The largest tourism awareness campaign in the country - A successful 21st edition of Tourisme Montréal's "Open House Operation"

MONTREAL, July 16, 2013 /CNW Telbec/ - Implicating more than 15,000 employees of the tourism industry, the 21st edition of the "Open House Operation" wrapped up on June 30. This unique awareness campaign, the largest of its kind in Canada, was established to promote Montréal among the city's tourism professionals with a view to turning them into ambassadors qualified to advise tourists visiting Québec's metropolis during the summer season.

Some 30 attractions and museums opened their doors during the month of June to welcome staff from the hotel industry, Tourisme Montréal, the Palais des congrès de Montréal, the Ministère du Tourisme du Québec, receptive wholesalers, taxi drivers, and certain hospitality multipliers.

The tourism employees and their families received personalized passes giving them, among other things, access to the Montréal Science Centre, Biodôme, Insectarium, Planetarium, Botanical Garden, Musée d'art contemporain de Montréal, Montreal Museum of Fine Arts, McCord Museum, Stewart Museum, Pointe-à-Callière Museum, Grévin Museum, Centre d'histoire de Montréal, and Olympic Park and Montréal Tower.

"The longevity of the "Open House Operation", which is in its 21st edition, and its immense popularity are testament to a real interest of our industry professionals in keeping abreast of new developments and in living an experience of their city as tourists would," stated the Honourable Charles Lapointe, President and CEO of Tourisme Montréal. We are proud that this activity continues to be received with great enthusiasm by tourism employees year after year."

"Enriched from their experiences, employees undoubtedly become better ambassadors of Montréal tourism in their networks and with their clients," added Eve Paré, President and CEO of the Hotel Association of Greater Montréal (AHGM).

New for the 2013 edition, social media was integrated into the campaign to maximize its scope and reach. Participants were invited to share their photos, favourite moments, and discoveries on various social platforms (Foursquare, Instagram, Twitter, Facebook, Pinterest, etc.) with the hashtag #MTLmoments.

Tourisme Montréal wishes to thank the participating attractions for their commitment and to underscore the large number of tourism industry staff that participated in the 21st edition of the "Open House Operation". See you next year!

About Tourisme Montréal
Tourisme Montréal is responsible for providing leadership in the concerted efforts of hospitality and promotion in order to position the "Montréal" destination on leisure and business travel markets. It is also responsible for developing Montréal's tourism product in accordance with the ever-changing conditions of the market. For more information, please visit

SOURCE: Tourisme Montréal

For further information:

Alexandra Graveline
Manager - Corporate Public Relations
Tourisme Montréal
514 844-3558


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