Reginald Otten, Florence Valette & the manager of the British café-bookshop Read the Room (left to right) ©YesICannes.com
easyJet and VisitBritain invite the people of Nice to “Let their imagination travel” to celebrate 30 years of flights to the United Kingdom with a cultural initiative blending film and literature.
VisitBritain : What if the journey began long before boarding? In Nice, easyJet and VisitBritain are launching a unique initiative that combines culture, gastronomy, and escapism. Titled “Let your imagination travel” (Faites voyager votre imagination), this project invites residents of the French Riviera to (re)discover the United Kingdom through the literary and cinematic works that inspire the world.
« Starring Great Britain » campaign
Presented on Monday, February 9, at the British bookshop-café Read the Room in the heart of Nice, the initiative is part of the international “Starring Great Britain” campaign led by VisitBritain. This campaign capitalizes on a powerful trend in contemporary tourism: set-jetting, or the art of traveling in the footsteps of cult films, series, and novels.
©YesICannes.com
When Culture Becomes a Destination
Today’s travelers are no longer content with just visiting a country; they want to experience it through its stories. Set-jetting fulfills this quest for new emotions. According to VisitBritain, 91% of visitors say they are interested in discovering filming locations in the UK, and 7 out of 10 have already visited a site linked to a movie or series.
Florence Valette & Reginald Otten ©YesICannes.com
Open-air film set and literary stage
From Hampshire, the birthplace of Jane Austen, to the romantic Bath settings popularized by Bridgerton, via the Birmingham streets of the Peaky Blinders, or the wild Yorkshire moors immortalized by Wuthering Heights – of which a new adaptation is currently in theaters – the UK reveals itself as a vast open-air film set and literary stage.
Studios-harry-potter-warner-bros-londres
A “So British” Experience in the Heart of Nice
From February 10 to 21, the people of Nice are invited to visit the Read the Room bookshop-café (3 rue Jean-Pierre Papon). In a warm and resolutely British atmosphere, they can enjoy a pastry specially created for the occasion in easyJet colors and try to win one of three pairs of round-trip tickets to the British destination of their choice, departing from Nice. The principle is simple: buy a pastry, scan the QR code, and fill out the online form. The icing on the cake? All proceeds will be donated to UNICEF, adding a charitable dimension to the project.
©YesICannes.com
30 Years of History Between Nice and the UK
This initiative also celebrates a symbolic anniversary: 30 years of easyJet’s presence in Nice. In 1996, the “orange airline” operated its very first flight in France, linking London-Luton to Nice. Three decades later, easyJet has become the leading airline in Nice, serving 52 destinations, including 9 in the United Kingdom, and holding a 44% market share on this strategic axis. Each year, nearly 350,000 French visitors from the PACA region travel to the UK, while the British continue to make the Côte d’Azur one of their favorite destinations. This campaign aims to celebrate and renew this historical, cultural, and tourist relationship.
©YesICannes.com
Traveling through Imagination, Traveling Differently
“The UK offers an exceptional heritage richness that has always inspired travel and imagination,” emphasizes Reginald Otten, Deputy General Manager of easyJet in France. This sentiment is shared by Florence Valette, Communications and Content Director at VisitBritain: “From Jane Austen’s novels to contemporary series, these shared cultural references continue to fuel the desire to travel.” With “Let your imagination travel,” easyJet and VisitBritain propose a different way of thinking about escape: more narrative, more emotional, and more immersive. It is an invitation to transform a movie scene, a page of a novel, or a cult series into a real travel project.
The UK: The Star of Your Next Vacation
Launched globally in January 2025, the “Starring Great Britain” campaign is built on an ambitious framework: a promotional film directed by Tom Hooper, TV and cinema campaigns, partnerships with Expedia, press trips, and digital content dedicated to screen tourism. The goal: to make Great Britain the undisputed star of cultural vacations. In Nice, this local version proves that a journey can also begin around a table, a book, and a pastry—and that sometimes, you just need to let your imagination take off to already have one foot elsewhere.
Cinema and Literature Often Linked
Countless adaptations of great authors have graced the big and small screens. The three most adapted authors in the world: Shakespeare: 1,121 adaptations ; Agatha Christie: 48 films and multiple TV series & Stephen King.
Current Productions: Hamnet: Golden Globe for Best Motion Picture ; Bridgerton: Currently on Netflix ; The Seven Dials Mystery: Currently on Netflix ; Wuthering Heights: In theaters February 11 ; The Immortal Man: On Netflix March 20.
Cine-tourism content hub available at: visitbritain.com
Read the Room Bookshop-Café
3 rue Jean-Pierre Papon
06300 Nice
+33 (0)6 19 16 74 05
easyJet Destinations in Great Britain
London, Bristol, Birmingham, Manchester, Kent, Sussex, Oxford, Cambridge, Brighton, East Anglia, Bath & Cotswolds, Devon & Cornwall, Cardiff and South Wales, Shakespeare’s Country (Stratford-upon-Avon), Warwick, Stoke-on-Trent, Liverpool, Chester, Lake District, Peak District, North Wales…
easyJet Holidays
Launched in 2019 in the UK. Available from 16 French airports, including Nice. easyJet’s vast network + a wide choice of holidays: Adult, Family, and Luxury. Options: All-inclusive, half-board, B&B, or room only. Quality: Over 4,000 hotels offered. Flexibility: Free cancellation and changes possible. Value: Best price guarantee and affordable deposits (from €75). Customer Service: 24/7 support in multiple languages. Extras: 23kg hold luggage and transfers included for beach stays.
52 Active Routes from Nice :
Portugal (3): Lisbon, Madeira, Porto.
United Kingdom (9): Bristol, Belfast, Birmingham, Edinburgh, Liverpool, London Gatwick, London Luton, Manchester, Newcastle.
France (9): Biarritz, Bordeaux, Lille, Nantes, Paris ORY, Paris CDG, Rennes, Toulouse, Strasbourg.
Morocco (3): Agadir, Marrakech, Rabat.
Spain (7): Alicante, Barcelona, Ibiza, Madrid, Mallorca, Malaga, Tenerife.
Greece (5): Athens, Chania (Crete), Kefalonia, Mykonos, Santorini.
Germany: Berlin.
Switzerland: Basel, Geneva.
Italy (7): Bari, Cagliari, Rome, Olbia, Naples, Palermo, Venice.
9 domestic routes, 25 exclusives, 4 new routes for 2026.
Zoom on New Summer 2026 Routes
Cagliari: 2 flights per week (Tue, Sat). Starting June 23, 2026: from €35. easyJet Exclusive.
Madeira: 2 flights per week (Tue, Sat). Starting June 6, 2026: from €35. easyJet Exclusive.
Birmingham: 2 flights per week (Mon, Fri). Starting May 1, 2026: from €35. UK-Nice Connection.
Newcastle: 3 flights per week (Tue, Thu, Sun). Starting March 24, 2026: from €35. easyJet Exclusive.
30 Years in Nice
31% market share in short and medium-haul ; 4.9M passengers in 2025 (vs. 4.6M in 2024) ; Over 260 employees under French contracts.1996: Launch of operations – 2012: Opening of the base. – 65M+ passengers carried since 1996.
easyJet Passengers
A customer base comprising 84% leisure and 16% business travelers; over 1 million seats available for Fiscal Year 2026; a key player in traffic flows between Nice and the United Kingdom with a 44% market share; 9 routes: Belfast, Birmingham, Bristol, Edinburgh, London Gatwick, London Luton, Liverpool, Manchester, and Newcastle.
easyJet and “Net Zero”
In its ongoing commitment to environmental improvement, easyJet continues to renew its fleet, “which is an integral part of its roadmap toward net zero.” Previous-generation A320ceo aircraft are being progressively replaced by Neos. These state-of-the-art aircraft are, on average, 15% more fuel-efficient than the current generation and 50% quieter during taxiing, take-off, and landing phases.
©YesICannes.com
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