TOURISM MONTREAL
Elevating the Tourist Experience in Montreal
Tourism Montreal’s digital transformation redefines how the city engages with visitors, leveraging cutting-edge technology to create a seamless and personalized travel experience.
PROJECT OVERVIEW
Tourism Montreal is the official marketing organization dedicated to promoting Montreal as a prime destination for tourists and business travelers alike. Its mission is to drive economic prosperity by attracting visitors through innovative marketing strategies and robust partner collaborations.
The initiative aimed to revamp Tourism Montreal’s digital presence, establishing a sophisticated ecosystem that enhances visitor interaction through personalized content and recommendations. The goal was to not only attract more tourists, but also to enrich their experience, encouraging longer stays and more frequent returns.
ECOSYSTEM & MARKET
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m+
yearly tourist visits
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b+
total yearly tourist spending
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+
tourism industry partners
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+
festivals held each year
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%
occupancy rate for hotels
MY ROLE
As the lead UX designer and strategist, I orchestrated the user research and design processes that laid the foundation for this transformative project. My responsibilities included developing a deep understanding of target audiences, mapping customer journeys, and designing a user interface that supports dynamic content personalization.
My strategic input ensured that the technological solutions deployed were in perfect alignment with user expectations and business objectives.
THE APPROACH
The strategy centered on a user-centric design philosophy, beginning with extensive data collection to understand visitor behaviors and preferences. I led a series of stakeholder workshops to align project goals with user needs and implemented an iterative design process.
This process utilized real-user data to refine the system, incorporating a sophisticated recommendation engine that adapts to user interactions, enhancing the personalization of the content.
RESULTS
The reimagined Tourism Montreal website significantly increased user engagement, with notable improvements in traffic, session duration, and interaction rates.
The platform bridged the gap between digital exploration and real-world visitation and was recognized by Skift as one of the top 25 best tourist sites in the world, showcasing the platform’s excellence in user experience and design.
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%
increase in conversion rates
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%
of the site’s visits led to conversions
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%
more customer acquisition
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m+
personalized recommendations generated