Visit Monaco has appointed HOPSCOTCH UK as its in-market representative to strengthen the principality’s positioning as a leading destination for luxury tourism and business events.
The agency will deliver strategic communications targeting UK travel professionals, event organisers and high-net-worth travellers, with a focus on raising Monaco’s profile as a meetings and events hub. As part of the brief, HOPSCOTCH UK will partner with LJS Representation, which specialises in connecting destinations with high-level event planners.
The campaign will highlight Monaco’s combination of heritage, economic strength and modern infrastructure, alongside its growing offer for business events. The principality currently boasts more than 150 venues and 65,000 sqm of event space, anchored by the Grimaldi Forum Monaco, which has recently expanded its exhibition capacity by nearly 50 per cent. Other key venues include One Monte-Carlo, the Sea Club at Le Méridien Beach Plaza, the Oceanographic Museum and the Yacht Club of Monaco.
Sustainability will also be a core focus of the activity, with messaging around Monaco’s environmental credentials, hospitality certifications and initiatives such as the Monegasque Pact for Energy Transition and the Mareterra urban development project.
Guy Antognelli, director of tourism and conventions at Visit Monaco, said: “Monaco is committed to offering exceptional experiences that combine luxury, sustainability and cutting-edge innovation. Our principality is proud to welcome discerning business and leisure travellers, providing world-class venues and services that reflect our unique heritage and forward-thinking vision. We are delighted to collaborate with HOPSCOTCH UK and LJS Representation to share Monaco’s story with the UK market and support our ambition to become a premier MICE and luxury destination.”
Rebecca Wilson, MD, HOPSCOTCH Network, UK, added: “We’re honoured and excited to partner with Visit Monaco to showcase the principality as a top luxury destination for leisure and MICE travel. Our work will highlight Monaco’s effortless elegance, authentic charm, and relaxed sophistication. With its commitment to sustainability and world-class infrastructure, Monaco offers a unique and warm experience. At HOPSCOTCH UK, we’re proud to connect UK audiences with everything this exceptional destination has to offer. ”
Lisa Stewart, founder and CEO of LJS Representation, said: “We are thrilled to be working with such an incredible destination. Monaco is truly a Mediterranean jewel with a fantastic offering for those looking to host conferences and incentives in an eco-conscious, cosmopolitan principality with more than 150 places to hold meetings and receptions. While Monaco is well-known in the market, we look forward to educating the UK MICE industry on what they might not know about the dynamic and culturally rich destination.”
To support the campaign, HOPSCOTCH UK has also created a “Community of Allies” network made up of media, influencers, celebrities and MICE professionals to drive awareness and storytelling around the destination.
The agency will additionally promote Monaco’s annual events calendar, including the Monaco Grand Prix, as part of efforts to maintain year-round engagement with the UK market.
The appointment forms part of Monaco’s wider ambition to strengthen its position as a leading European destination for both luxury travel and international business events.
