Tourism Information Network – Edition 10

TOURISM INTELLIGENCE NETWORK | Edition 10 | July 2017

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

Putting Mauricie on the Foodie Map

There are 52 local businesses involved in the Mauricie gourmande campaign, all of them working together to position the region as a gourmet destination, and encourage tourists and residents to try local products. This second two-year campaign builds on the success of the first, which was launched in 2015. The main initiatives involved in this phase include:

  • Distributing pamphlets in Mauricie and in the Visitor Information centres in Montréal and Québec;
  • Launching a web page;
  • Soliciting reviews from bloggers;
  • Publishing print ads.

Source: Tourisme Mauricie (in French only)

Attracting tourists by focussing on Canadian cuisine and regional products

The federal government is looking for ways to make Canada a preferred destination for tourists seeking memorable food experiences. To do so, it plans to work with tourism operators, agricultural producers and various culinary industries to create a national culinary tourism strategy. This is a golden opportunity for OLMCs to make their voices heard!

Source: HRImag (in French only)

CLIENT GROUPS

How do different generations travel?

A study by Northstar Research Partners compares the travel patterns across several generations of British, French, and German travellers. The study’s main conclusions are as follows:

  • Young Millennials (born between 1980 and 2000) travel the most, taking an average of 4.3 trips in 2016 compared to Boomers (born after World War II), who take 3.1 trips per year, and young Gen Zers (those under 20), with 3.3 trips;
  • Boomers take the longest trips, with an average of 10.5 days compared to a 9.3-day average for all clients;
  • When planning their trip, most travelers go back and forth between two or more destinations. This is especially true for Millennials: 62% of them do this compared with 48% of Boomers;
  • Young Gen Zers use their smartphone primarily when looking for inspiration prior to their trip (63%) and during their stay (76%);
  • More than half, or 53%, of Gen Xers admit that their choice of destination can be influenced by great deals or enticing images.

Source: L’ECHO touristique (in French only)

PARTNERSHIPS

Explore Canada thanks to Destination Canada and WestJet

Destination Canada and WestJet have announced a three-year partnership to align their marketing strategies in shared international markets, to market Canada around the world and bring more travelers to Canada. Canada’s tourism industry will benefit from both WestJet’s continuing expansion of air access and Destination Canada’s marketing efforts.

Source: Newswire.ca

Two previously unrelated industries join forces to promote their products

Banner - It's Sticky Season

Sticky Season is a campaign encouraging families to visit one of New Brunswick’s six participating maple syrup producers, or one of 13 participating craft breweries and distilleries. Local brew masters are celebrating Sticky Season by brewing unique maple beers using local syrup. This excellent provincial partnership initiative will provide New Brunswickers and tourists alike with an authentic and unusual taste experience.

Source: Government of New Brunswick

TOOLS

An app that’s a first for Canada

Tourisme Shawinigan has launched a brand new app for tourists that can provide personalized answers to their questions 24/7. Combining artificial and human intelligence, Maurice is able to: translate a menu, find a local craft shop, provide an itinerary, book a family dinner and even find an emergency dentist with extended hours. Inspired by the services of top-notch concierges working at the best hotels, the app will be available on the Tourisme Shawinigan, QC website starting in mid-July.

Source: L’HEBDO du St-Maurice (in French only)

HUMAN RESOURCES

The best way to recruit and retain seasonal workers

Patricia Lavallée, HR consultant and Valéry Fiset, Recruitment Consultant at MezAfairs, suggest the following:

  • explore alternate labour pools, such as retirees or former employees;
  • use seasonal employment agencies such as Mobilize;
  • set up a staff referral program and an employee integration program;
  • provide benefits to employees who return each year: an extra day off, a salary increase or an end-of-season bonus;
  • provide on-site perks such as soft drinks, coffee, muffins, etc.;
  • conduct exit interviews to provide performance feedback, show recognition, find out employees’ impressions and send a message that you hope they will return next year.

Source: TourismExpress (in French only)

Taking the mystery out of careers in tourism

The CQRHT (Conseil québécois des ressources humaines en tourisme) has made six videos showcasing the work of people who are passionate about what they do. Clarifying what is involved in a career in tourism means answering the following questions:

  • What led you to choose this job?
  • Why do you love your work?
  • What are the most difficult aspects of your job?
  • What makes this the perfect job for you to learn about yourself and earn a living doing what you love?

These videos are an excellent motivational tool and can be used to get future employees excited about their new career!

Source: TourismExpress (in French only)

FUNDING

Grants to improve visitor services

Alberta’s Visitor Services Innovation Fund is helping visitor service providers (visitor centres, chambers of commerce, etc.) develop new ways to connect with travellers. For many people travelling in Alberta, these providers represent their initial point of contact and can help influence them to extend their stay and try new experiences. Two of the 18 projects to receive funding are setting up digital kiosks in high-traffic locations and social media training.

Source: Travel Alberta

Financial support for western Francophone and Indigenous communities

The Minister of Innovation, Science and Economic Development, and Minister responsible for Western Economic Diversification Canada has announced an investment of $142,000 to launch a new website highlighting Francophone and Indigenous cultural centres and historical sites in Saskatchewan, Manitoba, and Alberta. This project is funded by Western Economic Diversification Canada through its Economic Development Initiative program as part of the Roadmap for Canada’s Official Languages: 2013-2018.

Source: TourismExpress (in French only)

Ontario boosting cultural tourism

The Ontario Cultural Attractions Fund (OCAF) is providing over $2.8 million to 45 arts and culture organizations this spring and summer, to market and promote their unique events and exhibits and bring visitors to communities across the province. For information on how to apply for funding, use this link.

Source: Government of Ontario

GOVERNANCE

Canada’s new tourism vision

In a keynote speech at Rendez-vous Canada, the Minister of Small Business and Tourism unveiled the plan adopted by the Government of Canada to grow and increase the competitiveness of Canada’s tourism sector. Canada’s Tourism Vision is based on three pillars, Marketing, Access and Product, and will be rolled out through 20 action items. The goal of these items is to encourage travellers to visit Canada and make it easier for them to get around once they arrive. The plan includes investment in sustained marketing initiatives and support for businesses to innovate, update and enhance their products and services.

Source: TourismExpress (in French only)

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