Alliance de l'industrie touristique du Québec

What Alliance de l'industrie touristique du Québec does

Alliance de l'industrie touristique du Québec is a private non-profit industry federation headquartered in Laval, Québec, with a second office in Québec City. Founded in 2016, it is the largest provincial tourism business federation in Canada, representing over 12,000 tourism businesses and 50 regional and sectoral tourism associations across all Québec regions. The organization operates as the delegated agent of the Ministère du Tourisme du Québec (MTO) for destination marketing, industry development, and public-affairs representation.

The Alliance's core service portfolio is built around four pillars: (1) destination marketing under the Bonjour Québec brand, including international representation, campaigns, and the Winterapy wellness-travel brand; (2) industry accompaniment, including the Parcours DD en tourisme sustainable tourism training program, public affairs and government relations, and the Fonds du tourisme pour l'itinérance workforce integration pilot; (3) the Centre d'intelligence d'affaires en tourisme, providing statistical and market research services to members; and (4) industry events, including the Prix excellence tourisme awards, Grande conférence Alliance, Bourse des médias, and Cocktail de l'industrie. It also operates the Fondation Alliance pour la relève as a wholly-owned subsidiary focused on youth scholarship and professional development programs with a $37,000 scholarship envelope in 2026.

The business model rests on two revenue streams: government mandates delegated by the MTO for destination marketing and industry development (the primary stream), and recurring membership fees from 12,000+ tourism businesses and 50 associations. The organization runs no commercial product lines and does not publish pricing; its customer segments are tourism businesses, regional associations, government partners, and tourism students/young professionals. No AI, software platform, or proprietary technology stack is disclosed, and the Alliance is explicitly positioned as an advocacy and coordination body rather than a technology company.

Name

Alliance de l'industrie touristique du Québec

Legal name

Alliance de l'industrie touristique du Québec

Website

https://alliancetouristique.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Alliance de l'industrie touristique du Québec is the largest provincial tourism business federation in Canada, representing 12,000+ tourism businesses and 50 regional associations. It delivers destination marketing under the Bonjour Québec brand and government-mandated industry development programs for the Québec Ministry of Tourism.

Ownership category

akta.pro rank

Product category

Tourism industry federation services

NAICS

Convention and Trade Show Organizers (56192), Convention and Trade Show Organizers (561920)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

General & Multi-Industry Trade Show Organizers (THAHABAA)

akta.pro secondary industry

Tourism Trade & Services Exports Development (BPADAMAO)

Keywords

• Tourism industry federation
• Destination marketing services
• Industry advocacy services
• Workforce development programs
• Sustainable tourism training

Headquarters

HQ city

Laval

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Government Mandates: The Alliance receives delegated mandates from the Québec Ministry of Tourism (MTO), including destination marketing under the Bonjour Québec brand, industry development programs, and strategic initiatives.
2. Membership Fees: Representing over 12,000 businesses and 50 regional and sectoral tourism associations through membership contributions.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

The Alliance de l'industrie touristique du Québec is a non-profit provincial tourism industry federation that represents over 12,000 tourism businesses and 50 regional and sectoral associations across Quebec. It delivers destination marketing under the Bonjour Québec brand, government-mandated industry development programs (including the Parcours DD sustainable tourism program and the Centre d'intelligence d'affaires en tourisme), industry advocacy, and youth workforce development through the Fondation Alliance pour la relève. It also organizes flagship industry events such as the Prix excellence tourisme awards, the Grande conférence Alliance, the Bourse des médias, and the Cocktail de l'industrie.

Product overview

Alliance de l'industrie touristique du Québec is Quebec's largest provincial business federation specializing in tourism. Rather than a unified software product, the organization offers a portfolio of programs and services including the Bonjour Québec destination marketing brand, the Centre d'intelligence d'affaires en tourisme for industry research, the Parcours DD en tourisme sustainable tourism development program, and the Fondation Alliance pour la relève youth development initiative with scholarship programs and professional co-development groups. The organization also runs major industry events including Prix excellence tourisme awards and the Grande conférence Alliance, along with business events programs like Bourse des médias and Cocktail de l'industrie. These offerings work together to promote Quebec as a global tourism destination while supporting industry workforce development and sustainable growth.

Differentiator

Problem solved

Functional benefit

Brands

• Bonjour Québec: The destination marketing brand used by the Alliance for promoting Quebec as a tourist destination domestically and internationally.

Products and services

• Bonjour Québec destination marketing brand Flagship destination marketing program that promotes Quebec as a tourist destination nationally and internationally through campaigns, experiences, and international representation.
• Centre d'intelligence d'affaires en tourisme Business intelligence center providing statistical data, market analyses, and research to support tourism industry decision-making by member organizations and partners.
• Parcours DD en tourisme Training and strategic accompaniment program that builds competencies in responsible and sustainable tourism for tourism partners, including performance indicators and measurement tools.
• Prix excellence tourisme Annual tourism excellence awards program recognizing outstanding achievements and contributions within Quebec's tourism industry.
• Grande conférence Alliance Major annual conference bringing together Quebec tourism industry professionals for networking, knowledge sharing, and strategic discussions.
• Bourse des médias Program facilitating media engagement and press coverage for Quebec tourism destinations and experiences.
• Cocktail de l'industrie touristique Annual industry cocktail event bringing together Quebec tourism professionals for networking and celebration.
• Programme de bourses de la Fondation Alliance pour la relève Scholarship program supporting tourism students and young professionals across four categories: professional distinction, excellence in internships, management career path, and entrepreneurial activities, with a 37,000 CAD total envelope in 2026.
• Groupe de codéveloppement professionnel Professional co-development groups for young tourism professionals, with six participants per group facilitated by a professional coach, focused on career development and networking.

Quantifiable outcome

• 81% of targeted organizations trained through Parcours DD en tourisme program
• +4 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core, minor and major.

• Ministère du Tourisme du Québec (MTO)coreStrategic or Co-development Partner · 11 February 2026The MTO delegates mandates to the Alliance including destination marketing (Bonjour Québec brand), industry development programs, and strategic initiatives. The Alliance received a specific mandate to structure business tourism in Québec.
• TouriScopeminorStrategic or Co-development Partner · 20 January 2026Research partner commissioned to conduct study on modified vehicle traveler demographics and patterns in Québec.
• Air CanadaminorGTM or Marketing Partner · 14 January 2026Airline partner offering round-trip flight tickets to Europe for lottery among scholarship applicants.
• ExperiSens (ITHQ)coreStrategic or Co-development Partner · 15 December 2025College technology transfer center mandated to coordinate the social-professional integration pilot project in tourism sector, documenting the process for future replication.
• Destination Québec citémajorGTM or Marketing Partner · 15 December 2025Regional destination organization contributing $100,000 to the homelessness fund pilot project in Québec City.
• Association hôtelière de la région de QuébecmajorGTM or Marketing Partner · 15 December 2025Hotel association contributing to the $200,000 social integration pilot project for tourism workforce development.
• Société de développement commercial du centre-ville de QuébecminorGTM or Marketing Partner · 15 December 2025Business improvement area organization contributing to the homelessness fund pilot project.
• Stratégie de croissance durable du tourisme 2025-2030coreStrategic or Co-development Partner · 10 December 2025The Alliance deploys the sustainable tourism initiative (Parcours DD en tourisme) aligned with MTO's 2025-2030 sustainable tourism strategy.
• Bonjour QuébeccoreStrategic or Co-development Partner · 3 November 2025The Alliance manages the Bonjour Québec destination brand, promoting winter travel trends like Winterapy across Québec.
• Station Mont TremblantminorGTM or Marketing Partner · 16 October 2024Ski resort contributing $30,000 donation and presenting a 5,000 CAD management scholarship.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tourism Industry Association of Canada (TIAC): National umbrella federation representing Canada's tourism industry. Directly comparable as a higher-tier industry association advocating for tourism businesses and coordinating with federal government, analogous to how the Alliance operates at the provincial level in Québec.
• Canadian Travel and Tourism Roundtable: National industry roundtable advocating for Canadian tourism recovery and growth. Comparable as an industry-coordination body that convenes tourism leaders and policy-makers, similar to how the Alliance coordinates Québec stakeholders.

Broad incumbents

• Destination Canada: Canada's national destination marketing organization. Comparable as a federally mandated DMO promoting Canada to international visitors; the Alliance's Bonjour Québec mandate operates at a similar function but at the provincial level.
• American Hotel & Lodging Association (AHLA): U.S. lodging industry association representing hoteliers. Comparable as a hospitality-focused industry federation offering advocacy, training, and member services to hotels, one of the Alliance's core member segments.
• World Travel & Tourism Council (WTTC): Global industry body for the travel and tourism sector. Comparable as a higher-tier industry federation providing research, policy advocacy, and global coordination that provincial bodies like the Alliance align with.

Regional players

• Tourisme Montréal: Regional destination marketing organization for Greater Montréal. Comparable as a Québec-based DMO with destination promotion, event attraction, and convention bureau functions; the Alliance operates a broader provincial mandate.
• Destination Québec cité: Regional tourism office for Québec City. Directly comparable as a Québec DMO and active partner of the Alliance (contributing to homelessness fund pilot), sharing member businesses and overlapping destination marketing responsibilities.
• Alliance Ontario Tourisme (AOT): Provincial tourism federation for Ontario. Comparable as a peer provincial industry federation advocating on behalf of regional tourism associations and members, with similar mandates on training and industry representation.
• Travel Alberta: Provincial destination marketing organization for Alberta. Comparable as a Crown corporation with a government-mandated role to promote tourism, manage destination brands, and drive industry development at a provincial scale.

Emerging players

• GoMedia (Canada's Media Travel Trade Association): Canadian trade association for travel media. Comparable as a Canadian industry association operating in an adjacent tourism segment (media), sharing some member overlap and partnering context with broader federations like the Alliance.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/AllianceTouristiqueQuebec
• LinkedInlinkedin.com/company/alliancedelindustrietouristiqueduquebec
• Instagraminstagram.com/alliance.tourismequebec
• Xx.com/AllianceQc

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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 Alliance de l'industrie touristique du Québec