Structure and activities

Tourisme Montréal: Putting highly qualified professionals to work for the tourism industry

Tourisme Montréal employs some 85 dedicated and highly qualified professionals who work together to make Montréal a more attractive and welcoming city and to position Montréal as a leading international-calibre destination on the leisure tourism and business travel markets. Their goal is to rally all tourism industry stakeholders and maximize the benefits of tourism across the city.

Tourisme Montréal’s organizational structure

1- Marketing and Communications

The Marketing team develops communications strategies for all markets, ensuring alignment with Tourisme Montréal’s goals and strategic plan. Among other responsibilities, the team prepares and implements the marketing plan, negotiates partnerships, establishes technological strategies and develops market intelligence. It is responsible for:

  • Communications: Defining and implementing ad campaigns; developing tools used for promotion and tourist welcome purposes; managing Tourisme Montréal’s website and social media accounts.
  • Leisure market: Promoting Montréal to tour organizers and travel agencies; acting as a liaison between service providers and traditional and online distribution networks.  
  • Member services: Recruiting members and partners; ensuring member and partner visibility in promotional tools; organizing annual networking events for members. 
  • Press relations: Hosting international press representatives; maintaining ties with Tourisme Montréal’s partner public relations firms outside Québec (New York, Toronto, Mexico City and London); optimizing media coverage of Montréal as a travel destination.
  • Information technology: Implementing technologies that unite tourism stakeholders and support market intelligence; gaining deeper insights into inbound tourists to enable differentiated and personalized marketing practices.

2- Sales and Conference Services 

The Sales team performs prospecting in the convention, meeting and incentive travel market. Their efforts create business opportunities for Tourisme Montréal’s members. 

The Conferences Services team actively supports professional meeting organizers by providing them with comprehensive assistance. They also carry out promotional work aimed at maximizing attendance at events. 

3- Public Relations, Tourist Welcome, Research and Product Development 

This team oversees Tourisme Montréal’s corporate and senior management communications with local media, partners, government agencies and the local community. It showcases the importance of Montréal’s tourism industry and helps position Tourisme Montréal’s leadership. In addition, this team analyzes market trends and the destination’s performance indicators and conducts studies on various geographic markets and tourist segments. It supports reflections on the development of the city’s tourism offer, manages its tourist welcome strategy aimed at maximizing economic spin-offs and oversees local tourist information centres. Finally, the team works with partners to develop cultural and food tourism and manages the Event Assistance Program.

4- Finance, Administration and Human Resources

This team manages memoranda of understanding with all three levels of government and handles accommodations tax revenues and contributions from public- and private-sector partners. Its responsibilities also include managing Tourisme Montréal’s human resources and coordinating the activities of various committees of the board of directors.