This text is part of the special Business Tourism section
Last July, the Palais des congrès de Montréal won the Innovation — Delegates’ Choice award from the International Association of Convention Centers for its thematic spaces intended for tourism in Quebec. Given the great success they have had with visitors, the metropolitan center can consider that its mission is accomplished.
Two people chatting in a ski cabin, others resting in a hammock near a window with autumnal reflections, or working under the belly of an immense humpback whale suspended from the ceiling. Photos of the installations taken over the last two years show that convention-goers really took ownership of the five thematic spaces inaugurated at the Palais des congrès de Montréal. “This is exactly what we were aiming for,” notes its president and general director, Emmanuelle Legault.
While the majority of business travelers who pass through its walls generally visit only three places during their stay (the airport, the hotel and the convention center), the Palais des congrès wanted to encourage visitors to extend their stay or come back to visit Quebec on vacation, giving them a taste of what the province can offer them. “Since the post-pandemic, business people have been asking more questions about whether or not to travel for a conference. When they travel, they want to have unusual experiences and meet people,” says M.me Legault.
It is to offer informal, fun and representative meeting places of Quebec that the Palais des congrès launched this project a few years ago with a first space, the Chalet zone. A collaboration was established with Quebec Native Tourism and the Quebec Tourism Industry Alliance (AITQ) to design four additional spaces: the Station, the Saint-Laurent, the Panorama and Native Quebec. The partners thus participated in the choice of themes and elements to be highlighted, including the selection of the location and the design of thematic menus.
Five shades of Quebec
Rather than presenting specific regions, the spaces revolve around themes that represent the province’s tourism offering. “We have strong experiences to promote internationally,” explains Geneviève Cantin, president and CEO of the AITQ, whose mandate is notably to promote the Bonjour Québec brand.
La Station, for example, puts winter tourism at the forefront, recreating the atmosphere of an après-ski at the bottom of the slopes. With its sound and visual atmosphere, the Saint-Laurent space immerses visitors in the heart of the river. “The Saint-Laurent is an entity very specific to Quebec, and we wanted to highlight what is unique in the world,” explains M.me Canteen. Evoking a fall adventure stay, the Panorama offers a mini via ferrata course, stationary bikes, picnic tables and other fun spaces to rest for a moment. QR codes located in each space allow visitors to access additional information.
Indigenous Quebec, finally, introduces business travelers to the 11 Indigenous nations in a circular space encouraging encounters, developed in partnership with Indigenous Tourism. “We went to meet the 11 nations, which we would never have been able to do without this partnership,” emphasizes Emmanuelle Legault.
A welcomed initiative
It is within the framework of the annual conference of the International Association of Convention Centers, which was held from 1is on July 3, 2024 at the Costa Rica Convention Center, the Innovation Prize was presented at the Palais des congrès de Montréal. “It’s nice, because there were many other innovative projects,” notes Mme Legault. This award, decided by a panel of industry judges, recognizes creativity and innovation in any aspect of convention center management, operations or marketing. “Recognition by peers, there is nothing nicer. It shows that our efforts are appreciated,” adds Emmanuelle Legault. “It’s all the more pleasant since we are mandated for leisure tourism,” notes the CEO of the AITQ. This collaboration therefore allows leisure tourism to carve out a place for itself among business visitors. The experience has already produced some results, with a collaboration between Indigenous Tourism and the Montreal airport.
While we often equate innovation and technology with big budgets, “what we liked was the feasibility of this idea,” continues M.me Legault. She says she has received requests from many other convention centers who would like to replicate the concept in their own facilities.
Faced with the enthusiasm, the CEO of the Palais des congrès wishes to continue this momentum and continue to add discovery zones to the center’s thematic spaces. “I would like to bring Montreal to the Palais. I work hard on it! » confides Emmanuelle Legault.
This content was produced by the Special Publications team at Dutyrelating to marketing. The writing of the Duty did not take part.
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