# Tourisme Montréal

> Tourisme Montréal is the private nonprofit behind Montréal's destination marketing, visitor services, convention sales, event support, Passeport MTL and MTLàTABLE. Its real product is coordination: it turns lodging-tax revenue, public funding and industry participation into campaigns, bookings and city experiences, while trying to balance visitor growth with resident quality of life.

- **Founded:** 1919
- **Headquarters:** Montréal, Canada
- **Founders:** Automobile Club of Canada (Founder of the Tourist Bureau of Montreal, with municipal and local-industry support)
- **Team size:** Approximately 100 employees reported by the organization; LinkedIn listed 217 employee profiles in 2026, while third-party contact data supplied for this profile listed 220.
- **Products:** mtl.org destination platform, Business Events Montréal, Passeport MTL, MTLàTABLE, Visitor welcome network
- **Notable:** Montréal ranked first in North America for international association meetings in the 2025 ICCA ranking, extending a decade-long run at the top., Montréal ranked first in North America and 20th overall in the 2025 Global Destination Sustainability Index; its destination-management score rose from 83% to 91%., The destination received GreenStep Silver certification with the highest score the certifier had awarded in that category at the time.

## Products & services

- **mtl.org destination platform** — Bilingual trip-planning, editorial, event, neighborhood, dining and practical visitor information for leisure travelers and residents.
- **Business Events Montréal** — Convention and sports-event sales, bid development, site inspections, venue and supplier discovery, promotion, logistics support and eligible financial assistance.
- **Passeport MTL** — A paid bundle of three or five participating attractions, designed to save visitors money and distribute visits across the city's tourism network.
- **MTLàTABLE** — An annual restaurant event that packages fixed-price menus, promotion and partnerships to drive local and visitor spending into Montréal restaurants.
- **Visitor welcome network** — Permanent and mobile information points, printed guides, trained taxi ambassadors and industry-facing hospitality programs.
- **Harmonious Destination** — A sustainable-tourism strategy covering business practices, resident-visitor coexistence, responsible travel, inclusive events and climate-aligned destination development.

## Achievements

- Montréal ranked first in North America for international association meetings in the 2025 ICCA ranking, extending a decade-long run at the top.
- Montréal ranked first in North America and 20th overall in the 2025 Global Destination Sustainability Index; its destination-management score rose from 83% to 91%.
- The destination received GreenStep Silver certification with the highest score the certifier had awarded in that category at the time.
- Tourisme Montréal confirmed 254 future business and sports events representing 417,248 room nights and an estimated C$261 million in economic impact during 2025.
- Passeport MTL sold more than 26,300 passes worth C$1.825 million and drove more than 86,000 attraction visits in 2025.
- The 2025 MTLàTABLE attracted more than 210,000 diners and generated over C$13.5 million in customer spending across 149 restaurants.
- The 2016-2017 'Sorry' campaign won a Grand Prix at the 2017 Créa Awards and recognition from Strategy.

## Latest updates

- **2026-06** — Tourisme Montréal reported that 477 business events held in 2025 attracted more than one million participants and generated an estimated C$438 million in economic impact for Montréal and Québec.
- **2026-05** — Passeport MTL introduced 2026 food-focused options starting at C$60 plus tax, valid from April through October and advertising savings of up to 35%.
- **2026-03** — Cossette launched a reality-TV-inspired leisure campaign across France, the United States and several Canadian markets.
- **2026-03** — The 2025 annual report disclosed C$77.4 million in revenue, C$76.6 million in expenses and a record 11.9 million overnight tourists.
- **2025-12** — Montréal finished 2025 first in North America in the Global Destination Sustainability Index and achieved GreenStep Silver certification.
- **2025-05** — Tourisme Montréal selected Cossette as its lead brand and marketing-communications agency.

## Links

- Website: https://www.mtl.org/en
- LinkedIn: https://www.linkedin.com/company/tourisme-montreal/
- Twitter/X: https://twitter.com/montreal
- YouTube: https://www.youtube.com/@montreal
- Instagram: https://www.instagram.com/montreal/
- Facebook: https://www.facebook.com/Montreal
- TikTok: https://www.tiktok.com/@bonjourmontreal

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Profile page: https://yespress.io/tourisme-montr-al
Published by YesPress — https://yespress.io
Last updated: 2026-08-23