New investment to support tourism in Quebec’s major urban centres

News release

The Government of Canada awards over $5.5M to Tourisme Montréal to raise Quebec’s international profile

July 11, 2019 – Montréal, QuebecCanada Economic Development for Quebec Regions (CED)

The tourism industry is a major economic driver throughout the country, supporting one out of 10 jobs. It contributes to sustainable growth and creates good jobs for middle-class families both in major centres and in communities. The Honourable Mélanie Joly, Minister of Tourism, Official Languages and La Francophonie, unveiled a new strategy for the industry on May 21: Creating Middle Class Jobs: A Federal Tourism Growth Strategy. This approach aims to bolster growth and diversify the industry through unique, new or enhanced experiences with the potential to attract tourists year-round, in all regions.

Today, Minister Joly announced two financial contributions to Tourisme Montréal to promote the tourism offerings of Greater Montréal and Quebec’s large urban centres internationally.

The first one, in the form of a non-repayable contribution of $4.8M over three years, will help the organization continue its mission to improve the Montréal region’s tourism-drawing power. Tourisme Montréal will be able to implement a marketing plan and develop tourism offerings to attract visitors from abroad.

Tourisme Montréal is also receiving a second non-repayable contribution, this one of $780,000 over three years, as coordinator of the Villes vibrantes collective project, which is aimed at implementing an international urban tourism marketing strategy for Quebec’s four main gateways: Québec City, Outaouais, the Laurentides region and Montréal. Tourisme Montréal is piloting this experience in cooperation with the Office du tourisme de Québec, Tourisme Outaouais and Tourisme Laurentides. Together, these partners boast more than 2,800 member businesses.

Through the Government of Canada’s support for projects like those of Tourisme Montréal, Canadians and visitors will be able to discover or rediscover Montréal’s attractions and experience tourism in Quebec’s various urban centres.


“We have seen many communities transform their economies through tourism and create good jobs for middle-class families. Our strategy aims to help those who are seeking to join or already working in the industry by providing Montréal and other Quebec communities with the tools they need to develop new tourism products and promote them internationally in order to become premier tourist destinations.”

The Honourable Mélanie Joly, Minister of Tourism, Official Languages and La Francophonie

“Tourism is a very important industry sector, and the Government of Canada is committed to making it profitable for everyone. By supporting projects like those of Tourisme Montréal, we are counting on the promotion and competitive tourism-drawing power of Quebec’s regions to stimulate economic growth and create good jobs for middle-class families.”

The Honourable Navdeep Bains, Minister responsible for CED

“At the heart of Montréal’s tourism ecosystem since 1919, Tourisme Montréal plays a leading role in shaping the tourism of the future by supporting the development of an innovative tourism product that allows Montréal as a destination to stand out on the world stage. We are convinced that the investments announced today will bring more visitors to Greater Montréal, which will benefit other regions. Thus, Montréal is fully playing its role as Canada’s gateway for foreign tourists.” 

Yves Lalumière, President and Chief Executive Officer, Tourisme Montréal

“The Alliance is delighted with CED’s investments, which contribute concretely to making Quebec an attractive world-class travel destination. We also applaud the ongoing cooperation and contributions of the partner associations joining forces in this initiative to market the Villes vibrantes collective project under the QuébecOriginal brand.”

Martin Soucy, President and Chief Executive Officer, Alliance de l’industrie touristique du Québec

Quick facts

  • Tourism accounts for 2% of Canada’s gross domestic product and supports more than 1.8 million jobs in the country.

  • Today’s announcement was made on behalf of the Honourable Navdeep Bains, Minister responsible for the Innovation, Science and Economic Development portfolio, which is made up of 17 federal departments and agencies, including CED and the other five regional development agencies.

  • The funding was awarded under CED’s Quebec Economic Development Program.

  • Tourisme Montréal’s mission is to position Montréal as an international-calibre destination on the leisure tourism and business travel markets. The organization’s 900 members and tourism industry partners (accommodation, food services, events, etc.) collectively aim to promote Montréal as a tourist destination among foreign visitors.

  • Tourisme Montréal works to develop tourism offerings and plays a front-line role in shaping certain areas of the industry.

Associated links


  • Jeremy Ghio
    Press Secretary
    Office of the Minister of Tourism, Official Languages and La Francophonie 
  • Media Relations
    Canada Economic Development for Quebec Regions

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