Strategic orientations

Tourisme Montréal: Defining tomorrow’s trends in tourism through innovation

In 2018, Tourisme Montréal presented its new strategic orientations to its members and industry partners. These orientations will guide the organization’s promotional actions over the next several years. The organization is aiming to welcome 13.5 million tourists by 2022 and has committed to generating 1.5 million additional overnight stays in commercial accommodations.

Tourisme Montréal also committed to using its cutting-edge digital platforms to build market intelligence on visitors coming to the city in order to enable more effective consumer targeting. The organization will also continue promoting the city as a creative and open destination while stepping up efforts to improve initiatives related to welcoming tourists and developing new products.

For the next five years, Tourisme Montréal’s main priorities will revolve around:

  1. Optimizing Tourisme Montréal’s commercial performance to respond to capacity increases: Develop new tourism markets and strengthen international ties.
  2. Highlighting Montréal’s authenticity and creativity: Emphasize the unique urban character of the Montréal brand.
  3. Placing the visitor experience at the heart of the organization’s activities: Improve tourist welcome strategies, customize traveller stays and offer an authentic experience.
  4. Contributing actively to the development of the destination’s appeal as an urban: Support and stimulate the development of innovative projects, cultural neighbourhoods and high-potential initiatives.
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