Tourism Intelligence Network – Edition 3

Edition 3 | February 2016

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

  • Language as a vector of culture
  • Celebrating French through the performing arts
  • There’s a new tourist route in town!
  • Take an unusual virtual visit, in a minority language
  • Spreading Culture through Film

TOOLS

  • Walloon tourism industry professionals get a helping hand
  • This toolkit puts its money where its mouth is!
  • Welcoming visitors in their own language!

MARKETING AND PROMOTION

  • Proudly speaking an historic language
  • A website that is both bridge and guardian
  • The Tarn region shows its Occitan roots
  • A tourism portal with a “Spañish” accent
  • VisitScotland promotes The Gaelic!
  • A new marketing initiative aimed at bringing Americans to Canada

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Product Development

Language as a vector of culture

Nova Scotia’s Highland village is an outdoor living history museum where animators in period costume share the Gaelic culture of the region’s early settlers. Visitors to the village can take part in a variety of activities, all in the Gaelic language: preparing and eating food, music, dance, song and storytelling.

Source: http://highlandvillage.novascotia.ca

Celebrating French through the performing arts

This February 26 and 27, the Abitibi-Témiscamingue region will be celebrating the 9th edition of its hilariously irreverent Festival des Langues sales, featuring a strong lineup of up-and-coming local artists ready to shine a spotlight on the French language through a variety of performing art forms.

Source: http://www.leslanguessales.com/fr/festival/index.cfm (In French only)

There’s a new tourist route in town!

Following Route 117 and the P’tit Train du Nord Linear Park, this new marked tourist route covers 280-km worth of Laurentian colonial history and takes visitors to over 60 attractions, places of historical interest and heritage trails, all listed. Along the Route des Belles-Histoires, there are several locations with short video presentations that bring to life the stories of the many pioneers and settlers, artists and visionaries who used to live nearby. Audio guides covering part of the route are available for rental.

Source: http://www.lemirabel.ca/actualites/2015/11/27/la-route-des-belles-histoires-est-ouverte.html (In French only) 

Take an unusual virtual visit, in a minority language

Starting November 27, 2015, any armchair traveller with a tablet can take a virtual tour of the famous cave-homes of Graufthal, in the northern Vosges. The tour offers forty different points of view from many different locations throughout the site. Browsing it is like walking through the fascinating structures, with the added benefit of historical interpretation that can be accessed (or not) by visitors. Thanks to support from the Office pour la langue et la culture d’Alsace, all information accessed during the virtual tour has been translated into Alsatian.

Source: http://www.olcalsace.org/fr/actualite/visite-virtuelle-en-alsacien-a-graufthal (In French only)

Spreading Culture through Film

The goal of Dellie maa, Sweden’s first indigenous film festival, is to share the art and stories of indigenous communities around the world. The festival includes films made by Australian Aboriginals, the Maori of New Zealand and the indigenous communities of Greenland and Panama. Event founders work with other indigenous film festivals around the world, such as Toronto’s imagineNATIVE Film + Media Arts Festival.

Source: http://www.rcinet.ca/eye-on-the-arctic/2015/12/10/sami-indigenous-film-festival-in-stockholm/

Marketing

Proudly speaking an historic language

The Gaeltacht Authority is the regional government agency responsible for developing and preserving Gaelic through cultural tourism. The GaelSaoire brand (holidays, in Gaelic) has been created as part of the plan to draw people to the Gaeltacht (Irish-speaking) area of Ireland based on their distinctive culture, ethos and language. The website gaelsaoire.ie lists the tourist attractions of seven different Irish communities.

Source: gaelsaoire.ie

A website that is both bridge and guardian

The Nova Scotia Highland Village Society is pleased to announce the launch of An Drochaid Eadarainn (The Bridge Between Us), a culture and heritage website. The idea behind the interactive portal is to facilitate transmission of Gaelic language and culture through technology.

Source: http://highlandvillage.novascotia.ca/

The Tarn region shows its Occitan roots

The inhabitants of the southwestern French region of Tarn are eager to promote their beloved Occitan culture. To do so, they created a website that provides potential visitors with a sneak preview of many aspects of Occitan culture – food, music, film, art – and gives them an opportunity to meet farmers, artists, craftspeople and other key cultural players. The website’s home page offers a crash course on the basics of the Occitan language: a pronunciation guide and a few everyday expressions.

Source: http://occitan.tourisme-tarn.com/ (In French only)

A tourism portal with a “Spañish” accent

The Spanish city of Salamanca has created a portal, espanolensalamanca and the slogan Spanish, Live it in Salamanca, as a way of letting people know about the opportunities for tourists and visitors to the city to learn Spanish. The website has a list of language schools in the city, as well as helpful information on such leisure activities as sports, shopping, fine dining, parks, cinemas, nightlife and guided tours.

Source: http://www.espanolensalamanca.com/home.asp?lang=en

VisitScotland promotes The Gaelic!

In order to generate interest in Gaelic language and culture, VisitScotland (Scotland’s national tourist board) has devoted a section of its website to tools enabling potential visitors to do any of the following during their stay: take lessons in Gaelic language or folk music, attend concerts and festivals, go to history museums and art exhibitions, and much more. It also lists the tourist attractions that can serve visitors in Gaelic.

A new marketing initiative aimed at bringing Americans to Canada

Connecting America is Destination Canada’s new marketing initiative, due to launch in the U.S. in early 2016. The goal of this co-op marketing program is to set up innovative marketing campaigns based on fine dining, festivals and events. Destination Canada will match up to a maximum of 50 cents for every dollar, up to a maximum of $750,000 for any single proposal. Projects will be evaluated on their originality, collaboration with multiple partners and measurable outcomes. Connecting America involves partners from multiple provinces and territories.

Source: Destination Canada

Tools

Walloon tourism industry professionals get a helping hand

The Walloon General Tourism Commission has launched a new website, Docs & Infos, which provides tourism industry professionals with all kinds of useful information and materials – studies, theses, essays, dissertations, journals and much more – on a wide variety of industry-related topics. The website’s main objective is to help tourism operators grow their business, their organization, their community or their region by giving them access to all the latest information on their specific Walloon sector.

Source: http://strategie.tourismewallonie.be/fr/docs-et-infos.html?IDC=728&IDD=42493 (In French only)

This toolkit puts its money where its mouth is!

Food plays a key role in telling the story of Wales, which is why the Welsh government decided to promote regional food and help businesses develop and improve their food offer by creating a food tourism business support toolkit. The toolkit gives helpful hints and tips, and provides several case studies that demonstrate and share some of the good practices already being implemented by Welsh hospitality businesses.

Source: http://gov.wales/topics/tourism/developmentl1/food-tourism/business-support/?lang=en

Welcoming visitors in their own language!

Students studying French at Plymouth State University in New Hampshire are using their language skills to help the state’s tourism industry better connect with French-speaking visitors from Canada. Started three years ago, the Bienvenue New Hampshire program offers marketing support, translation services, workshops and training videos. It was recently awarded a $55,000 funding grant from the Northern Border Regional Commission, a federal-state partnership aimed at boosting economic development in northern New England.

Source: http://skift.com/2015/10/11/new-hampshire-is-teaching-businesses-how-to-welcome-canadian-tourists/