Monaco, the tiny city-state in Europe famed for its glamour and tax-free status, is hoping to build better links with the UAE's wealthiest elite of travellers by offering them "personal keys" to the destination.
Representatives of the Monaco Government Tourist and Convention Authority this week arrived in the UAE to launch the Monaco Private Label programme in the Middle East.
The programme is by invitation only, offers free lifetime membership and allows its members to take advantage of such privileges as access to the most exclusive private boxes at the opera, the best views at the Monaco Formula One Grand Prix and a guaranteed place at the chef's table at the top Michelin-starred restaurant in town.
"As the head of tourism of the principality of Monaco, I'm personally in charge of all of their requests when they come to Monaco," said Michel Bouquier, the president of the Monaco tourism authority.
"Monaco is small, with 2,600 rooms," he said. "We cannot attract the entire world. Definitely our approach is targeted at quality over quantity."
Worldwide, the programme has so far selected 300 members. This year, just 20 UAE nationals will be offered personal keys to Monaco, the authority said.
There has been a 45 per cent increase in the number of people travelling from the UAE to Monaco so far this year compared with the same period last year, according to the authority.
Last year Monaco reported an 11 per cent fall in its total visitor numbers compared with the previous year. The average spend of UAE travellers to Monaco is €850 (Dh4,336) a day compared with the average global spend by travellers of €340.
Mr Bouquier said Monaco had strong links with Abu Dhabi as both destinations hosted a Formula One Grand Prix race and were focused on luxury yachting.
Monaco is about half the size of New York's Central Park and 20 per cent of its land has been reclaimed from the sea. Tourism accounts for about 15 per cent of the principality's economy.
