Tourism: Monaco Positions Itself as a Global “All-in-One” Destination

In an uncertain international context, Monaco demonstrates the strength of its tourism model with indicators on the rise.

“Monaco, Everything At Once” - “Monaco, where everything happens.” The slogan of the new international communication campaign run by the Monaco Government Tourist and Convention Authority was officially launched in April. It will begin in the United States before being rolled out across all strategic markets. This year pictures of Monaco will once again be displayed in Times Square in New York! “Monaco is adapting its tourism strategy to meet the new expectations of leisure and business travelers. Our ambition is to strengthen the visibility and desirability of the destination by showcasing its fundamental strengths - safety, stability, and excellence - while integrating new digital practices and affirming our commitment to responsible tourism,” explains Guy Antognelli.

In mid-March the Director of Tourism and Conventions presented the 2025 results and the 2026 outlook to industry professionals and numerous economic stakeholders. He demonstrated, with supporting figures, the positive momentum of the Principality even though the international environment is marked by uncertainty.

Average room price: €561

In 2025 the key hotel indicators continued their upward trend, with an occupancy rate rising to 62% (compared to 59% the previous year), an average room price reaching €561 (+6%), and revenue per available room of €348 (+11%). Business tourism, a historical pillar of the sector, also continued to gain ground. In total, Monaco welcomed more than 6.5 million visitors, of whom more than 500,000 stayed at least one night. This influx of visitors generates €1.4 billion in spending on tourism, representing nearly 7% of the Principality’s total revenue. These figures are all the more remarkable given the contrasting global context, where Europe recorded 793 million tourists and €838 billion in 2025.

But Monaco now intends to strengthen its position beyond the numbers. This strategy is based on a plan of action that impacts several key areas. This includes promoting a more inclusive approach, with “tourism for all,” and offering experiences to visitors who are increasingly interested in the history they will experience during their stay. In an environment marked by geopolitical tensions, increased competition between destinations and the emergence of new technologies such as artificial intelligence, Monaco is focusing on agility.

By Milena Radoman - Monaco Economie