About the
Working group

Find out more about the AI and Tourism Working Group and understand our group's objectives to integrate AI into tourism to boost competitiveness and innovation.

Image generated by Midjourney

Why set up an AI-Tourism working group?

As in many other sectors of the economy, the deployment of Artificial Intelligence (AI) in 2023 has become a reality that is already raising many questions for industry players, even those who have been following its development for some years.

The progress of these generative AI technologies and the results produced by the new conversational robots, in particular those very accessible to the public via ChatGPT, have reached milestones this year that signal a profound and rapid change in the evolution of this technology, akin to the transformational arrival of computing and then the Internet in our societies over the last 30 years.

At Pierre Bellerose's initiative, a working group was set up with the strategic collaboration of the MT Lab to help analyze the challenges and identify opportunities for the tourism industry in relation to Artificial Intelligence, drawing on the expertise developed in Montreal.

Mission

To be a multiplier that actively participates in making Quebec's tourism industry a fertile ecosystem for business innovation related to Artificial Intelligence. In collaboration with the MT Lab and the entire tourism community, The Working group is operating to ensure that our sector properly and agilely integrates AI tools. In this sense, it contributes to analyzing the challenges and identifying the business opportunities posed by the emergence and deployment of artificial intelligence in our industry.

Vision

Actively participate in making the Quebec tourism community a recognized leader in the integration of artificial intelligence in the tourism sector, enabling Quebec to become a benchmark for business innovation and tourism competitiveness through the optimal and ethical use of artificial intelligence.

Values

The fundamental values that guide the Working group actions and decisions are :

  • Innovation: Encourage innovation in the use of Artificial Intelligence to proactively respond to the changing expectations of travelers, improve the operational efficiency of our players and create memorable experiences.
  • Collaboration: Promote collaboration between the various players in the tourism industry and artificial intelligence experts.
  • Ethics: Adhere to the ethical principles of the Montreal Declaration for the Responsible Development of Artificial Intelligence, ensuring that AI practices respect ethical standards and the rights of individuals.
  • Common good: Working for the benefit of the community and ensuring that the technologies and practices implemented benefit all stakeholders, including businesses and visitors.
  • Agility: Acting quickly, efficiently and responsibly for our community, striving to maximize benefits while minimizing risks.

Objectives of the approach

The objectives of the Working Group's approach are as follows:

  • Ensure that the tourism sector benefits from Québec's established expertise in AI;

  • Better inform our community about the many advances in AI that will have an impact on the tourism sector (cultural and entertainment) in the near and longer term;

  • Ensure the competitiveness of our industry by participating in the relevant, judicious integration of IA tools into the commercial activities of tourism stakeholders;

  • Stimulate the creation of new tourism businesses that make significant use of AI in their models or raison d'être;

  • Encourage innovative AI companies to apply their expertise to the tourism sector.

Image generated by Midjourney

Strategic collaboration with the MT Lab

The Artificial Intelligence and Tourism Working Group works in strategic collaboration with the MT Lab to develop and integrate innovative AI solutions to transform the tourism industry.

Find out more about the MT Lab

Working group members

Our working group is made up of influential leaders in tourism, culture and entertainment, united by a common goal. Together, they explore how AI can revolutionize the tourism experience around the world.

Pierre Bellerose

Consultant and lecturer
Working Group Chairman

Paul Arseneault

Professor at UQAM and Chairman of the Expert Committee

Marie-Hélène Raymond

Digital Strategy Manager - Musée national des beaux-arts du Québec (MNBAQ) and Chair of the Communications Committee

Martin Lessard

General Manager, MT Lab

Carl Frédéric De Celles

Chairman of the Board of MT Lab and President of IXMÉDIA

Valérie Therrien

General Manager of Tourisme Mauricie and President of the Welcome and Customer Experience Committee

François Chevrier

General Manager, Événements Attractions Québec

Véronique Dumas

Associate General Manager, Marketing - Alliance de l'industrie touristique du Québec and Chair of the Tourism Marketing Committee

Yi Fang Hu

Founder and CEO of Hiotto AI and founder of the Asian Night Market

Philippe Sureau

Co-founder of Transat

Ariane Aubry

Senior Director, Customer Experience and Marketing, Casinos and Gaming Lounges - Loto-Québec

Alexandre Teodoresco

VP Strategic Development and Innovation - 7 Doigts and Chairman of the Board, E-AI

l

Jean-Philippe Duchesneau

Co-owner of Groupe Écorécréo and Voiles en Voiles

Cristina Romero

General Manager - Tremblant Resort Association

Jean-François Bélisle

CEO - Alpha Premium

Marie-Ève Bédard

Assistant Deputy Minister, Ministère du Tourisme du Québec - Working Group Observer

Strategic committees

Our strategic committees play a key role in providing essential cross-functional expertise. They form the cornerstone of our approach, ensuring a coherent, integrated vision for all our initiatives. Thanks to their expertise, they can effectively guide our actions and maximize the impact of our projects.
COMMITTEE 1

Communications

This committee is responsible for communications, branding, the website, knowledge transfer and the newsletter.

Chaired by Marie-Hélène Raymond
COMMITTEE 2

Experts

This committee provides essential support, bringing cutting-edge expertise in artificial intelligence to guide the Working Group's initiatives.

Chaired by Paul Arseneault and Philippe Caron

Sector committees

At the heart of our working group are dynamic sector committees, each responsible for driving innovation in specific tourism sectors. They play a crucial role in the implementation of innovative and responsible AI solutions.
COMMITTEE 1

Marketing
tourist

This committee focuses on innovation in tourism marketing to optimize traveler attraction and engagement through AI.

Chaired by Véronique Dumas
COMMITTEE 2

Customer Experience, Customer Service and Hospitality

This committee is looking at the customer experience in the broadest sense, integrating AI to offer personalized and efficient customer service.

Chaired by Valérie Therrien
COMMITTEE 3

Internal management and
Human Resources

This committee is responsible for optimizing internal processes and human resources through tailored AI solutions.

Chaired by Xavier Gret

Code of ethics

The Groupe de Travail Code of Ethics is our guide to organizational integrity. It has been established to ensure that each member, taking into account ethical and deontological imperatives, works with objectivity and impartiality, thus reinforcing the bond of trust with the tourism, culture and entertainment industry. By adhering to the principles of the Montreal Declaration for the Responsible Development of AI, our Code of Ethics provides a framework for member conduct, promoting a transparent and responsible approach to AI integration.

This code clearly defines expectations in terms of legal compliance, independence, diligence and confidentiality. It also covers crucial aspects such as managing conflicts of interest and the ethical behavior expected when carrying out the Group's missions.

Through this rigorous approach, the Task Force is committed to maintaining a high standard of governance and operation, ensuring that all actions undertaken serve not only the interests of the industry, but also those of society at large.