Tourism Intelligence Network – Edition 2

Edition 2 | December 2015

In partnership with RDÉE Canada and the Chaire de tourism Transat de l’ESG UQAM, this initiative is designed to share essential information to support the development of the tourism industry within Canada’s Official Language Minority Communities.

PRODUCT DEVELOPMENT

  • Genealogy Tourism: Walking in the footsteps of their forefathers
  • A new Franco-Ontarian tourist route is in the works
  • Québec City sets its sights on 11 million Francophones
  • The Festival to promote Walloon regional languages unites cultural institutions with a common purpose
  • A tool designed to motivate guests to clean up their language act!
  • Discovering culture and history and practicing an new language: a winning combination
  • Honouring Finland’s other official language
  • SUNS, a European arts festival that puts minority languages in the spotlight

MARKETING AND PROMOTION

  • Experitus: a travel experience platform that connects locals with visitors for a new kind of travel experience
  • Using local language as bait
  • FAM tour teaches travel professionals about Yukon’s Francophone community
  • Brand USA: an online culinary magazine with a new culinary marketing strategy
  • Western Canada en français at your fingertips
  • This Ontario region is focussing its marketing on its French connection

MANAGEMENT

  • This Ontario region is focusing its marketing on its French connection

TRAINING AND JOBS

  • A tool designed to help tourism businesses capture the hearts of travellers
  • Australia’s employment parity initiative means more jobs for minorities
  • Inspiring video showcases indigenous tourism opportunities

PARTNERSHIPS AND GOVERNANCE

  • United by their bilingualism
  • Joining forces to promote the heritage of the Fenouillèdes region
  • A round table on Occitan cultural tourism
  • Walloon provinces combine their efforts

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Product Development

Genealogy Tourism: Walking in the footsteps of their forefathers

The genealogy tourism market consists of tourists who want to find the places where their ancestors lived. This segment is very popular with Quebecers, who are eager to walk in the footsteps of their forefathers in countries such as France, Ireland or England. This interest has not gone unnoticed by certain villages, such as Tourouvre in Lower Normandy, which is already promoting these sites and records. Many Tourouvre residents left to become pioneers in Nouvelle France. Today, the churches and streets of the village are dotted with plaques paying homage to various great Québec families. Genealogy tourism is a product that could be developed and marketed to different types of clientele by many OLMC.

Source: http://www.lapresse.ca/voyage/destinations/europe/france/201509/06/01-4898252-partir-sur-la-trace-de-ses-ancetres.php (in French only)

A new Franco-Ontarian tourist route is in the works!

The Ontario Tourism Marketing Partnership Corporation (OTMPC) is the organization responsible for marketing Ontario as a travel destination. Right now, it is working extremely hard to develop the Francophone tourism market. To the end, it has just announced the upcoming launch of a new Franco-Ontarian tourist route that is inspired by the route that Champlain took, but with Franco-Ontarian cultural and culinary points of interest. The OTMPC is currently building a database of the main francophone festivals, as well as hotels, businesses and other places offering services in French.

Source: http://www5.tfo.org/onfr/une-nouvelle-route-touristique-franco-ontarienne/ (in French only)

Québec City sets its sights on 11 million Francophones

The capital of Québec is hoping to use the North American Francophone and Francophile Cities Network to attract 11 million French-speaking Americans to its fair city. The goal of this new historic and cultural network is to set up a portal with the partner cities’ cultural products and attractions. The network was founded at a meeting this past October of 335 representatives from Francophone and Francophile cities, including 80 mayors.

Source: http://www.lapresse.ca/le-soleil/actualites/la-capitale/201510/20/01-4912078-11-millions-de-francophones-dans-la-mire-de-Québec.php (in French only)

The Festival to promote Walloon regional languages unites cultural institutions with a common purpose

The week from September 16 to October 3 marked the Fête aux Langues de Wallonie. The overall purpose of this Festival to promote Walloon languages is to raise interest in and awareness of regional languages and to emphasize the importance of being proactive in promoting their use. The goal of the activities organized throughout the Wallonia-Brussels Federation was to bring together as many of the region’s cultural institutions as possible who are already involved in promoting Walloon regional languages, such as libraries, cultural centres, museums, etc.

Source: http://www.languesregionales.cfwb.be/index.php?id=feteauxlanguesdewallonie (in French only)

A tool designed to motivate guests to clean up their language act!

The Hotel Château Laurier in Québec City will soon unveil a new initiative that proves its commitment to preserving and promoting the French language. A wall in the main lobby now features two screens: one that plays over 100 frequently-used Anglicisms (to be updated regularly) in a continuous loop and another, below, that displays the correct French expression. The wall is intended to provide an introduction to French for travellers staying at the hotel, and/or bring it to life for them.

Source: https://gallery.mailchimp.com/15de69bb195ef3265364c716c/files/Communique__mur_francophonie_VF_01.pdf (in French only)

Discovering culture and history and practising a new language: a winning combination

As a means of achieving its objective of teaching visitors about the Corsican language and culture, the Association Cap’In lingua is offering guided tours of different parts of the island. It goes without saying that these tours are offered in Corsican. (watch the video)

Source: https://www.youtube.com/watch?v=oD-P-Sv6tMo

Honouring Finland’s other official language

Every November 6, Finland celebrates Finnish Swedish Heritage Day to mark the significance of this bilingual country’s second official language, even though only 5.5% of Finns speak Swedish.

Source: http://finland.fi/life-society/how-to-be-finnish-in-swedish/

SUNS, a European arts festival that puts minority languages in the spotlight

Between November 25 and December 11, 2015, European singers and songwriters will gather together to perform and play music created in a minority language. The Festival started in 2009 but this is the first pan-European edition, and also the first time that cinema and literature are making an appearance. The event is an excellent way to support and strengthen lesser-used languages.

Source: http://www.npld.eu/news-and-events/latest-news/126/suns-europe-europes-festival-of-performing-arts-in-minority-languages-/

Marketing

Experitus: a travel experience platform that connects locals with visitors for a new kind of travel experience

Launched in May 2015, Experitus – part of the new educational tourism trend – is an online platform that enables visitors to London, Paris or Rome to purchase lessons from locals. Visitors sign up for a short instructional class and learn a skill (photography, cooking, drawing, etc.) associated with local crafts and customs.

Source: Experitus

Using local language as bait

Newfoundland and Labrador Tourism has put together a series of so-called language lessons, 31 short videos showcasing local residents explaining typical Newfoundland expressions and prefaced with the words “Hundreds of dialects. One dictionary.” These are the first TV ads to use the local language as an attraction.

Source: http://qz.com/368941/a-new-way-to-attract-tourists-fake-accents-and-dying-languages/

FAM tour teaches travel professionals about Yukon’s Francophone community

From August 23 to 28, 2015, the AFY (Association franco-yukonnaise) took a group of travel professionals and a Destination Canada representative from France on a familiarization tour of the Yukon. They spent seven days travelling across the territory by car, canoe, plane and on foot. They discovered a well-established Francophone population, and businesses and people who are proud to provide services and chat in the so-called “language of Molière.” Indeed, the Government of Yukon’s Department of Tourism and Culture has recorded approximately 150 businesses offering services in French, as well as a growing number of Francophone tourist guides. FAM tour participants returned home with a better understanding of the destination that they can now share with their colleagues and clients.

Source: http://www.afy.yk.ca/secteurs/main/en/index.php?location=p2134-fam-tour

Brand USA: an online culinary magazine with a new culinary marketing strategy

After unveiling its content hub “Flavors of the USA” in the spring, Brand USA also launched a second edition of its online culinary guide. The magazine features regional profiles and recipes from across the States and is published in eight languages to provide international appeal. Short video clips on the Travel Channel and Food Network support the program internationally. Food – always a great way to give people a taste for other cultures!

Source: Visittheusa

Western Canada en français at your fingertips

CanadaOuest, a free tourism app, provides a wide range of practical information on Canada’s four Western provinces, such as road maps, routes, geolocation, level of services in French, the ability to search and locate points of interest, and much more – all in French, of course

Management

This Ontario region is focussing its marketing on its French connection

The mandate of Tourisme Franco-Niagara (TFN) is to promote Niagara as a destination to French-speaking tourists and also to encourage local businesses to offer more services in that language. TFN successes include:

  • developing and maintaining the bonjourniagara website;
  • publishing Les Saisons Niagara, Niagara’s official French-language magazine and visitor guide;
  • participating in Québec travel and leisure tradeshows;
  • developing a map/brochure Niagara en vélo (Cycling in Niagara);
  • promoting the Bonjour Niagara campaign;
  • providing research on Québec visitor trends to Niagara businesses

By partnering with the Francophone Employment and Resource Centre, it aims to provide bilingual employment opportunities for Niagara residents.

Source: http://www.ventureniagara.com/community-economic-development/tourisme-franco-niagara/

Training and Jobs

A tool designed to help tourism businesses capture the hearts of travellers

Businesses interested in learning how to develop travel experiences (as opposed to travel products) can check out the Experiences Toolkit developed by Destination Canada (formerly the Canadian Tourism Commission) as part of its Canadian Signature Experiences program. The Experiences Toolkit contains key information on how to evolve your product into an experience, and a step-by-step approach to creating and marketing memorable visitor experiences. Destination Canada has also produced two training videos that provide insights into what a tourism experience is, how to develop experiences that fulfill visitors’ travel dreams, and how to connect travellers with your local cultural assets to enhance the visitor experience.

Australia’s employment parity initiative means more jobs for minorities

Under the Employment Parity Initiative, the Australian government is aiming to increase the number of indigenous employees in large companies in order to better reflect the relative proportion of First Australians in the population. As part of the initiative, Crown Resorts – one of Western Australia’s largest entertainment groups, with casinos, hotels, restaurants, and entertainment facilities, among others – has just signed an agreement with the Australian government to employ an additional 400 First Australians over the next four years. The EPI’s goal is to create 20,000 employment opportunities by 2020.

Source: http://ehotelier.com/global/2015/09/23/crown-commits-to-more-indigenous-employment/

Inspiring video showcases indigenous tourism opportunities

Québec Aboriginal Tourism has shot a video aimed at promoting indigenous tourism as a career choice for young aboriginals, and also to present it as a means for them to play an active and meaningful role in the development of their community, their region and their culture.

Partnerships and Governance

United by their bilingualism!

The Concerto network brings together eight Alberta municipalities to focus on the added value bilingualism brings to sustainable economic development. Its goal is to advance regional strategic projects, promote collaboration of member municipalities on common objectives and bring increased revenue to all regions by building on four pillars of economic development, one of which is tourism. Through economic, social and cultural support, it fosters the growth of these communities.

Source: http://reseauconcerto.ca/en/

Joining forces to promote the heritage of the Fenouillèdes region

Last summer, elected officials from four different municipalities, the Agly-Fenouillèdes “community of communes”, and various tourism stakeholders, joined forces to organize a series of events and guided tours highlighting the symbolic heritage sites in the region. Occitan is one of the languages spoken in the French region of Fenouillèdes.

A roundtable on Occitan cultural tourism

In February 2012, the General Council of Tarn began heading up an intersectoral group (Tourisme culturel occitan, or TCO), which had been focussing on identifying and improving knowledge of Occitan’s cultural resources. TCO’s goal is to design and test development tools, specifically tourism products, in the Tarn region. The group includes cultural associations, tour guides, chambers of commerce, tourism department officers and a tourism and hospitality institute. Their actions are based on three pillars: product creation, marketing and tourist communication, especially with respect to the Catalan market.

Source: https://hal-univ-tlse3.archives-ouvertes.fr/hal-00986423/document

Walloon provinces combine their efforts

In 1984, the tourism federations of Liège, Namur, Luxembourg, Hainaut and Brabant Walloon created the Centre d’Action Touristique des Provinces Wallonnes (CATPW). The goal of this initiative was to combine the knowledge and funding of the aforementioned five provinces in order to boost tourism marketing and make it more consistent. Its mission is to showcase the region’s tourism heritage sites, promote accommodation, gastro-tourism, and all the natural and cultural wealth of the greater Walloon region.

Source: http://www.catpw.be/