Tourisme Laval

What Tourisme Laval does

Tourisme Laval is a non-profit (OBNL) Regional Tourism Association (ATR) and the official regional partner of the Quebec Ministère du Tourisme (MTO), established to promote and develop tourism across the Laval region of Quebec, Canada. The organization operates a comprehensive digital destination platform covering attractions, restaurants, accommodations, and events, alongside a physical Tourist Information Office in Centropolis, Laval. Its flagship service, Le Simplificateur (Les Simplificateurs), is a free, end-to-end event planning concierge for business and sports event organizers, offering venue sourcing, infrastructure coordination, site visits, stakeholder/media relations, and administrative assistance including application support for funding programs such as FSTAI (international business tourism) and EPRTNT (regional digital transformation). Curated content products include Top Idées (seasonal recommendations) and themed Itineraries (e.g., 3-day family, 72-hour friends, scientific discovery), targeting four segments: pleasure travelers, business and sports tourism, and local Laval residents.

The underlying technology stack is intentionally lean and conventional rather than proprietary: a WordPress-based website with Google Analytics for traffic analysis, Tourinsoft for attraction listing management, the Stellar Tech platform for influence-marketing campaign optimization, and a members-only Zone Entreprise (Business Zone) portal with WebCargo file-transfer capability. The organization does not develop proprietary software; instead it integrates external platforms to deliver curated tourism content and member services.

The business model mixes three revenue streams: (1) government transfer payments from the Quebec MTO as the designated ATR partner, (2) recurring membership dues from approximately 200 tourism-sector businesses (attractions, hotels, restaurants, event venues), and (3) administration of marketing-credit programs for eligible hotel establishments. Visitor-facing information and the Simplificateur service are offered free of charge, positioning Tourisme Laval as a public-good intermediary rather than a transactional vendor. Strategic partners include the Ville de Laval (with board representation), Tourisme Québec, Canada Economic Development for Quebec Regions (DEC), and key member businesses such as Sheraton Laval.

Name

Tourisme Laval

Legal name

Tourisme Laval

Website

https://tourismelaval.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

Tourisme Laval is the official non-profit Regional Tourism Association (ATR) for Laval, Quebec, serving visitors, event organizers, and roughly 200 member tourism businesses with destination marketing, a free event-planning concierge (Le Simplificateur), and administration of provincial tourism funding programs.

Ownership category

akta.pro rank

Product category

Destination Marketing and Tourism Promotion

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Hotel & Resort Convention Venues (Convention Hotels) (THAHAAAC)

akta.pro secondary industries

Tourism Trade & Services Exports Development (BPADAMAO), Convention & Exhibition Centers (Public Convention Centers, Civic Centers) (THAHAAAA)

Keywords

• Destination marketing organization
• Tourism promotion services
• Event planning support
• Regional tourism association
• Business tourism development

Headquarters

HQ city

Laval

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

Revenue model

1. Government Funding: Tourisme Laval is a non-profit organization (OBNL) and regional tourism association (ATR) that receives funding from the Quebec Ministry of Tourism (MTO) as the preferred regional partner.
2. Membership Dues: The organization collaborates with nearly 200 members from various sectors related to the tourism industry. Members pay dues to access services and benefits of the association.
3. Marketing Programs: Marketing credit program for eligible hotel establishments to support promotional activities.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Tourisme Laval operates as the official Regional Tourism Association for Laval, Quebec, promoting the destination through a comprehensive tourism information platform covering attractions, restaurants, accommodations, and events. Its flagship offering is Le Simplificateur, a free end-to-end event planning support service that helps business and sports event organizers with venue sourcing, stakeholder coordination, funding applications, and logistics. The organization also administers funding programs (FSTAI, EPRTNT) and operates a member-only Business Zone portal serving nearly 200 tourism businesses.

Product overview

Tourisme Laval is a regional tourism nonprofit organization (OBNL) and regional tourism association (ATR) that serves as the primary regional partner of the Ministère du Tourisme. The organization operates a comprehensive digital platform featuring its core product Le Simplificateur (The Simplifier), a free event planning service for business events, combined with a tourism information platform covering attractions, restaurants, accommodations, and events. The portfolio includes curated Top Idées recommendations, customizable Itineraries for different visitor profiles, and member-only services through the Zone Entreprise (Business Zone) including the FSTAI international business tourism funding program, EPRTNT regional development financial aid program, and Marketing Credits program. The Simplificateur team provides personalized support for event organizers including venue selection, stakeholder coordination, and administrative assistance.

Differentiator

Problem solved

Functional benefit

Brands

• Le Simplificateur: Event planning support service offered by Tourisme Laval to help organizers plan business events in Laval.
• Les Simplificateurs

Products and services

• Le Simplificateur (The Simplifier) A free event planning service that connects business event organizers with venues, suppliers, and support services across Laval, providing customized advice on infrastructure, capacity, communications coordination, site visits, stakeholder relations, media relations, and administrative services including funding requests. Aimed at business and sports event organizers.
• Tourism Information Platform A comprehensive digital platform providing information about attractions, restaurants, accommodations, events, and itineraries for visitors to Laval, featuring interactive exploration tools and seasonal activity recommendations. Targeted at leisure travelers and tourists visiting Laval.
• Top Idées (Top Ideas) Curated activity recommendations and articles featuring seasonal guides, family activities, romantic getaways, sporting events, gastronomy highlights, and cultural experiences throughout Laval. Targeted at visitors seeking inspiration for activities and experiences.
• Itineraries Pre-planned visit routes combining multiple attractions and activities, such as the 3-day summer family itinerary (8 activities), 72 hours with friends itinerary, 2-day dog-friendly itinerary, and 1-day scientific discovery route. Targeted at visitors planning multi-day visits.
• FSTAI Program (Fonds pour stimuler le tourisme d'affaires international) A funding program administered by the Ministère du Tourisme to stimulate attraction of international business events to Quebec or increase international participation in existing events, with application deadlines throughout 2026-2028. Targeted at event organizers seeking financial support for international business tourism.
• EPRTNT Program (Entente de partenariat régional et de transformation numérique en tourisme) A financial aid program (2025-2027) developed jointly with the Ministère du Tourisme to support and accompany tourism businesses on their territory in development and growth with a responsible and sustainable approach. Targeted at Laval tourism businesses seeking financial aid for development.
• Marketing Credits Program A marketing credit program for eligible hotel establishments that provides reimbursement for marketing activities, accessible through login with provided access codes. Targeted at member hotel establishments in Laval.
• Zone Entreprise (Business Zone) A member-only portal providing access to bulletins, funding programs, brand assets (Tourisme Laval, Laval, Laval Sportcité logos), FSTAI and EPRTNT applications, marketing credit requests, and member resources. Targeted at the organization's nearly 200 member tourism businesses.

Quantifiable outcome

• $444.2M in annual tourist expenditures
• +4 more outcomes

Named customers3 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

Integration3 records

Feature2 records

Partnerships

Six partnerships are on record, tiered core and major.

• Ministère du Tourisme (MTO)coreStrategic or Co-development PartnerTourisme Laval is the preferred regional partner of the Quebec Ministry of Tourism, playing a coordination and expertise role with stakeholders in its territory to promote convergence of regional and inter-regional tourism actions.
• Tourisme QuébeccoreStrategic or Co-development PartnerOfficial partner for Quebec tourism promotion, with Tourisme Laval integrated into the provincial tourism marketing network.
• Ville de LavalcoreStrategic or Co-development PartnerMunicipal government partner with representation on the board of directors (Annick Senghor, Municipal Counsellor).
• Adv地somajorGTM or Marketing PartnerDigital marketing agency selected to evolve Tourism Laval's destination marketing efforts.
• Tourism Businesses (200 members)coreChannel Partner/ Reseller/ DistributorNearly 200 member businesses from various tourism sectors (attractions, hotels, restaurants, events) that benefit from promotional services, funding access, and network representation.
• Sheraton LavalmajorChannel Partner/ Reseller/ DistributorFlagship hotel and convention center partner, with Natalia Cristancho-Mercado (GHGC Sheraton) serving as Vice-President of the Board.

Scale indicators9 records

Recent moves5 records

Expansion highlights5 records

Others

• Simpleview: CRM, CMS, and digital-marketing platform purpose-built for destination marketing organizations; functions as a key technology vendor peer for DMOs like Tourisme Laval.
• Zartico: Data and analytics provider serving DMOs and tourism boards; comparable as an enabling ecosystem peer supporting destination measurement and influence-marketing analysis similar to Stellar Tech use at Tourisme Laval.

Broad incumbents

• Destination Canada: National Canadian DMO whose mandate supersedes regional players like Tourisme Laval; serves as the umbrella brand into which Laval's promotion feeds.
• NYC & Company: Large-scale city DMO with significantly greater budget and global reach; comparable as a destination marketing and convention-sales organization but operating at materially higher scale.

Direct peers

• Office du tourisme de Québec: Provincial-level DMO for Quebec City region; directly comparable in mandate (promotion, visitor information, MICE support) and ATR-style operating model within the same Quebec tourism ecosystem.
• Tourisme Montréal: Regional destination marketing organization serving Greater Montreal, including Laval's metropolitan sphere. Comparable as a Quebec/Canadian DMO promoting attractions, accommodations, and business events to leisure and MICE travelers.
• Visit Austin: City-level DMO delivering destination promotion, convention sales, and member programs; comparable in scale and product-mix emphasis on events, music, and outdoor lifestyle.
• Visit Denver: Mid-sized North American city-level DMO performing destination marketing, MICE sales, and member services for a city with urban-plus-outdoor positioning similar to Laval.
• Tourisme Mauricie: Regional DMO for Mauricie, Quebec with overlapping nature/outdoor positioning, member network, and MTO ATR mandate — directly analogous in mission and operating profile.
• Tourisme Cantons-de-l'Est: Quebec regional tourism association for the Eastern Townships with a similar ATR mandate, member-based funding, and visitor promotion focus; comparable in scale and structure to Tourisme Laval.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/tourismelaval
• YouTubeyoutube.com/@tourismelaval
• Facebookfacebook.com/tourismelaval
• LinkedInlinkedin.com/company/tourismelaval
• Instagraminstagram.com/tourismelaval

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Tourisme Laval