BTN interviews: Sandrine Camia, Deputy Director at the Monaco Government Tourist Authority | Focus

BTN spoke with Sandrine Camia, Deputy Director at the Monaco Government Tourist Authority, during her visit to London, to discuss Monaco’s evolving tourism identity, its new “Monaco, Everything At Once” campaign, and how the Principality is redefining luxury travel for a new generation of visitors.

BTN: Monaco is one of the most recognisable luxury destinations in the world. What does the destination need to communicate now that it perhaps did not need to communicate ten years ago?

SC: Ten years ago, Monaco’s image was still largely built around a few well-known clichés: the casino, the Princely Family, Formula 1 and a perception that could sometimes feel too “bling” or inaccessible.

Today, the perception of the destination has evolved significantly. Monaco is still recognised for the excellence of its hospitality, services and unique international events, which remain part of its DNA, but it is now recognised for much more than that.

The destination has evolved through a more diverse offer, with renovated hotels, a more varied dining scene, and a stronger cultural identity that is no longer centred only around sport and major events. Monaco has also renewed its festive and lifestyle offering, both during the day and at night.

At the same time, we communicate much more about dimensions of the destination that were perhaps less visible in the past: our commitment to more sustainable tourism, Monaco’s attractiveness during the shoulder seasons and at Christmas, and its position as an ideal hub from which to discover the entire Côte d’Azur.

Today, Monaco is no longer perceived only as a small destination to visit for a few hours, but as a place where visitors can stay longer and enjoy both the Principality and the wider Riviera experience.

BTN: The new campaign, “Monaco, Everything At Once,” is a bold statement. What is the central idea behind it?

SC: The campaign reflects what makes Monaco unique: its ability to offer many different experiences within a very compact destination.

In Monaco, visitors can move very easily from culture to gastronomy, from wellness to nightlife, from the sea to a business event, all within a few minutes — and most of it can be done on foot. The idea behind “Everything At Once” is that Monaco allows travellers to enjoy multiple experiences in a short period of time, in a very seamless way.

Another important dimension is that all these experiences take place in a safe environment, which has always been part of Monaco’s DNA, but has become a more important criterion when travellers are choosing a destination.

For many visitors, luxury is no longer only about exclusivity or prestige, but also about comfort and peace of mind, while still benefiting from an extremely high level of quality, attention to detail and personalised service.

More on the new campaign: Visit Monaco launches its new international leisure campaign.

BTN: Monaco is only 2 square kilometres, yet it has a global presence far larger than its size. How do you turn that compactness into a strength?

SC: Compactness is actually one of Monaco’s strengths today. Luxury travellers value time, safety and convenience.

Everything is close and accessible, which makes the visitor experience comfortable. At the same time, Monaco is located in the heart of the Côte d’Azur, between France and Italy, with access to many different landscapes and experiences within one hour of the Principality, from Cannes to San Remo.

Visitors can enjoy Monaco while also discovering the wider Riviera region, and even experience three countries in one day.

BTN: Monaco has always been associated with glamour, privacy and prestige. How do you modernise that image without diluting what makes it iconic?

SC: The DNA elements remain an important part of Monaco’s identity and we don’t want to dilute them or change them.

Today, Monaco speaks to a much wider range of travellers and generations than in the past: couples, families, multi-generational trips, experienced travellers looking for new experiences, as well as very high-contribution guests looking for privacy, quality and highly personalised services.

The destination has evolved its offer to meet the expectations of all these different profiles, with more diverse hospitality and dining experiences, new wellness concepts, a stronger cultural calendar and a more contemporary lifestyle approach.

Monaco remains iconic, but it is now perceived as more open and more experiential.

BTN: Today’s luxury travellers often want meaning, wellness, culture and access rather than just status. How is Monaco adapting to that shift?

SC: This evolution is very visible in Monaco, not only through the destination’s offer, but also through the way we tell Monaco’s story today.

On our website, travellers, travel professionals and media can now discover dedicated content focused on new openings, unique experiences, hidden gems, cultural highlights, family experiences and the destination’s commitment to reducing its environmental impact.

Monaco has developed many new wellness experiences, immersive exhibitions and cultural events throughout the year, while also highlighting experiences that are sometimes less expected: activities for children, outdoor experiences, local neighbourhoods, or places to discover across the wider Riviera region.

More detailed content can be found here: New experiences in Monaco and Visit Monaco thematic files.

BTN: How do you broaden Monaco’s story beyond Formula 1, yachts, casinos and grand hotels?

SC: These elements remain important because they are part of Monaco’s international identity and history, and Formula 1 has a stronger impact than before Covid.

But today, Monaco also tells a much broader story, focused on culture, lifestyle, wellness and responsible tourism.

The Principality is increasingly communicating about its commitment to sustainability and the long-term vision led by H.S.H. Prince Albert II to transform the country and reduce its environmental impact, particularly in the field of ocean preservation and sustainable development.

More information can be found in Visit Monaco’s thematic files.

This can be seen through many initiatives across the destination, but also through the transformation of Monaco’s landscape itself, including the recent creation of Mareterra, Monaco’s new eco-district built around innovation, soft mobility and environmental integration.

BTN: What should travellers be most excited about in Monaco’s 2026 calendar?

SC: 2026 will be a very dynamic year for Monaco.

This summer, the Grimaldi Forum will present a major exhibition dedicated to “Monaco and the Automobile,” exploring more than 130 years of automotive history in the Principality.

The Oceanographic Museum is also launching its new immersive exhibition, “Mediterranean 2050,” focused on the future of the Mediterranean Sea and ocean preservation.

There are also many developments in hospitality, including hotel renovations at Monte-Carlo Bay Hotel & Resort, Hotel Metropole Monte-Carlo and Hôtel Hermitage.

We are also launching new concepts of restaurants and bars. The cultural calendar will include festivals, concerts and performances throughout the summer season.

Latest press releases on new openings can be found here: Visit Monaco press releases.

There is also a dedicated page on what’s new and notable: News and notable events in Monaco.

BTN: For corporate event planners and MICE clients, what makes Monaco especially compelling today?

SC: Monaco offers a very efficient and high-quality environment for business events.

Everything is close together, which simplifies logistics and improves the overall delegate experience. The destination combines excellent infrastructure, premium hospitality, safety and accessibility.

The Visit Monaco Convention Bureau acts as a facilitator and provides organisers with a single point of entry to help identify the most suitable venues, hotels and experiences according to the format and objectives of the event.

Depending on the size of the project, Monaco can also offer integrated solutions combining the Grimaldi Forum convention centre with a wide range of partner hotels, with harmonised pricing conditions and coordinated support across the destination.

We have also just launched our new international communication campaign dedicated to the MICE sector, built around the same promise as our leisure campaign: “Monaco, Everything At Once.” The idea is to offer event planners the possibility to combine many different experiences and opportunities within one compact and highly efficient destination.

Press release on the MICE campaign: Visit Monaco launches its new international MICE campaign.

BTN: What is the biggest misconception about Monaco that you would like to change?

SC: One of the biggest misconceptions about Monaco is that it is a destination only for the “rich and famous,” and that it is inaccessible for most travellers. People also often assume that everything is extremely expensive and that, because the country is small, the offer must be limited.

This perception is partly linked to the fact that around 80% of Monaco’s hotel offer is made up of 4- and 5-star properties. Naturally, we attract visitors looking for this level of quality and service. But if you compare Monaco with hotels of the same category in other major capitals or competing Mediterranean destinations, Monaco is not necessarily more expensive — and can sometimes even be more competitive, particularly during the low and shoulder seasons.

The destination also offers a much more diverse range of experiences and client profiles than people may imagine. We welcome both premium travellers and very high-net-worth guests, with a wide variety of hospitality, dining, wellness, cultural and family experiences.

And once again, Monaco is also an exceptional base from which to explore the entire Côte d’Azur region.

When people look beyond the clichés and take a closer look at the destination’s infrastructure, quality of service, accessibility and overall offer, they quickly realise that Monaco has much more to offer than they initially expected.

BTN: Looking ahead, what do you want Monaco’s tourism identity to stand for over the next decade?

SC: One of Monaco’s main ambitions for the coming decade is to establish itself as a leading destination for responsible tourism, with a strong commitment to decarbonisation and more sustainable development.

At the same time, Monaco will continue to stand for what has always built its reputation: a destination where excellence can be found everywhere — in hospitality, service, gastronomy, events, culture and the overall visitor experience.

Monaco was originally created as the first “resort destination” in 1863. François Blanc, founder of Société des Bains de Mer, had the vision to create “a dream place” dedicated to elegance, entertainment and quality of life.

In many ways, Monaco has remained faithful to this vision, while constantly adapting to changes in the world and to the evolving expectations of travellers.

The challenge for the future is therefore to continue innovating and evolving. We want Monaco to remain a destination that attracts visitors from all over the world, while continuing to offer a unique combination of excellence, safety, innovation and Mediterranean lifestyle.

BTN: The phrase “Everything At Once” suggests energy, variety and immediacy. Does that reflect how modern luxury travellers want to experience a destination today?

SC: Yes, very much.

Today’s travellers want to maximise their time and enjoy different experiences during the same trip. They appreciate destinations where everything feels easy, fluid and accessible.

BTN: Monaco brings together leisure, business, culture, gastronomy, sport and wellness in a very concentrated setting. How do you design a visitor experience that feels seamless rather than overwhelming?

SC: The compactness of Monaco actually helps create a seamless experience. Visitors do not spend time travelling between activities. The destination is also very walkable and well connected, allowing travellers to move naturally between different experiences according to their interests.

BTN: Sustainability is becoming an essential part of luxury travel. What does responsible luxury look like in Monaco?

SC: In Monaco, responsible luxury means combining excellence, innovation and sustainability. It is not only a tourism strategy, but the commitment of an entire country, following the long-term vision and roadmap led by H.S.H. Prince Albert II.

Monaco has in fact been committed to environmental protection for several decades. This commitment is deeply rooted in the country’s history through Prince Albert I, considered one of the founders of modern oceanography, who already placed scientific research and ocean preservation at the heart of Monaco’s identity more than a century ago.

Today, this translates into very concrete actions across the destination. The Principality promotes soft mobility, low-impact experiences and more sustainable hospitality practices. Many hotels, as well as the Grimaldi Forum convention centre, are engaged in very high-level environmental certification processes.

Visitors also discover a destination investing in short supply chains and local gastronomy, urban farming initiatives, solar energy and innovative systems using Mediterranean seawater to provide low-carbon air conditioning and heating to many buildings and infrastructures across Monaco.

The objective is to continue offering a very high level of quality and personalised service, while reducing the environmental impact of the destination and preserving Monaco’s unique Mediterranean environment.

More information about Monaco’s commitments can be found here: Visit Monaco – Our Commitments.

BTN: Monaco attracts both leisure travellers and high-level business audiences. How do you tailor the destination’s story for these different visitors while keeping one clear brand identity?

SC: The audiences are different, but the core message remains the same.

For leisure travellers, we may focus more on lifestyle, culture and wellness.

For business audiences, we emphasise infrastructure, efficiency and connectivity.

But in both cases, Monaco offers an experience where many different worlds come together in one destination.

BTN: For visitors who associate Monaco mainly with glamour and iconic events, what lesser-known side of the Principality would you most like them to discover?

SC: I would encourage them to discover Monaco’s hidden treasures and its more authentic Mediterranean side.

Beyond the iconic image, Monaco has a rich history that can be discovered through its museums, historical buildings and cultural venues, which tell the story and identity of the Principality in a very different way.

I would also encourage visitors to experience Monaco’s close relationship with the sea, not only through yachting, but through more immersive and nature-oriented experiences, such as observing cetaceans in the protected Mediterranean waters surrounding Monaco.

Another side of Monaco that many visitors do not expect is the local lifestyle. Discovering the Condamine Market, the cafés and restaurants along Larvotto beach that remain lively all year long, the small coves, and the coastal paths where people enjoy walking or jogging by the sea all reveal a more local and authentic Monaco.

Families can also discover Monaco in another way, through activities organised around the Grimaldi Forum’s major summer exhibition, designed to make culture more accessible and interactive for children.

And of course, Monaco is also an ideal starting point to explore the surrounding region, the hilltop villages, the Riviera coastline and the nearby Italian coast, all within a short distance.

It is a Monaco that feels more local and more experiential, while remaining just as unique.

by Sid Thaker