Canada's Leading City for Economic Growth in 2018
ANNUAL REPORT
01 03 Canada's Leading City for Economic Growth in 2018 (CONFERENCE BOARD OF CANADA) 1st in Canada for the Ranks at the top number of the world’s most sought-after hotels 1st among smart cities (HOTELS.COM SURVEY) in Canada, 2nd in North America (EDEN STRATEGY INSTITUTE’S TOP 50 SMART CITY GOVERNMENTS) 1st in North America and 20th in the world for Canada's top city hosting international 1st in the Americas and for hosting major 15th in the world for events hosting international sporting events (GLOBAL SPORT IMPACT INDEX) (INTERNATIONAL CONGRESS AND CONVENTION ASSOCIATION’S 2017 nd meetings 2 in the world (UNION OF INTERNATIONAL ASSOCIATIONS’ COUNTRY AND CITY RANKINGS) for millennials 2018 INTERNATIONAL MEETINGS STATISTICS (NESTPICK, AN APARTMENT REPORT) RENTAL PLATFORM) 3rd in Canada 1st university city in for meetings (CVENT’S TOP North America and 4th worldwide MEETING DESTINATIONS RANKING) 1st in North America (QUACQUARELLI SYMONDS RANKING) and 10th in the world for reputation Home to one of North (REPUTATION INSTITUTE’S 2018 America’s top 10 CITY REPTRAK REPORT) airports (2018 WORLD AIRPORT SKYTRAX AWARDS) 11th in the world for food diversity with 2nd among North Home to one of 58 different types the world’s coolest of cuisine America’s top 15 cities neighbourhoods: (BOTT+CO) Little Italy for quality of life (TIME OUT) (INSTITUT DU QUÉBEC)
06 07 TABLE OF CONTENTS
10 M essage from the Chairman of the Board 11 Message from the President and CEO 12 Board of Directors 14 Tourism industry performance and economic impacts 17 Tourisme Montréal’s mandate 18 Marketing, Communications and Information Technology 34 Business Sales and Convention Services 40 Public Relations, Tourist Welcome, Research and Product Development 44 Human Resources 46 Finance and Administration 50 Tourisme Montréal’s centennial anniversary 52 Tourisme Montréal’s partners
08 09 A word from A word from Philippe Sureau, Yves Lalumière, Chairman of President and Chief the Board Executive Officer
Montréal is an incredible city that we all Tourisme Montréal is overseen by a love. And at Tourisme Montréal, our mission dedicated board of directors, which keeps a is to share that passion with the rest of the close eye on its major undertakings. I would world. like to extend my warmest thanks to all is expected to increase from 24,000 to of Tourisme Montréal’s employees, senior Montréal: a friendly, In 2018, Tourisme Montréal developed a more than 40,000 in the next 20 years. And officers, committee members and board of first-class destination new five-year strategic plan with some according to projections, the Americas will directors, and of course to my predecessor ambitious economic targets. But our most Montréal is a leading urban destination receive 540 million additional visitors within Raymond Bachand. Your contributions make important objective is to do everything that continued to shine in 2018, with the next 15 years, which means we can a tremendous difference for Montréal and possible to ensure that the city offers a improvements seen across all its tourism expect 4% to 5% growth in tourist numbers for Montréalers. tourist experience that is in line with the indicators. We have focused our efforts on annually. This is an opportunity that we expectations of visitors and locals alike. This Tourisme Montréal receives valuable the achievement of a common goal: to make simply cannot miss. Now more than ever, is the key to creating shared moments that support from various levels of government, the “new” Montréal a resounding success. we must be willing to pull out all the stops protect our quality of life and bring value to starting with the City of Montréal, the Buoyed by the city’s thriving economy, the and offer visitors an exceptional welcome to as many people as possible. Our industry Québec Ministry of Tourism, and Economic tourism industry is more robust than ever, our city. creates jobs for thousands of Montréalers Development Canada, as well as from as demonstrated by increased investments In closing, I would like to highlight the and accounts for a substantial portion of Canada’s Minister of Tourism, Official and job growth in the sector. And, contribution of a truly outstanding the earnings reported by local businesses. Languages and La Francophonie. Together, encouragingly, most of our source markets citizen: Raymond Bachand. The quality In addition, revenues from tourism help we are making great things happen—such contributed to this improvement. and relevance of his contributions, along fund many of the public facilities that we all as the expansion of the Palais des congrès, However, several challenges are on the with his undeniable passion for the city, enjoy. During the first year of my mandate, our iconic convention centre—and enabling horizon. We must brace for the potential has helped Tourisme Montréal reach new I gained a better appreciation of everything Montréal to shine on the world stage. impact of international political tensions. heights of success. I would also like to Tourisme Montréal does to showcase In 2019, Tourisme Montréal is celebrating its We must also strengthen Montréal’s position thank our employees and partners for their the economic importance of the tourism centennial anniversary, with the steadfast as a winter destination and find ways to dedication, loyalty and support. industry while bringing in fresh ideas and belief that Montréal is not only the gateway mitigate the effects of the city’s numerous acting as a unifying force in this ecosystem. to Québec, but it is on its way to becoming construction projects. Fortunately, these Under the direction of Yves Lalumière, the one of North America’s leading tourist challenges are offset by the tremendous Tourisme Montréal team works hard to destinations. potential of the tourism industry. The total position Montréal on various platforms to number of passenger aircraft in the world reach all our target markets. Their actions Yves Lalumière are supported by volunteer committees President and Chief Executive Officer with representatives from organizations operating in the city’s various economic Philippe Sureau sectors. Chairman of the Board
10 11 Myriam Achard David Rheault Director, Public Relations Director, Government Affairs and Tourisme and Communications Community Relations – Québec/Atlantic PHI CENTRE AIR CANADA
Montréal Marie-Eve Brunet Philippe Sureau General Manager Co-founder of Transat Board of Directors FÉDÉRATION QUÉBÉCOISE DES CORPORATE DIRECTOR ORGANISMES COMMUNAUTAIRES FAMILLE Sub-Committee Members Audit Committee Bertil Fabre General Manager Claude Gilbert (chair) as of December 31, 2018 CENTRE SHERATON MONTRÉAL HÔTEL Jean-François Pouliot Johanne Marcotte Madeleine Féquière Philippe Sureau Director and Corporate Credit Chief Madeleine Féquière DOMTAR Governance and Ethics Committee Marie-Josée Neveu (chair) Claude Gilbert Eve Paré President David Rheault GILBERT STRATÉGIES INC. Marie-Eve Brunet Philippe Sureau Yves Lalumière President and CEO Human Resources Committee TOURISME MONTRÉAL Bertil Fabre (chair) Myriam Achard Johanne Marcotte Philippe Sureau Vice-President, Operations, Shopping Centres Events and Products Committee IVANHOÉ CAMBRIDGE Eve Paré (chair) Pierre Bellerose Robert Mercure Marie-Eve Brunet President and CEO Chantal Fontaine SOCIÉTÉ DU PALAIS DES CONGRÈS Adina Georgescu DE MONTRÉAL François Lacoursière Marie-Claude Leroux Marie-Josée Neveu Nathalie Maillé Partner Conventions Committee FASKEN Jean-François Pouliot (chair) Mylène Gagnon Eve Paré President and CEO Robert Mercure Raymond St-Pierre THE HOTEL ASSOCIATION OF Eve Paré GREATER MONTRÉAL Bernard Chênevert Charles Rye Jean-François Pouliot Diane Labbé General Manager Eric Hamel HOTEL OMNI MONT-ROYAL Filomena Picciano
12 Origin 2 of tourists Tourism industry visiting Montréal: On the Island of Montréal, performance and the hotel occupancy rate fell 3 percentage points to 73.3%3. OVERSEAS economic impacts 14 % The average room rate on the Island of Montréal was UNITED $185.99, which is 0.8% higher STATES than in 2017 4. 15 % QUÉBEC 51 %
REST OF CANADA Montréal-Trudeau Airport Growth across 21 % welcomed 19.4 million passengers (inbound and all markets outbound), marking a 9.5% increase over 2017 5. The airport now offers direct flights to 150 destinations, Growth in international tourism including 91 overseas cities by geographic market (outside the U.S.). Montréal’s tourism industry continued its upswing According to data published by the Conference Board in 2018, still energized by the city’s 375th anniversary of Canada, the number of international tourists visiting celebrations. The city’s primary performance indicators Montréal continued to rise in 2018. The year-over-year progressed in both the business and leisure markets, variation per market was as follows: with a notable increase in international visitors. Ultimately, Montréal 25 ships from 18 cruise lines +3 % UNITED STATES welcomed 11 million tourists made a total of 82 stops The number of overseas tourists entering Québec +4,7 % OVERSEAS MARKET, INCLUDING: in 2018 (+1.9% over 2017) in Montréal, and brought climbed 4.8%. In particular, the number of tourists from out of a total of 29 million FRANCE +5 % 127,061 passengers and France—Montréal’s leading overseas market—grew visitors 1. CHINA +15 % crew members, which is 11% 5.7%, while the number of Chinese tourists soared 16.9%, UNITED KINGDOM 0 % (+12,500) more than in 2017. maintaining China’s position as the city’s second most GERMANY +6 % important overseas market, ahead of the United Kingdom. Meanwhile, inbound traffic from Mexico grew 5.1%, MEXICO +9 % 1 Définitions : confirming the vitality of this market. • Tourist: Person who has travelled outside their place of residence for at least one overnight stay or longer, but for less than a year, and who Several factors contributed to these positive results, Tourist spending totalled has used commercial or private accommodations. Montréal’s tourist offices including the addition of new direct air connections, $4.5 billion, marking a 5.1% • Day-tripper: Person who has made a round trip of at least 40 received 114,005 information which strengthen Montréal’s emerging role as an increase over 2017 2. kilometres from their place of residence in the same day. requests, which is 18% less • Visitor: Term that encompasses tourists and day-trippers. 6 international flight hub while enhancing its appeal than in 2017 . to tourists. Other efforts, such as prospecting in the 2 Source: Estimates from the Conference Board of Canada conventions market and substantially promoting the 3 The decrease is attributable to an increase in the number of available destination, had an appreciable impact on the city’s rooms in the downtown area. 4 Source: Hotel Association of Greater Montréal tourism performance. 5 Source: Aéroports de Montréal 6 The difference is attributed to the fact that, in 2018, Tourisme Montréal opened the tourist office in Old Montréal in April compared with February the year prior.
14 Economic spinoffs Tourisme Montréal’s tourism industry generates significant economic spinoffs. Montréal is Tourisme Direct and indirect benefits of the tourism a private, Montréal’s industry for Québec as a whole in 2018 7 not-for-profit JOBS 57,200 mandate WAGES $2.36 BILLION organization with more than 900 members and partners and one of the city’s major economic Promoting the destination Developing the players. Our goal Tourisme Montréal works with its tourism product members and partners to recommend We provide guidance on the development is to promote and implement various prospecting and of Montréal’s tourism product based on Montréal as a international promotion initiatives aimed at continually changing market conditions and attracting events (conventions, meetings strategies designed to enhance Montréal’s and conferences) and individual travellers appeal during all four seasons and to destination of (business and leisure) to Montréal. choice. highlight the destination’s unique personality. Maximizing economic spinoffs Tourisme Montréal is dedicated to this goal and actively consults with thought leaders Tourisme Montréal creates business in the tourism sector when developing its opportunities for its members and partners plans. To this end, we have joined forces with a view to maximizing the economic with industry partners to create various spinoffs of tourism for the whole city. consultative and cooperative committees to address topics such as: Culture; Board Leading the tourist Events; Conventions; Gastronomy; Religious welcome strategy Tourism; Tourist Welcome; Recreation and Tourisme Montréal leads local efforts Tourism Investment Development; the to develop a tourist welcome strategy Regroupement des festivals engagés; Luxury that creates an unforgettable experience Clienteles; Sustainability in the Tourism for visitors. Our responsibilities include Industry, and International Cruises. 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.
7 Results based on the Conference Board of Canada’s Tourism Economic Assessment Model.
16 17 Awards and Social Media Marketing, distinctions Communications in 2018 and Information 302,840 followers Technology (+11 % over 2017) “J’ai changé” (I’ve changed) campaign 207,423 • Tourism Excellence followers Award in the “Promotional (+36 % over 2017) and advertising initiative” category – Alliance de l’industrie touristique du Québec English-language account The Marketing team develops Press relations: Hosting international • Explore Canada Industry communications strategies for all markets. press representatives; maintaining ties Award of Excellence – 166,662 Our responsibilities include preparing with Tourisme Montréal’s partner public Destination Canada and implementing the marketing plan, relations firms outside Québec (New York, negotiating partnerships, defining Toronto, Mexico City and London, UK); • Silver Award in the followers of technology strategies and developing optimizing media coverage of Montréal as Creative Catalyst and market intelligence. They oversee the a travel destination. Niche Strategy categories – @montreal following areas: Strategy Awards (+6 % over 2017) Information technology: Implementing Communications: Defining and integrated technologies to effectively “Never Grow Up” implementing ad campaigns; developing reach audiences and support market campaign tools used for promotional and tourist intelligence; gaining deeper insights into French-language account welcome purposes; managing Tourisme inbound tourists to enable differentiated • Boomerang Award in the Montréal’s website and social media and personalized marketing. “Editorial strategy” category 88,416 accounts. – Infopresse Leisure market: Promoting Montréal to followers of tour organizers and travel agencies; acting as a liaison between service providers @monmontreal and distribution networks (traditional and online). (+5 % over 2017)
Member services: Recruiting members and partners; ensuring member and partner visibility in promotional tools; 11,196 followers organizing annual networking events for (+29 % over 2017) members.
18 19 “J’ai changé” “Never grow up” (I’ve changed) campaign campaign MTMP17-037 • TOURISME MONTRÉAL • ANNONCE • J’AI CHANGÉ • INFO:YO/ÉHL FORMAT FINAL: 10,25’’ X 12,57’’ • VERSION: QUÉBEC • PUBLICATION: JDQ • COULEUR: CMYK • LIVRAISON: 21 DÉC. Montréalers see their city as an immense playground where anything is possible. Results In January 2018, Tourisme Montréal The “Never grow up” campaign invited • Nearly 5.8 million full video views: 36% of launched a campaign called “J’ai changé” residents of Toronto and New York to come all views, which is significantly higher than (I’ve changed), which used a combination share in the city’s unique youthful spirit and the average (20%-25%) of humour, romance and humility to experience the creativity that Montréal is • 4 million full video views for the videos persuade Quebeckers from other regions so well known for. of the province, and particularly residents spotlighting culture, cuisine and nightlife of Québec City and Gatineau, to discover The campaign featured a video of a circus • 70,192 page views on the websites of The Montréal’s new attractions. artist who flies over the city to give viewers Globe and Mail and USA Today a chance to see Montréal’s lively ambiance • 60,000 visits to the campaign website Initiatives from a whole new angle. • Promotional video broadcast on TV Initiatives channels TVA, V and Radio-Canada • Online promotional video (1 minute, • Promotional displays in bus shelters and 52 seconds) on the rear of buses; digital screen displays in shopping centres; flyposting • Four 15-second videos on cuisine, nightlife and culture • Newspaper inserts • Promotional media (bus shelters, metro, • Promotional letters sent to billboards) in Toronto, New York and 100,000 households Boston • Radio ads broadcast on the top 5 stations • Engagement marketing: bicycles in Québec City and the top 4 stations in MTMP17-037 Jai_change_Ann_JDQ_10_25x12_57.indd 1 2017-12-20 2:29 PM deployed with wheels featuring illuminated Gatineau animations of Montréal’s attractions • Facebook posts promoting Montréal’s • Native advertising revitalization • Initiatives targeting travel influencers Results • Publication of content on Pinterest on Montréal’s cuisine, nightlife and culture • Nearly 1.1 million full video views MTMP18-012 • TOURISME MONTRÉAL • ANNONCE • J’AI CHANGÉ • INFO: JE/EHL PUBLICATION: LE SOLEIL • VERSION: FR / CAPITALE NATIONALE • FORMAT: 3.97’’ X 4’’ • Purchase of web banners and keywords • Nearly 16,000 visits to the campaign COULEUR: CMYK • LIVRAISON: 13 FÉV. MIDI • PARUTION: 14 FÉV. to promote hotel offers in Montréal to the website campaign’s audience • 138 media mentions in traditional media (value of $340,000) thanks to PR initiatives
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20 mtl.org/jaichange
MTMP18-012 Ann_JaiChange_3x4_LS.indd 1 2018-02-13 12:24 PM “We’ve got balls” “Inspírese sin límites” campaign Mexican campaign
In an effort to reposition Montréal as Building on the strong growth in tourist a leading destination for the LGBTQ visits from Mexico since 2016, Tourisme community, Tourisme Montréal developed Montréal decided to launch a marketing Initiatives a campaign inspired by 18 Shades of campaign on the Mexican market titled Gay, the iconic installation in Montréal's “Inspírese sin límites” (Find unlimited • Two 30-second promotional videos Gay Village by renowned landscape inspiration). The campaign, which broadcast on TV channels Fox, Turner, architect Claude Cormier. The installation, highlights Montréal’s unique and exciting Sony and Discovery in November 2018 a “canopy” consisting of thousands of atmosphere, ran from November 2018 to and February 2019 colourful balls overhanging a one-kilometre February 2019 in Mexico City. Its strategy • Sponsored posts on social media: section of Sainte-Catherine Street, was was to strengthen the promotion of Facebook and Instagram what inspired the name of the campaign. Montréal as a destination and generate • Purchase of web banners on travel curiosity with an inviting message: Targeting audiences in Toronto, New York booking websites Despegar and Kayak and California, the campaign highlighted ¡Montréal, no solo la visite, vívala! the audacious side of Montréal, a city (Montréal: Don't just visit it, live it!). • Creation of a dedicated campaign page known for being a safe and welcoming The campaign was centred on two on Tourisme Montréal’s new Spanish- destination videos that highlighted Montréal’s iconic language website sights and signature flair. Initiatives • Online promotion of four 15-second videos • Large-format displays for maximum impact and visibility, including at Wellesley subway station in Toronto, which is located in close proximity to Toronto’s Gay Village • Sponsored Facebook posts • Native advertising (sponsored tiles integrated with content) Results • 4.6 million full video views • 24,000 visits generated to the Tourisme Montréal website
22 23 Annual “What to “Montréal works do in Montréal” for you” campaign campaign As part of the ongoing “Montréal works for you” communication campaign for The “What to do in Montréal” content the meetings and conventions market, campaign ran throughout the year on the Tourisme Montréal ran a promotional Ontario market. The campaign highlighted initiative in the first quarter of 2019 titled content dedicated to families, nightlife, “A team that does it all/A city that has culture and cuisine to promote the wide it all.” This initiative, which targeted range of experiences that await tourists the Canadian MICE market (meetings, in Montréal. A parallel content campaign incentive, conferences and events) had targeting the Québec market was also two major components: promoting the launched during the summer season. outstanding customer service provided by the Business Sales team and the Initiatives advantages offered by Tourisme Montréal, • 15-second online promotional videos and positioning Montréal as an attractive, safe and easily accessible destination. • Advertising in various formats on Facebook (Canvas, Carousel) Results • Advertorial in Today’s Parent magazine • 205 qualified sales leads • Stories posted on Instagram • 3,568 qualified leads on digital platforms • Posts on Pinterest Other actions – new tools • Native advertising (sponsored tiles • Brochure for the incentive travel market Montréal on top integrated with content) • Promotional kit for the Mexican market • Posts on Facebook and Pinterest and #1 city for hosting Leading destination Among the 15 safest 2016 The new food capital international conventions for sustainable cities in the world Intelligent Community of North America in North America conventions and events of the Year native advertising linked to attractions • Descriptions of Tourisme Montréal’s (ICCA, 2016) (ASTM-APEX, 2017) (safearound.com) (Intelligent Community Forum, 2016) (Town & Country, 2016) Montréal and summer events pages on Tourisme services provided to local champions Thriving Life sciences Academics worksAn for you on innovation and social sciences With a spellbinding array of annual festivals, a thriving foodie culture ICT/Artificial intelligence international Montréal’s website Montréal’s key and an enviable artistic scene, our French-influenced city has an economic sectors Engineering unparalleled ability to charm visitors. It’s easy to love, easy to get • Special feature on Montréal in Ignite to and easy to get around.gateway Not just a pretty face, Montréal also Aerospace means business. The city is a global leader in life sciences, Transport artificial intelligence,to aviation the and other industries that require a delicate balance of intelligence, creativityMontréal and innovation.–Trudeau magazine world Airport Results When you choose Montréal, you get a dedicated team, passionate about their city, who’ll work with you, start to finish. Sleep tight.We’ll connect you to a local community of dynamic influencers Good because we know Montréal inside+ world out. We have the experience, Sleep right.track record and know-how.140 • Targeted strategies for the life sciences destinations • 3,530,500 full views of thematic videos to know 24,600+ mtl.org/meetings hotel rooms + major domestic and 30 international air carriers 100+ world-class 16,000 (primarily neuroscience) and artificial downtown rooms festivals year round, minutes away or less for including the world’s largest 120 90 million Americans jazz festival 10,000 • 100,000 visits generated to the Tourisme deluxe and luxury rooms minutes from intelligence st 20 1 UNESCO City downtown Montréal website of Design in North America World-renowned Ground-breaking circuses, convention centre • Email marketing notably the Cirque du Soleil Palais des congrès de Montréal
C2 Montréal Downtown location North America’s most adjacent to Old Montréal innovative networking event 113 rooms and spaces 551,520 sq. ft. of rentable • Infographics 2 51,280 m space
One of the most technologically advanced convention centres in North America Loïc Romer ©
24 Conversion Information campaign Technology
Conversion rate refers to the proportion A leader in digital strategies, Tourisme MTL My City Guide app of people exposed to an ad who proceed Montréal recently overhauled its digital to purchase (travel package, room platforms with the launch of new website Tourisme Montréal recently launched reservation, etc.). sections and toolkits. The About us the MTL My City Guide application and Industry sections now provide for mobile devices to help leisure and The 2018 Conversion campaign put the comprehensive information about business travellers during their stay in spotlight on the Sweet Deal package and Tourisme Montréal, including its strategic the city. The aim is to offer an enhanced focused on the United States, Ontario, goals, news, events and training, research, experience to travellers throughout their Alberta and British Columbia. reports and statistics. stay and maximize economic benefits for Tourisme Montréal members and the local Initiatives The Meetings section was overhauled and tourism industry as a whole. A number of a brand new Sports section was created. strategies have been used to promote the • Purchase of keywords related to travel app, including the purchase of keywords planning and booking The Meetings section lets event organizers follow the latest industry news and trends on the App Store (for searches related to • Integration of a conversion element through the revamped blog. The Sports Montréal), web banners, Facebook posts (banners) in the “J’ai changé” (I've changed) section outlines the expertise and venues and promotional displays in arrival areas at and “Never Grow Up” campaigns to that help make Montréal a leading host Montréal-Trudeau Airport. promote the Sweet Deal package city for sports events. Both highlight the synergies between Tourisme Montréal and Other campaigns its partners, as well as the creativity, spirit Travel websites are indispensable tools for of innovation and economic opportunities booking travel and accommodations. In the city has to offer. The MTLàTABLE 2018, Tourisme Montréal bought banners section was also aligned with the new on TripAdvisor and Expedia to promote the sites. Montréal experience and the city’s hotel offers. In addition, Tourisme Montréal developed a number of toolkits that contain relevant Passeport MTL documentation for each program, project and theme. In an effort to serve our Passeport MTL provides discounts on members better while optimizing the many of Montréal’s cultural and historical tourist experience, Tourisme Montréal attractions plus unlimited access to the also introduced a tool to collect data on STM public transit network (bus, metro traveller behaviour. Six partners have and 747 shuttle). Promotional efforts already started using this database to for Passeport MTL focused on keyword develop targeted marketing strategies. purchases for the Canada, U.S., France and Québec markets.
26 27 Member services Conferences MTLàTABLE, Tourisme Montréal recruited 139 new and events a Tourisme Montréal members in 2018. It now has have 950 members, a 19% increase over 2017 (the As part of its value proposition, Tourisme initiative retention rate over this period was 92.7%). Montréal organizes a host of activities that give members the chance to meet, The seventh edition of MTLàTABLE drew In 2018, Tourisme Montréal introduced a converse and share knowledge. Activities nearly 120,000 locals and visitors by offering new training program called MTL Specialist offered in 2018 included: them a unique chance to experience to help members enrich their knowledge • 7 Membership 360 info sessions: Montréal’s dynamic food scene. The 150 about Montréal and the city’s must- 146 PARTICIPANTS participating restaurants recorded $7 million Results see attractions. Since this will improve in revenues over the course of the event, • $7 million in estimated revenues for • Gueuleton touristique – a conference on the tourist experience, it is expected to which ran from November 1 to 11. participating restaurants, a 22.6% increase tourism trends organized in collaboration encourage visitors to stay longer and over 2016 (reference year) ultimately spend more money in the city. with the ESG UQAM Transat Chair in A campaign to promote MTLàTABLE was Around 200 tourism industry stakeholders Tourism: 292 PARTICIPANTS deployed across the province of Québec, • Nearly 120,000 customers, a 16.2% also took part in the Bonjour Chine training targeting the Greater Montréal Area in improvement over 201. • Prix Distinction gala: 276 PARTICIPANTS program to obtain certification on how to particular. The goal was to reach the mass market through various points of contact, • 1.3 million complete views of the event’s effectively cater to tourists from China—a • Launch of the summer tourist season: promotional video segment that has boomed over the last 620 PARTICIPANTS AND 84 EXHIBITORS including: three years. The same course was also • A promotional video shown on web TV • 52,000 visits to the MTLàTABLE website • Annual General Meeting: 105 PARTICIPANTS provided to 90 tourism professionals from (Radio-Canada, Québecor), YouTube and driven by digital ads the Laurentians region in collaboration with • Montréal Alouettes networking event the Ricardo website • Over 60 articles and features in local and Tourisme Tremblant. • 2018 Rendez-vous de l’industrie • Flyposting in downtown Montréal office international press, representing $20,635 touristique du Québec: 321 PARTICIPANTS tower elevators and metro stations in advertising value and a reputational Partnerships gain of $36,875 (+79%) for the MTLàTABLE • 2019 Breakfast conference on economic • Posts on social media (Facebook Tourisme Montréal works closely with brand and hotel outlooks: 130 PARTICIPANTS and Pinterest) and native advertising several major partners to showcase the (sponsored tiles) to promote bookings • A survey gauging the satisfaction of city’s diversity and to foster the financing • 2019 Pleins Feux conference: restaurant owners and the public revealed: of new air connections. In 2018, some 165 PARTICIPANTS 97% of customers were satisfied with MTMP18-062 • TOURISME MONTRÉAL • MTL À TABLE • AFFICHAGE OOH • INFO: JE/EHL 15 organizations supported our efforts, FORMAT FINAL: 46’’ X 82’’ • FORMAT INFOGRAPHIQUE: 23’’ X 41’’ (RATIO 1:2) • VERSION: GÉNÉRIQUE / FR • COULEUR: CMYK • LIVRAISON: 14 SEPT. • Members’ Holiday Reception: the list of participating restaurants 150 RESTAURANTS including Air Canada, the Casino de TABLE D’HÔTE 23 $ | 33 $ | 43 $ 600 PARTICIPANTS MTLATABLE.COM 92,6 % of restaurant owners rated MTMP18-062 • TOURISME MONTRÉAL • MTL À TABLE • AFFICHAGE OOH • INFO: JE/EHL Montréal, Aéroports de Montréal, Aeroplan, FORMAT FINAL: 46’’ X 82’’ • FORMAT INFOGRAPHIQUE: 23’’ X 41’’ (RATIO 1:2) • VERSION: ESSAYER / FR • COULEUR: CMYK • LIVRAISON: 14 SEPT. their experience as positive or the Québec Ministry of Agriculture, 150 RESTAURANTS TABLE D’HÔTE 23 $ | 33 $ | 43 $ very positive Fisheries and Food, VIA Rail and Complexe MTLATABLE.COM
Desjardins. 89 % of customers indicated that C’est le the value for money ratio was excellent temps or good de 1 – 11 NOV. 2018 tout Présenté par essayer
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1 – 11 NOV. 2018 MTMP18-062 MTL-A-TABLE_Aff-Sauvage_46x82.indd 1 2018-09-18 2:19 PM
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MTMP18-062 MTL-A-TABLE_Aff-Sauvage_46x82.indd 3 2018-09-18 2:19 PM 28 29 Media strategies Leisure market Achievements strategies • Met with 408 writers and journalists Tourisme Montréal promotes Montréal to • Over $16 million in advertising value travel agencies and tour operators with the resulting from media coverage and a aim of increasing member revenue (room reputational gain of over $41 million nights, stay durations, new products), for Montréal as a destination improving the city’s visibility and helping set it apart from the competition. Training • Organized the Travel Classics Annual sessions and other programs carried out to Writers Conference, a first for Montréal. this end included: About 50 tourism media outlets were present, including some of the biggest • Two days of training on what’s new in the Americas in Montréal • Participated in numerous sales events: Achievements Canada Media Market Place, GoMedia Canada, Rendez-vous Canada, Showcase • 69 scouting visits, which generated Canada Asia, IFTM Top Resa, TMAC meetings with 309 tour organizers Annual Conference, Bourse des médias • Participated in 21 specialized events and • Major event sponsorships: Wine and trade shows Food Festival (Mexico), Lyon Street Food • Developed a campaign to promote the Festival in collaboration with Délice luxury tourism sector (stakeholders and Network projects) • Radio and TV programs set in Montréal • Organized a trade mission to luxury (BTV China, Radio Nova, NBC, PBS, etc.) tourism agencies in New York and Miami • Media coverage: M6 (France), TV Azteca • Organized a fam tour for major luxury (Mexico), France 3 (France), ARD TV clients (Germany), Radio Nova (France), M Le Magazine du Monde (France), Tabi Salad • Participated in the Showcase Canada (Japan), American Way (United States), Air Asia event: over 90 meetings and visits to France Magazine (France), NBC (United Beijing’s major travel agencies States), etc. • Produced 24 newsletters for tour operators in specific geographic markets and areas of interest
30 31 Cruises
The Montréal Cruises Committee has a three-fold mission: increase the frequency of cruises that stopover in Montréal; attract new cruise lines; convince cruise Initiatives passengers to prolong their stay in the city. • Broadcast webinars targeting travel In addition, the Tourist Welcome Office agents in Old Montréal now has staff dedicated • Organized fam trips for travel agents and specifically to cruise passengers. The cruise ship companies’ itinerary planners luggage storage service, which is managed by a team headed by the Vieux-Montréal • Developed and updated marketing SDC, is also very popular among cruise tools including cruise timetables, luxury passengers and allows them to spend and cruise brochures, tour and excursion more time visiting Montréal. These efforts brochures for distribution networks and have contributed to the growth in tourist discount offers spending. • Formed partnerships with the Virtuoso and Signature Travel travel agent networks Highlights • Participated in major cruise industry • 25 cruise ships (+3 vs. 2017) trade shows • Presented training on the cruise market • 18 companies (+1 vs. 2017) aimed at tourism stakeholders in Montréal • 65 international ports of call (+7 vs. 2017) and 16 domestic ports of call • 4 new ships: Results Victory II, AIDAvita, Star Pride, Silver Spirit • Welcomed 101,504 passengers and 25,583 crew members for a total of 127,087 individuals (+11% over 2017). • Organized more than four fam tours for a large number of cruise industry decision- makers • Media: 8 programs and articles in specialist publications generated by newsletters and targeted media visits worth $1,155,889 in advertising value and $2,198,328 in reputation gain • Proactive corporate press relations activities with local media: $1,076,594 in advertising value and $198,328 in reputation gain (+104%)
32 Achievements U.S. market Tourisme Montréal’s Business Sales • Nashville: Professional Convention Business Sales team surpassed its targets by confirming Management Association (PCMA): 378,604 room nights for 2018 and the Wellness à la Montréal event (associations) coming years. and Convention • Nashville: Professional Convention • 120,554 room nights for the Canadian Management Association (PCMA): Services market Breakfast in Bed à la Montréal • 104,193 room nights for the international (associations) market • Indianapolis: Meeting Professionals • 119,615 room nights for the U.S. market International – World Education Congress • 34,242 room nights for the sports market (MPI-WEC): Breakfast in Bed à la Montréal • Chicago: American Society of Association Executives (ASAE): Wellness à Activities la Montréal event (associations) Tourisme Montréal organizes and • Chicago: Professional Convention participates in special promotional Management Association (PCMA): activities at major events for meeting Breakfast in Bed à la Montréal planners happening in Canada and around (associations) the world. Through these activities, • Las Vegas: IMEX America: Breakfast representatives from Montréal’s tourism in Bed à la Montréal (corporate and industry have the opportunity to forge associations) relationships with potential clients in a creative and friendly setting that is • Las Vegas: IMEX America: client event, Our Business Sales team conducts Main conventions representative of the spirit of Montréal. Soirée à la Montréal prospecting in the conventions, meetings and events secured • Washington D.C.: client events and incentive travel market to create International market business opportunities for Tourisme • International Society of Nephrology • Chicago: client event • Frankfurt: IMEX, the Worldwide Montréal’s members. • American Academy of Hospice and Exhibition for Incentive Travel, Meetings • Texas: client event Palliative Medicine Meanwhile, our Convention Services and Events: Soirée à la Montréal • San Francisco and San Jose: • Society of Endometriosis team actively assists professional meeting (corporate, associations, incentive) trade mission and Uterine Disorders and event organizers who have confirmed • Mission in Europe: events in London and Canadian market business in Montréal and carries out • Middle East Studies Association Brussels (incentive and associations) promotional work to maximize attendance of North America • Toronto and Mississauga: À la Montréal • Barcelona: IBTM, Global Meetings & at their events. • World Summit AI Americas event and trade mission (corporate and Events Exhibition: Soirée à la Montréal associations) • American Dental Education Association (U.S. associations and European incentive) • International Alliance of ALS/MND • Ottawa: À la Montréal event and trade Associations • Paris: Montréal Networking Forum event mission (associations) (international associations) • World Molecular Imaging Society • Toronto: Rogers Cup event (corporate • ISU World Junior Short Track and associations) Championships • Judo Grand Prix and Canada Cup • FIBA 3X3 World Tour (Basketball) • Karaté Canada WKF Series A
34 35 Convention Success stories Services and highlights The Convention Services team is composed Important conventions of Montréal destination experts with and events supported by extensive event planning experience who play a key role in the planning and Tourisme Montréal promoting of meetings hosted in Montréal. NeurIPS : The 2018 edition of the world’s With a results-driven and customer- leading conference on artificial intelligence focussed approach, they work tirelessly to drew 8,600 delegates, speakers and ensure that meeting planners will want to exhibitors to Montréal from December return to Montréal. 2 to 8. VIPs were given a “Montréal AI 2018 was a record year for the team, Sensory Kit” to highlight Montréal’s vibrant which hosted more than 500 conventions, AI research scene, as well as the city’s meetings and sports events. signature energy, innovation and creativity. Tourisme Montréal earned a satisfaction World Short Track Speed Skating rating of 9.4 out of 10 from major convention Championships: This sold-out event organizers, and 9.3 out of 10 from small attracted more than 11,500 spectators over meeting planners. These scores are a three days. testament to the quality of our work. Meeting & Incentive Forums: Nearly 500 participants, including 190 clients (mainly Achievements from the corporate and incentive travel • Organized 41 site visits for confirmed markets). With support from Business groups (Convention Services) and 139 visits Events Canada, Tourisme Montréal held for potential groups (Sales) approximately 30 meetings with potential clients. • Participated in eight promotional trips for convention organizers who chose Montréal Innovation Canada: The first edition of this event organized by Business Events Canada • Referred Tourisme Montréal members focused on information and communications more than 1,900 times technology. Tourisme Montréal took • Participated in two local committees that advantage of the opportunity to invite helped organize major conventions approximately 20 participants for a behind- • Created 15 custom microsites for the-scenes tour of C2 MTL. convention delegates Social responsibility Every year, organizers of major conventions and other events decide to give back to the communities that host their events. In 2018, the International Society for the Study of Xenobiotics and the International Society of Orthopaedic Surgery and Traumatology donated 200 reusable bags to Renaissance and Petites-Mains, two local social rehabilitation organizations.
36 Conventions and events held in Montréal
Organization Convention/Event John Molson School of Business 2018 Commerce Games
Gymnastique Québec 2018 International Gymnix
ISU 2018 ISU World Short Track Championships
Association for Computing Machinery CHI 2018 Conference on Human Factors in Computing Systems
FINA 2018 FINA Diving World Series
International Society for Cellular Therapy ISCT Annual Meeting 2018
Canadian Economics Association CAOT Annual Conference
RoboCup Federation 22nd RoboCup International Competition and Symposium
ICLEI Local Governments for Sustainability ICLEI World Congress 2018
International Association of Applied Psychology 29th International Congress of Applied Psychology – ICAP 2018
Cocaine Anonymous 2018 Cocaine Anonymous World Services International Convention
Tops Club International International Recognition Days Convention 2018
American Society of Plant Biologists ASPB 2018 Annual Meeting
CCA Global Partners/Carpet One 2018 Summer Convention
Otakuthon Otakuthon 2018 – Anime Festival
International Society of Hypnosis XXI Triennial Congress
International Triathlon Union 2018 ITU World Triathlon Series
North American Basketball Association 2018 NABA Intercity Tournament
North American Chinese Invitational 2018 North American Chinese Invitational Volleyball Tournament Volleyball Tournament
Lebanese Ministry of Foreign Affairs and Emigrants LDE North America 2018
American Society for Bone and Mineral Research ASBMR 2018 Annual Meeting
International Society of Orthopaedic Surgery SICOT 39th Orthopaedic World Congress and Traumatology
World Stroke Organization 11th World Stroke Congress
UBM LLC Advanced Design & Manufacturing Expo (ADM) Montréal 2018
Neural Information Processing Systems Foundation NeurIPS Annual Conference 2018
Canadian Olympic Committee 2018 Olympic Lab
38 Achievements Public Relations, Public and government relations Tourist welcome • Proactively maintained press relations • Reinforced the Montréal Welcomes You Tourist Welcome, with local media: conducted more than project by sending “Bonjour” banners 300 interviews and issued approximately for display at key sites and attractions, 50 press releases on Tourisme Montréal including: 17 BIXI docking stations, the Research and Product initiatives Montréal Tower funicular, La Ronde, the • Increased positive media coverage Notre-Dame Basilica and the information Development in 2018: booths on Sainte-Catherine Street, at the Botanical Garden and at the Olympic Park 1 167 media mentions, $1,210,730 in reputation gain ($2,059,746 in • Taxi driver reward program: advertising value) Approximately 30 taxi drivers who • Managed Tourisme Montréal’s corporate received an exceptional rating by the Taxi social media accounts Bureau’s mystery customers were given free vehicle wraps with the “Bonjour” • Prepared communications, including theme speeches for public events and messages This team oversees Tourisme Montréal’s from the president for the Event • Tourist Welcome Week: corporate and senior management Assistance Program About 40 hotels across Montréal communications with local media, participated in the second edition, partners, government agencies and the • Held discussions with government which ran from July 22 to 29 community. Its members analyze the city’s partners, including the City of Montréal, tourism trends and performance indicators, CRÉMontréal, Tourisme Québec, • Set up an information booth at Phillips conduct key market studies and support Economic Development Canada, the Square in conjunction with the City of the development of the city’s tourism Ministère des Affaires municipales, des Montréal: Tourisme Montréal operated product. They also oversee the destination’s Régions et de l’Occupation du territoire a tourist information booth on Sainte- tourist information offices and welcome Catherine Street to help visitors navigate strategy in order to maximize benefits • Participated in various local, provincial the various construction sites in the for the entire local community. Finally, and national organizations, including downtown area the team’s responsibilities also include chambers of commerce, marketing managing the Event Assistance Program and development agencies, Alliance de • Tourist information: Processed 85,000 and developing cultural and food tourism l’industrie touristique du Québec, Tourism requests at tourist information booths in in collaboration with Tourisme Montréal’s Industry Association of Canada, etc. Old Montréal, the Montréal Bus Station, partners. Sainte-Catherine Street, the Old Port Terminal, and at mobile booths in Old Montréal (in conjunction with SDC du Vieux-Montréal) and the downtown core (in conjunction with Destination centre- ville)
• Organized the 26th Annual Open House Event
• Roger’s Cup: Sponsorship activation during players’ night
40 41 Tourism product development Research Cultural tourism Sustainable tourism and innovation • Updated studies on Montréal’s priority • Continued working on the Cultural • Renewed Montréal’s APEX certification, • Renewed the Regional Tourism leisure travel segments (e.g. luxury and Tourism Action Plan as outlined in the which confirms its status as a green city Partnership Agreement signed with the family) Agreement on Cultural Development for holding sustainable meetings and Québec Ministry of Tourism for financing • Updated research on Montréal’s key in Montréal (City of Montréal and conventions tourism development projects geographic markets the Québec Ministry of Culture and • Participated in activities held by a group Communications) • Contributed to projects conducted • Conducted ad hoc research to meet of festivals committed to environmental jointly with regional organizations, such the needs of Tourisme Montréal’s partners • Implemented initiatives to highlight sustainability: sharing best practices, as Tourisme Montérégie, Tourism Eastern and members public art, such as the creation of the specialist lectures, etc. Townships, Tourisme Côte Nord and artpublicmontreal.ca website and the • Published an economic impact study • Contributed to the Action Médiation Tourisme Lanaudière distribution of a map of local murals about Montréal’s 375th anniversary project led by the Hotel Association of (50,000 copies) • Met with local and foreign tourism in conjunction with the Société du Greater Montréal and the Société de project developers at different phases 375e anniversaire • Developed a toolkit and procedure for développement social in their business plans in order to share showcasing cultural tourism in Montréal • Conducted an annual survey on tourist knowledge, forge partnerships and boroughs (cultural neighbourhoods) experiences in Montréal support promising initiatives • Developed ideas for showcasing • As part of our business travel market • Continued supporting MT Lab, North traditional and modern First Nations arts analysis, presented the findings of the America’s first incubator for innovation in and culture in Montréal Watkins Report, which includes meeting tourism, culture and entertainment planners’ assessments of North American • Participated in the Food, Culture and • Provided funding under an innovation tourist boards Religious Tourism committees to better assistance program for startups identified structure Montréal’s offer • Collaborated on various projects with by MT Lab as offering products that are partners such as Destination Canada, • Managed the Event Assistance Program aligned with Tourisme Montréal’s strategic the Alliance Touristique du Québec, priorities the Québec Ministry of Tourism, the Conference Board of Canada and the Hotel Association of Greater Montréal
42 In the area of professional development, An experienced team all permanent employees were offered Human MTL Specialist training, which was In 2018, Tourisme Montréal expanded its developed for Tourisme Montréal’s team (permanent, seasonal and fixed-term members and introduced in November contracts) in response to its increased Resources 2018. As ambassadors for the destination, tourist welcome activities (cruises and employees who earn Specialist MTL downtown tourist information booth). certification become eligible for several It also created new positions to bring Section benefits, including guided tours, free additional expertise to our teams: admission to key city attractions for a two- • Project manager – year period and many others. Media and leisure market Tourisme Montréal is investing in employee • Project manager – skill development and professional Print and digital production training in order to improve its retention • Communications coordinator – rate and the quality of its services, while Support for the Sales and Convention making the workplace more attractive Services team and innovative. In accordance with the • Manager – Business intelligence Loi sur les compétences (Act respecting skill development), the organization spent • Financial analyst the equivalent of at least 1% of total payroll • Chief – on skill development in 2018 by offering Reporting, budgets and administration more than 1,500 hours of training on the Tourisme Montréal owes its leadership and following subjects: success to its knowledgeable and diverse • Work tools: team of employees and ambassadors. How to use Email – Agenda – Tasks One of the top priorities for the Human Overview of Tourisme New management tools • Technical and technological: Resources Department is to recruit Montréal employees Prospecting (sales), Adobe InDesign, talented individuals who are representative Two technology updates allowed for of the city’s population. as of December 31, 2018: the improvement of human capital tables, digital transformation management in 2018: the overhaul of • Personal development: Human Resources Committee • 97 employees (87 in 2017), including Tourisme Montréal’s digital platforms and Continuing education (certificates, micro- 87 permanent and 10 temporary the introduction of a secure and user- programs and graduate programs) • Reviewed and discussed human • Average age: 42 years friendly human resources information • Management skills: resources data (turnover rate, number of system (HRIS). Thanks to hands-on HRIS How to manage effectively employees, recruitment, diversity) • M/F distribution: 82% female training, employees were able to quickly • Communication skills: • Approved plans related to training, • Average seniority: 6 years familiarize themselves with the new system Feedback, respect and civility in professional development and succession • Turnover rate (voluntary departures): and its related mobile app. the workplace planning 10% (8% in 2017) • Updated the annual action plan in light of Tourisme Montréal’s strength lies in its Personalized training Senior management the employee engagement survey findings people. In addition to doing a wonderful and workshops gender parity • Approved the pay scales and total job promoting the Montréal destination, Tourisme Montreal’s senior management compensation offer. Tourisme Montréal achieved gender parity its dedicated and creative employees is continuing its efforts to create the at the senior management level with the keep the work environment pleasant right conditions for maintaining a solid arrival of two high-calibre female leaders, and stimulating. and dedicated workforce to ensure the namely Mylène Gagnon in October 2018 organization’s lasting success. These and Emmanuelle Legault in January 2019. efforts include working with Human Resources and the Office of the President to build a strong employer brand.
44 45 Finance and Event Assistance Program In 2018, Tourisme Montréal allocated nearly $3.4 million to the Event Administration Assistance Program, a 10% increase over 2017. In all, 62 festivals and events that attract large numbers of tourists benefitted from the program, which aims to increase the city’s tourism revenue.
NAME...... 2018 amount ($) NAME...... 2018 amount ($)
20th Blue Metropolis Literary Festival...... 7,000 Le Mois de la Photo à Montréal...... 6,500 36th International Festival of Films on Art...... 10,000 Les Francos...... 91,000 47th Festival du nouveau cinéma...... 70,000 Les Lauriers de la Gastronomie Québécoise...... 25,000 Art Souterrain - Artch 2018...... 3,000 Les Premiers Vendredis...... 5,000 C2 Montréal...... 130,000 Rendez-vous Québec Cinéma...... 10,000 Phi Centre - Echo: The Sound of Space...... 6,000 M pour Montréal...... 10,000 Phi Centre - Sensory Stories - Lucid Realities...... 2,250 MMFA - From Africa to the Americas: Rogers Cup presented by National Bank...... 125,000 Face-to-Face Picasso, Past and Present...... 25,000 2018 Art Souterrain Festival...... 15,000 MMFA - Napoleon: Art and Court Life in the Imperial Palace...... 25,000 Montréal Bach Festival...... 7,500 MBAM - Love is Love...... 20,000 Black & Blue Festival...... 50,000 MBAM - Chagall : Colour and Music...... 25,000 Chromatic Festival, 9th edition...... 10,000 McCord Museum - The Topsy-Turvy Storyland...... 3,250 During the 2018 fiscal year, Tourisme Governance Committee Montréal Chamber Music Festival...... 12,343 McCord Museum - Balenciaga, Master of Couture..... 6,000 Montréal once again recorded strong Eurêka! Festival...... 5,000 • Reviewed the Board of Directors’ McCord Museum - Illusions - The Art of Magic...... 4,000 revenue growth mainly attributable to Fierté Montréal 2018...... 75,000 sharing economy-based accommodations. operations Moment Factory - Go vélo Montréal Festival...... 35,000 Jacques-Cartier Bridge Illumination...... 21,743 • Approved the postings for directors to In response to these results, the iF3 Festival...... 1,500 La Tohu - MONTRÉAL COMPLÈTEMENT CiRQUE ...... 60,000 organization adjusted its auditing, tracking be elected by the General Assembly Festival international de cinéma Vues d'Afrique...... 2,500 Montréal en Fêtes...... 46,750 and accounting procedures to ensure • Reviewed applications for director Fantasia International Film Festival...... 30,000 Montréal en Histoires - Cité Mémoire...... 85,000 compliance with the various agreements positions Festival international de Jazz de Montréal...... 400,000 MONTRÉAL EN LUMIÈRE...... 350,000 Festival international de musique POP Montréal...... 40,000 to which it is a party. In addition, a number • Made recommendations on directors to Mundial Montréal...... 5,000 of committees, including the Product Festival International Nuits d'Afrique...... 70,000 Pointe-à-Callière - Passion : hockey...... 16,250 be appointed by the Board and ratified by 2018 Just for Laughs Festival...... 420,000 Development Committee, were created to the General Assembly Pointe-à-Callière - Queens of Egypt...... 15,000 monitor operations. Montréal MEG Festival...... 30,000 Pointe-à-Callière - Amazonia. Mode & Design Festival ...... 90,000 The Shaman and the Mind of the Forest...... 6,000 Audit Committee Mondial de la bière...... 30,000 Stewart Museum - Paris on Display: Tourisme Montréal is also proud to mention 18th-Century Boutiques...... 3,000 that its Board of Directors achieved gender • Tracked budgets and quarterly results MURAL Festival...... 25,000 Osheaga Music and Arts Festival...... 200,000 MUTEK - Emerging events...... 77,000 parity in 2018. • Issued recommendations to the Board TransAmériques Festival...... 112,000 Papier 18...... 10,000 concerning the approval of the 2018 Zoofest Festival...... 35,000 Piknic Électronik Montréal...... 30,000 2018 achievements audited financial statements and the Fête des neiges de Montréal 2018...... 10,000 Printemps numérique...... 30,000 2019 annual budget Heavy Montréal...... 18,000 RIDM - Montreal International Documentary Festival...... 5,000 • Met membership targets Le Grand Marché de Noël ...... 5,000 • Issued a recommendation to the Board Land InSights Montreal First Peoples’ Festival...... 15,000 Grands Prix Cyclistes de Québec et de Montréal..... 70,000 • Introduced an improved meeting to approve the changes made to the 2018 OSM Classical Spree...... 25,000 Hub Montréal...... 15,000 incentive grid Travel Policy Week-ends du monde au parc Jean-Drapeau...... 15,000 Igloofest...... 75,000 • Optimized interest on liquidity • Issued a recommendation to the ÎleSoniq...... 25,200 TOTAL 3,386,532 • Analyzed organizational risks auditor’s Board of Directors to address the JACKALOPE...... 9,245 General Assembly L’International des Feux Loto-Québec...... 25,000 La Pépinière - Samedis interculturels...... 7,500 YUL EAT Festival...... 6,000
46 47 Key financial data
Summary statement of operations, years ended December 31
2018 2017 DIFFERENCE TOURISME MONTRÉAL REVENUE IN 2018
Revenue $ millions $ millions $ millions Accommodation tax 69 % Public funding 8 % Accommodation tax 37,5 32,4 5,1 Contribution from the AITQ 10 % Public funding 4,3 4,3 – Private funding 13 % Private funding 7,1 7,0 0,1
Contribution from the AITQ (note 1) 5,6 5,4 0,2 BREAKDOWN OF EXPENDITURES IN 2018 Total revenue 54,5 49,1 5,4 PER MAJOR SPENDING CATEGORY
Marketing and advertising 66 % Expenses Contributions to events 19 % Marketing and advertising 33,0 24,9 8,1 General management, 4 % Contributions to events 9,5 9,3 0,2 administration and IT General management, 2,1 3,4 (1,3) Contribution to the AITQ 11 % administration and IT Contribution to the AITQ (note 2) 5,6 5,4 0,2
Total expenses 50,2 43,0 7, 2 Percentage of expenses 17,5% 18,5% -1,0% dedicated to payroll Sales, marketing and advertising initiatives, Excess of revenue over expenses 4,3 6,1 (1,8) as well as contributions to events, still constitute our major investments aimed at maximizing potential economic returns for Tourisme Montréal members and the entire Notes : tourism industry. 1. During the year, Tourisme Montréal 2. Under its agreement with the received a contribution equivalent to Ministry of Tourism, Tourisme Montréal Tourisme Montréal’s detailed financial results 15% of the Alliance de l'industrie contributes an amount equivalent to are available on mtl.org. touristique du Québec (AITQ) 15% of the AITQ accommodation tax accommodation tax to promote to promote destination to markets the destination to markets outside Québec. outside Québec.
48 49 1919 2019
Tourisme Montréal celebrates 100 years of success! On October 8, 1919, the Automobile Club of Canada (the predecessor of CAA-Québec) held its first meeting, which was attended by a dozen tourism industry stakeholders and the City of Montréal. They founded the Tourist Bureau of Montreal, which would later become the Greater Montréal Convention and Tourism Bureau. Its mission was to promote Montréal and its road networks, and to enhance the tourist welcome across the city.
A century later, Tourisme Montréal still plays a key role in the city’s economy. The organization is known for its innovative approach, its dedication to maximizing the socio-economic benefits of tourism and for its important contribution to Montréal’s tourism ecosystem. Tourisme Montréal is celebrating 100 years of success in 2019!
50 Thanks to our partners Visit mtl.org
Legal deposit: Bibliothèque nationale du Québec Tourisme Montréal prints most of its communication Published by: Tourisme Montréal tools, including its annual report and tourist map, 800 René-Lévesque Blvd. W, Suite 2450 on Rolland Enviro100 paper, a Québec product that Montréal, Quebec H3B 1X9 is made from 100% postconsumer fibre using Content and writing: Andrée-Anne Pelletier sustainable processing techniques. Translation : Monique James In 2018, this choice resulted in the following Design and graphics: LG2, Boris Martin environmental savings: Production: Marie-Claude Prévost, Lucie Chevalier • 701 trees (equivalent to a forested area the size Printing: Quadriscan of two football fields and four tennis courts) • 7,306 days of water consumption Photo credits: • 31,348 kg of waste © Eva Blue : pages 3, 8, 16, 31, 33, 41 and 53 © Alison Slattery : pages 4 and 5 • The equivalent of 34 cars’ worth © Henry MacDonald (@night.shotz) : page 12 of annual CO2 emissions © Mathieu Dupuis : page 37 • The equivalent of six households’ worth © Ladislas Kadyszewski : page 40 of annual energy consumption 11 Photo credits page 39 : 10 9 Printed in Montréal • 1 © Otakuthon • 2 © Triathlon International de Montréal - Alir Cyr 8 7 6 • 3 © Palais des congrès de Montréal • 4 © Eva Blue 5 • 5 © Plongeon Canada_Antoine Saito • 6 © Olivier Bousquet 4 3 • 7, 8, 9 © Eva Blue • 10, 11 © Palais des congrès de Montréal 2 1 MTL.ORG #MTLMOMENTS ANNUAL REPORT 2018