On Wednesday, Binance announced the expansion of its Binance Pay service in partnership with French fintech firm Lyzi.
This will enable over 80 merchants across the French Riviera to accept payments in stablecoins and cryptocurrencies.
The service rollout covers destinations such as Cannes, Nice, Antibes, and Monaco as one of the most real-world crypto payment integrations in Europe’s tourism and retail sector.
Various businesses, including beach clubs, five-star hotels, opticians, gyms, and retail outlets, can now accept payments in over 100 cryptocurrencies, including euro- and dollar-pegged stablecoins.
Transactions are settled instantly in euros, removing merchants from crypto market volatility and offering a seamless checkout experience.
Top Riviera spots now accept Binance Pay
The rollout follows efforts by Cannes Mayor David Lisnard, who earlier this year urged local businesses to embrace crypto payments as part of the city’s Web3 strategy.
“We will be encouraging and especially training Cannes merchants in the integration of cryptocurrencies for payments,” Lisnard stated.
Major establishments now accepting crypto include the JW Marriott and Hotel Gray d’Albion in Cannes, Restaurant Le César in Antibes, and luxury boutiques in Monaco.
“The adoption of crypto payments in a world-class destination like the French Riviera shows that digital assets are becoming part of everyday life,” said David Princay, CEO of Binance France.
Merchants benefit from lower fees, instant settlements, and enhanced security features like encryption and two-factor authentication.
“We’ve seen exceptional enthusiasm from merchants,” added Damien Patureaux, CEO of Lyzi. “They’re excited to be leading the way for crypto payments acceptance in France.”
To incentivize users, Binance Pay launched a promotional campaign from June 28 to July 6, offering 5 EURI (a regulated euro-backed stablecoin) to the first 1,999 customers spending at least €20 in crypto at participating locations.
MiCA rules drive crypto adoption across Europe
The expansion aligns with Europe’s growing regulatory clarity under the Markets in Crypto-Assets (MiCA) framework, which came into force last year.
MiCA provides a harmonized set of rules for crypto services across the European Economic Area (EEA), encouraging trust and adoption.
Binance Pay’s French Riviera rollout is part of a broader global push. In Africa, the platform has partnered with retail outlets in South Africa and integrated mobile money in Kenya, enabling users to buy and sell crypto directly via their mobile accounts.
These efforts highlight crypto’s role in financial inclusion, remittances, and hedging against economic instability.
As the French Riviera becomes a testing ground for crypto in luxury tourism, the initiative sets a precedent for other high-value markets.
With regulatory support and merchant enthusiasm, digital assets are steadily transitioning from niche to mainstream.