Tourisme Montreal

What Tourisme Montreal does

Tourisme Montreal is a non-profit destination marketing organization (DMO) founded in 1919, operating as the first tourism promotion body in Canada and governed by a 16-member board of directors. Headquartered at 800 René-Lévesque West Boulevard in downtown Montreal, the organization employs 51–100 staff and is funded through a hybrid model combining membership fees from hotels, restaurants, attractions, DMCs and transport providers; government appropriations from the Quebec Ministry of Tourism and Ville de Montréal; and commercial revenue from event support services, the Passeport MTL city pass, and culinary event operations. Its service portfolio targets four distinct demand segments: leisure tourists (B2C via mtl.org and multilingual microsites), business event planners (via Business Events Montreal's field sales and venue coordination), sports federations and promoters (via Sports Events Montreal's hosting program with financial support), and the cruise industry (via partnerships with maritime agents and tour operators serving Port of Montreal).

The organization operates a multi-site digital platform ecosystem — the main mtl.org portal plus specialized microsites for meetings (meet.mtl.org), sports (sports.mtl.org), cruises, and travel professionals — supported by a Digital Asset Management system for media library access. Product offerings include MTLàTABLE (an annual culinary festival generating C$13.5M in restaurant revenue from 210,000+ diners across 150 restaurants), Passeport MTL (city pass with ~35% savings on attractions), DÉVORE (annual culinary guide launched October 2025 to extend the festival year-round), a Carbon Footprint Calculator, and participation in ImpactAIQ — an AI-powered event-impact measurement platform co-developed with #MEET4IMPACT and Gevme. Go-to-market combines self-serve DTC digital channels with enterprise field sales (dedicated account management for meetings and sports bids) and channel-partner distribution through travel trade, DMCs, and cruise industry intermediaries across global source markets including Canada, France, Mexico, and China.

Name

Tourisme Montreal

Legal name

Tourisme Montréal

Website

https://mtl.org

Company type

Private

Founded year

1919

Operating status

Operating

Headcount range

51–100 employees

Short description

Tourisme Montreal is a non-profit destination marketing organization founded in 1919 that promotes Montreal to leisure tourists, business event planners, sports federations, and cruise operators via digital platforms, hosted events, and field sales, funded by membership fees and government appropriations.

Ownership category

akta.pro rank

Headquarters

HQ city

Montréal

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure, Others

Revenue model

1. Membership Fees: Tourisme Montreal operates as a membership-based organization with partners paying to join the network. Members receive access to exclusive resources, promotional tools, networking opportunities, and visibility on digital platforms.
2. Event Support Services: The organization provides coordination and support services for business events, sports events, and festivals, including assistance with venue selection, logistics, and promotional support.
3. Government Funding: Tourisme Montreal receives government funding from the Quebec Ministry of Tourism, Ville de Montréal, and other public bodies to support destination marketing and tourism development initiatives.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

Tourisme Montreal is a non-profit destination marketing organization that promotes Montreal as a tourism destination through digital portals, signature culinary events (MTLàTABLE), a city tourist pass (Passeport MTL), and dedicated teams supporting business events, sports events, and cruise tourism. It coordinates destination marketing, event hosting, and travel trade distribution for the city.

Product overview

Tourisme Montreal operates as a destination marketing organization offering a portfolio of tourism promotion services and digital platforms. The core offerings include tourism events (MTLàTABLE culinary festival), tourist passes (Passeport MTL), digital guides (DÉVORE Guide), and social platforms (MTLMOMENTS). Business services encompass Sports Events Montréal for sports event hosting, Business Events Montréal for conventions and meetings, and Montréal Cruises for cruise tourism support. Supporting tools include a Carbon Calculator for environmental impact assessment, a Media Library for promotional assets, and a DAM system for digital resource management. The organization also participates in developing ImpactAIQ, an AI-powered platform for measuring event impacts. These products and services work together to promote Montréal as a tourist destination while supporting sustainable tourism practices.

Differentiator

Problem solved

Functional benefit

Products and services

• MTLàTABLE Annual culinary festival featuring fixed-price menus at participating restaurants across Montréal, designed to drive gastronomy tourism and restaurant revenue.
• Passeport MTL A city tourist pass offering bundled access to multiple Montréal attractions with average savings of approximately 35% compared to individual ticket pricing.
• DÉVORE Culinary Guide Annual culinary guide promoting Montréal's gastronomy as a year-round attraction, highlighting restaurants through online and print media.
• Sports Events Montréal Service supporting the organization of sports events in Montréal, offering assistance with bid strategy, familiarization visits, venue bookings, and promotional support for federations and promoters.
• Business Events Montréal Convention and meeting planning service helping organizers host meetings and conventions in Montréal with venue recommendations, bid strategy, and coordination.
• Montréal Cruises Pre- and post-cruise tour suggestions, excursion planning, and logistics information services for cruise passengers visiting Montréal, including downloadable tools and partnership coordination.
• Travel Trade Resources Marketing tools, itineraries, and media gallery access for travel professionals and trade partners selling Montréal as a destination.
• Tourisme Montréal Media Library A downloadable library of photos and videos for promoting Montréal as a tourist destination, available to registered media and partners.

Quantifiable outcome

• 93% visitor satisfaction rate
• +4 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

22 partnerships are on record, tiered core, flagship and minor.

• Port of MontrealcoreStrategic or Co-development Partner · 22 October 2025Three-year partnership renewal between the Port of Montreal and Tourisme Montreal to support cruise industry growth, including the initiation of winter cruises starting in 2027. The partnership aims to capitalize on 2024 passenger spending of $52.3 million and strong industry interest in year-round cruise operations.
• Air CanadaflagshipGTM or Marketing PartnerAir Canada collaboration with Tourisme Montreal for the MTLàTABLE culinary event and destination marketing promotions to showcase Montreal's gastronomy to travelers.
• American Express (Amex)flagshipGTM or Marketing PartnerPartnership for MTLàTABLE culinary event promotions, leveraging Amex card member benefits and marketing channels to drive dining tourism to Montreal.
• Cruise Canada New England AssociationminorChannel Partner/ Reseller/ DistributorIndustry association partner for cruise distribution in the Canada-New England region, supporting cruise itinerary development and promotion.
• Cruise the Saint Lawrence AssociationminorChannel Partner/ Reseller/ DistributorAssociation partner promoting cruise tourism on the St. Lawrence River, supporting Montreal as a cruise destination in the maritime tourism network.
• KD Marine Inc.minorChannel Partner/ Reseller/ DistributorMaritime agency representing cruise line interests at Port of Montreal, facilitating port operations and logistics for cruise ships.
• Lola / Marine AgencyminorChannel Partner/ Reseller/ DistributorMaritime agency based in Quebec providing agency services for cruise lines at Port of Montreal.
• McLean Kennedy Inc.minorChannel Partner/ Reseller/ DistributorGeneral agency providing maritime representation and agency services for cruise industry at Montreal.
• NAVITRANSminorChannel Partner/ Reseller/ DistributorMaritime agency providing shipping and cruise agency services at Montreal and across Canada.
• Robert RedfordminorChannel Partner/ Reseller/ DistributorMaritime agency providing cruise and shipping agency services in Montreal.
• CTI – Canadian Tours InternationalminorChannel Partner/ Reseller/ DistributorTour operator providing destination management services and tour operations for Montreal visitors.
• DNA – Destination North AmericaminorChannel Partner/ Reseller/ DistributorDestination management company offering tour and excursion services for Montreal cruise visitors.
• Lakeshore ExcursionsminorChannel Partner/ Reseller/ DistributorTour operator providing shore excursions and tour services for cruise passengers in Montreal.
• Premio Group Inc.minorChannel Partner/ Reseller/ DistributorDestination management company providing event services, tours, and logistics for Montreal visitors.
• Bonjour QuébeccoreGTM or Marketing PartnerRegional tourism marketing partner representing Quebec tourism on national and international markets, collaborating on destination promotion.
• Destination CanadacoreGTM or Marketing PartnerNational tourism marketing organization providing Canada Specialist Program training for travel professionals and international destination promotion.
• ARF QuébecminorGTM or Marketing PartnerRegional tourism partner representing Quebec in the travel trade network.
• KÉROULminorGTM or Marketing PartnerQuebec partner for accessible tourism, providing expertise on accessible travel experiences in Montreal.
• Indigenous Tourism QuebecflagshipStrategic or Co-development PartnerPartnership to promote Indigenous cultures and authentic experiences in Montreal, connecting planners to Indigenous culture in respectful and informed ways.
• YUL Montréal-Trudeau International AirportflagshipGTM or Marketing PartnerAirport partnership for promoting Montreal as a destination, including the YUL Express priority service and 20-minute downtown access.
• World Council on Sustainable TourismcoreStrategic or Co-development PartnerTourisme Montreal became a member of the Global Council for Sustainable Tourism, confirming its strategic role among international leaders in responsible tourism.
• Mexico Secretariat of TourismflagshipStrategic or Co-development PartnerPartnership protocol signed to restore the Mexican market, with nearly 88,000 Mexican tourists in 2019 and recovery to 64,000 in 2022.

Scale indicators13 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tourism Toronto: Tourism Toronto is the DMO and convention bureau for Toronto, a directly comparable Canadian big-city DMO with a similar mix of leisure, business events, and trade marketing functions and broadly equivalent scale of visitors and meetings activity.
• NYC & Company: NYC & Company is the official DMO for New York City, operating convention sales, leisure marketing, and member services much like Tourisme Montreal. It is the closest large-market North American DMO peer in scope and operating model.
• Visit Dubai: Visit Dubai is the government-backed DMO for Dubai, hosting major events (Expo legacy, global sports, business events) and operating trade and leisure marketing functions comparable in structure to Tourisme Montreal's mandate.
• Tourism Vancouver: Tourism Vancouver is the DMO for Vancouver, a peer Canadian city DMO combining convention sales, leisure marketing, and sustainability programming, with overlapping competitive dynamics for meetings and international leisure visitors.
• Visit Berlin: Visit Berlin is the DMO for Berlin, a European cultural-and-events capital comparable to Montreal in its blend of cultural tourism, business events, and major international festivals with a non-profit membership model.

Broad incumbents

• Brand USA: Brand USA is the national DMO of the United States, operating at a broader national scale than Tourisme Montreal but performing the same destination marketing, trade, and international promotion functions and often collaborating with city-level DMOs.
• Destination Canada: Destination Canada is Canada's national tourism marketing agency and a partner of Tourisme Montreal through the Canada Specialist Program. It operates at a broader national scale and is comparable as an upper-tier DMO with similar functions.
• VisitBritain: VisitBritain is the national tourism agency for the UK, comparable as a government-backed DMO with international marketing, trade engagement, and major events hosting focus at a larger geographic scale than Montreal.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Montreal
• LinkedInlinkedin.com/company/47993/admin
• Xx.com/montreal

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tourisme Montreal