Monaco is repositioning itself for a new era of international tourism, combining its legendary glamour with a broader focus on culture, sustainability, wellness and authentic Mediterranean experiences…
Speaking during a visit to London, Sandrine Camia, Deputy Director of the Monaco Government Tourist Authority, outlined how the Principality is evolving beyond long-standing clichés associated with casinos, Formula 1 and ultra-luxury lifestyles.
Central to that strategy is the new international campaign, “Monaco, Everything At Once,” which highlights the Principality’s unique ability to offer multiple experiences within its compact two-square-kilometre territory.
In an interview with Breaking Travel News, Camia explained that modern travellers increasingly value convenience, safety and seamless experiences alongside prestige. She described Monaco’s compactness as one of its greatest strengths, allowing visitors to move easily between gastronomy, culture, wellness, nightlife and business events, often entirely on foot.
The Principality is also placing growing emphasis on responsible tourism and environmental innovation, reflecting the long-term sustainability vision championed by His Serene Highness Prince Albert II. Camia highlighted initiatives including soft mobility, sustainable hospitality practices, local gastronomy and the development of Mareterra, Monaco’s new eco-district built around environmental integration and innovation.
Looking ahead, Monaco’s 2026 calendar will feature major cultural and hospitality developments, including a large-scale Grimaldi Forum exhibition dedicated to the Principality’s automotive history and the Oceanographic Museum’s new immersive exhibition, “Mediterranean 2050.”
Camia also stressed Monaco’s ambition to become a leading destination for responsible luxury tourism while remaining faithful to the elegance and excellence that have defined the Principality for generations.
Image: Breaking Travel News