
On November 29 and 30, the Palais des Congrès in Montreal was the hub for business tourism leaders at the Novat Conference, organized by Tourisme d’Affaires Québec. This new event highlighted the latest trends, challenges, and opportunities in the industry, providing a unique platform for exchanging ideas and engaging in in-depth discussions.
A diverse program for all tastes
The Novat Conference was characterized by a varied program catering to the needs of all business tourism professionals. Captivating talks explored topics ranging from the fundamentals of success and sustainable event management to contract negotiation, technology and audiovisuals, as well as emerging industry trends. Attendees could choose from a range of subjects, tailoring their experience to their specific interests.
Renowned experts shared their knowledge, offering enlightening perspectives on major industry developments. Interactive workshops complemented this approach, allowing participants to dive deeper into specific themes and put discussed ideas into practice.









Impacts on Quebec’s business tourism sector
More than just a discussion forum, the Novat Conference aimed to leave a tangible mark on the business tourism industry. Participants expressed their satisfaction with having such a significant event that brings together all sector players.
The impact of the conference goes beyond theoretical discussions; it translates into practical perspectives and immediately applicable ideas. Attendees left the event equipped with a range of tools and knowledge ready to positively influence their professional practices.
Business tourism showcase: A hub of opportunities
On the sidelines of the Novat Conference, the Business Tourism Showcase facilitated meetings between destinations/hotels and event organizers. This space served as a strategic venue where event organizers could form significant partnerships with hoteliers or event sites. It allowed them to identify venues suited to their specific needs while establishing key contacts for planning their upcoming events. The showcase fostered connections between industry players and encouraged the development of collaborations, particularly in finding ideal locations for future business events.
A must-attend event for industry professionals
In conclusion, this inaugural edition allowed the Novat Conference to establish itself as a key event for industry professionals. Tourisme d’Affaires Québec is pleased with the positive impact of these initiatives, reaffirming our ongoing commitment to providing a dynamic platform for innovation, collaboration, and growth in Quebec’s business tourism sector. We eagerly anticipate the second edition at the end of November 2025, confident that Novat will continue to shape the exciting future of our industry.
You can also take a look at all the photos from Novat and the business tourism showcase to relive the event in pictures!
Key takeaways from the transat tourism chair’s conference on trends to watch
At the very end of the conference, the Transat Tourism Chair delivered a captivating presentation on trends to watch in 2024. Attendees gained exclusive insights into the anticipated developments in the business tourism sector.
Emerging trends: creating memorable experiences, leveraging technology, adapting and taking responsibility
The trends highlighted emphasized the importance of delivering memorable experiences, from the “wow” factor to networking in inspiring locations, while focusing on participant well-being. The use of technology was identified as crucial, including the adoption of apps, artificial intelligence (AI), chatbots, data analytics, and hybrid or virtual events. Simultaneously, adaptation to changes and social and environmental responsibility were highlighted.
Key data on business travel in Quebec in 2023
The data shared revealed that in 2023, 43% of business trips in Quebec were driven by conferences or conventions, while 33% were dedicated to meetings with colleagues. It was also noted that 27% of Quebecers extended a business trip within the province that year.
Major technologies expected in 2024
Participants received insights into the main technologies expected to be used in 2024 for business events. These included mobile apps (61%), digital check-in tools (47%), QR codes (47%), AI, and virtual reality (41%). These essential insights will guide business tourism professionals in adapting to these inevitable technological advancements.