Mission, Vision and History


In a perspective of growth in tourism revenues, the Alliance’s mission is to:

  • Bring together, coordinate and represent companies and associations in the tourism industry
  • Support and participate in the development of Québec’s tourism services and marketing
  • Use a renewed and coherent approach to share expertise and innovative ideas.

Our history

The Alliance de l’industrie touristique du Québec is the result of a merger between ATR associées du Québec, ATS Québec and the Association québécoise de l’industrie touristique. It was founded on January 28, 2016 by a meeting of the members of the three founding associations.

The creation of the Alliance took hold after a major project to overhaul the business model of the tourism industry and its governance, which was initiated in the fall of 2014. The Alliance aimed to increase collaboration between sectors and regions, improve how expertise was shared, and foster joint actions with industry stakeholders.

With the adoption of Bill 67 in December 2015, the ministère du Tourisme assigned the Alliance to promote and market Québec’s tourism industry outside the province. This new mandate was added to the organization’s current work in consulting with and representing tourism stakeholders in order to develop the overall industry.

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