2016 ANNUAL REPORT

MONTRÉAL RANKS MONTRÉAL NAMED THE NEW FOOD CAPITAL OF NORTH AMERICA AT THE TOP IN 2016 by Town & Country magazine

MONTRÉAL NAMED THE INTELLIGENT MONTRÉAL NAMED THE BEST PLACE TO VISIT COMMUNITY OF THE YEAR according to Frommer's by the Intelligent Community Forum

MONTRÉAL RANKED FIRST IN MONTRÉAL ONE OF THE BEST NORTH AMERICA TO BE A STUDENT PLACES TO TRAVEL IN FEBRUARY and 7th among the best cites in the world according to Travel + Leisure according to the QS Best Student Cities Index

MONTRÉAL INCLUDED IN TOP 15 MONTRÉAL CROWNED THE LEADING CITIES BY REPUTATION CONVENTION CITY IN THE AMERICAS according to the Reputation Institute by the Union of International Associations

MONTRÉAL RANKED AS THE TOP OSHEAGA NAMED THE BEST FOODIE DESTINATION MAJOR FESTIVAL IN CANADA according to the 2016 Foodie Tribe Rising at the Live Music Industry Awards Stars Awards by Gogobot

MONTRÉAL DUBBED THE CANADIAN MONTRÉAL AMONG THE BEST CITIES LIVE MUSIC CITY OF THE YEAR FOR BUSINESS at the Live Music Industry Awards during the Music Cities Summit according to a 2016 study conducted by KPMG

MONTRÉAL ONE OF 10 GREAT CITIES MONTRÉAL ONE OF 50 CITIES TO VISIT TO SEE STREET ART IN A LIFETIME according to Larry Bleiberg of USA TODAY according to Guide du Routard TABLE OF CONTENTS

06 MESSAGE FROM THE CHAIRMAN OF THE BOARD

07 MESSAGE FROM THE PRESIDENT AND CEO

08 OUR BOARD MEMBERS

10 TOURISM INDUSTRY PERFORMANCE AND ECONOMIC IMPACT

12 TOURISME MONTRÉAL’S MISSION

13 TOURISME MONTRÉAL MEMBER TESTIMONIALS

14 MARKETING, COMMUNICATIONS AND INFORMATION TECHNOLOGY

28 BUSINESS SALES AND CONVENTION SERVICES

34 PUBLIC RELATIONS, HOSPITALITY, RESEARCH AND PRODUCT DEVELOPMENT

38 HUMAN RESOURCES

40 FINANCE AND ADMINISTRATION

42 2017 PRIORITIES

44 TOURISME MONTRÉAL PARTNERS

2016 ANNUAL REPORT 5 MESSAGE FROM THE MESSAGE FROM THE CHAIRMAN OF THE BOARD PRESIDENT AND CEO

As the Chairman of the Board at Tourisme Montréal, I would like to thank our board members for their Record performance across the board outstanding leadership and hard work in finding solutions to the tourism issues affecting our organization. They have demonstrated incredible commitment to advancing one of the most profitable industries in Québec. Tourism had a very positive impact on Montréal’s economy in 2016. The city welcomed 10.2 million tourists, bringing in a total of $3.3 billion for the local tourism industry. The number of international tourists to Québec I should also mention Montréal’s tourism results were exceptional in 2016. As you’ll see in reading this annual rose 12.9% while the number of American visitors climbed 9.5%. report, all of the destination’s economic indicators are up. There’s a tremendous amount of buzz surrounding Montréal, which is the primary gateway for tourists entering Québec and the second-most popular gateway The hotel industry’s performance is also worth applauding, with hotels on the Island of Montréal recording a for those coming to Canada. 75.1% occupation rate. The average room rate increased 7% over 2015.

More than ever in 2016, Tourisme Montréal fulfilled its role as a unifying agent representing the need to renew Business travel also contributed significantly to the year’s results. In 2016, the city hosted more than the tourist attractions in our city and province. We strengthened our reputation as a leader in the field by driving 350 conventions and major events, held in collaboration with Tourisme Montréal. And the future is looking innovation and renewal in the destination’s offer. As a testament to our success, we’ve seen an increase in the even brighter with our value proposition – Montréal works for you – enhancing the customer experience. number of international investors interested in Montréal’s tourism products. This record performance is being driven by unprecended buzz around Montréal within the United States and The Board of Directors keeps a careful eye on Tourisme Montréal’s financial results. As a non-profit organization, around the world (and I am convinced that Asia will be a highly strategic market in the future). As proof, the city it’s important that we be able to operate without relying on permanent bank loans. We also plan on building topped several rankings, which has only strengthened Montréal’s reputation as a must-see destination. financial reserves to prepare the organization to face its long-term financial commitments (such as future editions of the Grand Prix F1 du Canada and major conventions), and to weather any crises stemming from the Joint efforts with our airline partners also resulted in international interest in the city. Direct flights to Montréal broader international context. are now available from Beijing, Houston, Washington, Tel Aviv and Casablanca, as well as various locations in French-speaking Europe. Now more accessible than ever before, Montréal is increasingly making a name for On behalf of all the members of Tourisme Montréal’s board of directors, I would like to congratulate the itself as a major gateway to Canada. organization’s president and chief executive officer, Yves Lalumière, as well as the management team and employees for their outstanding work. Their efforts, expertise and dedication helped make 2016 an exceptional Fresh energy in Montréal year. We also wish to thank our members and partners for their ongoing and renewed support. Montréal is refreshing itself and modernizing. We only need to look as far as the new attractions and innovative tourism initiatives that are popping up, not to mention the 10 new hotels built in the past two years, as well as the new international jetty at Montréal-Trudeau Airport and the Pavilion for Peace at the Montreal Museum of Fine Arts. These projects promise to put the city in the limelight for years to come.

In closing, I would like to thank our partners for their enthusiasm in the face of the changes taking place in Montréal. Even though there are several challenges ahead of us, we’re progressing thanks to our unified efforts —and I’m positively delighted about it.

Raymond Bachand Chairman of the Board Tourisme Montréal

Yves Lalumière President and Chief Executive Officer Tourisme Montréal

6 2016 ANNUAL REPORT 2016 ANNUAL REPORT 7 Montréal welcomed more than “10.2 million tourists in 2016. I applaud Tourisme Montréal for their excellent work in making our city an international-calibre tourist destination. The team is very dedicated and active in their field.” Denis Coderre, ADMINISTRATORS Mayor of Montréal

Tourisme Montréal Board of Directors

Stéphanie Allard-Gomez JD Miller Vice President, International Organizations Co-founder MONTRÉAL INTERNATIONAL B2DIX Tourisme Montréal is a privileged partner of Montréal“ en Histoires, and they have supported Raymond Bachand Eve Paré our projects since the very beginning. This has Strategic Advisor President and CEO allowed us to showcase Cité Mémoire, the largest NORTON ROSE FULBRIGHT CANADA ASSOCIATION DES HÔTELS DU GRAND MONTRÉAL circuit of outdoor projections in the world. Tourisme Montréal participates actively in welcoming visitors Christiane Beaulieu Claude Poisson and promoting Québec talent internationally. d Vice President, Public Affairs and Communications President of Operations ” AÉROPORTS DE MONTRÉAL SOCIÉTÉ DES CASINOS DU QUÉBEC Martin Laviolette, Executive Producer, Montréal en Histoires Bernard Chênevert David Rheault General Manager Director, Government Affairs and Community Relations INTERCONTINENTAL MONTRÉAL – Québec/Atlantic In 2016, the Society for Montréal’s 375th Anniversary AIR CANADA and its partners kicked off the final phase of preparing the Jacques-André Dupont “ festivities, which promise to be a unique opportunity to bring President and CEO Marcel Croux together people from all over who love Montréal. We’ll celebrate L’ÉQUIPE SPECTRA President the city’s vibrancy in a multitude of ways. Inspired by the desire LOGIFA SERVICES INFORMATIQUES INC Claude Gilbert to see Montréal shine, both at home and on the world stage, we’re President Manuela Goya delighted to be working with Tourisme Montréal, whose efforts are tremendously helpful in making Montréal a leading tourist destination. I GILBERT STRATÉGIES INC. Secretary General would like to congratulate them on the Sorry campaign, which effectively MONTRÉAL, MÉTROPOLE CULTURELLE Yves Lalumière communicates the spirit of the 2017 party to the market outside of Québec. President and CEO Bertil Fabre Thank you, Tourisme Montréal—and vive Montréal! d TOURISME MONTRÉAL General Manager ” HOTEL DELTA MONTRÉAL France Chrétien Desmarais, President of the Raymond Larivée Société des célébrations du 375e anniversaire de Montréal President and CEO SOCIÉTÉ DU PALAIS DES CONGRÈS DE MONTRÉAL Tourisme Montréal is a key partner for our company. In fact, they were the first to believe“ in us when we were just starting out. The Tourisme Montréal team understands our business goals and helps us reach them by giving us access to great opportunities Board of Directors Sub-Committee Members and international contracts. By participating in the Montréal à Paris trade mission Audit Committee Governance and Ethics Human Resources Committee organized by Tourisme Montréal, we made a number of excellent contacts for our project Expédition Innovation C2-MTL. We probably would not have been so successful without JD Miller (Chairperson) Committee Bernard Chênevert (Chairperson) the constant support and encouragement from Tourisme Montréal. Essentially, they act as a Claude Gilbert Eve Paré (Chairperson) Jacques-André Dupont result-oriented business partner and it’s a pleasure to work with their team. d Claude Poisson Stéphanie Allard-Gomez Marcel Croux ” Bertil Fabre David Rheault Stéphane Martel, Founder, President and CEO, Yulism

8 2016 ANNUAL REPORT 2016 ANNUAL REPORT 9 RECORD TOURISM 75.1% PERFORMANCE On the Island of Montréal, the hotel occupation rate rose 1.4 percentage points to reach 75.1%. Sustained growth in international markets Following on the heels of a very successful year in 2015, the key performance indicators for tourism in Montréal 89.8% point to accelerated growth in 2016, in both the leisure and business markets. There was a particularly pronounced increase in traffic from international markets. Various factors helped make 2016 a successful year During Q3, the occupation rate for hotel rooms for tourism, including the addition of new direct air connections to Montréal, promotional activities in the business on the Island of Montréal reached 89.8%. meetings market, favourable economic conditions and the fact that we have an outstanding overall product. +7.4%

The average room rate on the Island of Montréal was $171.09, which is 7.4% 10.2 million +5.8% higher than in 20153. Montréal welcomed 10.2 million tourists in 2016 Tourist spending totalled $3.3 billion, +6.9% (+ 3.5% over 2015) out of a total of marking a 5.8% increase 31.7 million visitors1. over 20152. The number of passengers entering and leaving Montréal-Trudeau Airport rose 6.9% 86,000 to reach 16.6 million4. ORIGIN2 OF TOURISTS COMING TO MONTRÉAL In total, 55 cruise ships stopped in Montréal, bringing 86,000 passengers and crew members with them. OVERSEAS 11% 102,208 QUÉBEC UNITED STATES 53% 15% Montréal’s tourist offices received 102,208 information requests from tourists, +11.2% which is 1.9% more than the year prior. REST OF CANADA 21% Tourisme Montréal’s online platforms saw an 11.2% hike in traffic for a total of 5,820,761 visits.

ENTRIES INTO QUÉBEC

The number of international tourists entering Québec borders climbed 10.7%. Breakdown by geographic market: TOURISM: AN INDUSTRY THAT GENERATES SIGNIFICANT ECONOMIC SPINOFFS 9.5% United States 12.9% Overseas Tourist spending in the Montréal area: Direct and indirect impact on the entire 5 Montréal’s top four overseas markets performed particularly well in 2016 province of Québec in 2016 . with regard to entries at Québec borders: / + 10.4% France / + 14.0% Germany / / 44,800 JOBS // + 8.4% United Kingdom // + 104.7% China 1,758,000,000 WAGES ($)

1 Definitions: Tourist: Person who travelled outside their place of residence for at least one overnight stay or longer, but for less than a year, and who 3 Source: Association des hôtels du Grand Montréal (AHGM). used commercial or private accommodations. Day-tripper: Person who has made a round trip of at least 40 kilometres from their place 4 Source: Aéroports de Montréal. of residence in the same day. Visitor: Term that encompasses tourists and day-trippers. 5 Results based on the Conference Board of Canada’s Tourism Economic Assessment Model. 2 Source: Tourisme Montréal estimates based on figures from the Conference Board of Canada.

10 2016 ANNUAL REPORT 2016 ANNUAL REPORT 11 LEISURE AND BUSINESS TRAVELLER SURVEY: HIGH SATISFACTION LEVELS TOURISME MONTRÉAL’S Between May and November 2016, a survey was carried out to gauge the level of satisfaction among leisure and “We all know that culture is the business travellers who spent at least two nights or one night, respectively*. MEMBERS: most powerful incentive to visit a city. Tourisme Montréal is a very important partner for the Montreal In all, 95% of respondents said they The heart of our tourism Museum of Fine Arts, because it were satisfied or very satisfied with successfully positions the city as 95% their stay in Montréal. a major international cultural hub. ecosystem Thanks to our combined efforts, the Museum’s exhibits—Pompei Respondents who said they would recommend travelling to Montréal and Focus: Perfection Robert Mapplethorpe—as well as the “Tourisme Montréal demonstrates true leadership in new Michal and Renata Hornstein positioning the city on the world stage. We see it in their Pavilion for Peace attracted more 98% 97% unique communications strategies and their support for than 300,000 tourists in 2016, accounting for 33% of our visitors. LEISURE TOURISTS BUSINESS TRAVELLERS innovative projects. Croisières AML capitalizes on this visibility to showcase our distinctive products, which On the eve of the city’s 375th are offered in a very unique setting, the heart of the anniversary celebrations, we can St. Lawrence River in Montréal.” look forward to a record year for * Survey conducted jointly with Ipsos. cultural tourism in 2017.” Yan Hamel, Eng., President and CEO, Croisières AML Nathalie Bondil, Director General at the Montreal Museum of Fine Arts

TOURISME MONTRÉAL’S MANDATE “We are very pleased to be working closely with Tourisme Montréal. “Tourisme Montréal proved to be a choice partner Events like the kick-off “As a new tourist attraction, we Tourisme Montréal is a private, not-for-profit organization and one of the city’s major economic once again this year. of the tourist season received ongoing assistance and players. With more than 800 members and partners from the local tourism industry, our goal is Thanks to their effective and MTL Social help valuable support from Tourisme to promote Montréal as a tourist destination of choice for clienteles located outside the city, and innovative visibility us build our network Montréal. They helped us with province and country. tools, we attracted well- and reputation on business development and known American bloggers the Montréal scene, marketing for Observatoire 360°. and ensured exceptional particularly among Thanks to them, Au Sommet Place Promoting the destination exposure for Montréal’s journalists, bloggers and Ville Marie is considered a starting creative talents and the Tourisme Montréal supports its members and partners by recommending and executing various prospecting vloggers.” point for tourists who want to get Festival Mode & Design.” and promotional initiatives internationally. The goal is to attract conferences and meetings to Montréal, in a bird’s eye view of the city. We’re addition to convincing leisure and business travellers to visit and stay in the city. Danny Pavlopoulos, also fortunate to be located next Chantal Durivage, Executive Co-Founder, door to Tourisme Montréal, so Vice-President, Creative Maximizing economic spinoffs Spade & Palacio Tours their team regularly dines at our Development, Groupe Tourisme Montréal creates business opportunities for is members and partners with a view to maximizing Sensation Mode restaurant Les Enfants Terribles.” economic spinoffs and tourism benefits for the whole region. Philippe Bertout, General Manager, Tourist welcome Au Sommet Place Ville Marie Tourisme Montréal must ensure that all visitors are offered outstanding hospitality. This responsibility involves managing a tourist information office, raising awareness in the tourism industry about the importance of providing a quality welcome, and leading various initiatives to develop services as needed throughout Montréal. “Hotel Gault is delighted to have Tourisme Tourism product development Montréal as one of our partners. 2016 was Tourisme Montréal provides guidance for the development of Montréal’s tourism product based on an exceptional year in every regard, with the continually changing market conditions. It also produces development strategies aimed at enhancing Sweet Deal package, media collaborations, promotional activities and more. We will “For Guidatour, Tourisme Montréal’s summer tourist Montréal’s appeal during all four seasons to ultimately reinforce and strengthen the destination’s unique be joining other stakeholders in the local season kick-off event is always a hot opportunity for personality. In addition, Tourisme Montréal is a very active organization that includes the industry’s most tourism industry to make Montréal shine promoting our business, networking and creating dynamic stakeholders in its brainstorming processes. Several consulting committees and permanent during its 375th anniversary celebrations!” new alliances. We look forward to every year with working groups have been established with local partners to develop effective strategies for attracting renewed enthusiasm.” various tourist clienteles. These include the following committees: Culture; Board Events; Conventions; Jean-Cédric Callies, Director, Sales and Marketing, Hotel Gault Louise Hébert, President, Guidatour Gastronomy; Religious Tourism; Tourist Welcome; Recreotourism Development; Sustainability in the Tourism Industry; the Regroupement des festivals engagés; International Cruises; and Luxury Clienteles.

12 2016 ANNUAL REPORT 2016 ANNUAL REPORT 13 MARKETING, COMMUNICATIONS AND INFORMATION TECHNOLOGY

Creativity and innovation were the watchwords for the Marketing, Last but not least, we far exceeded our objectives for driving traffic and Communications and Information Technology team in 2016. We worked references to all our digital platforms, as well as for capturing media with several talented Montréalers and Montréal agencies to create attention and maximizing media value. Already, 2017 promises to be just AWARDS AND “Promoting Montréal unique campaigns and events. We also put a lot of energy into social as strong, with Montréal looking beautiful and alive with activities during with creativity and media and international media relations to showcase Montréal’s vibrancy this year of celebrations. Our team is more motivated than ever as we DISTINCTIONS in priority markets like France, the United States and Canada. work toward our goal: making Montréal the top tourist destination in the innovation” years to come! Montréal received an impressive amount of positive coverage in the international media in 2016. The 943 articles generated by the PRIX MÉDIA 2016 international media relations team resulted in unprecedented visibility The 2015 Montréal Ignites in for our destination and a reputational gain valued at $27,497,650. This New York campaign earned incredible achievement helped propel Montréal to the top of various international rankings for the best cities to visit. It also created 3 INFOPRESSE excitement and concrete tourism spinoffs for our members and partners. AWARDS: To support our marketing efforts, we called on Montréal artists and artisans to help promote the destination. For example, Cœur de Pirate PRIX MÉDIA AWARD acted as the ambassador of our Montréal Ignites in Paris campaign, BEST MEDIA STRATEGIES which highlighted Montréal’s cultural offer. Meanwhile, emerging IN QUÉBEC directors produced eight short films for the #MTLmoments campaign targeting the New York market. This approach led to impactful // Grand Prize campaigns that generated a lot of buzz on social media and in SOCIAL MEDIA in the Best Use of Mobile traditional media. category for the Swipe your way to Montréal contest In fall 2016, we launched the Sorry campaign in Ontario. In this humorous campaign, Montréal apologizes to its neighbours in advance for all the // Prize in the racket caused by the city’s 375th anniversary festivities. This initiative Best Use of Digital Media also generated a lot of buzz and piqued the curiosity of our target category audiences. + 15% + 94% + 20% 235,695 FANS 104,272 FOLLOWERS 7,777 FOLLOWERS STRAT CONTEST At the same time, Tourisme Montréal continued with the ambitious + 15% over 2015 + 94% over 2015 + 20% over 2015 BEST COMMUNICATIONS overhaul of its digital ecosystem, which includes web portals, a mobile MARKETING STRATEGIES application, and sophisticated back-end technologies to personalize the online experience for users and for different tourist clienteles. IN QUÉBEC

// 2016 STRAT Award Our new digital platform will allow us to support visitors at every phase of their travel process while affording excellent visibility for our members in the One-Time or Seasonal and partners. + 53% + 40% Campaign category 125,012 FOLLOWERS 67,704 FOLLOWERS @montreal @monmontreal English-language account French-language account Danièle Perron + 53% over 2015 + 40% over 2015 Vice President, Marketing

14 2016 ANNUAL REPORT 2016 ANNUAL REPORT 15 MONTRÉAL IGNITES FAMILY CAMPAIGN IN PARIS CAMPAIGN IN ONTARIO

In March 2016, Tourisme Montréal launched the In May 2016, Tourisme Montréal launched a 100% second edition of the Montréal Ignites in Paris online campaign that aimed to encourage families campaign to support the MTLàParis commercial from Ontario to visit Montréal during the summer mission. The operation promoted Montréal’s summer season. The campaign showcased the city’s various cultural offer and positioned the city as a lively, family activities and the advantages of the Family creative and diverse destination. Cœur de Pirate, Package and Family Pass. who is very popular in France, acted as the campaign ambassador. TACTICS // Release five 25-second videos on Facebook, TACTICS Instagram and YouTube. // Install 360 screens in 7 train stations in Paris with // Publish sponsored content on Facebook and videos featuring Montréal humour and talent purchase keywords. (5 million screenings). // Place ad banners on the Google Display Network. // Present a surprise live show by Cœur de Pirate at Saint-Lazare Station in Paris. Goal: Generate Results coverage on social and traditional media. // More than 2.8 million views for the videos posted // Create ad banners featuring Montréal’s summer on social media. tourist programming and the Sweet Deal package. // Nearly 115,000 visits on the campaign page. // Publish a sponsored video on Facebook and // Nearly 14,000 visits on our Family Hotel Offers purchase keywords. pages. // Organize a contest. // More than 1,700 new families subscribed to the Tourisme Montréal newsletter. Results // More than 151,000 visits on digital platforms, representing a 6% increase in visits from France over 2015. // More than 15,000 views of Cœur de Pirate’s surprise show at Saint-Lazare Station and the video entitled Le Montréal de Cœur de Pirate, featuring the artist’s favourite spots in the city. // 8,800 email addresses added to our database.

16 2016 ANNUAL REPORT 2016 ANNUAL REPORT 17 #MTLMOMENTS MONTRÉAL IGNITES IN CAMPAIGN NEW YORK CAMPAIGN

Tourisme Montréal showcased Montréal talent and Featuring the slogan Meet the other city that never creativity to promote the city. The organization asked sleeps, the Montréal Ignites in New York campaign eight Québec directors to produce short films targeted millennials living in the Big Apple. The goal inspired by a photo published on Instagram with the was to strengthen ties between New York and hashtag #MTLmoments. This unconventional Montréal by depicting typical Montréal moments approach had two objectives: reach creative using a creative approach designed to appeal to the communities and people in New York and at home, target audience. The campaign was supported by the and expand the digital footprint of the #MTLmoments Just For Laughs Festival, Piknic Électronik and the hashtag. Festival International de Jazz de Montréal.

TACTICS TACTICS // Include the first four short films in theMontréal // Promote Montréal on social networks and mobile Ignites in New York campaign. media placements. // Publish sponsored videos on Facebook. // Publish content on social media networks used by // Implement a promotional strategy using a network millennials (Snapchat, Spotify) and develop of influencers. partnerships for custom editorial content.

Results Results // The short films received more than 33,469 views // Campaign videos received more than and 8,468 interactions on social media. 660,000 views. // Montreal Quest IV, a short film by Vincent Bilodeau, // The first four #MTLmoments videos gained more won the Grand Prize at the Grafika Contest in the than 100,000 views. Graphic Animation category, while Rendez-vous by // Nearly 2 million messages published on Spotify, Yan Giroux was selected as a Vimeo Staff Pick. a live streaming music website.

18 2016 ANNUAL REPORT 2016 ANNUAL REPORT 19 SORRY CAMPAIGN – PHASE 1

With a friendly and cheeky tone, this campaign aimed to highlight Montréal’s appeal during the first quarter of 2017. It featured Montréal ambassadors Sorry apologizing in advance to Torontonians for the ruckus that will be caused by Montréal’s 375th anniversary celebrations and inviting them to join the party that will be shaking up the city all year long.

TACTICS // Create a surprise effect using a traditional method, WE’RE GOING TO BE MAKING namely a banner that says “Sorry” towed by an A LOT OF NOISE. WE’RE TURNING aircraft. The objective: pique Torontonians’ curiosity 375 IN 2017 SO WE’RE GOING and capture their attention. TO BE CELEBRATING. ALL YEAR. // Spread the Sorry message online and use “wild posting” (outdoor posters) to reach a critical mass of potential travellers using everyday consumer media, SORRY. including radio, newspapers and social networks. JOINMONTREAL375.COM Results // In just two weeks, this campaign generated numerous articles and mentions in Canadian media. // Ranked among the top 10 ad campaigns by Infopresse and Strategy, two specialized marketing and communications magazines. // The campaign videos received more than 2 million views.

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20 2016 ANNUAL REPORT 2016 ANNUAL REPORT 21 MEMBER SERVICES

MEMBERSHIP Results TRAINING AND CONFERENCES 83 new members // A 6% increase in visits to the MTLàTABLE site. Tourisme Montréal offers its members numerous // More than 9,000 entries on Facebook, including SEMAINE DES advantages and benefits. Many events, training PARTNERSHIP SERVICES 2,000 new fans. RESTAURANTS sessions and conferences were held in 2016: Tourisme Montréal strives to develop ground- // $5.7 million in revenue for participating 150 restaurants breaking partnerships and initiatives that lead to restaurants, marking a 2% increase over 2015. // 13 Membership 101 information sessions: Tables d’hôte successful events and promote Montréal across // More than 103,000 customers. 150 participants representing 117 businesses; 21$ 31$ 41$ Québec and around the world. MTLàTABLE is one of // Visibility for restaurant owners: mtlatable.com // 6 375th Anniversary Workshops: 72 participants; Réservez sur the exciting ideas we came up with. microsite, Tourisme Montréal newsletters and MTLATABLE.COM // 4 Ramp Up Your Search Engine Marketing Strategy social media accounts. training sessions: 69 participants; MTLàTABLE // Nearly 70 articles and reports in the Montréal and // Training session on the Chinese market: The fifth edition of MTLàTABLE was held November 3 international press ($40,000 in advertising value). 115 participants; to 13. It was made possible thanks to Vins du // Highlights of a Tourisme Montréal poll gauging the // Day-long conference Focus on 2017: Languedoc, a collaborator and partner for the event, satisfaction of participants and the public: 264 participants. Desjardins, the SAQ, ESKA, Fromages d’ici, Cacao • 91% of restaurant owners indicated that Barry, Transit App and the Association des MTLàTABLE had enabled them to reach new EVENTS restaurateurs du Québec. customers in an off-season period; // The Gueuleton touristique, a conference on tourism • Restaurant owners participating in the event for trends: 288 people attended this event, which was The day after the event, 15 MTLàTABLE restaurants the first time (51%) noted a 39% increase in organized in collaboration with the ESG UQAM took part in a major initiative along with chefs and customers compared to the same period in Transat Chair in Tourism. volunteers from La Tablée des Chefs, an organization 2015; // Wine and cheese tastings held in collaboration with that feeds people in need and develops food • 88% of customers indicated that the quality- leading players in the cultural industry. education programs for youth. With the support of price ratio was excellent or good; // 2016 tourist-season launch: 389 participants and une initiative de Desjardins, about 3,000 meals were distributed to • 97% of customers were satisfied with the list of 74 exhibitors. local community organizations. participating restaurants. // Prix Ulysse Gala presented by Air Canada: 161 participants. A 360° ad campaign was held to promote // Tourisme Montréal’s annual general meeting: MTLàTABLE to the Québec market. To achieve our 117 participants. goal of reaching the mass market through traditional // 2016 Rendez-vous de l’industrie touristique du media, we: Québec: 295 participants. // Members’ Christmas party: 584 participants. // partnered with Bell Media to broadcast messages on the radio stations Rouge fm Montréal, ÉNERGIE, CHOM, CJAD and Virgin Radio; // used sponsored posts on Facebook and online banners to drive traffic to the event website.

22 2016 ANNUAL REPORT 2016 ANNUAL REPORT 23 PARTNERSHIPS LEISURE MARKET

Tourisme Montréal works closely with several major Tourisme Montréal promotes the city to travel // Held training tours to teach Chinese destination partners to showcase the city’s diversity. Some MEDIA IMPACT agencies and tour operators in an effort to boost management companies in Montréal about the 15 organizations supported our efforts in 2016, 943 media spin-offs: revenues for its members (room nights, etc.). In 2016, new tourism products. including Aéroports de Montréal, Air Canada, Casino $12,669,126 in advertising value; for example, Tourisme Montréal helped manage and // Organized webinars for the religious heritage and de Montréal and VIA Rail. $27,497,650 in reputational gain. organize 98 scouting visits that led to meetings with cruise niches, as well as for the 375th. 632 buyers. // Produced 41 newsletters for tour operators by Tourisme Montréal also enjoyed a very successful geographic market and area of interest. collaboration with the Société des célébrations du Furthermore, we took part in 14 trade shows and 375e anniversaire de Montréal on the Rendez-vous MEDIA ACTIVITIES specialized events, including Showcase Canada Asia Canada and GoMedia events. In 2016, Tourisme Montréal connected with in China and the Caravane Transat in Paris, which led 278 journalists at 10 media events, including the to meetings with 1,033 potential buyers. Canada Media Marketplace in San Francisco (U.S.), MEDIA STRATEGIES the Travel Media Association of Canada (TMAC) Achievements annual conference in Sydney (Nova Scotia), and the // Organized Rendez-vous Canada 2016, which For 2016, the media and leisure objectives were as MTL à Paris trade mission. welcomed a record number of delegates: 1,550. follows: // Organized a breakfast to promote Montréal’s 375th anniversary celebrations with buyers // Innovate our organization at two large tourism attending Rendez-vous Canada 2016. events: Rendez-vous Canada and GoMedia Canada. // Participated in more than 100 tours with tour // Increase promotional efforts in other Canadian operators before and after Rendez-vous provinces and in the U.S., French and Chinese Canada 2016. markets: // Participated in a fam tour designed for Québec • Begin promoting Montréal’s 375th anniversary receptive agencies to familiarize them with the celebrations (press tours). city’s tourism offer for the winter season and // Strengthen promotional efforts in the cruise market during Montréal’s 375th. in light of the cruise terminal renovation. // Developed a luxury tourism strategy aimed at American travel agencies. Achievements // Published a luxury products brochure. // Welcomed 454 writers-journalists. // Organized a trade mission to New York for // Managed 262 media files related to press visits. luxury agencies. // Extraordinary coverage by media outlets such as // Signed agreements with the Virtuoso and Paris Match, Amazing Race, Elle à Table (France), Signature agency groups to promote Montréal. American Way, Forbes and Condé Nast Traveler // Updated the guide on the student group market (China). intended for tour operators. // Welcomed 130 journalists as part of GoMedia // Created a partnership with Air Transat Vacations Canada. to produce a training video for travel agents. // Collaborated with Tourisme Québec to develop a training tool on Montréal as a destination.

24 2016 ANNUAL REPORT 2016 ANNUAL REPORT 25 CONVERSION CAMPAIGN CRUISES

Conversion rate refers to the proportion of people The Montréal Cruises Committee has a three-fold // Formed partnerships with the travel agent networks exposed to an ad who proceed to purchase (travel SWEET DEAL PACKAGE mission: increase the frequency of cruises that stop Virtuoso and Signature Travel. package, room reservation, etc.). over in Montréal; attract new cruise companies; convince cruise passengers to prolong their stay in Results Tourisme Montréal’s 2016 conversion campaign the city. Supported by Tourisme Québec, the // Welcomed 69,170 passengers and 17,000 crew targeted only internet users in nearby markets 19 Committee comprises the Montréal Port Authority, members. (U.S., Ontario, Québec) who were planning a trip. PARTICIPATING HOTELS IN 2016 Tourisme Montréal, Aéroports de Montréal, the Old // CSLA tours: three cruise companies. The goal was to stimulate sales of the following Port of Montréal Corporation, the Casino de // Royal Caribbean Cruise Line tour: welcomed a three hotel offers: Montréal, the SDC Vieux-Montréal, the Hotel decision-maker. Association of Greater Montréal and the City of // Visits from numerous representatives from the // Sweet Deal package; Montréal. Holland America Cruise Line. // Family package; // Media: 22 articles generated by Tourisme Montréal // Featured hotels. 2016 was marked by the renovation of Alexandra Pier newsletters, press visits and corporate press 4,913 13,010 $2,7M and the Montréal Port Authority’s cruise terminal. For relations activities, generating $54,852 in INITIATIVES the duration of the project, cruise ships docked east advertising value and $132,866 in reputational PACKAGES ROOM IN REVENUE // Bought keywords and ad banners on the Google SOLD NIGHTS FOR HOTEL of the Jacques Cartier Bridge. gain. Display network. OPERATORS // Welcomed a tour of nine journalists who specialize // Sponsored posts on Facebook. INITIATIVES in cruises. // Continued to optimize the conversion campaign. // Developed and implemented a communication plan // 57 days with at least one ship docked. regarding the relocation of cruise terminal. Target // Five high-end ships made their inaugural visit to Results audiences: the Montréal community, cruise the city. // Reduction in the conversion cost for hotels companies, travel distribution network and over 2015. consumers. // Launched initiatives to optimize the passenger PACKAGES AND OFFERS FAMILY PACKAGE experience: A package that gives visitors a reduced rate for one • Offered training to taxi drivers and tourist night at a hotel as well as exclusive privileges and information partners in conjunction with the SDC discount coupons. 8 Vieux-Montréal; set up a tourist information // 26 participating hotels in 2016 PARTICIPATING HOTELS IN 2016 counter near Alexandra Pier and a baggage check; • Commissioned a shuttle between the temporary LIMITED-TIME OFFERS terminal and Old Montréal. Featured hotel // Participated in presentations aimed at cruise companies and tour operators. A limited-time offer was promoted to tourists all // Broadcast webinars targeting travel agents. year long. // Organized fam tours for travel agents and cruise 360 736 $228,224 ship companies’ itinerary planners. // 9 participating hotels // Developed and updated marketing tools: stopover PACKAGES ROOM IN REVENUE // 2,432 room nights SOLD NIGHTS FOR HOTEL schedules, passenger testimonial videos. // $612,069 in revenue for hotel operators OPERATORS

26 2016 ANNUAL REPORT 2016 ANNUAL REPORT 27 BUSINESS SALES AND CONVENTION SERVICES

A record-breaking year New value proposition: Montréal Works for You MAIN “2016 a record- Tourisme Montréal’s Business Sales and Convention Services team In 2016, Tourisme Montréal implemented a new strategy for business broke their records in 2016 by generating 909 business opportunities tourism: Montréal Works for You. This value proposition affirms that CONVENTIONS breaking year for the for a potential of 895,000 room nights. Thanks to a 30% exchange leaders in Montréal’s tourism sector are committed to working closely rate and the great work put in by the Palais des congrès de Montréal’s with meeting and convention planners to ensure the success of their SOLD IN 2016 Business Sales and Business Development team, 361,343 room nights were confirmed. events. It also attests to the promise of quality and support they make Convention Services” This proves that convention and meeting organizers continue to see to their clients. Team Montréal mobilizes its staff and expertise to help Montréal as an attractive destination with services for all needs. the city stand out and maintain its position as a premier North American Lions Clubs International destination for hosting conventions. The team met nearly 1,150 clients through promotional events, market Irish Dance Teachers of development activities and missions to source markets. This generated North America 230 business opportunities for a potential 150,000 room nights. While demand from the U.S. increased, requests from the Canadian International Studies associations sector declined. However, the small meetings segment 2016 ACHIEVEMENTS Association has shown steady growth in Canada, the U.S. and internationally. Tourisme Montréal’s Business Sales and Convention Services recorded RoboCup Federation Tourisme Montréal is well aware that Montréal needs to stand out if it 320,933 confirmed room nights for 2016 and the wants to attract events in an increasingly competitive market. That’s coming years, surpassing the goal of 310,000 room nights. International Society why the organization invested nearly $4 million in assistance programs for Heart and Lung for convention and meeting organizers. For the first time, our team Transplantation also welcomed an incentive travel group from China. In all, there were 3,000 delegates from the company Perfect China. They visited several Federation of Canadian important cultural sites in addition to Montréal’s main shopping Municipalities destinations. 73,306 132,013 World Shoto Montréal’s sport strategy Federation Karate-do ROOM NIGHTS ROOM NIGHTS Championships Major sporting events offer a two-fold advantage in that they give CANADIAN MARKET U.S. MARKET Montréal excellent visibility and generate significant economic, tourism Harvard World Model and media benefits. That’s why Tourisme Montréal is supporting United Nations Montréal’s strategy to attract sporting events, in collaboration with its partners. The goal is to monitor opportunities and implement strategic American Oil Chemists’ actions to pinpoint and target the events with the best chances for Society success and spinoffs for this Olympic city. 119,149 36,875 Canadian Wind Energy The sports market generated nearly 40,000 room nights in the city Association in 2016. ROOM NIGHTS ROOM NIGHTS (CanWEA) INTERNATIONAL MARKET SPORT MARKET

Michel Bourdon Vice President, Sales and On December 31, 2016, the business opportunities generated Conference Services represented 400,186 room nights, marking a 3% increase over 2015.

28 2016 ANNUAL REPORT 2016 ANNUAL REPORT 29 2016 ACTIVITIES // Las Vegas: IMEX America, Breakfast in Bed à la Tourisme Montréal’s sales activities—essential to Montréal – breakfast served in clients’ rooms MONTRÉAL Montréal’s success in the business market—target (corporate and associations). audiences carefully selected for their potential. // New York and Philadelphia: Wellness à la Montréal The events, which are very popular with clients, are event. WORKS FOR YOU organized in collaboration with members of the // Washington: Learning Experience à la Montréal business campaign. The goal is to enable leading event. Tourisme Montréal ran a marketing campaign aimed at players in Montréal’s tourism industry to form // Seattle: Wellness à la Montréal event. association convention and corporate event planners WORKS FOR YOU relationships with clients in a creative and friendly // California: Montréal Networking Forum event. in the American and Canadian markets. The goal was setting that is representative of Montréal’s spirit. to position the organization as a partner in their CANADIAN MARKET success and to promote Montréal as a destination of INTERNATIONAL MARKET // Toronto: Wellness à la Montréal event (corporate and choice for hosting conventions and events. // Frankfurt: IMEX, The Worldwide Exhibition for associations). Incentive Travel, Meetings and Events, Soirée à la // Ottawa: à la Montréal event and sales mission STRATEGY A TEAM Montréal and Shoeshine à la Montréal station (associations). // Rely on content marketing: broadcast inspiring and (corporate, associations, incentive). // Toronto: Rogers Cup event (corporate and informative content on subjects that planners are THAT DOES IT ALL // Mission in Europe: Multi-sensory Montréal events associations). interested in. in London, Paris and Brussels (incentive and // Toronto and Ottawa: breakfast conference event // Maximize the reach of Tourisme Montréal’s business / BUSINESS MADE EASY associations). (corporate and associations). blog: forge partnerships for custom-made editorial // Barcelona: IBTM, The Global Meetings & Events // Vancouver: Wellness à la Montréal event content in specialized industry publications and / CONNECTIONS THAT MATTER Exhibition, Soirée à la Montréal and Shoeshine (associations). other Tourisme Montréal channels. / SYNERGY WITH OUR Station à la Montréal (U.S. associations and // Communicate key elements of the new value European incentive). proposition. PARTNERS // Paris: Montréal Networking Forum event (international associations). Achievements // Exceptional retention rate for custom-made, online AMERICAN MARKET editorial content (between one minute and four // Vancouver: Professional Convention Management minutes, 30 seconds). Association (PCMA), Wellness à la Montréal event “We have only good things to say about Tourisme // 45% increase in traffic on Tourisme Montréal’s Montréal. They have been very successful in (associations). business blog over 2015. developing new markets, like China, as evidenced A CITY // Vancouver: Professional Convention Management by the visit from Perfect China delegates in May Association (PCMA), Breakfast in Bed à la Montréal 2016. Hosting major sporting events has also THAT HAS IT ALL – breakfast served in clients’ rooms (associations). boosted Montréal’s reputation on the world stage // Atlantic City: Meeting Professionals International and generated significant revenue. Aside from / EASY TO LOVE – World Education Congress (MPI-WEC), Breakfast that, we appreciate the support Tourisme Montréal in Bed à la Montréal. provides for the incentive travel market, which led / EASY TO GET TO FROM to groups like Konica and Nationwide staying with / Salt Lake City: American Society of Association ANYWHERE / us in July. We’d like to thank Tourisme Montréal for Executives (ASAE), Wellness à la Montréal event contributing to our success.” / EASY TO GET AROUND (associations). // Salt Lake City: Professional Convention Michel G. Giguère, General Manager Management Association (PCMA), Breakfast in Bed Le Centre Sheraton Montréal à la Montréal – breakfast served in clients’ rooms (associations).

30 2016 ANNUAL REPORT 2016 ANNUAL REPORT 31 Organization Convention/Event Informa Canada (BC) Cargo Logistics Canada Expo and Conference 2016 Club Gymnix L'International Gymnix 2016 ACPA – College Student Educators International ACPA 2016 Annual Convention Society for Reproductive Investigation / 2016 SGI Annual Conference Society for Gynecologic Investigation American Counseling Association 2016 ACA Annual Conference American Bar Association – Chicago 2016 Business Law Section Spring Meeting International World Wide Web Conference Steering Committee 25th International World Wide Web Annual Conference International Food & Beverage Tradeshow – SIAL SIAL MONTRÉAL 2016 The Association of Faculties of Medicine of Canada 2016 Annual Convention Destination Canada Rendez-vous Canada 2016 The Pentecostal Assemblies of Canada PAOC General Conference 2016 CFA Institute 2016 CFA Institute Annual Conference Association francophone pour le savoir (Acfas) Acfas 2016 Convention Perfect China Perfect China Incentive Group American Institute for Conservation of Historic and Artistic Works 2016 AIC Annual Meeting International Union of Societies for Biomaterials Science 10th World Biomaterials Congress CONVENTION SUCCESS STORIES and Engineering IEEE Circuits and Systems Society 2016 IEEE International Symposium on Circuits and Systems SERVICES AND HIGHLIGHTS (ISCAS) C2 Montréal C2 Montréal 2016 Wound Ostomy and Continence Nurses Society 2016 WOCN/CAET Joint Annual Conference The meeting and event planners who benefitted from POP-UP BOUTIQUES The International Economic Forum of the Americas – Conference Conference of Montréal 2016 Tourisme Montréal’s services in 2016 gave us a More and more, tourists are seeking out unique of Montréal 9.1/10 satisfaction rating overall. This excellent score experiences—and convention delegates are no International Council of Shopping Centers ICSC Québec Conference 2016 is a testament to the quality of Tourisme Montréal’s exception. This was the motivation behind opening a Electric Drive Transportation Association 2016 EVS Meeting offering. pop-up boutique specially made for Rendez-vous Association internationale des sociologues de langue francaise XXe Congrès de l’AISLF Canada delegates. The goal was to create a stunning Startup Montréal Startupfest 2016 Composed of experts on Montréal as a destination, showcase featuring typical products from several the Convention Services team plays a key role in tourist regions in Québec. National Association of College and University Business Officers NACUBO 2016 Annual Meeting planning, promoting and hosting meetings. Highly Nationwide Insurance 2016 Nationwide Sales Celebration effective and dedicated to the satisfaction of its In the fall, a second pop-up boutique was designed Jeux du Québec 2016 Jeux du Québec planner clientele, the team ensures that large-scale for GoMédia delegates, in collaboration with Code Otakuthon Otakuthon 2016 Anime Convention events keep coming back to Montréal. Souvenir Montréal. The boutique offered original International Triathlon Union (ITU) 2016 ITU Triathlon World Cup souvenirs created by Montréal designers. Initiative for a World Social Forum in Québec in 2016 World Social Forum 2016 Achievements Association for Bahá’í Studies 2016 Annual Conference // Hosted over 350 conventions, meetings and SOCIAL RESPONSIBILITY DreamHack DreamHack Montréal 2016 sporting events, for a total of 210,000 delegates or Every year, numerous convention organizers decide participants. to give back to the communities that host their International Union of Theoretical and Applied Mechanics ICTAM 2016 // Organized 33 site visits for confirmed groups events. In 2016, for example, an American International Society for Microbial Ecology – ISME ISME16 (Convention Services) and 132 visits for potential association donated office supplies (pens, Post-it RONA Inc. 2017 Trade Show groups (Sales and Business Market). notes, etc.) to Renaissance, an organization that Global Social Economy Forum (GSEF) GSEF 2016 // Participated in 10 promotional trips for convention helps struggling people reintegrate into the National Association of Elevator Contractors United in Montreal 2016 organizers who chose Montréal. workforce. Another association donated 500 Airports Council International – North America 2016 Annual Conference & Exhibition // Tourisme Montréal members were referred more shoulder bags to the same organization. Society of Clinical Research Associates SOCRA 2016 Annual Conference than 1,100 times. Québec Mineral Exploration Association XPLOR 2016 // Participated in nine local committees that helped organize major conventions. Federation of International Societies of Pediatric Gastroenterol- 2016 World Congress of Pediatric Gastroenterology, ogy, Hepatology, and Nutrition Hepatology and Nutrition // Created 17 custom-made microsites for International Congress on Palliative Care 21st International Congress on Palliative Care convention delegates. // Organized five fam tours for the Business Canadian Cardiovascular Society CCS 2016 Sales and Convention Services team, hosting National Women's Studies Association 2016 NWSA Annual Conference 60 potential clients. CINARS International CINARS 2016 Fenestration Canada 2016 WinDoor North America Quebec Provincial Association of Teachers 2016 QPAT Convention UBM LLC UBM Montréal 2016 Skate Canada 2017 Skate Canada Challenge International Ice Hockey Federation – IIHF 2017 World Junior Championship Canada

32 2016 ANNUAL REPORT 2016 ANNUAL REPORT 33 PUBLIC RELATIONS, HOSPITALITY, RESEARCH AND PRODUCT DEVELOPMENT

In the past few years, Tourisme Montréal has cemented its role as an expert on the destination within the tourism industry and among its economic and political partners. Our organization remains in step with TOURIST WELCOME “Innovative the community thanks to the creation of numerous advisory committees (such as the Gastronomy and Religious Heritage Committees). We have initiatives to make also launched several innovative initiatives to help Montréal stand out as The year 2016 saw the continuation of the project Other tourist welcome initiatives: a premier urban destination. Montréal vous accueille, which aims to Montréal stand out” standardize tourist welcome strategies across // Managed the tourist information centre (Centre the main points of entry into Montréal in close Infotouriste) in Old Montréal with a team of eight Montréal vous accueille: An ambitious project collaboration with stakeholders: Montréal-Trudeau information agents from May to October. Tourisme Montréal launched Montréal vous accueille, a large-scale International Airport, the Gare d’autocars de // Continued supporting the industry’s welcome initiative designed to standardize tourist welcome strategies and provide Montréal, the Gare centrale de Montréal (VIA activities, in collaboration with the partners visitors with a memorable tourism experience. Montréal vous accueille is a Rail), the cruise terminal (Port of Montreal), the involved. powerful brand image whose slogan Bonjour, Bon séjour, or “Hello, enjoy Palais des congrès de Montréal, a few metro // Continued working with the Société de your stay,” embodies the welcoming spirit of Montréalers, the city’s stations operated by the Société de transports développement commercial du Vieux-Montréal French-language identity and our destination’s vibrant personality. Our de Montréal, the Bureau du taxi de Montréal, (Old Montréal business development goal is to equip Montréal with the best tourist welcome in North America. the Centre Infotouriste de Montréal (Tourisme corporation) on the mobile welcome project in Québec) and the Centre Infotouriste in Old Old Montréal. Innovating to stand out Montréal (Tourisme Montréal). The Société du // Organized the reception of cruise passengers 375e anniversaire de Montréal is also a partner by professional guides at the temporary terminal The MTLab project took shape in 2016. Created by Tourisme Montréal, in in the project. in the Port of Montreal. / Launched a market study on the Centre partnership with UQAM and the City of Montréal, this incubator for Montréal vous accueille hopes to make the city’s / innovation in tourism and culture aspires to help startups develop Infotouriste’s commercial services. tourist welcome more consistent by establishing products and services for the tourism sector, among others. This exciting / Organized the 24th edition of Portes ouvertes, common benchmarks for its gateways. The / initiative is sure to improve Montréal’s tourism product. an open-house event providing free admission project highlights in 2016 included the creation to some 30 attractions for over 15,000 tourism of partnerships with gateway operators, the Tourisme Montréal has also continued its proactive approach to attracting industry employees to help them become better development of the project’s image and the new investors to diversify the city’s leisure tourism offer. A series of ambassadors for the city. meetings held with potential developers promises numerous innovations signing of a charter of commitment by all starting in 2017. partners.

In addition, Tourisme Montréal participated in several large-scale projects to enhance the city’s appeal, such as the renovation of Saint Joseph’s Oratory of Mount Royal, the illumination of Notre-Dame Basilica and the creation of Montréal en Histoires. The organization also provided increased financial support to some 55 events and festivals in 2016, thus contributing to Montréal’s cultural wealth.

Furthermore, the Tourisme Montréal research team continued to fine-tune the performance indicators used to measure Montréal’s tourism performance, particularly in terms of direct economic impact. The data collected also helps Tourisme Montréal better understand its audiences Pierre Bellerose so that we can orient our marketing campaigns more effectively. Vice-President, Public Relations, Hospitality, Research and Product Development

34 2016 ANNUAL REPORT 2016 ANNUAL REPORT 35 PUBLIC AND RESEARCH DEVELOPMENT OF THE CULTURAL TOURISM

// Conducted a comprehensive survey of leisure and // Continued collaborating with the City of Montréal GOVERNMENT business tourists to determine their level of TOURISM PRODUCT and the Ministère de la Culture et des satisfaction with their stay in Montréal and their Communications on the Entente sur le RELATIONS perception of the destination. // Met with some 20 tourism project developers in développement culturel de Montréal [Agreement on // Produced, updated and distributed various Montréal at different stages of their business plan: Cultural Development in Montréal]. // Maintained local media relations on corporate reference documents and performance indicators shared expertise, created partnerships, supported // Continued showcasing public art: presented murals issues: granted more than 300 interviews, including to support the development of Montréal’s tourism promising initiatives. on the site www.artpublicmontreal.ca. 30 with senior management to discuss various industry: database, tourism reports, event data // Formed the MTLab steering committee. // Provided financial support for the publication of a topics; issued more than 40 press releases about sheets, etc. // Continued leading efforts as part of an alliance guide on Montréal’s religious heritage (Les Éditions Tourisme Montréal’s initiatives. // Updated studies on different niches in Montréal’s created to attract new investments to diversify Ulysse). // Assisted our Business Sales and Convention priority leisure and business markets. Montréal’s leisure travel and conventions offer. // Continued working on the classification of cultural Services department with showcasing Tourisme // Performed a comparative analysis of air transport // Monitored ongoing projects related to the 375th. sites for the project Montréal à pied. Montréal’s contribution to the business travel and costs between various cities in North America and // Introduced a new formula for Passeport MTL. sports sectors. the overseas market. // Continued supporting the Gastronomy Committee’s // Assisted our Member Services department with the // Provided support for all of Tourisme Montréal’s initiative to give structure to the Montréal offer. MTLàTABLE event and the cruise market. needs; produced a range of quantitative and // Assisted our Marketing and Communications qualitative data. EVENT ASSISTANCE PROGRAM department with promoting advertising campaigns. // Conducted ad hoc research to meet the needs of In 2016, Tourisme Montréal allocated almost // Garnered positive corporate press coverage: Tourisme Montréal’s partners: members, $2.7 million to the Event Assistance Program, a 14% reputational gain of $279,718 (advertising value of journalists, etc. increase over 2015. In all, 57 festivals and events $154,808) from July 1 to September 30, and // Carried out a research mandate for the Alliance de known to generate significant tourism spinoffs $291,226 (advertising value of $154,788) from l’industrie touristique du Québec as part of the benefited from the program, which aims to increase October to December. initiative to develop strategic knowledge in the the city’s tourism revenue. // Oversaw communications and liaison activities with tourism sector in the different regions of Québec. various government partners, including the City of Montréal, CRÉ-Montréal, Tourisme Québec, Economic Development Canada, the Ministère des SUSTAINABLE TOURISM Affaires municipales, des Régions et de l’Occupation du territoire. // Helped obtain the renewal of the Palais des congrès // Involved in various local, provincial and national de Montréal’s APEX certification. organizations (chambers of commerce, marketing // Participated in activities held by a group of festivals and development agencies, Alliance de l’industrie committed to environmental sustainability: sharing touristique du Québec, Tourism Industry best practices, specialist lectures, etc. Association of Canada, etc.). // Contributed to the Action Médiation project initiated // Drafted numerous collaboration protocols with by the Hotel Association of Greater Montréal and the other tourism offices to promote strategic Société de développement social Ville-Marie. knowledge sharing (ONLY LYON, Jerusalem Conventions & Visitors Bureau, etc.).

36 2016 ANNUAL REPORT 2016 ANNUAL REPORT 37 HUMAN RESOURCES

sense of belonging and commitment; personnel 2016 ACHIEVEMENTS identification within Tourisme Montréal; employee recognition; occupational health and safety. Tourisme Montréal: The fact that 97% of employees completed the A dynamic and attractive employer survey indicates a high level of engagement. Tourisme Montréal garners a lot of interest in the Moreover, with overall satisfaction at 80%, there labour market and we receive a high volume of are no critical problems and the conditions are applications. Thanks to our reputation, we are able to favourable for optimizing work organization. We attract the talent we need to reinforce our teams, as asked a committee made up of employees and was the case with the Sales, Media and Leisure management team members to develop and roll out Market departments in 2016. an action plan based on the survey results.

Beyond that, upper management and the board’s Training Human Resources Committee are looking to prepare With an engaging culture, Tourisme Montréal rallies the organization to bring in the best possible people employees around exciting projects that promote their to implement our upcoming strategies. The professional development. In accordance with the committee has initiated a brainstorming process on principles of continuous improvement, several training succession planning for senior managers. This courses were offered to our staff in 2016, including exercise also involves developing our current staff project management, time and priority management, members’ skills. skill development (“Goals and Results”), software The Human Resources Committee is a valuable training, digital skill development, etc. partner for upper management, guiding them in their We also evaluated management skills within the decision-making processes. We would like to thank Business Sales and Convention Services department all board members on this committee for their to assess the group’s strengths and characteristics. contributions and commitment. Our goal was to make the team more dynamic and cohesive. Employee satisfaction survey As part of our commitment to maintaining a Tourisme Montréal also adopted a policy against productive and positive corporate culture, we harassment, discrimination and violence in the conducted a survey to gauge employee satisfaction. workplace. Two training sessions were provided on The survey addressed eight key categories: work this topic, namely: Managing and Preventing climate and organization; internal communications; Psychological Harassment in the Workplace (for management team skills; team spirit in the managers) and Respect and Courtesy in the workplace; employee performance assessments; Workplace (for employees).

Isabelle de Roquette-Buisson Director, Human Resources

38 2016 ANNUAL REPORT 2016 ANNUAL REPORT 39 FINANCIAL INFORMATION FINANCE AND SUMMARY FINANCIAL STATEMENT ADMINISTRATION YEARS ENDED ON DECEMBER 31 2016 2015 DIFFERENCE

Revenue $ million $ million $ million

Accommodation tax 27.7 25.2 2.5 Public funding 4.2 3.9 0.3 Private funding 5.8 6.1 (0.3)

Total revenue 37.7 35.2 2.5

Tourisme Montréal exceeded its financial targets in 2016 thanks to Expenses revenue growth and meticulous expenditure management. In fact, the organization is now one year ahead of schedule to reach the financial Marketing and advertising 22.0 21.0 1.0 “Exceptional goals set out in its 2014-2018 strategic plan. With this positive bill results for Tourisme of financial health, Tourisme Montréal is now in a position to make Contributions to events 8.7 8.1 0.6 strategic investments in events that show potential for generating General management and administration 1.5 2.1 (0.6) Montréal” maximum economic benefits. Information technology 1.9 0.8 1.1 Consequently, as at December 31, 2016, a portion of member equity Total expenses 34.1 32.0 2.1 was specifically allocated to Tourisme Montréal’s long-term financial commitments for future conventions and the Grand Prix du Canada. Surplus over expenses 3.6 3.2 0.4 In addition, Tourisme Montréal has sufficient equity to finance its operations, meaning that the organization will have almost no need The following charts illustrate the source of revenue and the breakdown of expenditures for each of to seek credit facilities. the organization’s main areas of activity.

TOURISME MONTRÉAL REVENUE IN 2016 ACHIEVEMENTS Accommodation tax 74% // Strengthened our financial position. // Implemented project-specific budget tracking reports. Public funding 11% // Rigorously managed cash assets: Reduced financial fees by $148,000, attaining numbers that were very nearly those of 2015. Private funding 15%

GOVERNANCE COMMITTEE // Reviewed Tourisme Montréal’s general regulations. // Assessed the board operations and followed-up on recommendations. DISTRIBUTION OF 2016 EXPENSES FOR EACH OF THE MAIN CATEGORIES // Followed up on expressions of interested submitted by board members. Marketing and advertising 65% AUDIT COMMITTEE // Carefully analyzed organizational risk. Contributions to events 25% // Prepared an impact analysis (stress test) to determine the effects of a major negative event on the organization’s finances. General management and administration 4%

Information technology 6%

Marketing and advertising initiatives, as well as contributions to events, still constitute our major investments designed to maximize potential economic spin-offs for Tourisme Montréal members and the entire tourism industry. Bastien Biron Vice President, Tourisme Montréal’s detailed financial statements are available on our website under Partner/About Us/Mission. Finance and Administration

40 2016 ANNUAL REPORT 2016 ANNUAL REPORT 41 2017 PRIORITIES PUT MONTRÉAL ON THE WORLD STAGE DURING ITS’ 375TH ANNIVERSARY CELEBRATIONS

//CONTINUE PROMOTING THE CELEBRATIONS BY FOCUSSING ON PUBLIC RELATIONS, TOURIST WELCOME, INTERNATIONAL PRESS RELATIONS AND HOSTING INFLUENCERS. RESEARCH AND PRODUCT DEVELOPMENT //ROLL OUT THE TOURIST WELCOME STRATEGY ALIGNED WITH // Roll out the Montréal vous accueille project. / Raise awareness about Tourisme Montréal’s accomplishments and expertise. MONTRÉAL’S 375TH ANNIVERSARY. / // Enhance the tourism product for Montréal’s 375th anniversary celebrations. //RAISE AWARENESS WITHIN QUÉBEC’S TOURISM COMMUNITY // Continue implementing the Cultural Tourism Development Plan. ABOUT THE 375TH ANNIVERSARY’S LEGACY. // Further the tourism knowledge and innovation initiative. // Highlight how Montréal’s tourism spinoffs benefit Québec as a whole.

HUMAN RESOURCES SALES, BUSINESS MARKET AND CONVENTION SERVICES // Develop the organization’s image as an employer of choice. // Achieve sales objectives of 320,000 room nights. // Develop an employee engagement plan to ensure continued excellent results on // Roll out the Montréal Works for You value proposition on all markets. the workplace satisfaction survey. // Implement a business intelligence strategy. // Work actively on the employee development and succession plan. // Attract 100 influencers for our familiarization events related to Montréal’s 375th anniversary. // Roll out the Montréal sports events strategy. // Attract at least 40 conventions and 300 business meetings. FINANCE AND ADMINISTRATION // Create a risk management committee and a crisis management plan. // Create a dashboard with the organization’s key performance indicators. MARKETING (COMMUNICATIONS, MEDIA, // Review the governance policy and board committee charters. LEISURE MARKET, MEMBER SERVICES AND IT) // Update the procurement policy. // Deliver the main components of the digital ecosystem overhaul project, which is scheduled for completion // Review the convention incentive allocation policy. in March 2018. // Launch the tourist database pilot project with our tourism industry partners. // Maintain tactical communications efforts in our priority markets (Ontario and United States) to maximize hotel occupancy rates and tourist spending. // Increase national and international media spinoffs for 2017 and 2018. // Prepare the tourism industry for the influx of Chinese tourists. // Improve internal procedures and operations for hosting high-potential clients. // Complete the overhaul of our membership model and introduce it. // Strengthen our memoranda of understanding with the Alliance de l’industrie touristique du Québec and Destination Canada to maximize our returns on investments on shared markets.

42 2016 ANNUAL REPORT 2016 ANNUAL REPORT 43 THANKS TO OUR PARTNERS

Legal deposit: Bibliothèque nationale du Québec

Published by: Tourisme Montréal, 800 René-Lévesque Blvd. West, Suite 2450, Montréal, Québec H3B 1X9

Content and writing: Andrée-Anne Pelletier

Design and graphic art: Emily Leclerc

Production: Marie-Claude Prévost

Printing: Quadriscan

Photo credits: © Stéphan Poulin, Quartier des Spectacles © Madore - Daphné Caron, Atwater Market © Martin Gros, Public Entertainer © Madore - Daphné Caron, Concert at Ile Soniq © Eva Blue, Quartier du canal © Mathieu Dupuis, Canadian Centre for Architecture © Michael Vesia, Skating Rink at the Old Port of Montréal © Stéphan Poulin, Cruise Ship © Mathieu Dupuis, Montréal Science Centre © Stéphan Poulin, Cityscape © Madore - Daphné Caron, Mont-Royal

This annual report was printed on Rolland Enviro100 paper, a responsibly produced Québec product that contains 100% post-consumer fibres. By printing just 500 copies, we saved the following: 2 (very large) trees, 17 days’ worth of water consumption, 73 kg of waste, 239 kg of CO2 (equivalent to 1599 kilometres of travel) and 1 GJ (equivalent to 6594 60 W lightbulbs used for one hour).

Printed in Montréal

44 2016 ANNUAL REPORT