Montréal’s tourism industry gets a $1.1 billion boost from culture

A study carried out for Tourisme Montréal confirms that culture is one of the main pillars supporting Montréal’s tourism industry and a key component of the city’s identity as an international-caliber cultural destination. Some 2.3 million culture-seekers visit the city every year, accounting for 26% of all tourists who come to Montréal. Culture is essential to tourism; it represents 6% of Greater Montréal’s GDP for a total of nearly 131,000 direct and indirect jobs and annual economic spinoffs of $10.7 billion.

“Culture is already at the heart of Montréal’s identity, personality and history. It is a key driver of the city’s development, economic vitality and future prosperity. That’s why we strive to maintain and stimulate synergies between the tourism and culture sectors. The idea is to promote the creation of innovative and appealing projects that will take our tourism product to the next level,” said Yves Lalumière, President and CEO of Tourisme Montréal.

“Montréal’s cultural scene makes an incredible contribution to the city’s reputation. The City of Montréal actively supports arts and culture through various initiatives, such as increasing funding to the Conseil des arts de Montréal. Tourisme Montréal is the custodian of the relationship between the tourism and cultural sectors, two key pillars of Montréal’s ecosystem that, together, further enhance the city’s renown. In fact, the economic benefits of the tourism-culture connection are both significant and growing,” said Denis Coderre, Mayor of Montréal.

Where attendance at cultural activities is concerned, traffic at festivals alone amounts to more than 7.5 million admissions. Meanwhile, museums record 7 million admissions, with tourists accounting for 49% of museum patrons across the province. The number of entries at other attractions reaches 9 million.

The purpose of the study was to examine the direct and indirect impact that culture has on Montréal’s tourism economy. The findings indicate that, on an annual basis, cultural tourism brings in $333 million for local hotels, $341 million for the food and beverage industry and $149 million for shops and boutiques. Tourists who come to Montréal are 95% satisfied with the cultural activities offered.

Worldwide, cultural tourism is one of the fastest growing tourism markets, according to the Organisation for Economic Co-Operation and Development (OECD). Culture and tourism are mutually beneficial; they are at the heart of urban tourism and strengthen the overall attractiveness of a city. As a unifying organization, Tourisme Montréal is committed to integrating local culture into the tourism sphere as a means of promoting Montréal as a cultural destination and a UNESCO City of Design.

About Tourisme Montréal
Tourisme Montréal is responsible for providing leadership in the concerted efforts of hospitality and promotion in order to position Montréal as a destination on leisure and business travel markets. It is also responsible for developing Montréal’s tourism product in accordance with the ever-changing conditions of the market.