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GRIMALDI FORUM “The events industry will continue to exist”

Sylvie Biancheri, General Manager of the Grimaldi Forum, is optimistic about the future of business
tourism in Monaco. At the Principality s flagship events venue, phygital is a new means to increase
the profile of a live event and to reach new sources of business for the organisers.

How do you think the events industry and essons can be learnt from every crisis period. sometimes in order truly to comprehend a product,
business tourism in Monaco has evolved over Flexibility, adaptability and adjustability, as is the case with trade fairs. Clearly, the events
the past 20 to 0 years characteristics already built into our management, sector will continue to exist: I do not believe in a
As has happened in the rest of the world, events became our keywords at the beginning of the crisis, 100%-digital future. On the other hand, I do believe
and business tourism in Monaco has seen as did innovation. We did everything we could to that phygital is a new means to further raise the
very strong growth over the course of recent satisfy our clients’ expectations, whether that be in profile of a live event and to reach new sources
decades. HSH Prince Rainier III had anticipated terms of cancellation or postponement of events of business for the organisers.
this growth when he decided on the construction and, during lockdown, our teams developed our
of the Grimaldi Forum Monaco 30 years ago; 100%-digital and hybrid events propositions, which hat other trends do you predict for the events
and, since the beginning, one of its objectives became official at the end of summer 2020 so sector between now and 20 0 Eco-friendly
has been to promote the Principality as an we were pioneers in this sector and our hybrid events And what about business tourism
international business destination. Since its events offers are now part of our range of services. The events industry and the business tourism it
inauguration in 2000, our congress and cultural includes have a great future in the Principality
centre has always been very successful, with You managed to carry off the feat of organising There is no doubt about that, given the appeal
just two exceptions: that of the 2008 financial certain large-scale events, such as the AM C of our marketplace which continues to meet the
crisis and the current crisis linked to the Covid-19 anti-ageing congress. ill the events sector as main professional criteria of MICE (Meetings,
pandemic. Just before this in 2019, we had we know it still exist in years to come Incentives, Conferencing and Exhibitions .
actually achieved the highest revenue in our Thanks to the determination of the Monaco Monaco is a quality destination, easily accessible
history, following five consecutive years of authorities, we even held events as of September thanks to Nice Airport, which has seen very strong
constant growth. In this favourable context, HSH 2020, in formats with a limited attendance, growth. Monaco is competitive, cosmopolitan
Prince Albert II authorised the extension to our catering mostly to French audiences but at and offers a high level of security, including
building for 2025, as part of the land extension the time we were probably the only ones in in terms of health. In Monaco, everything is
project in the Principality. the world maintaining any activity. The AMWC, under one roof, so conference delegates can
however, signalled the return of a larger number of get about quickly, no problem, on foot or using
The events sector was hit hard by the Covid-19 participants (6,000 and, between September and public transport and this represents real added
pandemic, suffering its worst crisis for November, we held six consecutive, professional value for an event. astly, and above all, the
decades, deprived as it was from the very international events, proof that events as we know sector should strive to be evermore responsible
thing upon which it thrives the face-to-face them cannot be replaced, as long as delegates are and our country’s environmental policies mean
encounter. hat lessons have you learnt for able to travel We need face-to-face meetings and that the Principality is a compatible choice in
the future? physical contact, as well as real-life encounters, that area. The Grimaldi Forum has held the ISO
14001 certificate since 2008 and has developed
an efficient environmental management system,
as well as, for some years now, guiding clients
in organising events that are more respectful
of the environment, offering them concrete
solutions, such as recyclable materials, eco-
friendly stands and maximum sorting of waste.
This commitment has become an important
element for the majority of our clients in their
decision-making. For these reasons, I am
absolutely optimistic about the future, as we are
preparing for the extension to our building. We
will have almost 6,000 m² extra space so we will
be able to host larger-scale events, as well as
hosting more events simultaneously. This unique
opportunity is a real advantage that promotes
the appeal of our destination around the world.
et us hope that there will be new hospitality
solutions to come along with it.

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