Monaco’s tourism machine didn’t just hold steady in 2025 — it accelerated.
Unveiled
at the annual tourism review at the Monte-Carlo Bay Resort & Spa on
March 17, the latest figures show a destination quietly tightening its
grip on the high-end global travel market, even as geopolitical and
economic uncertainty swirled elsewhere.
The numbers tell a clear
story: hotel occupancy climbed by 3%, average room rates jumped 6%, and
revenue per available room surged an impressive 11%. Business tourism is
also gaining ground, expanding its share of activity by another 3% — a
sign that Monaco’s appeal isn’t just about leisure, but influence and
deal-making too.
Behind the scenes, Monaco’s institutional
heavyweights were all present — from government officials to economic
leaders — underscoring just how central tourism remains to the
Principality’s economic engine.
But this wasn’t just a victory lap. It was a launchpad.
Set to roll out globally in April, Monaco’s new campaign — “Monaco, Everything At Once”
— aims to sharpen the brand’s edge in an increasingly competitive
luxury travel market. Backed by an international network of promotional
offices, the message is clear: Monaco isn’t just a destination, it’s a
complete experience.
Tourism Director Guy Antognelli framed
it as a necessary evolution. The strategy, he noted, is shifting to
match the expectations of modern travelers — blending Monaco’s
traditional pillars of security, stability, and excellence with a
growing focus on digital innovation and responsible tourism.
In other words, Monaco isn’t just riding momentum — it’s recalibrating for what comes next.
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