Tourism Intelligence Network – Edition 5

Edition 5 | July 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.

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PRODUCT DEVELOPMENT

  • Discovering Québec Through Its Museums
  • Three French Tourist Regions Join Forces To Offer Unusual Dining Experiences
  • Gamification: A Different Way To Make Heritage Come To Life
  • The Next Generation Of Food Tourism

MARKETING

  • More Ways To Connect With Heritage Sites
  • The Tourism Squad: Alberta Buffs Who Share Their Passion … In The Minority Language
  • A New Meaning to ”The Daily Special”

TOOLS

  • Using Beacons To Improve The Visitor Experience

PARTNERSHIPS

  • Moncton Gets A Bilingual Makeover
  • New Partnership Addresses Labour And Skills Shortages
  • A New Way To Showcase Traditional Crafts And Knowledge
  • France Eyes Ontario With Growing Interest

FUNDING

  • B.C.’s Tourism Industry Gets Cash Influx Of Over $3.5 Million

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PRODUCT DEVELOPMENT

DISCOVERING QUÉBEC THROUGH ITS MUSEUMS

The Société des musées du Québec has designed three routes – all of which can be found on a new website – to help visitors explore the St. Lawrence River, New France and First Nations and Inuit cultures.

Each route includes approximately 15 museums, a list of activities, links on the topic and a downloadable brochure with a detailed description of the major museums along the way. Potential visitors can put together their own museum route and then save, share or update it as they wish. This new initiative provides an excellent way for people to discover Quebec’s many regions and the different people who have shaped them.

THREE FRENCH TOURIST REGIONS JOIN FORCES TO OFFER UNUSUAL DINING EXPERIENCES

Alsace, Lorraine and Champagne have launched an ambitious project to temporarily take over certain tourist sites in order to organize sightseeing tours, activities, and a dinner of gourmet regional products, prepared by the best local chefs and served in an unusual location.

There are only 70 spots for the visits and dinners, which cost between €75 and €105 per person for the evening. The price varies depending on the quality and reputation of the chef. These unusual dining experiences  are offered in around fifty locations, blending historical, living and industrial heritage.

Unusual dining experience at the Musée de la Cour d'Or in Metz | Dîner insolite au Musée de la Cour d'Or de Metz

Source: Le figaro.fr (in French only)

GAMIFICATION: A DIFFERENT WAY TO MAKE HERITAGE COME TO LIFE

The gamification of cultural heritage sites creates an immersive experience that turns a simple discovery walk or guided tour into a mission into the past that can be embarked on with friends, family or as part of a team. The site is transformed into the setting for a real or imagined story animated by characters from history. Tourism-based applications for gamification include:

  • hunting for clues in an underground passage;
  • searching for the real plans for the castle;
  • learning to recognize trees by their bark, etc.

Gamification immerses the visitor in an interactive experience that combines reality and digital animation, making history come alive and thereby granting the sites that use it a distinct competitive advantage.

Source: L’USINEDIGITALE (in French only)

THE NEXT GENERATION OF FOOD TOURISM

A recent report on emerging trends in culinary travel pointed to the following:

The rise of meal sharing. The report found that, these days, eating in restaurants represents only 5% of food tourism. Today’s food tourists want to connect with the local foodie scene by sharing a meal with locals. Those in the San Francisco area can do just that, thanks to the new sharing economy platform  Get Gone that matches food tourists with local chefs, farmers, cheesemakers etc., for a cornucopia of culinary experiences.

Culinary storytelling. The behind-the-scenes gossip of upscale commercial kitchens or the best world-class chefs is all the rage these days, whether to inspire home chefs or as a starting point for authentic experiences and remarkable journeys.

Hyperlocal food. Tourists nowadays are just as concerned with how their food is sourced as about the people who prepare it. They are eager to visit public markets, food festivals, culinary trails (such as wine or cheese routes) where they can enjoy fresh, top-quality local produce.

Source: Skift

MARKETING

MORE WAYS TO CONNECT WITH HERITAGE SITES

The new Limousin video guide is an online tour guide that helps visitors discover an area’s rich heritage.

The mobile app – free from Google Play or the App Store – can be used on both tablets and smartphones, and will take visitors on a guided tour of the region, complete with video and audio commentary. Or, they can go to the website and download information prior to their trip, or take a virtual tour of different heritage sites.

Source: Vidéoguide Limousin (In French only)

THE TOURISM SQUAD: ALBERTA BUFFS WHO SHARE THEIR PASSION … IN THE MINORITY LANGUAGE

The tourism squad consists of five ambassadors of the province, who share their fave destinations and photos, give expert advice and help visitors discover Alberta’s hidden treasures. You can find it all, in French only, on the Tourisme Alberta blog.

Source: Tourisme Alberta (In French only)

A NEW MEANING TO “THE DAILY SPECIAL”

Last March, Visit California launched Dream365TVHub, a platform for video storytelling that focusses on authentic local travel experiences throughout the state. One of the channel’s most popular series to date, California Dream Eater, presents original food experiences and chatty conversations with host Chase Ramsey. Followers of @CaliforniaDreamEater, or hashtag #DreamEats, can “order up” the next destination – a great way to bring potential tourists into the conversation.

Source: Skift

TOOLS

USING BEACONS TO IMPROVE THE VISITOR EXPERIENCE

The Main Street AmericaTM Movement recently began using beacons as a way to help visitors learn about the history of a given Main Street community. Strategically placed at each building, monument or other point of interest on a historic or heritage walking tour, beacons can trigger varied and interesting content as visitors approach, enabling them to see and hear the history of the landmark, with historical photos and professional narration.

Source: Main Street America

Photo credit | Crédit photo : Orlando Sentinel

PARTNERSHIPS

MONCTON GETS A BILINGUAL MAKEOVER

Moncton recently joined the NPL (Notre paysage linguistique or “Our linguistic landscape”) initiative, launched by the AFMNB, an association of New Brunswick’s francophone municipalities. Moncton came on board in order to increase the number of bilingual commercial signs within its jurisdiction. The idea is that these signs will promote the city’s bilingual identity, culture and history for both locals and visitors alike.

NPL’s mission is to assist AFMNB-member municipalities that consciously and consistently work toward the following goal: raise awareness, promote, provide financial incentives, form partnerships and network in order to make their commercial and public signs consistent with their municipality’s bilingual reality. The NPL initiative is based on a partnership between the Government of New Brunswick, its Department of Intergovernmental Affairs and the Department of Canadian Heritage.

Source: Association francophone des municipalités du Nouveau-Brunswick (in French only)

NEW PARTNERSHIP ADDRESSES LABOUR AND SKILS SHORTAGES

Tourism HR Canada and the Aboriginal Tourism Association of Canada are pleased to announce a new formal working relationship that will see the two organizations cooperate on achieving common goals. The agreement will focus on addressing labour and skills shortages in the tourism sector and increasing workforce participation by Aboriginal people in the Canadian tourism sector.

Source: Tourism HR Canada

A NEW WAY TO SHOWCASE TRADITIONAL CRAFTS AND KNOWLEDGE

The Québec Aboriginal Network and ÉCONOMUSÉE Québec are joining forces in order to use the ÉCONOMUSÉE® network as a means of identifying key opportunities to create and develop joint projects based on Aboriginal tourism experiences. The network will provide artisans and artisan-based businesses with a forum to showcase their traditional knowledge and skills, and will provide tourists with authentic and high-quality cultural and tourism products.

Source: Tourisme Autochtone Québec (in French only)

FRANCE EYES ONTARIO WITH GROWING INTEREST

The French consul in Toronto is working hard to establish partnerships, strengthen institutional ties and support businesses, all in the name of increasing trade with Ontario, which has become a priority for France. Tourism is a key component of economic relations between the two regions: for many years now, France has been the number-one destination for Europe-bound Ontarians, and Ontario also welcomes a significant number of French visitors. According to the Ontario Tourism Marketing Partnership (or OTMPC), in 2012, French visitors reportedly generated $104 million in economic benefits for the province; by 2018, that figure is expected to reach $191 million, an increase of 83%.

Source: www5.tfo.org (In French only)

FUNDING

B.C.’S TOURISM INDUSTRY GETS CASH INFLUX OF OVER $3.5 MILLION

As part of its new Co-operative Marketing Partnerships Program, in 2016-2017, Destination BC is investing $3.6 million to support more than 110 projects across British Columbia. Community consortiums and sectors such as golf, wine, mountain biking and fishing, that share common marketing goals, can leverage funding to maximise marketing impact and raise BC tourism revenues. Funds will be used for website and map creation, event promotion, media outreach and social media programs, to draw travellers to communities around the province.

Source: Destination BC