SAM Monaco Yacht Show

What SAM Monaco Yacht Show does

Monaco Yacht Show S.A.M. (commonly "MYS" or "SAM Monaco Yacht Show") organizes the annual international superyacht exhibition at Port Hercule in Monaco. Founded in 1991 and currently preparing its 35th edition (23–26 September 2026), the show consolidates 120+ superyachts, around 60 luxury tenders, nearly 40 new launches, and 560+ exhibitors — including shipyards, brokers, naval architects, designers, equipment suppliers, and luxury brands — into a single four-day venue. The event is structured into thematic zones: the Dockside Area (floating yacht display), Sailing Yacht Area, Adventure Area, and the Yacht Design & Innovation Hub, the latter featuring a 3D immersive experience on LED screens delivered by VBH. Adjacent sub-products include the Grand Opening Night (invitation-only at Yacht Club de Monaco), the Blue Wake™ sustainability program and Blue Wake Awards (co-developed with the Water Revolution Foundation), the Monaco Yacht Summit conference, the Upper Deck Lounge (hospitality by Fairmont Monte-Carlo), and the Captains & Crew Lounge.

The company monetizes through three primary streams: exhibitor fees across multiple zones and tiers, tiered ticketing (Visitor, MYS VIP, and the application-only Prestige VIP program), and a layered sponsorship/partnership structure headlined by Official Sponsor Richard Mille. Visitor passes are free, but Dockside access is restricted to VIPs on the opening day, with VIP packages priced at undisclosed premium rates that include courtesy cars, bay tours, and seated lunches at Upper Deck Lounge. The entity is wholly owned by Informa PLC through its Informa Markets division, giving it access to a global events and B2B media infrastructure.

Distribution is fully digital (online-only ticketing, exhibitor applications, press accreditation) with no on-site sales, and the audience is globally sourced despite the geographic concentration in Monaco. The company employs 101–250 staff across functional divisions (Finance, Private Clients & PR, Sponsorship & Business Development, Exhibitor, Communications & Media, Technical), led by COO Carole Pichot. A central strategic thrust is the institutionalization of sustainability via Blue Wake, which validated 59 exhibitors across 63 solutions in its 2025 pilot year and is expanding scope for 2026.

Name

SAM Monaco Yacht Show

Legal name

Monaco Yacht Show S.A.M.

Website

https://monacoyachtshow.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

101–250 employees

Short description

Monaco Yacht Show S.A.M. organizes the annual four-day superyacht exhibition at Port Hercule, Monaco, featuring over 120 superyachts, 60 tenders, and 560 exhibitors, serving ultra-high-net-worth buyers, charter clients, shipyards, brokers, and yacht industry professionals.

Ownership category

akta.pro rank

Product category

Luxury Yacht Exhibition

NAICS

Ship Building and Repairing (336611)

SIC

Ship & Boat Building & Repairing (3730)

akta.pro primary industry

Full-Custom Superyacht & Megayacht Manufacturing (IMAJAMAB)

akta.pro secondary industries

Luxury Sailing Yacht Manufacturing (IMAJAMAC), Explorer Yacht Manufacturing (IMAJAMAE), Crewed Yacht Charters (Luxury Crewed) (THAEAEAA)

Keywords

• Superyacht exhibition
• Yacht trade show
• Luxury boat show
• Marine industry events
• Luxury yacht brokerage

Headquarters

HQ city

Monaco

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Exhibitor fees: Revenue is generated from companies that reserve exhibition space at the Monaco Yacht Show, including yacht builders, brokers, designers, equipment suppliers, and luxury brands. Applications are submitted and reviewed; exhibitor spaces include various zones such as Dockside Area, Adventure Area, Sailing Yacht Area, and the Yacht Design & Innovation Hub.
2. Ticketing and VIP Passes: The MYS sells tiered visitor passes (Visitor, MYS VIP, Prestige VIP) and press passes, with tickets available online only. Visitor passes are free for children up to 8 years old. VIP packages include premium services such as dedicated entrances, courtesy cars, bay tours, and seated lunches.
3. Sponsorship and Partnership: The event generates revenue through official sponsorship (e.g., Richard Mille as official sponsor) and various partnership tiers including Services & Transports, VIP Services, Upper Deck Lounge, C&C Lounge, Yacht Design & Innovation Hub, Blue Wake, and Conference Hall.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Monaco Yacht Show is an annual international superyacht exhibition held at Port Hercule, Monaco, founded in 1991. The four-day event brings together superyacht builders, brokers, designers, suppliers, and luxury lifestyle brands with prospective owners and charter clients through dockside displays, yacht premieres, and networking programming. It also operates companion events such as the Monaco Yacht Summit and Blue Wake sustainability initiative.

Product overview

The Monaco Yacht Show is an annual international superyacht exhibition event operating as a multi-area platform. The core product is the main 4-day exhibition at Port Hercule featuring over 120 superyachts and 560+ exhibitors. Supporting the exhibition are themed sub-areas: Dockside Area (floating yacht display), Adventure Area (tenders and water toys), Sailing Yacht Area (sailing vessels), and Yacht Design & Innovation Hub (avant-garde designs with immersive VBH experience). The Blue Wake™ program and its companion Blue Wake™ Awards promote eco-sustainability. VIP access is tiered through MYS VIP Pass and Prestige VIP Program, while hospitality is provided via Upper Deck Lounge (with Fairmont restaurant) and Captains & Crew Lounge. The Grand Opening Night launches each edition, and Monaco Yacht Summit provides conference content. Ticket tiers include Visitor Pass, Press Pass, and Captains & Crew access.

Differentiator

Problem solved

Functional benefit

Brands

• Blue Wake™: The institutional program dedicated to recognizing concrete and operational eco-responsible solutions in the yachting industry, developed in partnership with Water Revolution Foundation.
• Monaco Yacht Summit
• Blue Wake Awards™
• Upper Deck Lounge
• Captains & Crew Lounge (C&C Lounge)
• Yacht Design & Innovation Hub
• Grand Opening Night

Products and services

• Monaco Yacht Show (Annual Exhibition)
• Monaco Yacht Summit
• Blue Wake
• Blue Wake Awards
• Exhibitor Stand / Dockside Space Rentals
• Visitor Pass Tiers (Day, VIP, Prestige VIP)

Quantifiable outcome

• 120 superyachts and ~60 tenders displayed at each edition
• +4 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

26 partnerships are on record, tiered flagship, core and minor.

• Richard MilleflagshipOthersRichard Mille is the Official Sponsor of the Monaco Yacht Show. Founded in 2001, the Swiss luxury watchmaker is renowned for its innovative technology, architectural aesthetic, and use of avant-garde materials in haute horlogerie. The brand shares common design challenges with yachts — including energy efficiency and resistance optimization — and is active in nautical sport, including the Richard Mille Cup and partnership with Monegasque sailor Pierre Casiraghi.
• Water Revolution FoundationcoreStrategic or Co-development PartnerWater Revolution Foundation is the independent scientific partner for the Blue Wake program, providing rigorous evaluation of exhibitor sustainability solutions across four impact domains: emissions reduction, material circularity, eco-design, and marine ecosystem protection. WRF also conducts the independent selection process for the Blue Wake Awards and manages the Yacht Environmental Transparency Index (YETI).
• Prince Albert II of Monaco FoundationcoreStrategic or Co-development PartnerSince 2010, the MYS has supported the Prince Albert II of Monaco Foundation in its international environmental action program. The MYS and its parent group Informa make an annual donation to the Foundation — €54,000 in 2025 for the 'Ice Memory' glacier preservation program. The Foundation's Director Scientific, Philippe Mondielli, sits on the Blue Wake Awards jury.
• AMM-Only ProjectminorStrategic or Co-development PartnerSince 2001, the MYS has supported the Association Monégasque contre les Myopathies, renamed AMM-Only Project in 2024, an organization dedicated to research on Duchenne myopathy. In 2024, the MYS contributed €41,000 to fund scientific research into treatments for the genetic disease.
• Blue Marine FoundationminorStrategic or Co-development PartnerThe MYS supports Blue Marine in its mission to ensure effective protection of at least 30% of the world's oceans by 2030 and the sustainable management of all oceans. The MYS promotes the Blue Marine Yacht Club, which allows the global yachting community to contribute to ocean protection.
• BWA YachtingminorOthersBWA Yachting is a global superyacht services provider present in key destinations including the Mediterranean, Europe, North America, the Caribbean, the Middle East, and the Indian Ocean. They offer 24/7 support including local and central assistance, provisioning, customs, itinerary planning, and entertainment reservations. They sponsor the Captains & Crew Lounge at the MYS.
• DockwalkminorOthersDockwalk is the world's leading international monthly magazine for professional superyacht crew, celebrating the lives of captains and crew since 1997. Published by Boat International Media, it provides career guidance and technical content for captains and engineers. They partner with the MYS Captains & Crew Lounge.
• FunAirminorOthersFunAir is a global leader in inflatable structures for superyachts, known for its innovative, high-quality slides, water jousting arenas, and floating islands. The company offers a 3-year warranty and personalized toy solutions. They sponsor the MYS Captains & Crew Lounge.
• Maison Del GustominorOthersMaison Del Gusto develops culinary experiences and supports small sustainable producers worldwide. They design and deliver the Masterclasses program at the Captains & Crew Lounge, featuring exceptional culinary voices for the show week, and offer their 'Excellence Experience' program — an industry reference for superyacht and private jet catering.
• Fairmont Monte-CarlocoreOthersFairmont Monte-Carlo is a luxury hotel iconic in the Principauté, partnering with the MYS to operate the Upper Deck Lounge restaurant and bar-lounge. The hotel provides daily creative menus for the MYS restaurant, which serves VIP guests and pass holders from 12h to 18h30. The Fairmont is a landmark property bridging Monaco's heritage with contemporary luxury living.
• Dassault AviationminorOthersDassault Aviation, manufacturer of Falcon business jets and fighter aircraft, partners with the MYS Upper Deck Lounge. The Falcon fleet ranges from the Falcon 2000LXS (4,000 nm/7,400 km) to the ultra-long-range Falcon 10X (7,500 nm/14,000 km) with the largest cabin in the sector.
• Old Doha PortminorOthersOld Doha Port is a transformed former commercial port now offering premium maritime facilities with 450+ berths for superyachts, maintenance services, and a selection of shops and restaurants along Doha's Corniche. They partner with the MYS Upper Deck Lounge.
• Paola LentiminorOthersPaola Lenti is an internationally recognized design house known for original living space concepts and innovative high-tech fabrics. With 30 years of activity, the brand offers exclusive, environmentally friendly materials available in hundreds of colors, and products for yachting and nautical applications. Present in 60+ countries.
• Sabrina Monte-CarlominorOthersSabrina Monte-Carlo is a renowned family interior design studio based in Monaco since 1999, specializing in elegant, harmonious spaces for residences and yachts with a distinctive Mediterranean style. With seven showrooms across the Principality and Saint-Jean-Cap-Ferrat, the studio offers a full range of services from furniture and fabrics to tableware and renovation.
• VBH (Van Berge Henegouwen)coreOthersVBH is a leader in AV/IT integration aboard superyachts, operating for 60 years with the motto 'Innovate. Integrate. Inspire.' For the third consecutive year, VBH presents the immersive virtual experience at the Yacht Design & Innovation Hub — a 3D environment on LED screens allowing visitors to navigate through yacht designs and interact with spaces.
• VistaJetminorGTM or Marketing PartnerVistaJet is a private aviation provider offering pay-as-you-fly access to its global fleet through the VistaJet Program, with guaranteed availability within 24 hours. They offer transport services for MYS attendees traveling to Monaco from international locations.
• Only YachtcoreChannel Partner/ Reseller/ DistributorONLYYACHT specializes in yacht, superyacht, and crew insurance, with 15 years of expertise, 350+ yachts insured globally, and offices at the Yacht Club de Monaco, Antibes, London, and Rotterdam. They provide maritime shuttle services for the MYS and sponsor on-site transport.
• Palumbo SY RefitminorOthersPalumbo SY Refit is the first refit and repair network in the Mediterranean with 7 shipyards and over 55 years of experience, specializing in full-cycle superyacht refits with guaranteed quality, on-time and on-budget delivery. They are a partner of the MYS.
• The Italian Sea GroupcoreOthersThe Italian Sea Group is a global luxury yacht operator active in construction and refit of motor yachts and sailing yachts up to 140 meters, operating Admiral, Tecnomar, Perini Navi, Picchiotti, and NCA Refit brands. They provide electric golf cart transport on-site at the MYS.
• Smallwood's YachtwearminorOthersSmallwood's Yachtwear, established in 1981 in Fort Lauderdale, is a global leader in crew clothing with showrooms in Fort Lauderdale, Antibes, and Barcelona. Known for timeless yachting style for all generations of professionals, the brand serves the international superyacht industry.
• GL EventscoreImplementation/ SI/ Consulting PartnerGL Events is a historic designer of event structures and stands with over 30 years of experience. They provide on-site event infrastructure for the MYS, including the design and build of custom exhibition stands and structures, supported by a local team leveraging international expertise.
• JetexminorOthersJetex provides courtesy car services for the MYS, exclusively reserved for Prestige VIP, MYS VIP, Exhibitor Guest, and Yacht Owner pass holders. Cars operate between the show and Monaco during show hours (10h00–18h30, 18h00 on Saturday) from Boulevard Albert Ier.
• VIP LimousinesminorOthersVIP Limousines offers private chauffeur services for MYS attendees, providing luxury vehicles at train stations, airports, and hotels to transport guests to the Monaco Yacht Show. Drivers greet guests with personalized signage or company logos.
• BOAT InternationalcoreGTM or Marketing PartnerBOAT International is the global authority on superyachting, publishing the world's best superyacht magazines and luxury books, organizing events, and providing digital media and data services. A key media partner of the MYS, contributing editorial content (e.g., the sensory design article on superyacht interiors) and jury members for the Blue Wake Awards.
• Superyacht TimescoreGTM or Marketing PartnerSuperYacht Times is a key media partner of the MYS, providing market intelligence, daily news, and data on the superyacht industry. They co-produce the annual MYS Market Report and animate Monaco Yacht Summit panels. SYT iQ is their market intelligence system and a data partner of the show.
• Yachting PagesminorGTM or Marketing PartnerYachting Pages is an award-winning marketing agency serving the superyacht industry, known as the 'Captain's Bible.' They connect owners, captains, and crew with maritime businesses and provide digital marketing services for maritime companies.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Antigua Charter Yacht Show: Caribbean charter-focused yacht show held annually in Antigua. Similar format for yacht display but with a charter rather than sales focus, targeting charter brokers, captains, and clients.
• Dubai International Boat Show: Middle East's largest yacht exhibition, held annually in Dubai. Competes for the same global exhibitor pool and serves a similar UHNW buyer base with luxury yacht displays and charter services.
• Cannes Yachting Festival: Annual superyacht exhibition held in Cannes, France in September with a similar in-water format, exhibitor mix, and UHNW buyer focus. The closest direct competitor to MYS in timing and Mediterranean prestige.
• Fort Lauderdale International Boat Show: Largest in-water boat show in the United States, held in October in Fort Lauderdale, Florida. Major competitor for global superyacht exhibitors and buyers, with similar in-water display format and exhibitor scale.
• Singapore Yacht Show: Asia's leading yacht exhibition, held in Singapore. Targets the same global exhibitor pool with a focus on the Asian UHNW market, providing geographic complementarity to MYS for international brand exposure.
• Miami International Boat Show: Major US boat and yacht show held in Miami, Florida. Competes with MYS for global superyacht exhibitors and US-based UHNW buyers, with overlapping exhibitor base and similar in-water format.
• Salone Nautico di Genova: Italy's premier yacht show, held in Genoa in September/October. Similar prestige and focus on Italian and European superyacht builders, competing with MYS for exhibitor attention during the autumn show season.

Regional players

• Southampton International Boat Show: UK's largest boat show, held in Southampton. Serves the British and Northern European market with similar in-water display format, but operates at a smaller scale than MYS.
• Palm Beach International Boat Show: Major US regional yacht show held in Palm Beach, Florida. Serves the East Coast UHNW market and competes for US-based exhibitors, but with a smaller geographic footprint than MYS.

Broad incumbents

• Boot Düsseldorf: World's largest boat and water sports trade fair, held annually in Düsseldorf, Germany. Broader scope covering powerboats, sailing, equipment, and diving; competes for exhibitor mindshare but addresses a much wider audience than MYS.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mys_monaco
• YouTubeyoutube.com/@MonacoYachtShow
• Instagraminstagram.com/monacoyachtshow
• Facebookfacebook.com/monacoyachtshow

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SAM Monaco Yacht Show