Tourism Intelligence Network – Edition 4

Edition 4 | April 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

  • Saguenay–Lac-Saint-Jean Highlights its Boreal Credentials
  • Street Art Gets Out of the City
  • Drawing Visitors into the Heart of Village Life

TRAINING

  • Two tools make small rural communities more competitive

MARKETING

  • Viking Culture – Redefined
  • A Marketing Campaign Inviting Canadians to Visit the Yukon
  • Promoting Manitoba’s Francophone Culture, One Show at a Time
  • New Facebook Feature Makes Storytelling Fun

FUNDING

  • Accommodation Tax Supports Rural Tourism Development

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PRODUCT DEVELOPMENT

Saguenay–Lac-Saint-Jean Highlights its Boreal Credentials

The agriculture and agri-food industries of the Saguenay–Lac-Saint-Jean region are joining forces to create a brand new image, conveyed through their website The site is just one of a number of tools designed to help people recognize and learn about locally-grown products. The project is the result of a partnership between three organizations: the Table agroalimentaire SLSJ, AgroBoréal and the Regional Tourism Association.

Source: http://www.hrimag.com/Le-Saguenay-Lac-Saint-Jean-s

Street Art Gets Out of the City

In the French department of Gers, an area known as the “Pays Portes de Gascogne” (entrance to the Biscay region) wants to bring six communities together to create an inter-community Street Art Trail, with an operating budget of €13,500. The small town of Lombez has been the first to jump on board. The trail, due to be started in May 2016, is just one plank in the cultural policy platform developed by the Biscay region’s Territorial and Rural Balance Cluster (PETR). View the Lombez Street Art Project call for proposals here.

Source: http://www.nouveautourismeculturel.com/blog/2016/02/19/le-tourisme-creatif-quoi-de-neuf/ (In French only)

Drawing Visitors into the Heart of Village Life

The goal of the Cœurs villageois pilot project is to enhance the tourism value of each of the participating towns and villages while retaining and highlighting their distinctive characteristics. This innovative Eastern Townships project focuses on drawing visitors to smaller, more rural communities, to get to know the locals and the community itself, for a more authentic experience. Tourism Eastern Townships offers financial support and specialized advice and services to help the new network provide a uniform standard of visitor service and care.

A similar program was launched 15 years ago in Mexico: the Pueblos Mágicos (Magical Villages) is a pan-Mexican network of 111 villages.

Source: https://tourismexpress.com/nouvelles/les-coeurs-villageois-un-reseau-unique-au-quebec-signe-tourisme-cantons-de-l-est-2 (In French only)

MARKETING

Viking Culture – Redefined

Visit Norway’s website shines a light on Viking history with breathtaking, larger-than-life images that give visitors an insight into the artistic and cultural aspects of the Viking people. If a picture is worth a thousand words, a video is surely worth many more. When the video tells a story, the message becomes even stronger, as it creates an emotional link with the no-longer-casual browser. It’s easy to get drawn into the story as you scroll through the webpage that showcases the many fascinating facets of this long-gone culture. The website publisher has done a great job of opening a window onto an authentic cultural product.

Source: http://www.visitnorway.com/things-to-do/art-culture/vikings/?lang=primary

A Marketing Campaign Inviting Canadians to Visit the Yukon

The Government of Yukon has unveiled four commercials to promote the territory as a year-round destination for Canadian travellers. The commercials – aired nationally on 12 conventional channels, including CTV, Global and CBC as well as on 13 specialty channels, including BBC Canada, the Discovery Channel and National Geographic Canada – showcase Yukon’s rich First Nations culture and its historic heritage. The television commercials are funded through the Yukon Now tourism marketing program, a partnership between the Yukon Government and the Government of Canada’s Canadian Northern Economic Development Agency (CanNor). The $3.6 million Yukon Now campaign is the single largest tourism marketing initiative in Yukon’s history.

Source: http://www.marketwired.com/press-release/tourism-commercials-invite-canadians-to-come-to-my-yukon-2092940.htm

Promoting Manitoba’s Francophone Culture, One Show at a Time

Representatives of Tourisme Riel and CDEM, the Economic Development Council for Manitoba Bilingual Municipalities, have started attending major RV shows throughout Eastern Canada to attract more tourist traffic to their province. Assisted by a fiddler and a storyteller, they bring their francophone culture to life and talk up the services of their province in French. This approach seems to be working; 80% of visitors to the Manitoba booth at the RV shows mentioned their interest in visiting the province in the next three years. And, their activities are already having a noticeable impact: provincial campgrounds have already noted a 30% occupancy rate by Québec visitors.

New Facebook Feature Makes Storytelling Fun

Canvas is an immersive and expressive experience on Facebook for businesses to tell their stories and showcase their products. The new features uses a combination of images, videos, text and even call-to-action buttons to produce full-screen, customized advertising content that readers can swipe through as much as 10 times faster than the standard mobile web. Watch the video to grasp the full potential of Facebook Canvas.

TRAINING

Two tools make small rural communities more competitive

 The Ayrshire and Arran Tourism Toolkit

Ayrshire and Arran Tourism, the organization responsible for developing tourism in this region of Western Scotland, has created a toolkit that enables communities to work through the key stages in delivering a successful tourism project. Topics include how to organize a successful event, how to develop a tourism or heritage trail, how to develop marketing or PR material, and much more! The toolkit also provides suggestions for potential partners and sources of funding, and ends on a high note with 15 inspiring case studies.

Source: http://www.ayrshire-arran.org/media/49955/Community%20Tourism%20Toolkit%20and%20Guide.pdf

The Rural Tourism Studio Training Program

Oregon’s Rural Tourism Studio is a robust training program designed to assist rural communities in developing sustainable tourism products that are specific to their communities, such as cycling tourism, agri-tourism, outdoor recreation and cultural heritage. The 8-day program includes an overview of the tourism industry, important trends and sustainable tourism best practices, and concludes with training in marketing and project implementation. With this training program, Travel Oregon hopes to create high-value, authentic experiences for travellers.

Source: http://industry.traveloregon.com/industry-resources/destination-development/rural-tourism-studio/

FUNDING

Accommodation Tax Supports Rural Tourism Development

In 2009, the Regional District of Mount Waddington (RDMW), in partnership with the local accommodation sector, requested the province to levy a 2% hotel room tax. The majority of the revenue raised regionally goes toward Vancouver Island North Tourism’s regional destination marketing activities. However, in 2016, a small percentage of this tax levy will be made available to community organizations to help them increase tourism activity in their small, rural communities.

Source: http://www.rdmw.bc.ca/media/Rural%20Tourism%20ACTION%20GRANT%202016%20guide.pdf