First-ever Mediterranean Focused Event Held in Singapore

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Continuing the innovative approach to promote the Principality for 2018, VisitMonaco Asia office, represented by Horus Development & Consulting, initiated the idea of creating a Mediterranean-focused campaign last year and executed the “Mediterranean Luxe” event with other tourism board offices in Singapore – TurEspana, Atout France and Experience Catalunya. In targeting the well-travelled independent clientele of Asia, the event welcomed Avis Car Rental as a main partner for the event, offering a self-drive itinerary along the Mediterranean. Turkish Airlines was also the main airline partner for the event as they fly to many cities and hubs along the Mediterranean.  

“Mediterranean Luxe” was organized during the week of the first edition of the International Luxury Travel Market in Singapore to capture the interest of the diverse clientele from the markets of Asia Pacific. Alluding to the luxury sail along the Mediterranean, the event took place onboard the Royal Albatross which sailed along the straits of Singapore from its offshore Sentosa island. During the sail, guests were able to mingle with hotel and destination partners who came specially from Europe, including special guest Mrs. Corinne Kiabski, Director of Press and Communications of Monaco Government Tourist and Convention Authority. 70 guests from Southeast Asia, Taiwan, South Korea as well as Australia attended the event.

The “Mediterranean Luxe” campaign aims to demonstrate to Asian travellers that a Mediterranean-focused travel programme is a highly desirable tourist experience. Mediterranean Luxe will encourage our travel trade partners to design and promote dedicated itineraries. These unique offerings, including an all-inclusive 10-day self-drive journey through Ibiza, Barcelona, Marseille, Cannes and Monaco, was awarded to a lucky winner during the cruising gala event on 23 May.

The “Mediterranean Luxe” launch event was graced by the presence of the Spanish Ambassador to Singapore Mr. Miguel Angel Navarro, the French Ambassador to Singapore Mr. Marc Abensour, and the Honorary Consul of Monaco in Singapore Mr. Jean Marc Deromedi, who all delivered an enticing speech to the guests to visit the Mediterranean regions. Completing the all-star VIP line-up, acclaimed Michelin-starred French Chef Lionel Levy from Marseille prepared a scrumptious selection of Mediterranean specialities for the evening.

Thank you to our partners from:
Atout France ASEAN, Spain Tourism Board, Catalan Tourism Board, AVIS Car Rental and Turkish Airlines.

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