MICEBOOK - LUXE REPORT 5 - Flipbook - Page 24
The master of reinvention:
Monaco’s ongoing transformation
Several buyers at micebook LUXE said they have either booked or are currently
considering Monaco. The ultimate luxury destination, Monaco is also a master of
reinvention.
The Principality is constantly innovating, so there is always something different to
discover, from inspiring new or reimagined spaces and unique gems to CSR and
sustainability commitments and initiatives designed to meet growing demand
from corporate clients.
Ulterior Events has a group booked for later this year, and MD Graham Alderman
says that Monte Carlo is still a big draw. “It’s a traditional luxe destination, but it
feels like brand-new luxury because of all the recent investment. The Café de Paris
has expanded and reopened, there is the new Amazónico restaurant, and all the
hotels have had massive refurbishments.”
Visit Monaco Convention Bureau is also keen to showcase what Monaco has to
offer beyond the glitz and glamour of Monte Carlo and Casino Square. At LUXE,
Rebecca Petit-Jean, senior business development & marketing manager, shared
ideas that encourage groups to experience Monaco like a local, tapping into the
growing demand for authentic experiences especially among the younger
generation.
From indulging the senses and tasting local specialities at La Condamine Market,
the authentic heart of the Principality where Monaco’s population likes to gather,
to exploring Fontvieille, the newest district in the Principality of Monaco, there is
plenty on offer for incentive planners that want a fresh take on the luxury
destination.
Groups can experience sustainable whale watching and take part in other
initiatives such as a visit to La Distillerie De Monaco, which uses oranges that had
previously gone to waste to produce exclusive liqueurs and spirits. The Monaco
Convention Bureau also offers tools like an online carbon calculator, and recently
launched a Sustainable Event Managers Guide to assist event organisers in
planning eco-friendly events.
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