To end its summer season in style, the Principality’s Tourism and Convention Office has unveiled a new promotional campaign aimed at tourism professionals from around the world, in the form of the invitation: Monaco is FOR YOU.

“If the perception of Destination Monaco varies greatly… it is clear that often this vision is frozen in an imaginary past and extremely incomplete … With this new campaign, our goal is to to position the Principality as a destination that reinvents itself, remaining true to the elements that make up its DNA,” said Guy Antognelli, Director General of Tourism.

For 150 years, Monaco has been a welcoming place for the most demanding tourists. Its allure has been expanded with new concepts and the institutions that make it famous are being modernised to perpetuate its reputation for excellence and offer unique experiences.

Available in 17 visuals with a neat visual aesthetic, the campaign has 10 themes that represent the diversity of Monaco: culture, family, gastronomy, sport, responsible tourism, games, weekend getaways, spa attitude, nightlife and conventions.

The Monegasque communication agency Colibri was in charge of its design and took up the challenge of this “more modern, more technological and innovative image, the plurality of visuals offering a wealth of communication and different messages according to the chosen media.”

The campaign, which involves all segments of tourism, will be deployed primarily in France, plus the British, Italian, American, Russian, German, Austrian, Belgian and Swiss markets.

Tourism is a pillar of the Monegasque economy. Hotel attendance reached 66.6 percent in 2018, representing more than 908,000 overnight stays. The Principality hosts a mainly European clientele (70 percent of arrivals), most of whom stay for leisure. The share of business tourism was 28 percent in 2018.

For more information: Tourism and Congress Department,

SOURCE: Monaco Government Press Office