie (MPG) has established itself as one of the most unifying initiatives supported by Provence Tourisme. Conceived from the outset as a driver of economic, cultural, and social appeal, it has evolved over the years to become one of the most anticipated events in the region, for both locals and food lovers from far and wide. From the traveling Street Food Festival and increasingly vibrant "Unusual Dinners" to solidarity banquets that have become "memory & health" events, MPG now structures an annual dynamic that is both popular and demanding. "I feel that since 2019, we have made significant progress in terms of visibility. For the Unusual Dinners, the 3,000 places are sold out in half an hour," emphasizes Isabelle Brémond, Managing Director of Provence Tourisme.

The Covid period marked a turning point. Where many would have suspended their activities, Provence Tourisme chose to adapt, maintain connections, and provide concrete support to the sector. MPG then became a tool for resilience: promoting short supply chains, providing direct support to restaurateurs and producers, and adopting more agile, local, and responsible formats. This formative experience redefined the project's purpose: no longer just a festive event, but a structuring force for the region.

"In the leading market gardening and olive-growing department in France, the challenge remains deeply territorial," highlighting local productions, supporting new chefs as well as the most well-known, and responding to current societal trends, whether it be vegetarian menus, responsible cuisine or alcohol-free offerings.

Quality of life, inclusion and innovation

The balance between residents and visitors guides every action of this recognized institution. This is evidenced by the Villes et Villages Fleuris competitions, the only Collèges Fleuris scheme in France, the support provided to municipalities on waste management, and the cross-cutting policy "Tourisme & Handicap", which aims to award a label to hotels, museums, restaurants and events accessible to the 4 types of disabilities (motor, sensory, cognitive and mental).

By 2026, regenerative tourism is becoming a fully embraced ambition. Educational walks, Tourism & Foresight conferences, and support for certification (Green Key, Ecotable, ISO 20121) reflect a clear commitment: to go beyond "less impact" and contribute positively to the region. "When you know things, you better understand the issues and you protect them," reminds Isabelle Brémond.

Finally, Provence Tourisme is establishing itself as a true innovation hub. With Provence Travel Innovation, the Flux Vision Tourisme tool, and the MIA conversational assistant on MyProvence.fr, data becomes a lever for a more human-centered vision of tourism: better understanding visitor flows, anticipating usage patterns, and distributing visitors across time and space. One conviction underpins all these initiatives: the future favors the bold, those who dare to experiment, observe, and rethink their region.