Monaco attracted approximately six million day visitors in 2014, with leisure travel remaining the largest sector. But this is changing; the proportion of leisure travelers visiting Monaco was 71% last year, while business travel has increased to 29%. The city also attracts an estimated 300,000 cruise passengers each year.
Building on this luxurious entrance, Monaco is also keen to underscore its credentials as a destination for fine dining, with famous Michelin-starred chefs including Joel Robuchon and Alain Ducasse operating restaurants in the city. And with Monaco being the “safest country on Earth”, according to the Monaco tourism authority, visitors can “go to dinner with their jewels” without the fear of having them stolen.
The Monaco Tourism Authority has been visiting Southeast Asia in an attempt to attract more of the region’s well-heeled visitors to its high-end hotels and attractions. The Monegasque delegation underscored Monaco’s status as a luxury tourism destination, but stated that prices in the city still compare favorably to other European cities. Average hotel rates are approximately 25-30% lower than in cities like Paris and London, it stated.
The Monaco Tourism Authority road show to Asia has been held in partnership with Hotel Metropole, which houses Joel Robuchon’s multi-Michelin-starred restaurant, and Fairmont Monte Carlo, which overlooks and gives its name to the famous hairpin bend at the Monaco Grand Prix.
The authority also promotes scenic helicopter transfers to Monaco from Nice Airport, which, it claimed, are available for about US$136 – similar to the price of a taxi.
“Luxury is what we do,” said Guillaume Rose, president of the Monaco Tourism Authority. “[But] it is important that people pay the right money for what they get.”