# Cahier de tendances 2024: Innovation in Tourism, Culture and Entertainment

**Publisher:** MT Lab  
**Published:** 2024-10-01  
**Category:** Academia & observatories  
**Type:** Report  
**Access:** Free PDF  
**Official source:** https://mtlab.ca/wp-content/uploads/2024/10/MTLA_cahier_tendances_version_numerique2024_interractif_VF2_revMHR-1.pdf  
**Canonical:** https://tourismintel.ai/reports/cahier-de-tendances-2024

## At a glance
- MT Lab identifies eight innovation categories reshaping Quebec tourism: experiential design, sustainability, AI integration, mobility, process automation, human resources, marketing, and welcome services.
- Immersive multisensory experiences combining sound, smell and touch are expanding, though market adoption remains limited and education is required.
- Sustainable and regenerative tourism practices have moved from niche to mainstream priority, driven by government initiatives and climate adaptation needs.
- AI has shifted from standalone technology to embedded operational tool for process automation and personalisation, yet full adoption maturity not yet reached.
- Data accessibility remains constrained by licensing; centralised platforms like SIT Québec and Destination Canada's consortium are emerging solutions.

## What the report covers
The Cahier de tendances 2024, produced by MT Lab (cofounded by Tourism Montreal and UQAM), synthesises observations from Quebec's tourism, culture and entertainment innovation ecosystem. Based on cases and solutions identified over one year, the report groups trends into eight categories targeting Quebec stakeholders, DMOs, hoteliers, cultural institutions and entrepreneurs. It aims to help industry actors anticipate emerging challenges and innovation opportunities.

## Key findings
Experiential personalisation and immersive technologies drive visitor differentiation. Post-COVID demand for wellness-focused experiences combining rest, education and social connection is rising. Multisensory experiences—integrating olfactory, tactile and auditory elements—are expanding in physical spaces such as Montreal's Palais des congrès and Percé. However, market penetration remains limited, indicating untapped adoption potential.

Sustainable and regenerative tourism practices have become industry-wide priority. The report identifies government-encouraged ecological practices, climate adaptation strategies addressing longer summers and shorter winters (exemplified by indoor skiing solutions), and regenerative models minimising community disruption while enriching local wellbeing. A dedicated Sustainable Tourism Innovation Hub in Quebec City reinforces this shift.

Artificial intelligence has transitioned from standalone technology to embedded operational tool. Initially, startups positioned themselves as AI-specialist companies. The report observes a notable shift: AI is now integrated strategically for process automation, resource optimisation and customer personalisation. Despite momentum, concrete application challenges persist, indicating the sector has not achieved full adoption maturity. Product quality remains decisive.

Data accessibility and governance present both opportunity and constraint. Restrictive licensing limits data utility for innovation. Centralised platforms such as SIT Québec (managed by Quebec Tourism Ministry) and Destination Canada data consortium are emerging as models for secure, pooled access. Robust cybersecurity, privacy compliance (Law 25) and clear data governance are prerequisites for competitive advantage.

Digital welcome and discovery services evolve toward hybrid human-automation models. Virtual concierge services powered by social virtual reality, augmented reality geolocation experiences, and personalised digital pathways are replacing traditional information services. Automation addresses operational constraints (cost, efficiency, labour shortage), yet human interaction remains critical for enriching experience. Hybrid approaches combining AI and human touchpoints emerge as preferred model.

## Key numbers
| Metric | Value | Note |
|---|---|---|
| Climate adaptation training cohort participants | 23 ATR/ATS organisations | Facilitated by MT Lab, Maison de l'Innovation sociale and Ouranos in 2024; designed to develop climate adaptation plans in Quebec tourism sector. |
| Immersive training experience retention rate | 80% | OHRIZON AR/3D applications for skills training; measurement period and sample size not specified in source. |
| MT Lab innovation categories identified | 8 categories | Experiential innovation, impact innovation, data innovation, mobility, process innovation, human resources, promotion/marketing, and welcome/discovery services. |
| Establishment of Groupe de travail IA+ Tourisme | Early 2024 | Founded by Pierre Bellerose; signals growing institutional recognition of AI's strategic importance in tourism innovation. |

## Why it matters
**DMOs & destinations** — DMOs must reposition from information brokers to experience curators, emphasising personalised, immersive and sustainable offerings. Central data platforms enable collective storytelling and visitor targeting. Climate adaptation and regenerative tourism are now competitive necessities. Collaboration on data sharing and hybrid welcome services amplifies destination appeal without cannibalising local employment.

**Hotels & hospitality** — Properties must integrate AI-driven operational tools (demand forecasting, resource allocation, personalisation) while preserving human touchpoints for premium delivery. Wellness-focused, multisensory design addresses post-COVID priorities. Sustainable certifications and regenerative practices reduce operational costs and boost booking platform visibility. Data governance compliance (Law 25) is mandatory; robust cybersecurity differentiates trustworthy operators.

**Travel tech & distribution** — Tech providers must evolve from single-purpose AI vendors to integrated platforms combining data access, personalisation engines and operational automation. Growing demand exists for ethical data governance, immersive content distribution (AR/VR), and climate-adaptive booking logic. Platforms aggregating tourism data and enabling third-party access represent strategic opportunities. Virtual concierge and hybrid welcome services remain under-monetised.

## Methodology and limits
The Cahier de tendances 2024 is based on qualitative observational research by MT Lab's innovation brokerage team over one year. The report synthesises cases and solutions from direct engagement with Quebec startups and industry partners ('Grands Partenaires'). Observations were grouped into eight thematic categories and exemplified with named company cases. The methodology is exploratory and iterative rather than survey-based; it does not employ statistical sampling or quantitative validation. The report notes findings are illustrative, not exhaustive. This brief is based on the publicly available PDF; full quantitative validation methodology is not disclosed.

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© MT Lab for the original report. This brief is an original editorial summary by TourismIntel (https://tourismintel.ai). Read the original: https://mtlab.ca/wp-content/uploads/2024/10/MTLA_cahier_tendances_version_numerique2024_interractif_VF2_revMHR-1.pdf