Québec grants over $4 million to Tourisme Laval to boost Laval's tourism industry

Laval, June 23, 2022 - Tourisme Laval will receive over $4 million from the Ministry of Tourism, a major financial boost to the tourism industry in the Greater Laval region.

Recently announced by the Minister of Tourism, Caroline Proulx, this financial support for the development of regional tourism crystallizes the importance of this industry to the Quebec economy. For Tourisme Laval, this good news lays the groundwork for the pursuit of its mandate, and provides fresh impetus to the growth of Laval's attractiveness as a tourist destination.

Nearly $2.5 million to develop the destination and support our partners in meeting their challenges

The renewal of the agreement for the next four years, a longer period than previously, will enable better long-term planning for the organization. For the duration of the agreement, Tourisme Laval will receive a maximum envelope of $2,494,781 to carry out mandates for the development and enhancement of the region's tourist attractions, including actions related to tourism innovation and digital transformation.

For Tourisme Laval, these mandates will focus more specifically on tourism promotion, marketing, hospitality and signage, as well as the development and structuring of the tourism offering. In addition, Tourisme Laval will be stepping up its contribution to the transition towards responsible, sustainable tourism, notably by strengthening its role as a coordinator at regional level, and by implementing promising, structuring solutions in this area. This major funding confirms Tourisme Laval 's leading role in the sustainable development of an industry that is recovering with strength, optimism and creativity from the long COVID-19 pandemic. As a regional tourism association (ATR), Tourisme Laval is at the heart of this radiant dynamism, rich in initiatives that have borne fruit over the past two years.

1.7 million to develop and structure the offering

The other component of the Ministère du Tourisme's financial assistance is the renewal of the Ententes de partenariat régional et de transformation numérique en tourisme (EPRTNT). These agreements aim to mobilize financial partners to enhance the regional tourism offering.

In addition to the $1,035,000 financial contribution from the Ministry of Tourism, Tourisme Laval is contributing $700,000, for a total of $1,735,000 over the next three years. This represents a substantial increase over the previous agreement's two-year investment of nearly $464,000. Thanks to the 2020-2022 Regional Tourism Partnership Agreement (RTPA), Tourisme Laval was able to finance 17 projects involving 16 Laval businesses and organizations.

The EPRTNT is an incredible financial lever for the region's tourism businesses. The first call for projects will be launched by next autumn.

Quotes :

"With their in-depth knowledge of their communities, regional tourism associations are invaluable partners in the development of Quebec's tourism offering. This significant funding from our government to Tourisme Laval will give them the predictability and room to manoeuvre they need to continue supporting the ambitions of Laval's tourism businesses during this period of recovery in international tourism activity."

Caroline Proulx, Minister of Tourism and Minister responsible for the Lanaudière and Bas-Saint-Laurent regions

"Designated as the^3rd largest city in Quebec, Laval deserves recognition for its attractions, which continue to multiply over the years. Our great region is teeming with ideators and creators who give it a distinctive identity. By increasing its financial support, our government is recognizing its inescapable potential.

Christopher Skeete, MNA for Sainte-Rose and Premier's assistant for relations with English-speaking Quebecers

"The renewal of our operating agreement not only ensures the continuity of our actions, but also enables us to explore new avenues in responsible tourism and to meet the challenges associated with workforce recruitment. Added to this is the Entente de partenariat régional et de transformation numérique en tourisme (EPRTNT), which represents a major lever for the realization of structuring concepts and projects. Tourisme Laval is certainly back on the road of positivism and dynamism, which so well characterize our tourism destination."

Geneviève Roy, President and CEO of Tourisme Laval

These agreements will prove to be a key element in the revival of Laval's tourism industry, whose players are renowned for their commitment and creative energy.

About Tourisme Laval

As a leader in a fast-growing industry, Tourisme Laval contributes to the development of Laval as a tourist destination, provides leadership in welcoming and promoting attractions, and acts as a rallying agent for members and partners, in a perspective of sustainable development.

– 30 –