New strategic priorities for 2018-2023 - Tourisme Montréal aims to attract 13.5 million tourists annually by 2022

MONTRÉAL, April 30, 2018 /CNW Telbec/ - Tourisme Montréal this morning presented its new strategic priorities to its members and industry partners at an event to officially launch the summer tourist season and unveil the city's newest tourism drivers. The organization, whose work involves promoting Montréal as a destination, is looking to attract 13.5 million tourists annually by 2022. This is more than two million than in 2017 and represents an annual increase of 6%.¹

"Our intention is to refine our tourism development strategy and open the doors to promising new markets, such as Japan, in order to maximize the economic spinoffs generated by the tourism industry," said Yves Lalumière, president and CEO of Tourisme Montréal. "We've set an ambitious goal of generating an additional 1.5 million night stays in commercial accommodations by 2022—an increase of more than 30% from 2017."

Tourisme Montréal has committed to building market intelligence on visitors coming to the city to enable more effective consumer targeting. The organization will also continue promoting the city as a creative and open destination while stepping up efforts to improve initiatives related to welcoming tourists and developing new products.

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

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

Tourisme Montréal anticipates that tourism numbers will rise 4% in 2018, as new attractions ensure that this year will be as dynamic as 2017. At the official summer season kick-off event, the tourism bureau shared its new strategic priorities with industry stakeholders and encouraged them to pursue ongoing efforts to develop Montréal as a major international destination.

About Tourisme Montréal
Tourisme Montréal is a private, non-profit organization that works to position Montréal as an international-calibre leisure and business travel destination. The organization leads innovative tourist welcome strategies with a twofold objective: ensuring that visitors enjoy a quality experience and maximizing the economic benefits of tourism. Uniting more than 800 tourism professionals, Tourisme Montréal plays a leading role in the management and development of Montréal's tourism business, and makes recommendations on issues surrounding the city's economic, urban and cultural development.
For more information, go to www.mtl.org  

¹ Projections from Tourisme Montréal in collaboration with the Conference Board of Canada.

SOURCE Tourisme Montréal

and interviews: Andrée-Anne Pelletier, Manager - Corporate Public Relations, Tourisme Montréal514-844-3344 | 514-248-7844, [email protected]