Positioning Montréal as an international gastronomic destination

Montréal, May 31, 2012 – Dining in Montréal is like eating in no other place in the world. The rituals linked to hospitality, creativity and conviviality that accompany meals are indeed unique. With Montréal’s exceptional approach to the “pleasures of the table” in mind and fully understanding that the best way to a person’s heart is through their stomach, Tourisme Montréal has launched several initiatives to whet visitors’ appetites for Montréal as a gastronomic destination. These initiatives include a promotion campaign, the creation of a gastronomic committee and the organization of the inaugural edition of TASTE MTL, which will take place November 1 to 11, 2012. What’s more, Montréal will be featured in a 20-page gourmet insert in this month’s edition of National Geographic Traveler, along with a free application for iPad.

Since 2011, Tourisme Montréal has developed its strategic approach to position the city as a world-class gastronomic destination. The organization’s strategy particularly aims to prioritize gastronomy in its marketing campaigns. As such, one million dollars will be dedicated to this promising niche market this year, primarily for advertising and promotional efforts directed towards the Ontario and US markets.

“Considering how Montrealers turn every meal into an authentic ritual, it isn’t surprising that our city overflows with great restaurants! We want the entire world to know about our outstanding establishments and chefs because they represent an integral part of Montréal’s unique flavour,” underlines the Honourable Charles Lapointe, President and Chief Executive Officer of Tourisme Montréal.

Furthermore, Frommer’s guide ranked Montreal in its “10 Best Cities for Outdoor Dining” last year.

First edition of TASTE MTL


From November 1 to 11, 2012, Montréal will host its very own Restaurant Week. Following other large North American cities such as New York, San Francisco and Vancouver, the city will invite Montrealers and visitors to discover the variety and richness of its restaurants. In the spirit of a true culinary celebration, our greatest chefs will offer their best creations at a reduced price.

Several restaurants have already confirmed that they will participate in the event, including Bar Tazaflores, Birks Café par Europea, Brasserie T!, Chez Delmo, Chez l’Épicier, Chez Victoire, Ferreira Café, Toqué! and Van Horne, Cuisine du marché. For a complete list of participating restaurants to date, please visit http://www.octgm.com/taste-mtl/participating-restaurant.pdf


Montréal featured in National Geographic Traveler


The city’s gastronomic scene will also shine bright in a 20-page insert at the heart of the June 2012 edition of National Geographic Traveler magazine, whose readership includes some 8.8 million people. This insert will highlight a number of dishes for which Montréal is renowned, including bagels and smoked meat sandwiches, but also the city’s most creative restaurants. Furthermore, this dedicated section will also be inserted in the Toronto Star newspaper as well as Food & Drink magazine in mid-June.

In addition, the writers at National Geographic Traveler developed a free iPad application entitled A Taste of Montréal, now available for download. With over 250 pages, numerous photos, panoramic images, recipes plus tips from Montréal chefs, it promises to make the mouths of foodies all over the world water! To download the application: http://itunes.apple.com/us/app/a-taste-of-montreal/id526949604

Tourisme Montréal’s strategy also include the involvement of a committee comprised of influential Montrealers from various sectors: food and hospitality, hotels, major events and associations closely related to gastronomy. This consulting body, created in 2011, allowed the organization to validate the pertinence of its activities and to efficiently promote Montreal on the competitive market of culinary tourism.

Bon appétit!


About Tourisme Montréal

Tourisme Montréal is responsible for providing leadership in the concerted efforts of hospitality and promotion in order to position the “Montréal” 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. For more information, please visit www.tourisme-montreal.org.

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Source:                                             Tourisme Montréal

Information:             Alexandra Graveline

                 Manager – Corporate Public Relations
Tourisme Montréal
514 844-3558