Mandate and context
As Montréal works to reposition itself as a leading global tourist destination, Tourisme Montréal engaged VOLUME10 to analyze the key factors contributing to the city’s overall appeal. The objective was to identify Montréal’s strengths, challenges and opportunities to enhance its attractiveness and reputation among visitors—through comparative analysis, expert consultations, and a strategic reading of the city’s territory.
Implementation and solutions
VOLUME10 structured the study around five core dimensions of urban vibrancy: natural environment, urban vitality and accommodation, cultural dynamism, mobility and obstructions, and safety and quality of life. The process combined an in-depth review of existing performance indicators with over twenty interviews and consultations with local stakeholders. A benchmarking exercise with international cities was also conducted. The result: a detailed map highlighting Montréal’s key assets and areas requiring further attention, across all boroughs.
Impact and outcomes
The study identified actionable levers to strengthen Montréal’s appeal for both tourists and residents. It now serves as a strategic tool for Tourisme Montréal, informing decisions around the development of public spaces, heritage conservation, mobility improvements, and family-friendly infrastructure. The methodology also provides a replicable framework to track the evolution of the city’s appeal over time.
