ARF-Québec to Tackle AI and Digital Transformation at Upcoming Montreal Summit
On May 4, 2026, Montreal will host the ARF “Rendez-Vous d’Affaires,” a strategic gathering designed to equip tourism professionals with the practical tools necessary to navigate a sector undergoing rapid mutation. The event aims to bridge the gap between high-level industry trends and concrete operational strategies.
A central pillar of the day’s programming is the exploration of artificial intelligence and its disruptive impact on the business models of tour operators and receivers. This focus underscores the growing necessity for the travel industry to integrate AI to remain competitive. Discussions will likewise delve into innovation trends for 2026, utilizing a variety of formats including panels, conferences, and collaborative workshops.
To foster tangible innovation, the event will feature an ideation workshop in partnership with startups from MtLab. This collaborative session will invite participants to co-create solutions aimed at optimizing their service offerings and internal operations, signaling a shift toward more agile, tech-driven business practices.
The afternoon sessions will pivot toward the critical challenge of “digital discoverability.” In an ecosystem increasingly dominated by AI-powered tools and emerging platforms, the ability to remain visible to consumers has become a strategic priority. The agenda will also cover levers for sustainable growth and collaborative innovation.
This summit serves as a vital exchange hub for decision-makers facing market uncertainty. By confronting different perspectives, the event seeks to transform theoretical trends into actionable business decisions.
The organizing body, ARF-Québec, is recognized by the Ministry of Tourism as the leader and spokesperson for the distribution network. The association represents the interests of approximately 60 receivers and tour operators specializing in Quebec and operating across Canada and North America, as well as more than 60 tourism partners. This leadership role highlights the association’s commitment to ensuring sustainable growth for the Quebec tourism industry.
