Artificial intelligence is already redefining the way we travel, discover, and operate. At MT Lab, we’ve chosen to make AI a strategic lever to accelerate the transformation of Quebec’s tourism, experience, culture, and hospitality industries. Through a series of concrete initiatives under the Tourism Innovation Program—managed by MT Lab and made possible with the financial support of the Ministry of Tourism—we are equipping businesses to understand, test, and adopt these technologies with confidence. Our mission is to ensure that AI becomes a tool in service of people, performance, and sustainability.
Here’s a look at some of our recent initiatives—and a glimpse of what’s coming next.
📣 Call for Solutions – Tourism Flow Management
Are you an innovative company with a real-time data collection and management solution? Want to test it in a real-world setting with a tourism partner?
The next Call for Solutions, in collaboration with Tourisme Montréal, aims to identify technologies capable of better understanding visitor flows and origins on-site—and anticipating their behavior. This call will be open to startups and innovative companies ready to propose concrete solutions to this challenge.
📅 Launch scheduled for June 30
📬 Sign up now to receive the call for proposals as soon as it’s released!
🚀 Got an AI project and looking for funding
Even if AI is not the exclusive focus of the current project funding program, it is absolutely welcome! This program is open to tourism businesses and organizations seeking to integrate innovative solutions into their operations or begin a structured AI journey.
🔹 Stream 1 – Strategic Support: Get expert guidance to explore opportunities, structure your thinking, and prepare for AI implementation in your operations.
Available funding: 75% of consulting fees, between $5,000 and $12,000 for strategic project development support.
🔹 Stream 2 – Project Implementation: Receive funding to deploy an AI solution within your organization.
Available funding: 75% of total project value, up to $90,000.
👉 Interested? Visit the Project Funding Program page and submit your application by June 25.
🤖 AI Pilot Projects: Transforming Tourism from Within
Launched under the Tourism Innovation Program supported by the Ministry of Tourism, our AI Call for Solutions led to the implementation of five promising pilot projects with a variety of tourism businesses:
Automated Communications
Uska is helping 10 businesses optimize their online presence with auto-generated Google listings and social media content.
Personalized Recommendations
Cinco is offering travelers at Montreal Airport an immersive experience with AI that tailors suggestions based on visitor profiles.
Optimizing Visitor Experience
Endorphine is predicting tourist flows using advanced algorithms deployed across three outdoor sites.
Alpha Premium is working with two parks to refine pricing strategies and stimulate nature-based tourism.
🧭 The AI+Tourism Roadshow: 1,000+ Industry Players Engaged Across Quebec
Raise awareness. Demystify. Mobilize. That was the goal of the AI+Tourism Roadshow, a joint initiative of the AI & Tourism Working Group and MT Lab, which visited 9 regions between September 2024 and January 2025, with the financial support of the Ministry of Tourism of Quebec.
Over 1,000 participants, including 750 businesses, took part in this unique initiative made up of conferences, collaborative workshops, and hands-on panels. A tech shift was sparked across all visited regions, with enthusiastic and constructive feedback from participants.
🎯 Our mission is clear: to make AI accessible, useful, and practical for Quebec’s tourism businesses—and to continue, together with you, building a future where innovation drives positive impact.
Need more information?
Write to Nathalie Pentier, Director of the Tourism Innovation Program: nathalie@mtlab.ca
Or follow us on LinkedIn to stay up to date!
