Monaco Tourist Authority to ‘reinvent’ destination

The deputy director of the Monaco Government Tourist Authority has unveiled plans to “reinvent” the destination.

Speaking to Aspire, Sandrine Camia said: “Monaco has been synonymous with luxury for decades.

“I would say we’re [now] more into the definition of new luxury, which is more about experience and less about products.”

She said the city-state offers cultural events such as festivals and musicals, as well as “a gateway” to the French and Italian Rivieras.

Focusing on its range of experiences will help showcase there’s more to the destination than the Grand Prix, which takes place in the region each spring.

“Not losing our identity, which is always related to Grand Prix, casinos and nice hotels [is very important],” Camia said. “You can still find those products, but you also have alternatives.”

The destination also wants to “not be seen only through clichés”, according to Camia, which is why the tourist authority is showcasing more of its “hidden gems and authentic experiences”.

Food is another big draw for visitors, with Camia saying there’s “not been a season or a year without an opening of a new beach club, bar or restaurant”.

Among the new launches is Italian restaurant La Vigie Monte-Carlo (pictured), which will open inside Monte-Carlo Beach Hotel tomorrow (June 12).

As the destination enhances its marketing focuses, Camia says the trade will be “mandatory”.

“We support the trade and try to create long-term relationships with them. That’s the way we like to work,” she said.

“We try to educate and create immersive experiences for them. They know that we are here to assist them with information or any kind of support.”