In the highlands of the Alpes-Maritimes, around Saint-Martin-Vésubie, Pure Montagne Côte d'Azur unites the Vésubie and Valdeblore valleys, at the gateway to the Mercantour National Park, about an hour from Nice. The challenge is twofold: to establish a genuine holiday experience and to gain national recognition, bringing coherence to a long-fragmented offering so that the hinterland can exist as a destination in its own right, and not simply as an extension of the coast.

The project's origins date back to December 2011, with the creation of the Vésubie-Valdeblore joint association: to bring together existing resources, develop them, and raise awareness. In 2018, the Pure Montagne brand was launched, marking a new stage of development. Today, it boasts 250 employees (maintenance staff, instructors, park managers, etc.) and remains the largest employer in the two valleys. "We've structured a previously scattered offering to create a cohesive destination, with clear services and a seamless visitor experience," summarizes Mickaël Crouin, the brand's marketing and communications manager.

On the ground, the ecosystem relies on identified anchor attractions (Alpha Park, Vésubia Mountain Park, thermal baths) and, at the height of the season, offers over 50 activities. In Boréon, treehouses extend the nature experience just steps from the wildlife park. In La Colmiane, the offerings are available year-round, from skiing to summer tobogganing, mountain biking to zip-lining, while Vésubia Mountain Park combines indoor and outdoor activities with climbing, canyoning, and spa treatments. The trail running center boasts 13 routes totaling 270 km. The promise isn't based on a star attraction, but on a comprehensive and easily identifiable route. This unifying theme facilitates booking, on-site navigation, and, above all, the desire to return season after season.

Another crucial factor is accommodation capacity and the "hot beds" that the sector was lacking. Opened in 2022, the Pure Montagne Resort & Spa introduced a previously unavailable 4-star offering: 34 suites and 10 rooms, on a 2-hectare estate, a five-minute walk from the center of Saint-Martin-Vésubie. "The goal is to attract a more national, even international, clientele with greater purchasing power, and to offer an alternative to resorts that are overcrowded in winter and to the crowded coast in summer," explains Mickaël Crouin. During both the winter holidays and July/August, the establishment boasts 100% occupancy: a sign that the offering has found its audience and that the brand is now well-known.

The real challenge remains: filling the seasonal gaps. Here, innovation lies not in a tool, but in a method: organizing, connecting, and scheduling to sustain operations throughout the year. And establishing, permanently, a mountain resort on the French Riviera that no longer depends solely on peak visitor periods.