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Rapport Annuel 2019 – Tourisme Montréal 2020 ANNUAL REPORT + TABLE OF CONTENTS 03 Tourisme Montréal’s mandate 04 Message from the Chairman of the Board 07 A word from the President and CEO 08 100 + 1 18 Tourism industry performance and economic impacts 20 Member, Industry and Partner Relations 22 Destination Development and Public Affairs 26 Marketing, Communications and Information Technology 36 Sales and Convention Services 38 Human Resources 42 Finance and Administration 46 Tourisme Montréal’s Board of Directors 48 Tourisme Montréal’s partners Click on section titles Click on this icon in the document to learn more. to return to the Table of Contents. Tourisme Montréal’s mandate Tourisme Montréal is a private, not-for-profit organization and one of the city’s key economic stakeholders. With over 900 members and partners, our goal is to promote Montréal as a choice tourist destination. Promoting the destination Tourism product development Tourisme Montréal works closely with its We provide guidance on the development of members and partners to recommend and Montréal’s tourism product based on continually implement prospecting and promotional initiatives changing market conditions and in line with internationally with the aim of attracting events strategies designed to enhance Montréal’s appeal (conventions, meetings, conferences, etc.) during all four seasons and to highlight the and individual travellers (business and leisure) destination’s unique personality. to Montréal. Tourisme Montréal is dedicated to this goal and Maximizing economic spinoffs actively consults with thought leaders in the tourism sector when developing its plans. To this end, we Tourisme Montréal creates business opportunities for have joined forces with industry partners to create its members and partners with a view to maximizing various consultative and cooperative committees, the economic spinoffs of tourism for the whole city. including Culture, Board Events, Conventions, Food, Religious Tourism, Tourist Welcome, Recreation and Tourist welcome Tourism Investment, Luxury Clienteles, Sustainability Tourisme Montréal leads local efforts to develop a in the Tourism Industry, International Cruises and the tourist welcome strategy centred on a concrete Regroupement des festivals engagés. goal: creating an unforgettable experience for . visitors. Our responsibilities include managing a tourist information office, educating the tourism industry on the importance of offering a quality welcome and providing guidance on the development of tourist services. 03 Message from the Chairman of the Board Montréal forever! Economic meltdown, global catastrophe, social tsunami, Several programs are already in place, in particular the I wish to extend my heartfelt thanks to our directors for value destruction... we are at a loss for words to Strategic Tourism Asset Maintenance Fund, totaling maintaining and even increasing their commitment to describe the horrible year our industry has experienced more than $12.5 million in funding, and the Business Tourisme Montréal at a time when their own activities due to the pandemic. Conservative figures released by Recovery Agreement, a $2.5 million envelope from the required their full attention. I would like to express the World Travel and Tourism Council (WTTC) indicate ministère du Tourisme administered by Tourisme particular gratitude to Bertil Fabre, CEO of the Sheraton that the decline in global tourism in 2020 represented a Montréal. I would like to thank the Minister of Tourism, Centre, and Robert Mercure, CEO of the Palais des 74% drop in visitors and 62 million jobs lost. Montréal, Caroline Proulx, and her team for their crucial support congrès de Montréal, who are stepping down from the like most major cities, was hit hard. That is why, before and confidence in the management of these funds. Board this year. In 2021-2022, Tourisme Montréal’s Board talking about the coming recovery and the advances in of Directors will be majority female for the first time vaccine deployment, which give cause for hope, I would The employees of Tourisme Montréal have been ever—at long last, I might add! like to say how worrisome the situation is for those who outstanding throughout the year. On behalf of the work in the tourism sector as a whole, as well as for Board of Directors, I would like to thank the entire team As I write this, we are in the middle of a race between many of the businesses that make up its economic for their dedication, initiative and solidarity, starting fast-tracking the vaccination campaign and new variants fabric, especially SMEs. with our CEO Yves Lalumière and his management that are spreading too rapidly. Our short-term prospects team, who led the organization with skill and vision. are still uncertain: 2021 remains a year of many dangers Relying on the responsiveness of its management and Strategic plans are being reviewed in detail to take into and some opportunities. Nevertheless, this crisis will employees, Tourisme Montréal adopted strict measures account the changes that will affect our industry and inevitably come to an end and Tourisme Montréal has to preserve the organization’s capacity to act, and took the way tourism, in all its forms, will redeploy. In dealing the resources—human, first and foremost, but also steps to help its members, on whom the city’s power of with new constraints and new expectations, both from financial—to be an “agent of success” and contribute attraction depends. Of course, we had to deal with the visitors and from the people who welcome them, we meaningfully to the revival of Montréal’s tourism postponement of events (conventions, etc.), but above must take greater account of the impact of our industry industry. We love Montréal, a city that has all the all, we had to protect the future of our portfolio of on the environment while promoting a more harmonious ingredients of a world-class destination, offering activities, a task that was carried out efficiently. destination. There are several construction sites across outstanding quality of life and hospitality. the city and the weakened downtown core must receive Cooperation with our government and industry partners our full attention, as must the boroughs, particularly to is essential to implement concrete measures that will the east, as well as the Palais des congrès, which would help speed up the recovery. To this end, we are working benefit from an increase in capacity. closely with the administration of the City of Montréal, Philippe Sureau the ministère du Tourisme du gouvernement du Our Board of Directors remained laser-focused, despite Chairman of the Board Québec, the federal government, the Alliance de social distancing measures, taking part diligently in the l’industrie touristique du Québec, the Board of Trade many meetings that the situation required, and of Metropolitan Montréal and the Hotel Association of contributing meaningfully to the action plan, all the Greater Montréal, among others. while ensuring the good governance of the organization. 04 A word from the President and CEO Dear Montrealers, 2020 was a most challenging year. Following the A renewed experience milestone year of our organization’s centennial, when The Tourisme Montréal team and I are convinced Montréal set a tourism record, we were collectively that the resilience of our city will be a key element in faced with a truly global crisis that forced us to bring maintaining its status as a top tourist destination. into question every single one of our activities. Its gastronomy, diverse cultural events, green spaces Before we look to the future, we must take a step back and warm hospitality—even behind masks—testify to the to ponder the human impact of the pandemic, which ever-growing potential of our destination despite recent will change our society and our city forever. adversity. The Québec population responded massively by embracing local tourism throughout the year. Supporting and representing When conditions permit, tourists and visitors will the tourist industry continue to choose Montréal for its unique energy and diverse experiences. The tourism community has Our organization is more important than ever to the the agility needed to limit contacts and make travel Canadian and Québec tourism industry and related safer without compromising the visitor experience, economic sectors. Over the past year, we have had or their sense of wonder. to adapt on a weekly basis to the ever-changing regulations put in place to protect the health and safety Despite the difficulties, we are staying the course, of the population. In this sensitive context, Tourisme because the recovery of the tourism sector is just Montréal supported its partners with numerous financial around the corner. As CEO of the organization that assistance programs that enabled them to carry out a mobilizes Montréal’s tourism ecosystem and interacts number of projects, in addition to compiling information with stakeholders and public sector decision-makers, on the measures and government resources I am convinced that we have what it takes for a strong to support businesses. and sustainable recovery. The importance of our sector to Québec’s economy and culture is well established Our close cooperation with public sector decision- and Montréal will soon be back as a world- makers helped to grasp the full extent of the impact class destination. the crisis has had on our sector. Our calls have been heard, as major investments were announced by the governments. These funds are already helping the industry to preserve strategic tourism assets and to prepare for the recovery. On a broader scale, the city plays a key role in the tourism industry in all regions of Québec as the main national and international gateway. Yves Lalumière President and CEO 07 “Out of chaos, stars are born.” + CHARLIE CHAPLIN The COVID-19 pandemic, like any disaster worthy of the name, brought out the best in us, both as individuals and as an organization. “Despite the significant challenges we faced in Some coincidences are so extraordinary, 2020 - Poised for a “historic” year 2020, the pandemic pushed us to work better they end up in the history books.
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