"We dressed up for our 25th anniversary": Sylvie Biancheri, CEO of the Grimaldi Forum

2025 is a year like no other for the Grimaldi Forum...

Sylvie Biancheri - That's right! We received the Grimaldi Forum extension at the end of December. That gave us just under a month to get to grips with it before theofficial inauguration on 16 january. The occasion also marks the 25th anniversary of the Grimaldi Forum, which was inaugurated in July 2000.

Which makes 2025 the most important year in the history of the convention centre?

Sylvie Biancheri - There's no doubt that this is an important turning point! It's an opportunity for the future and fora very positive future for business tourism in the Principality. It's an extension that we really wanted because a number of events were already at maximum capacity in our building. It's also an extension that will enable us to better combine several events at the same time. If we hadn't seized this opportunity, this extension of the territory of Monaco as part of the Mareterra district and its approximately 6 hectares, we would have had no other option to ensure the development of the Grimaldi Forum given our geographical location. This is all the more of an opportunity as it is a natural extension, directly connected to the existing building. For future business tourism customers, it's very easy: it's additional space directly connected to the existing building, with the added benefit of a third, independent entrance.

How can we sum up these developments in a few figures?

Sylvie Biancheri - In terms of exhibition space, this extension provides an additional 6,000 m². This corresponds to an increase of 50% compared with our previous surface area. These spaces can also be used as meeting rooms. So the space is truly modular. We've also gained some 2,000 sq. metres of outdoor space, with terraces that now have sea views.

Is demand now more for XXL events or for a multiplicity of simultaneous events?

Sylvie Biancheri - Recurring XXL events such as AMWC (World Congress on Anti-Aging Medicine), Luxe Pack and the Assises de la Sécurité need to grow even more, and this extension will enable us to do just that. We will therefore be able to keep these events at the Grimaldi Forum. But the aim is also to host several medium-sized events, especially as we are both a conference centre and a cultural centre.

How does the focus on sustainable development take shape?

Sylvie Biancheri - The Grimaldi Forum building is naturally eco-responsible. In particular, we are ISO 14001 and 20121 certified. We are very efficient, thanks in particular to our use of thalassothermal energy - energy from the sea to heat and cool us. Naturally, the extension also benefits from this technology.

Are you seeing increased competition between MICE destinations, which could undermine the loyalty of certain events?

Sylvie Biancheri - Monaco may be a special case, but as someone who has been here since the Grimaldi Forum was founded, we have never lost a major client, with one exception. After several years of major works, this is all the more remarkable. People are very loyal to Monaco. I think that the attractiveness of Monaco, which operates almost as a resort where everything is easily accessible, allows for more fruitful exchanges than in a big city. There's also the security aspect, which inevitably works in our favour, and the rates aren't as high as you might think. Today, if you compare the hotel rates we can offer for major events, we are very competitive compared to the major European capitals where prices have risen significantly. We have a lot to offer. We've dressed up for our 25th anniversary! We've also completely changed the signage screens, which is important for sponsors in particular. The Princely Government really supports a policy of ongoing investment to keep our building at the cutting edge of technology. And these are assets that we promote to our customers.

Have there already been any spin-offs?

Sylvie Biancheri - Yes: in December, we were already a quarter of the way through our sales contract for the 2025 extension. The customers who visit the spaces are really impressed by this new landscape that they are rediscovering. I think we're going to attract a lot of people in the years to come.

Can we already expect a record year in 2025?

Sylvie Biancheri - Yes, absolutely. Already in 2024 we had returned to the record levels of 2019, and once again despite our construction environment. And for 2025, we hope to increase our sales from 20 to 25%, and to continue to grow at this rate over the next three years.

How do you view the competitive environment on the Côte d'Azur, with several attractive neighbours?

Sylvie Biancheri - We always keep an eye on our neighbours, but not only that: on all our potential competitors on a European scale. But our sales are not built in the same way as players like Cannes for example. I'm extremely optimistic for the years to come: I think we'll be very attractive for business tourism. We are now on the threshold of a new Grimaldi Forum, with a host of additional assets. All of this is well supported by a high-quality hotel sector, and by the work of the Tourism and Convention Authority in promoting Monaco as a great place to do business. We have everything we need to perform well in the years ahead.

There's a particular buzz about 2025 in Monaco...

Sylvie Biancheri - Yes, that's right. Monaco's big offensive, with all the players back in action. SBM had done a lot of work on its hotels, on Casino Square, at the Café de Paris... The Fairmont had also launched several years of work, and now everything is ready. The Métropole is closing for a few months for works, but it too will be reborn... The Principality is in better shape today than it has been for a very long time.