Monte-Carlo Société des Bains de Mer closed 2025 with a bumper festive season, driven by surging attendance across its resort and a dramatic shift in client demographics. The period from 22nd December to 4th January saw record numbers converge on Monaco, with Casino Square alone hosting more than 30,000 visitors on New Year’s Eve.
CEO Stéphane Valeri detailed the results during his New Year address to the press on Wednesday 7th January, revealing that attendance on Casino Square has doubled in just two years — from barely 15,000 visitors on 31st December 2023 to 23,000 in 2024 and exceeding 30,000 in 2025, all while respecting the maximum simultaneous capacity of 5,500 people.
The surge reflects the success of SBM’s Christmas decorations and animations, which generated more than 18 million views on social media compared to 15 million the previous year. A single post documenting the Princely Family’s inauguration of Casino Square illuminations garnered one million views alone.
French and Italian clients dominate
The festive period revealed a clear picture of SBM’s evolving clientele. France and Italy emerged tied for the top spot, each representing 16% of market share by revenue during the 22nd December to 4th January period.
The United States and Canada showed particularly strong momentum, posting 37% growth to capture 9% of revenue. Eastern European countries held fourth position with 7% market share, while Switzerland rounded out the top five at 6%.
The client mix reflects SBM’s strategic focus on Ultra High Net Worth Individuals, with the company increasingly catering to this demographic through expanded suite offerings and ultra-private clubs like the Monte-Carlo Cigar Club and Cercle des Caves.
Casino and restaurant surge
SBM’s two casinos recorded 60,000 entries during the festive period, benefiting from the increased foot traffic around Casino Square. The gaming floors continue to attract high-end table game players, with Monaco maintaining its position as a premier destination for luxury gaming.
Restaurants posted particularly impressive gains, led by establishments on Casino Square that capitalised on the Christmas decoration draw. The group’s starred restaurants served 2,810 covers compared to 2,375 the previous year, an 18% increase.
But the standout performer was Café de Paris, which saw covers surge from 7,531 to 12,415—a 65% jump year-on-year. The iconic brasserie benefited directly from its prime Casino Square location and the unprecedented visitor numbers.
Cédric Grolet’s patisserie also exceeded all internal forecasts, though Valeri declined to specify exact cake sales volumes, describing them only as “impressive” and noting the thousands sold during the holiday period.
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Photo credit: Cassandra Tanti