Monaco's Image Abroad

Monaco's Image Abroad: The Ambassadors' Point of View

The theme of the Jeune Chambre Economique (JCI) dinner held at the Cafe de Paris on Monday 21st June was ‘Monaco’s Image Abroad’ and the two keynote speakers - His Excellency Monsieur Claude Giordan, Ambassador Extraordinary and Plenipotentiary for Germany, Austria, Poland & Russia and His Excellency Monsieur Henri Fissore , Ambassador Extraordinary and Plenipotentiary for Japan, Australia and Portugal, Ambassador in a mission to State Minister were eminently qualified to address this.

Before the dinner started The Riviera Woman interviewed Kevin Hin, current president of the JCI, and Madame Sophie Thevenoux, Government Counsel for Finance and the Economy here in Monaco.

Monaco is a newcomer to diplomatic circles and has a widely held historical image of being a playground of the rich and famous. Somerset Maugham’s description of ‘A sunny place for shady people’ is reinforced by the reputation of the casino and the Grand Prix. Yet those living here know there is so much more to the principality.

His Excellency M. Giordan explained that in his capacity as ambassador, it is his role to dispel myths and preconceptions and to represent a holistic view of Monaco. As first contact he deals with private and public institutions and promotes business and cultural opportunities and awareness.

In Germany & Austria the perception of Monaco is of high living and the image is focused around 90% on the Grimaldi family. Whereas amongst the Russian Federation they are interested in secure networks, political stability and safe places. It is horses for courses and the ambassadorial role is to be sensitive to this.

His Excellency M. Fissore found similar perceived views of Monaco in the countries he liaises with. All are impressed by the modern image of HSH Prince Albert II and follow his scientific and ecological projects. Japan is particularly impressed by the political and social stability and the approachable hierarchy and feels it a good location for travel, not least because of the temperate climate. The financial benefits and tax benefits are not of interest.

Both ambassadors were keen to point out that Monaco is so much more. In financial terms there is an enviable transparency and expanding economy with many business opportunities. Indeed the JCI is playing a major role in encouraging entrepreneurs to come to the principality.

Culturally, the reputation of the Ballet and the Philharmonic orchestra is world renowned. The beautiful Belle Epoque architecture housing the casino and the Hotel de Paris with the Alain Ducasse restaurant endorse the view of glamour.

The health sector is advancing with plans for a new hospital and Monaco hosts many conferences on medical issues. The hospitality sector too is expanding with excellent accommodation and many health spas.

Monaco, under the direction of HSH Prince Albert is dedicated to scientific research, particularly through the Musee Oceanographique, with emphasis on climate change and marine life.

Monaco’s image as a world player is a continued expansion of the juxtaposed old and new. In His Excellency M. Fissore’s words, Monaco needs to be “highly traditional and extremely modern”.