The Monaco Government and Tourist Authority, Visit Monaco, have announced the launch of the principality’s ‘Green is the New Glam’ campaign to become a destination that is as ‘environmentally conscious as it is glamorous’.

Home to the hugely successful Monaco e-Rallye, the eco-responsible Grimaldi Forum and Cultural Centre, and the marine conservation Monaco Blue Initiative attended annually by experts in ocean management and conservation from the UN, UNESCO, European Commission and more, Monaco has long made bridging the gap between luxury and sustainability a priority. The ‘Green is the New Glam’ campaign aims to build on this commitment and bring it to the forefront of the principalities agenda.

Several targets have been put in place in order to achieve this, including the ultimate goals of cutting greenhouse gas emissions before 2030 by 50% compared with 1990 levels and of achieving total carbon neutrality by 2050.

The government of Monaco has unveiled a number of measures to ensure that the principality meets the targets for sustainability. This includes the setting up of a ‘Mission for Energy Transition’, which manages a fund to support green initiatives, with grants to help local businesses make the transition to renewable energy sources.

At the heart of the campaign are initiatives relating to Monaco’s tourism industry. Comprising €5.9 billion – over 6.2% – of the principality’s GDP, the sector draws in over 355,000 visitors per year, meaning that changes made by key industry partners will be instrumental in protecting the local environment and safeguarding the future of the planet.

One example is the government-funded ‘Smart+’ programme, which has seen hoteliers gifted a Smart Box allowing them to easily monitor their electricity consumption along with an action plan to help them make considerable energy savings. Since the recent installation of the Smart Box at the Monte-Carlo Bay, the hotel adapted over 800 light fittings enabling it to save one month’s worth of electricity per year.

Both the Monte-Carlo Beach and Monte-Carlo Bay hotels have earned Green Globe certifications in recognition of their efforts towards sustainability, while in 2017 Hotel Metropole Monte-Carlo funded and organised the reforestation of a nearby hillside after it suffered from severe forest fires. Though the Metropole’s ‘my very own tree’ programme, hotel guests may sponsor the acquisition of new trees in the area.

With 386,000 trips made daily within the 2.02km-squared principality, new transportation options have made it easier for citizens and tourists alike to reduce their carbon footprint. 17 bike stations, a solar powered bus boat and a dozen hybrid buses are available, while two Tesla-compatible charging stations mean that eco-conscious travellers can still experience Monaco’s iconic roads and hairpin bends in style.

“We are thrilled to unveil the Green is the New Glam campaign”, commented Visit Monaco’s Director of Communications Corinne Kiabski. “Monaco is undoubtedly one of the world’s most iconic destinations, and we look forward to introducing visitors to a side of our principality they may not have known about before; the destination of choice for the indulgent traveller conscious of leaving a positive impact behind when they leave.”