Québec City Hosts Ensemble Summit To Shape The Future Of Travel And Boost Local Tourism Ahead Of 2026 Conference In Mexico

Ensemble’s 2025 Summit brought together more than two hundred professionals from the travel industry, such as agency owners, managers and suppliers, to discuss the future of travel in the picturesque city of Québec, Mexico. The luxurious Fairmont Le Château Frontenac hosted this three-day event and addressed issues of air travel demand, marketing innovations and customer engagement. The gatherings of such high-profile persons not only laid the foundation of the future of the industry but also marked the city of Québec as an important place for international tourism, thus making its profile more attractive to global travelers.

The Summit provided a platform for discussions on travel industry trends, with Ensemble’s leadership, including President Michael Johnson and newly appointed SVP of Partner Relations, Danny Finkel, leading the charge. The success of the event demonstrated Québec City’s potential to become an influential hub for travel professionals and industry experts, while encouraging more tourism investments. As the city strengthens its tourism sector, the event offers a unique opportunity for showcasing its rich cultural and historical offerings to global markets.

Ensemble’s Vision for the Future of Travel

One of the key highlights of the event was the unveiling of Ensemble’s strategic vision for the future of travel, led by President Michael Johnson. He emphasised the consortium’s role in supporting travel agencies by offering stronger brands and profitable business models. Over the past year, Ensemble has added nearly 55 new member agencies and 120 preferred partners, with a significant rise in the cruise and sun-and-sand categories.

Johnson’s opening speech painted a picture of Ensemble’s growth, crediting the company’s success to transformative efforts across technology, partner engagement, and training. This expansion solidifies Ensemble’s position as a true partner in the evolving travel industry, setting the stage for future growth, especially in Québec City’s tourism sector.

Shahla Lalani, SVP of Marketing, spoke about the positive feedback received from Ensemble’s annual member census. The survey revealed that 95 prcent of members reported that the community met or exceeded their expectations. These results reflect Ensemble’s ability to meet the needs of travel agencies, allowing them to thrive in a competitive marketplace.

Boosting Québec City’s Tourism Profile Globally

Québec City’s role as the host of the 2025 Ensemble Summit also helped elevate the city’s global tourism profile. Attendees had the chance to experience the rich cultural heritage of the city, with curated tours that showcased the unique charm of Old Québec, a UNESCO World Heritage site. The Summit included memorable experiences such as vineyard visits, culinary tours, and scenic e-bike rides along the St. Lawrence River, ensuring that delegates left with a deeper appreciation of Québec City as a travel destination.

These immersive experiences not only highlighted the city’s historical and cultural landmarks but also positioned Québec City as a destination that offers both professional development and leisure opportunities for international visitors. As more travel professionals experience the city first-hand, Québec City’s allure as a must-visit destination continues to grow, which will undoubtedly lead to a surge in tourism in the coming years.

Introducing New Programs to Enhance Member Experience

In response to member feedback, Ensemble launched two key initiatives during the Summit aimed at improving travel services. The new Hotel Group Desk was introduced to streamline group bookings, making it easier for agencies to manage large bookings and offer seamless services to their clients. Additionally, a new social media management platform was unveiled to help Ensemble’s members enhance their online presence, a crucial tool in the digital age of travel marketing.

These innovative solutions are set to drive further engagement with global partners, giving Québec City a prominent role in the tourism and travel ecosystem. By offering such tools to its members, Ensemble is ensuring that its travel professionals can continue to deliver cutting-edge services, not only enhancing their businesses but also boosting the overall tourism appeal of Québec City on the global stage.

Ensemble’s Long-standing Partnership with Make-A-Wish: A Global Commitment

Another important announcement made during the Summit was the renewal of Ensemble’s partnership with Make-A-Wish, an initiative that aligns with the consortium’s commitment to community engagement. The campaign aims to raise $150,000 USD, which will be matched dollar-for-dollar by Ensemble’s parent company. This philanthropic effort will see 14 wishes granted, seven in Canada and seven in the U.S and will continue to be a highlight as Ensemble prepares for its 2026 Horizons Conference in Las Vegas.

The renewed focus on charitable giving enhances Ensemble’s role as a responsible industry leader, contributing to both local and international causes, while also fostering greater community ties. This commitment adds to the overall positive image of Québec City as a host destination for global events that combine business, travel, and social responsibility.

Québec City’s Tourism Sector Poised for Growth Ahead of 2026

As Ensemble moves toward its 2026 conference in Mexico, Québec City’s reputation as a leading international tourism destination is only set to rise. With an increased focus on experiential travel, cultural heritage, and community-driven initiatives, the city is attracting more attention from international markets. The successful hosting of the Ensemble Summit has firmly placed Québec City on the map as a prime destination for future travel events.

Looking forward, Québec City’s tourism strategy is positioned to capitalise on the global travel trends discussed at the Summit. By fostering stronger relationships with travel professionals, leveraging technological innovations, and continuing to showcase its unique cultural offerings, Québec City is on track to become a top contender in the global tourism market, especially as more international travellers seek out destinations that offer both professional growth and memorable travel experiences.

Final Thoughts

The organization of the Ensemble Summit 2025 in Québec City is a considerable advantage in the city’s endeavor to enlarge its global tourism presence. The summit provided an opportunity for the industry leaders to exchange ideas and it also allowed the city to present its culture and history to the whole world, thus making sure that it still is a lively place to visit in the near future. The cruise and sun-and-sand segments are likely to increase and thus, the tourism sector of Québec City is ready to prosper as the travel industry changes and develops constantly.

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