Case Study
Tourisme Saguenay-Lac-Saint-Jean
Submitted By: Patrick Bérubé - Ministère des Finances et de l’économie Programme ACCORD; Directeur du créneau d’excellence en tourisme d’aventure et écotourisme
Since 1977, Tourisme Saguenay-Lac-Saint-Jean is an organization whose mandate has been to promote regional tourism offering in all markets; adequately accommodate visitors passing through the area and stimulate the development and the quality of the tourism experience.
Outcomes
- When Quebec hosted the ATWS in 2009, it was a launchpad for the region to fully explore how to develop adventure & outdoor tourism for the English-speaking market. In 2011, two years later, we started to see results from ongoing efforts as local tour operators started signing business deals with global partners. So, the learning we gained from ATWS sponsorship over the years turned into positive outcomes for the whole region.
- The ATTA has helped keep adventure and ecotourism central to our goals to provide education, innovation, land management, technology and managing assets sustainability.
Tangible Results
- As a tourism board, we are responsible for providing the knowledge we gain from organizations like ATTA and events like ATWS. When we see that our suppliers are putting into practice the information we pass on, that is a sign of success.
- Tour operators in our region learned from buyers we met at the ATWS to change tour product for the English-speaking market, i.e. longer trips, higher quality equipment, etc.
- We didn’t know where to start to approach the English-speaking adventure tourism market (specifically for North America), but because of ATTA, we have been able to identify our priorities and development needs.
- We met NCE Tourism Norway at the Switzerland Summit in 2012. We are sister programs and didn’t know it until then, and we plan on collaborating over the next few years.
"Because of what we've learned through ATTA about the English-speaking market, our region is now in a position to rally towards becoming the best in the adventure and ecotourism field. Being involved in the Tourisme Quebec sponsorships at the ATWS for more than 5 years has proven to be effective in both exposure and product development. We didn't know where to start, and because of ATTA, we are well on our way to success as a recognized adventure & ecotourism destination."
Future Vision
Tourisme Saguenay-Lac-Saint-Jean is home to the ACCORD adventure and ecotourism economic cluster. The ACCORD program is a governmental project aiming at developing each region of Quebec according to their specific potential. Our 5-year development project has been based on what trends we learn from the ATTA through our membership, other delegates, speakers and information gathered while attending the annual ATWS. We will now rally toward becoming the best in the market. We will use our knowledge of the French and German market, where we are well known for our adventure and ecotourism product, to grow and develop products for the North American and English-speaking markets.
Tools Used
- The HUB Member Community
- Adventure Travel World Summit
- Access to the ATWS MARKETPLACE
- Annual Industry Snapshot Report
- News Published on AdventureTravelNews
- Member Webinars
- Member Since
- 2009
- Staff
- 14
- Type
- Tourism Board, Ministry and DMO Memb.
- Country
- Canada