Steering the attractiveness strategy

The attractiveness of the Principality of Monaco is neither the result of its reputation nor a spontaneous dynamic. It stems from a conscious strategic choice, designed to consolidate a unique economic model and ensure the country's long-term development

Monaco’s assets are well known. However, maintaining and promoting them requires organised, transparent and consistent public action. In a context of increased competition between territories, the challenge is not to multiply initiatives, but to provide a clear, shared, and well-controlled direction to the attractiveness policy.

Established in 2023, the Attractiveness Department, placed under the authority of the Minister of State and led by Ludmilla Raconnat-Le Goff, meets this requirement. It marks a step forward in the structuring of public action, affirming dedicated governance and clearly identified leadership.

The Attractiveness Department provides strategic guidance and coordination to align the actions of various public and institutional stakeholders around common objectives.

Its action is organised around three pillars: residential, economic development, and international promotion. This framework makes it possible to move beyond a sectoral approach and focus on a cross-cutting understanding of attractiveness challenges.

Particular attention is paid to the clarity and fluidity of pathways, whether for residents settling in the area or for the development of economic projects. Improving the experience is a key lever for credibility and effectiveness.

Internationally, the Principality favours a targeted and coherent approach. The Attractiveness Department coordinates institutional promotional activities to ensure consistency in public communications, working closely with diplomatic efforts.

Attractiveness is thus conceived as a public policy instrument, serving Monaco’s competitiveness, cohesion, and long-term vision.