Monaco: MICE in a state of grace

Monaco is attacking 2025 with all guns blazing, to maintain its position as one of the world's leading MICE centres. And to gain even more ground on the international stage, the Principality has been making inroads on the Mediterranean with the inauguration in December of Mareterra. This new district is defined as an extension of the Monegasque coastline from the Grimaldi Forum to the Formula 1 Grand Prix tunnel. The project, unveiled in 2013, will add 6,000 m² of exhibition space to Monaco's MICE nerve centre, representing an increase of 50%. And it's easy to see the new dimension and new prospects opening up for those involved. 

Without even questioning the notion of an eco-neighbourhood built to the detriment of the aquatic space - particular attention has been paid since 2016 to the protection of animal and plant species, reports the project site - another question arises: a destination for the standing of Monaco So does it still have to prove itself? The fact is that, in a world that is more competitive than ever, every destination seems to be constantly being called into question. No status seems guaranteed. Monaco is well placed to know this: even its Formula 1 Grand Prix, a veritable monument to motor sport, has been regularly threatened for several years by emerging destinations. Quite a symbol.

In fact, you don't need to look very far to identify serious competitors on the MICE postcard. The Principality has to deal with a "rich man's problem": its immediate neighbours are also big names on the international scene. Not everyone has to compete just fifty kilometres away with Cannes and its Palais des Festivals. At the same time, Nice pulls out all the stops to ensure that the hotel facilities are in keeping with the destination, and a congress centre in tune. Visit inaugurations are multiplying, with the added factor that Nice is also Monaco's main gateway for major events, via its airport international or its station... " Things are indeed moving in Nice, but the destination should not be seen as a competitor, but rather as a partner" says Alexandre Ariel. The General Manager of the Fairmont Monte Carlo adds: " There's demand for everyone, synergies are being created, and the world is calling out to the world." . Especially as for long-haul customers, and in particular Americans who are making a comeback, the proximity and complementarity of our destinations are an added advantage...

A resort destination, a hyperactive Principality

And Monaco has a number of very specific assets that enable it to stand out on the MICE scene. Starting with a small surface area and a concentration of infrastructures that inevitably simplify the coordination of the various stages of an event. Guests can move around easily within this "destination resortand all the more serenely as theenvironment is ultra-secure. There are few destinations capable of rivalling the Principality in this field, and the argument does not go unnoticed by international customers, all the more so in an economic climate that is becoming increasingly competitive. the geopolitical context is rather anxiety-provoking. La security is regularly cited as the Principality's number 1 selling point on the MICE scene.

Another major advantage for Monaco: a events calendar inversely proportional to its surface area. " It never stops! "says Alexandre Ariel. The General Manager of the Fairmont Monte Carlo: " In Monaco, the years fly by at a frenetic pace: we're constantly moving from one event to another. There's never a dull moment when it comes to major events." . The International Circus Festival, Jumping, the Rolex Monte Carlo Masters, the Yacht Show: the Principality, hyperactive and a jack-of-all-trades, hosts a host of sporting, cultural and, of course, corporate events throughout the year.

The destination's expertise is now widely recognised by the events industry. And the authorities responsible for further developing the destination's appeal are no strangers to this. Particularly when it comes to joining forces to boost the Principality's profile. " CIt's a magical destination because we're lucky enough to have a Convention Bureau very dynamic. There are joint offers with the other hotels in Monaco through the Monaco Meeting scheme. This enables us to be particularly reactive, responding in less than 12 hours to accommodate large-scale events." explains Liliana Leonori, Sales and Marketing Director for the Fairmont Monte Carlo. 

Vincent Clinckemaillie, Managing Director of Méridien Beach Plazaconfirmsthe importance of teamwork in monegasque strategy : " Monaco is a great team. We are in very close contact with the Tourism and Convention Authority. You can arrive with a request for 1,000 rooms, and we'll make arrangements with the surrounding hotels. Each one will be able to accommodate part of the seminar or incentive, and there will be a natural distribution of the different stages of the event. We are all complementary. We remain competitors, not only because that's the rule, but also because it wouldn't be fun otherwise! But it does pull us up, and we're well aware that this is a destination where you have to share from time to time to get the most out of your event." .

It's a strategy that's paying off for all those involved in Monaco's MICE sector, especially as there should be even more to 'share' over the coming months and years. The inauguration of the convention centre's new facilities has put 2025 under the best of auspices, and the destination is making no secret of its ambitions. " Monaco's big offensive, with all the players back in action" sums up Sylvie Biancheri, Managing Director of the Grimaldi Forum. The Principality is in better shape today than it has been for a very long time".. Let there be no doubt: Monaco will be a force to be reckoned with in 2025, and probably well beyond.