The Monte Carlo Rally or Rallye Monte-Carlo (officially Rallye Automobile de Monte-Carlo) is a rallying event organised each year by the Automobile Club de Monaco. The rally now takes place along the French Riviera in Monaco and southeast France. Previously, competitors would set off from various starting points around Europe and 'rally' (in other words, meet) in Monaco to celebrate the end of a unique event. From its inception in 1911 by Prince Albert I, the rally was intended to demonstrate improvements and innovations to automobiles, and promote Monaco as a tourist resort on the Mediterranean shore.