After watching its economic model, based on spa tourism, slowly deteriorate, Évian, a small town of 8,000 inhabitants, started in the 1990s to redeploy its tourist industry, focusing on business and cultural tourism. The tangible results of this approach are, on the one hand, year-round economic activity and, on the other, anchoring of the town within the Geneva metropolitan area, an urban zone that almost entirely encircles Lake Geneva and is dominated by the twin cities of Geneva and Lausanne. This article aims to contribute to the debate around the economic reconversion of thermal resort towns and to analyse the relevance of Evian’s role as a “metropolitan resort” within this cross-border structure.