Destination Québec cité (DQc) is banking on an experienced profile to structure its development in business tourism. The organisation has announced the appointment of Stéphane Morin as head of its new Business Tourism & Commercialisation Division, with a mandate to attract more major international events and conferences to the Capitale-Nationale region.
Stéphane Morin brings more than thirty years of experience in the tourism and hospitality industry. He has held several senior positions, including Director of Sales and Marketing at Fairmont Le Château Frontenac over the past decade, a period during which he actively contributed to raising Québec City’s profile in international business markets.
His expertise in commercialisation and business development, combined with an in-depth knowledge of the destination, is described by DQc as a key asset in supporting its ambitions. The organisation describes him as a leader capable of rallying industry partners around the potential of the Québec City region, which it presents as a tourism product underpinned by remarkable heritage and a distinctive offering.
A New Division to Structure Development
The appointment is part of a broader reorganisation at Destination Québec cité, which now brings its business tourism and international commercialisation activities together within a single division. The organisation aims to increase synergies between its teams and maximise the economic spin-offs generated by this segment.
DQc now operates around three complementary divisions: the Destination & Partnerships Division, the Business Tourism & Commercialisation Division, and the Business Intelligence & Digital Innovation Division. This structure is designed to combine destination development, market outreach and strategic intelligence, with a view to sustainable growth for the regional tourism industry.
This repositioning reflects a trend seen elsewhere in the region, where the MICE segment is playing an increasingly prominent role in commercial strategies, mirroring efforts by several Québec hotel groups to capture business and events clientele.
Business Tourism as a Growth Driver
Samantha McKinley, Managing Director of Destination Québec cité, notes that “business tourism represents far more than hosting conferences and events. It drives innovation, fosters the exchange of knowledge, attracts talent and generates significant benefits for our economy as a whole.” She adds that the organisation needed “a leader who knows our industry intimately and who shares our ambition for the destination”.
For his part, Stéphane Morin says he is “honoured to join Destination Québec cité and to help, alongside all our partners, strengthen the region’s positioning as a business destination of international calibre”.
With this appointment, Destination Québec cité aims to make business tourism a driver of sustainable prosperity for the region, focusing on attracting conferences, corporate meetings and high value-added events in the years ahead.
At a glance by The Hospitality Tribune
Destination Québec cité appoints Stéphane Morin to lead new Business Tourism Division
New role: Director, Business Tourism & Commercialisation Division at Destination Québec cité, announced August 27, 2026
Background: 30+ years in the tourism and hospitality industry
Previous position: Director of Sales & Marketing, Fairmont Le Château Frontenac, for the past decade
Reorganisation: DQc now structured around three divisions – Destination & Partnerships, Business Tourism & Commercialisation, and Business Intelligence & Digital Innovation
Mandate: strengthen Québec City’s positioning as an international business tourism destination
