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Video: A sneak peek at the refined glamour of Monaco

Despite Monaco having an achingly chic status, the Monaco Convention Authority and the team at Société des Bains de Mer (SBM), are diligently transforming Monaco’s reputation from a place for the affluent to a destination with a certain je ne sais quoi for all.

Without compromising any of the refined glamour that Monaco is so well known for, the tiny principality is diversifying its offering in order to keep on welcoming a variety of business events, conferences and of course, incentive groups.

“In the current business context, where the destination criteria are dramatically changing we have also capitalised on our values,” Christine Barrabino, head of the convention bureau in Monaco, told M&IT.

“Monaco wants to display a different image without corrupting or compromising the core identity of the destination. For 150 years, the stars of Monaco have been mostly artists, Formula One drivers or famous chefs awarded by Michelin. After the 2009 world financial crisis, these stars have become too bright.

“All our attractions quickly turned into negative stereotypes that many event planners and corporate CEOs have intentionally avoided. Monaco was considered too luxurious, too expensive and not appropriated for business events. From then we have capitalised on our knowledge hubs, including economy, medical, innovation and sustainability, which were values that no one would have thought possible to attribute to our destination.”

Alongside realigning its values to attract the business events sector, Monaco has also upgraded its already impressive event venues by adding the brand new One Monte Carlo conference centre on the edge of Casino Square.

Opened earlier this year, the fully accessible venue features an auditorium, meeting rooms and a plenary room and doubles the space available within the central Business Tourism Hub in Monte Carlo, comprised of Hôtel de Paris Monte-Carlo, Hôtel Hermitage Monte-Carlo and now One Monte Carlo.

Discover more about Monaco as a business events destination in November’s issue of M&IT magazine.