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Montreal residents have a notably positive perception of tourism development, surpassing the average sentiment in other cities, according to the 2023 Resident Sentiment Index Report by Tourisme Montréal. The report highlights the city’s welcoming nature and residents’ eagerness to support tourism growth, while also identifying areas for improvement to enhance sustainability.
The survey, based on the UN Tourism’s Resident Sentiment Index model, aimed to align the city’s tourism strategy with local interests. It compared Montréal with 13 cities globally, including Barcelona, Berlin, Bordeaux, Chicago, Copenhagen, London, Lyon, Paris, Philadelphia, Quebec City, Toronto, Vancouver, and Washington.
The study assessed the perceived impact of tourism on 30 indicators such as the local economy, environmental protection, cleanliness, atmosphere, and infrastructure. Residents from 15 Montréal neighborhoods, including Rosemont-La Petite-Patrie, Mercier-Hochelaga-Maisonneuve, Ville-Marie, Plateau-Mont-Royal, Sud-Ouest, Verdun, Outremont, and West Island, participated in the survey.
For the second consecutive year, Montrealers show a higher willingness to welcome visitors compared to other cities surveyed. Key indicators in Montréal scored higher across the board: general sentiment towards tourism is 5% above average, support for tourism growth is 7% higher, and residents feel 10% more considered by the tourism industry. Conversely, the sentiment of tourismphobia remains low in Montréal, at 4%, which is 1% below the average of the other cities surveyed.
“Residents are the face of our destination, so we are delighted that Montréal presents a positive and above-average Resident Sentiment Index once again this year,” says Yves Lalumière, president and CEO of Tourisme Montréal. “The impact of tourism on the life quality of our residents is one of the pillars of our Sustainable Destination Policy, so it is important for us to keep a finger on their pulse and to let them know that they are heard and that they are part of our development approach.”
Fun Facts – Montréal Resident Sentiment Index Report
High Support for Tourism Growth: Support for tourism growth in Montréal remains strong at 71%, which is 7 percentage points higher than the average among other cities.
Low Levels of Tourismophobia: Tourismophobia in Montréal is minimal, with only 4% of residents expressing negative sentiments, which is 1 percentage point below the average.
Pride in Hosting Visitors: A significant 84% of residents surveyed expressed pride in welcoming visitors to their city.
Positive Impact on Culture and Recreation: 74% of respondents believe that tourism development positively impacts the availability of cultural and recreational activities.
Residents as Tourism Ambassadors: In neighborhoods with high visitor traffic, 75% of residents consider themselves tourism ambassadors, reflecting their proactive engagement in promoting the city.
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