Updated on March 17, 2025
For over 160 years, Monte-Carlo Société des Bains de Mer has been a symbol of luxury on the French Riviera, known for its world-class casinos, high-end hotels, gourmet dining, and vibrant entertainment. Now, the Group is entering an exciting new chapter with ambitious international projects. Pascal Camia, Chief International Development Officer, shares our chairman’s visionary plans guiding this global expansion.
How do you balance innovation with tradition in this growth?
Pascal Camia : When Stéphane Valeri assumed the presidency of our Group, he recognized a key fact: our iconic Monte-Carlo brand enjoys unparalleled global recognition. It embodies the epitome of sophisticated living, a legacy we have upheld for decades by continually reinventing ourselves to remain innovative and inspiring. Now, as we embark on international expansion with multiple new establishments, the Monte-Carlo brand is ready to fully realize its potential. Our initial focus is on destinations frequented by our discerning clientele. In these venues, we will offer the Group’s signature experiences—luxury gaming, prestigious hotels, and exquisite dining—enhanced by the introduction of Monte-Carlo One residences.
How do you adapt Monte-Carlo’s luxury lifestyle to different cultures?
Pascal Camia : Expanding internationally is not about replicating what we have in Monaco. The goal is to convey the sophisticated art of living that defines us, while capturing the essence of each unique location. We aim to recreate our distinct codes and authenticity, allowing our guests to experience the Monte-Carlo spirit beyond mere standards and services. To achieve this, our international development is being undertaken thoughtfully and gradually.
What makes the fusion of the two Rivieras’ cuisines so special?
Pascal Camia : Gastronomy is a cornerstone of Monte-Carlo’s identity. To highlight this, we are pursuing two strategic avenues. First, our joint venture with D.ream International will showcase our culinary expertise. This partnership will bring to life the cuisine of the two Rivieras, Italian and French, into a harmonious celebration of taste. Our establishments, such as Café de Paris Monte-Carlo, Le Grill, and Le Train Bleu, already exemplify this joyful, shared dining experience. Second, we are identifying brands within our portfolio that have the potential to be developed by international investors, extending Monte-Carlo’s culinary influence worldwide.
What represents the creation of Monte-Carlo Club 1863 in Dubaï ?
Pascal Camia : This project represents the union of the iconic Monte-Carlo brand with the expertise of D.ream International, owner of renowned brands like Zuma, Amazonico, Roka, and COYA. Together, we aim to develop an innovative and entertaining culinary identity that bridges the Riviera—from Italy to the French Côte d’Azur. The establishment, named Monte-Carlo Club 1863 in homage to the year our Group was founded, is set to open in the fall of 2025.
What makes Crystal Cruises the ideal partner for Monte-Carlo’s first at-sea casino?
Pascal Camia : For the first time, the art of gaming—the DNA of our Group—is taking to the seas aboard Crystal Cruises. The size of these ships (700 passengers) allows us to create a prestigious and proportionate gaming experience that aligns with our values and expertise. Like Crystal Cruises, a Preferred Partner of Virtuoso (the luxury travel agency network), we place great emphasis on personalized services, a high-couture aspect that is the signature of the Casino de Monte-Carlo. We are partnering with Crystal Cruises for the construction, opening, and management of the casinos aboard two ships, Crystal Sincerity and Crystal Symphony. On-board, guests will enjoy the Casino de Monte-Carlo experience in an exclusive 100-square-meter space.
How does this partnership elevate both locations?
Pascal Camia : Courchevel 1850 is the world’s top winter sports destination, boasting the highest number of Michelinstarred restaurants. Similarly, Monte-Carlo Société des Bains de Mer holds the most Michelin stars in Europe. Both destinations offer dazzling luxury shopping experiences, with the most prestigious brands and designers. While Monaco is renowned for its vibrant nightlife, Courchevel stands as the ultimate party destination during the winter season. We share so much in common!
What sets Monte-Carlo One Courchevel apart from its competitors?
Pascal Camia : This unique establishment is nestled in the heart of the Alpine Garden, surrounded by top competitors. Monte-Carlo One Courchevel will be seamlessly integrated into its mountain environment. We’ve reduced the original 80-room capacity to offer our guests more spacious suites and flats. The exterior will be crafted by the renowned architects Herzog & de Meuron, with interiors designed by Hugo Toro and HBA. Guests will experience the Monte-Carlo art of living in the mountains through the hotel’s extensive services, including a large spa, an elegant indoor-outdoor pool, two restaurants, a Bar Americain, and an exclusive speakeasy experience of the Jimmy'z Monte-Carlo. The property will also feature a Kid’s Club with a rich activity program. The opening is anticipated for late 2026, just in time for the 2030 Winter Olympics, where we’ll be perfectly positioned to be part of this global event.”
What role does entertainment play in Monte-Carlo’s global appeal?
Pascal Camia : To attract a new international clientele, particularly Millennials and Gen Z, we must emphasize entertainment, much as we do in Monaco with venues like Amazónico Monte-Carlo, COYA Monte-Carlo, Buddha-Bar Monte-Carlo and the Sporting Monte-Carlo, where international singers grace the stage each summer during the Monte-Carlo Summer Festival. Thus, Monte-Carlo One Courchevel will feature a festive yet relaxed restaurant, and I trust D.ream International to infuse this vision into our Dubai project. As for the Casino de Monte-Carlo aboard Crystal Cruises, it will offer an ultra-premium gaming experience while also catering to casual players.
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