NEW YORK -- When was the last time you sent a client to Monaco? If
the answer is "never," it may be because the destination seemed out
of reach for mere mortals.
Not so, according to Maguy Maccario-Doyle, director of the North
America branch of Monaco's tourist office. She said Monaco may be a
surprisingly good match for many leisure and corporate clients.
"Monaco is not a budget destination, but it is a good value and the
experience is unique," Maccario-Doyle said.
She touted its beauty and safety as well as its location and
manageable size. "Monaco is one square mile in size, and yet it has
the ballet, the opera, beautiful gardens and, of course, the sea.
It is a miniature kingdom, and it is a destination with a lot of
sex appeal and romance."
Monaco's small size means that visitors can walk just about
everywhere.
In addition, "Groups can do a typical glamour evening with a
performance at the opera, for example, or they can go into a
totally rural area with quaint little stone houses in Provence just
minutes away."
Other popular outings include boat excursions on yachts, which
work well for smaller groups, as well as tennis and water
sports.
"We have a golf course 2,000 feet above sea level at the foot of
the southern Alps in France, which is only about 25 minutes away by
car," she said.
Another draw for Americans is that English is spoken widely
throughout the principality.
The principality is easy to reach from the Nice Airport and is
close to Provence, a popular tourist destination in its own
right.
"There are wonderful half- and full-day tours for groups in all
of these regions," Maccario-Doyle said.
The French and Italian rivieras also are nearby.
In summer, visitors can wander through the Prince's Palace,
which was recently refurbished.
Museum lovers can take in the Oceanographic Museum; the National
Museum, and the Collection of Dolls and Automats of Yesteryear.
Another possibility is visiting the private auto collection of
Prince Rainier at the Museum of Antique Automobiles.
Another attraction is the Sea Water Thermal Baths of Monte
Carlo, which features a menu of treatments including body wraps and
hydromassage.
The weather in Monaco is mild, with temperatures in the mid-50s
to 60s in winter, Maccario-Doyle said.
Although Monaco does not have the name recognition of some of
its neighbors, the tourist office has focused in recent years on
getting the word out.
Apparently, the effort is paying off.
"Last year was one of our best years, representing a more than
96% increase in bed nights over the year before," Maccario-Doyle
said.
The strongest growth has been from the U.S. market, which she
attributed to a better economy and a stronger dollar.
"A large part of our growth has been in business travel,
specifically groups, incentives and meetings," she said.
"Bookings are done at least 10 to 18 months in advance, so we
already can forecast how the market is going."
Maccario-Doyle credits a number of programs mounted by the
government for the boost.
"In 1994, we started a policy guaranteeing rates in U.S. dollars
for three years, which made the destination more accessible," she
said.
The Red Diamond Club, which travelers can join for about $55 per
person, includes such perks as complimentary helicopter transfers
from Nice Airport, free entrance to the casino and museums and
admission to the spa.
Club members also receive discounts at restaurants and shopping
as well as hotel upgrades.
A Red Diamond Club corporate card is available offering similar
discounts on shopping and restaurants as well as on limousines and
sightseeing.
The corporate card is priced at $15 per card.
Travel agents can purchase the Red Diamond Club card for their
clients at a rate of $35 per card.
Agents can resell the card for $55 or offer it as a gift.