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Strategic Forum on Tourism

Come and listen to sector experts and discuss the priority actions to be implemented as part of the Relaunch MTL movement. Events The speeches will be delivered mainly in French.

Co-developed by:


Explore the movement here Discover our sector partners


Without a doubt one of the sectors most affected by the COVID-19 pandemic, Montréal’s leisure and business tourism is experiencing a sharp decline after years of sustained growth. The entire ecosystem is suffering: air transport, hotels, the convention industry, restaurants, arts and culture, sports, and retail. There are many major challenges involved, from declining attendance in the downtown core to restrictions on the holding of gatherings. Tourism’s economic ramifications are considerable. Maintaining the gains made and creating the conditions for a successful relaunch are central to the priorities of this sector, one of the most distinctive in the city.

Event format in a nutshell

  • Starting at 7 a.m., log on, join the movement and take part in a networking session (optional)
  • Conferences starting at 8 a.m.
  • Around 12:30 p.m., end of conferences
  • Discussions between all participants until 2 p.m. (optional)
  • Virtual booths throughout the activity


7:00 a.m. Access to the platform and networking period

8:00 a.m. Opening remarks

  • Michel LeblancPresident and CEO
    Chamber of Commerce of Metropolitan Montreal
  • Mélanie JolyMinister of Economic Development and Official Languages
  • Diane LangloisVice-President, Public Affairs and Government Relations
    Chamber of Commerce of Metropolitan Montreal
    Master of Ceremonies
  • Caroline ProulxMinister of Tourism
    Minister responsible for the Lanaudière Region
  • Luc RabouinVille de Montréal's executive committee member, responsible for economic and commercial development, and design

8:50 a.m. Talk – Presentation of current conditions and the Action Plan to Strengthen the Tourism Sector

  • Michel LeblancPresident and CEO
    Chamber of Commerce of Metropolitan Montreal
  • Yves LalumièrePresident and Chief Executive Officer
    Tourisme Montréal

9:15 a.m. KPMG Group brainstorming session to enhance the action plan to strengthen the sector

  • Caroline CharestPartner, Advisory

9:35 a.m. Panel – Destructuring of the tourism offer: how to avoid the post-COVID shock

  • Raymond Bachand President
    Conférence économique de l’industrie touristique québécoise
  • François MeunierVice-President of Public and Government Affairs
    Association Restauration Québec (ARQ)
  • Eve Paré President and Chief Executive Officer
    Association des hôtels du Grand Montréal
  • Martin RoyExecutive Director
    Regroupement des événements majeurs internationaux (RÉMI)
    Festivals et événements majeurs (FAME)


  • Michel LeblancPresident and CEO
    Chamber of Commerce of Metropolitan Montreal

10:10 a.m. Panel – Downtown's economic vitality: one crucial challenge for Montréal

  • Paul Arseneault Holder of the Chair in Tourism
    Director of the Tourism Intelligence Network
    Professor in the Marketing Department
    École des sciences de la gestion (ESG UQAM)
  • Déborah Cherenfant President of the Junior Chamber of Commerce of Montreal
    Regional Director, Women Entrepreneurs, Quebec Region
    TD Bank Group
  • Jacques-André DupontChief Executive Officer
    C2 International – C2 Montréal
  • Émile Roux Executive Director, Business Development Corporation
    Montréal centre-ville


  • Michel LeblancPresident and CEO
    Chamber of Commerce of Metropolitan Montreal

10:40 a.m. Panel – How can the economic and scientific communities revive business tourism?

  • Luc CharbonneauDirector of Corporate Development and Strategic Alliances
    Palais des congrès de Montréal
  • Virginie De VisscherSenior Director of Business Development, Economic Sectors, Business Events
    Destination Canada
  • Fabrice Labeau Deputy Provost, Student Life and Learning
    McGill University


  • Mylène Gagnon Vice-President, Congress Sales and Services
    Tourisme Montréal

11:15 a.m. Panel – Rethinking major sporting and cultural events

  • Michel LabrecquePresident and CEO
    Parc olympique
  • Jacques PrimeauGeneral Manager
  • Monique Simard Chair
    Partenariat du Quartier des spectacles


  • Guy-Joffroy Lord Director, Business Intelligence, Development and Strategic Alliances
    Tourisme Montréal

11:50 a.m. Talk – 17 Grand Prix, 12 countries, 1 pandemic

  • François DumontierPresident
    Formula 1 Grand Prix du Canada

12:00 p.m. Talk – Strategic infrastructure for future tourism

  • Martin MasséVice-President, Public Affairs
    Aéroports de Montréal
  • Robert Mercure President and Chief Executive Officer
    Palais des congrès de Montréal

12:25 p.m. Panel – Future tourism and harmonious cohabitation

  • Liza Frulla Chief Executive Officer
    Institut de tourisme et d’hôtellerie du Québec (ITHQ)
  • Marie-Pier GermainVice-President of Marketing
    Germain Hotels
  • Jérôme Glad Co-founder
    La Pépinière I Espaces collectifs


  • Manuela GoyaVice-President, Destination Development and Public Affairs
    Tourisme Montréal

12:55 p.m. Closing remarks and presentation of working session highlights

  • Michel LeblancPresident and CEO
    Chamber of Commerce of Metropolitan Montreal
  • Yves LalumièrePresident and Chief Executive Officer
    Tourisme Montréal

1:10 p.m. Networking

2:00 p.m. End of the Forum


In collaboration with:


Strategic Forum on Tourism
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Contact et informations

By phone:

514 871-4001

For more information

Véronique Lauzon
Special Projects Manager
514 871-4000, ext. 4006

For any questions about your login on the day of the Forum, please send an email to:

Please note that no exchange or refund will be accepted after your purchase. This event will be held despite a potential lockdown.

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