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.