A sustainable recovery

Tourisme Montréal is moving towards a more proactive and strategic role in the management of the destination, where the coexistence of residents and tourists is encouraged in a concern "to harmoniously integrate tourist flows into local dynamics". Sustainable tourism aims to create smart tourism, a financially prosperous, diverse and sustainable sector. For Tourisme Montréal, this is a transversal approach, a corporate culture.


For any question, please contact: 

Sarah Justine Leduc-Villeneuve - Manager – Hospitality and product development

By carrying out the actions of the plan, Tourisme Montréal contributes to the prosperity of an industry and to the harmonious cohabitation of visitors and residents. As an organization, it rebuilds better and is dedicated to a sustainable and resilient recovery.

This strategy will encourage by 2030 the development of an exemplary tourist destination by having a positive impact on the local community, will promote the happy cohabitation of residents and tourists, will promote responsible tourism in our ecosystem, will ensure the place of business events that respect the environment and encourage sustainable and growth-friendly business action.

Our growth prospect is very real. It must remain on a human scale and accentuate the benefits for the entire Montreal community. By focusing on economic, social and environmental aspects, it is part of a sustainable development perspective.

As a true manifesto for sustainable tourism, this strategy aims to rebuild better by being part of the movement of tourism for good. It builds a common front for tourism resilience with business and local communities.

Tourism as collective wealth

Beyond the number of tourists, tourism growth is defined by improving the visitor experience and resident satisfaction, supporting local businesses and contributing to the common good of residents, tourists and the environment. Tourism growth is only legitimate when it generates positive and lasting impacts.

The impact of tourism is significant and positive. In addition to being a major economic vector, tourism contributes to cultural exchanges, mutual understanding and peace. It fights discrimination and prejudice between individuals and societies (United Nations, 2011) and in many ways constitutes a form of collective wealth. In Montreal, one of the social benefits of the visitor's economy is:


  1. The tourist traffic which is important for the maintenance of cultural and museum institutions, in addition to strongly animating the central districts and the regions bordering the destination.

  2. The presence of visitors in Montreal neighborhoods which contributes to the dynamism of the place and which has an impact on residents' sense of security.

  3. Business events that contribute to increasing research and scientific knowledge locally and around the world.

  4. Sporting events that contribute to the well-being of resident communities and participants by providing important legacy and social impact

  5. The creation of quality jobs in several areas of the tourism ecosystem.

Sustainable tourism

Pillars for a sustainable destination

The strategy is implemented through four pillars. Each of the pillars translates into the achievement of goals and actions. They are the foundations of our strategy.

  1. Develop more sustainable tourism by maximizing the positive impact of our industry
    The tourism industry will focus on building resilience and promoting sustainability at all levels. It will shape the sector to ensure its growth, also prioritizing inclusiveness and sustainability. Managed responsibly and sustainably, tourism and business events will emerge from the COVID19 crisis and help build a thriving community while respecting the environment.

  2. Promote a harmonious cohabitation of residents and tourists
    Tourism and economic development does not come at the expense of the quality of life of residents, but rather adds value by contributing to the cultural and social vitality of the destination. Visitors, conventioneers and locals are reaping will benefit of the tourism industry's spinoffs, in a win-win situation for all.

  3.  Keep the destination safe and resilient
    As a sustainable business, Tourisme Montréal will create an organizational culture where considerations of sustainability, inclusion and accessibility will be integrated into day-to-day decision-making and processes. This plays a fundamental role in the projects, partnerships, collaborations, campaigns, events, recruitment and other activities launched. Tourisme Montréal will create economic value and get involved in its community.

  4. Promote the adaptation of corporate cultures in the tourism sector
    The tourism sector will be fully committed to prioritizing people, their physical and health security. Tourisme Montréal will call for the responsibility of organizations and the coordination of the sector to ensure the resumption of activities. In order to rebuild visitor confidence as quickly as possible, the tourism industry will need to demonstrate its ability to protect consumers / visitors / travelers as well as its workers and suppliers. Tourisme Montréal will be a sustainable and resilient company.