Tourisme Montréal Launches Its First Promotional Campaign in Mexico

Tourisme Montréal is encouraging Mexican travellers to experience Montréal’s unique atmosphere and energy through a targeted campaign entitled Inspírese sin límites,1 which is based on the Never grow up communications platform. Since Montréal has seen sustained growth from this market since 2016, the importance of connecting with this segment has become paramount for Tourisme Montréal.

More than 92,000 Mexican tourists came to the city in 2017, marking a 75% improvement over the year prior. This number is expected to grow by almost 20% in 2018 to reach approximately 109,200 tourists, according to projections made by Tourisme Montréal, in collaboration with the Conference Board of Canada.

“We want Mexicans to feel at home in Montréal. Our cultures both have Latin roots and we have a lot in common. And since Spanish is the fourth most common language spoken in Montréal, Mexicans should feel all the more welcome here!” said Yves Lalumière, President and CEO of

Tourisme Montréal. “We cannot access this market without airline cooperation. Aeromexico is on board and offers 14 flights a week—two per day—between Montréal and Mexico,” said Mr. Lalumière.

Access to the Mexican market has opened the door to several shared initiatives throughout the year. On November 1, a delegation from Tourisme Montréal travelled to Mexico to present the city’s impressive culinary offer at the Wine & Food Festival. In addition, a special event organized in collaboration with Cirque du Soleil will take place in Mexico City on Friday, November 9, to thank Tourisme Montréal’s Mexican partners.

Last February, Tourisme Montréal and the Mexico Tourism Board signed a memorandum of understanding when several representatives from Montréal’s business sector travelled to Mexico City for a trade mission. Under this agreement, the two tourism bureaus agreed to work closely

on initiatives to increase tourism in both cities while promoting dialogue between their respective tourism industries.

Videos from the campaign are available here: ¡Montréal, no solo la visite, vívala! 1 and 2.

About Tourisme Montréal

Tourisme Montréal is a private, non-profit organization that works to position Montréal as an international-calibre leisure and business travel destination. The organization leads innovative tourist welcome strategies with a twofold objective: ensuring that visitors enjoy a quality experience and maximizing the economic benefits of tourism. Uniting more than 900 tourism professionals, Tourisme Montréal plays a leading role in the management and development of Montréal’s tourism business, and makes recommendations on issues surrounding the city’s economic, urban and cultural development.