The Monaco Convention Bureau decided to tackle head-on the issue of perceived high-end rates for its MICE products five years ago, launching a campaign designed to appeal to a wider international MICE market. The Principality’s international competitiveness improved as a result, with group business growing to 26% of all tourism.
The Monaco Convention Bureau (MCB) decided to tackle head-on the issue of perceived high-end rates for its MICE products five years ago, launching a campaign designed to appeal to a wider international MICE market.
New arguments were brought to the fore, advocating Monaco’s capacity for hosting events. The Principality’s international competitiveness improved as a result, with group business growing to 26% of all tourism. Business travellers began to fill the quieter months.
That initial MICE campaign targeted three key sectors: finance, medical and technology. The focus later shifted to promoting values over sectors.
Now the campaign has added a focus on medical congresses as a result of increasing regulations from government within Europe and industry regulators calling for stricter codes and guidelines between pharmaceuticals, medical-device industries and healthcare professionals.
Monaco has seen positive movement in its ICCA rankings, now lying 100th in worldwide country ranking and 145th in the European city ranking. That is well up on 2012 when Monaco placed 207th in the European city ranking.
The Principality boasts knowledge hubs in finance, medical, IT, innovation and sustainability, all of which are delivering meetings business. The MCB has full details of these clusters in its brochure ‘Unexpected Monaco’.
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