Tourism Monaco is focusing on the Chinese market

Monaco officials have opened their first tourism bureau in Shanghai, in an attempt to lure Chinese tourists to enjoy holidays and a change of scenery in the relaxed Monaco ambiance. It is believed that the Principality has all the assets to attract the Chinese middle and upper-classes and bring their purchasing power to the area. Michel Bouquier, the Tourism ‘Délégué Général’ was in Shanghai for the inauguration and said, “We’ve defined strategies to establish Monaco in the Chinese market. We intend to provide top-of-the-range tourism and leisure facilities to ensure Monaco is a ‘must’ destination. We will provide all necessary incentives.” In general, Monaco wishes to create stronger links and improved public relations with ‘emerging markets’. This initiative was kicked off by Prince Albert II in November 2004, although bilateral relations were initiated officially in 1990. The opening of the tourist office in Shanghai also marks the start of a programme of events to further enhance links. On September 29th, the Chinese Ambassador will be in Monaco to celebrate the Chinese National Festival and on November 8th a group of tourism professionals will travel to Shanghai to promote the Principality to tour operators, travel agents, journalists and celebrities. 

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