Monaco puts sustainability at heart of new tourism strategy
With international tourists returning to Monaco this year, the Principality has outlined changes for its 2022 tourism strategy and beyond.
According to Sandrine Camia, Deputy Director of the Tourist and Convention Authority, the strategy is based on a new marketing ecosystem, “Destination Marketing and Management Organisation”, which provides a structure for tourism in the Principality, boosts the destination’s reputation and increases visitor appreciation.
Earlier this year, the Tourist and Convention Authority unveiled its upcoming promotional campaigns for the destination: “For You ” for the recreational tourism sector and “REEVENT’ for the business tourism sector. The REEVENT campaign relies on six visual slogans which emphasise the values that underpin Destination Monaco: security, service, unity of place and action, and commitment to the environment. It has been rolled out since 2021 with a particular focus on MICE professional media in Europe, the USA and now in Asia.
A special mention must be given to sustainable tourism initiatives, an area in which the Principality wants to set an example. Monaco’s leading hotels and conference venues have been championing a host of environmental and sustainable development initiatives. Some 88% of hotel rooms have environmental certification, and 97% have signed up to an Energy Transition Pact. The destination is also a member of the Global Destination Sustainability Index and achieved a benchmark score of 70.1% in 2020, an improvement of 13.24% on its 2018 result.
To further consolidate environmental commitment, Monaco released its White Paper on Sustainable Tourism in Monaco. The Paper looks at what has already been achieved but also analysed Monaco’s strengths, weaknesses, opportunities, and threats. The White Paper has mobilised all of the different stakeholders concerned. The findings are now used to define a Sustainable Tourism strategy that ties in with the UN’s Sustainable Development Goals and the Principality’s Energy Transition objectives. To learn more, make sure to stop by at the VisitMonaco stand at ITB Asia!
Monaco wants to be a benchmark for sustainable tourism (© Visit Monaco)