Tourisme Québec has appointed leading travel and tourism representation firm Hills Balfour to develop and manage its trade, PR and MICE strategy in the UK market. 

The new organisation of Tourisme Québec reflects the desire of the ministry of tourism to optimise its actions and its influence in the UK market.

Hills Balfour will be in charge of promoting Québec’s diverse regions and cities to further increase awareness of the destination within the UK through sales, marketing and public relations to boost both leisure and business tourism.

The appointment is part of a new European Québec Office comprising, in addition to the UK, France, Belgian and Swiss markets with central coordination in France by Marketing & PR agency Interface Tourism.

With 22 regions, Québec is Canada’s largest province by area and is a unique destination in North America.

Combining stunning natural landscapes, bustling metropolises, deep-rooted culture and history as well as being a rising star in gastronomy, it is an exciting and daring destination which has something for everyone to discover.

Jonathan Sloan, managing director of Hills Balfour said: “We are thrilled to have been given the opportunity to represent Québec within the UK.

“It is a fascinating province with a wealth of culture and authentic experiences and I am delighted that we will be showcasing these to the UK media and trade.”