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.