Monaco is not just a high end holiday option, tourism representatives have insisted as they highlighted the range of product available in the destination.
Although the Grand Prix and the Monaco Yacht Show are two of the principality’s major drawcards, Visit Monaco insisted that it attracts a broad cross-section of visitors – split into day visitors and those that spend between one and three days at a variety of accommodation options ranging from three to five star.
It reported “excellent” growth from the Australian market with the local market rising to number eight from number 13 just five years ago. The growth has been bolstered by rising numbers of river cruise companies offering extension excursions to Monaco, growth in the number of independent travellers and an increase in incentive groups.
But more education is required to grow awareness of the product on offer, Australian representative Alison Roberts-Brown admitted.
“We’re particularly promoting the Monte Carlo Passport Program, teaching people about that so they can sell something really easily and give them some pointers,” she said.
The program features helicopter transfers from Nice Airport for 125 euro per person and a range of add-ons such as the opportunity to drive a Ferrari.
This year has also seen Visit Monaco partner with France Tourism for the first time for a series of roadshows in Australia and New Zealand which are taking place this week.
Meanwhile, no significant upturn in visitation is expected as a result of the Grace of Monaco movie with the tourism body deciding not to align itself with the film.
“But it will remind people of Monaco,” Roberts-Brown said, adding the movie has particular resonance in Australia because of Nicole Kidman’s lead role.