Posted by Neil King
Monaco, one of the most popular European destinations among Middle Eastern tourists, has boosted its market coverage in the region by appointing Mezze Associates to be its Dubai-based representatives in the UAE.
The principality's tourism authority said it hopes to see Monaco grow as an upmarket leisure destination within the UAE.
In a statement, it added: "The discerning Middle East traveller is looking consistently for new destinations to meet their high demands and entertain the whole family.
With mainly larger Gulf Cooperation Council high end families as the target group, Monaco will need to stand out as a destination that recognizes and understands the local cultural requirements and meets these head on."
Mezze Associates will seek to use its experience and local knowledge to foster ties between Monaco and interested parties in the Gulf.
The airline Emirates is among the prominent partners to have already been engaged by the strategy. The airline has daily flights to Nice and is looking to work further with Monaco.
Emirates Business 24/7 recently reported on a study by the World Travel & Tourism Council which claimed that the UAE will generate more travel and tourism jobs over the coming decade than any other country.