During a press conference in Berlin yesterday, a spokesman for Monaco’s tourism board revealed new plans for dealing with the global economic crisis.
Monaco is a major tourist destination for both individual and business travelers, welcoming an estimated 5 million visitors a year, most of whom are day trippers. Figures released by the Direction du Tourisme et des Congres (DTC) in January revealed that during Christmas and New Year the first effects of the crisis were felt as hospitality takings dropped by 10%. Further decreases were reported in Berlin at the International Tourism Fair yesterday, with January 2009 figures showing hotel bookings down by 8% and business trips by 15%.
Shortly after New Year, the head of the DTC Michel Bouquier revealed some of the Principality's revised strategy, including re-establishing Monaco as a winter destination and continuing to provide platinum service offerings in order to attract high net worth individuals. The focus was on promoting Monaco's image of luxury and prestige.
At the press conference in Berlin Jean-Francois Gourdon released details of Monaco's plans to sell holiday packages for just 500 US Dollars, attracting less wealthy tourists and perhaps signaling a change in direction. Establishing the Principality as a green destination features high on the agenda, something that was also proposed in the New Year speech. Hotels, venues and organisers will be awarded eco-friendly labels, caterers will be encouraged to use organic, local produce, and more space will be reserved for pedestrians. For the business tourist, who represents a 3rd of all bookings, it's hoped to provide free WiFi, although whether this will be across the whole Principality, just in hotels, or limited to congress centres, hasn't been revealed.