Tourism Intelligence Network – Edition 1

Edition 1 | October 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.


  • Celtic Colours International Festival
  • Travelling exhibitions of the Basque Cultural Institute
  • Shetland Storytelling Society
  • Arts Alive! Quebec 2015 Festival
  • Breton Tales and Legends


  • Labelling
  • Aboriginal Travel Services
  • Immersion France App
  • Indigenous promotional film
  • Brittany’s Selfie Contest
  • Discovering Nova Scotia’s many cultures


  • ConnectG
  • Nova Scotia Gaelic Affairs
  • Aboriginal Cultural Centre & Keeping Place


  • Aboriginal Tourism Programs
  • The Gaelic for Tourism Toolkit
  • The Sámi Education Institute


  • Māori Language Community Initiatives

to receive updates on the Tourism Intelligence Network.

Product Development

Celtic Colours International Festival

For nine days in October, Cape Breton Island presents dozens of concerts. But one of the things that sets Celtic Colours apart from the vast majority of festivals taking place around the globe is that it isn’t limited to just one location. Communities around Cape Breton Island host concerts and workshops. The community Cultural Events are divided into five categories:

  • Learning Opportunities offers a variety of workshops, presentations, demonstrations and lectures on Celtic history, music, dance, art, craft, and community heritage.
  • Participatory Events welcomes everyone, as a spectator or as part of the program, to community square dances, sessions, and “kitchen rackets” where listeners are treated to live home-made music and participants can become part of the action.
  • Outdoor Events includes guided walks, hikes, and bicycle tours.
  • Visual Art Series presents a wide variety of events for art enthusiasts, skilled artists, hobbyists, and collectors at exhibitions and demonstrations
  • Community Meals are offered on a daily basis.

Since 1997, the festival has been successful in extending Cape Breton Island’s tourism season well into the autumn, and introducing the musical culture of Cape Breton to tens of thousands of visitors from more than two dozen countries.


Travelling exhibitions of the Basque Cultural Institute

The Basque Cultural Institute (BCI) is an association that was founded in 1990 to help promote the Basque language and culture in the Northern (or French) Basque Country, and prioritize different forms of expression in the Basque language. The Institute has put on a number of exhibitions designed to bring different aspects of Basque culture to a wider audience. These exhibitions often give rise to cultural events, both in the Basque Country and elsewhere.


Shetland Storytelling Society

The Shetland Storytelling Society was founded in 2002. The group’s original intention was to create a storytelling festival where tales of the Scottish archipelago’s past could be shared. However, the festival was so successful in its first year that the group began to travel between local and international events (in countries like Iceland and Norway), where they perform regularly. One of the group’s biggest achievements was appearing at the International Storytelling Festival in Edinburgh.


Arts Alive! Quebec 2015 Festival

Six Quebec regions (Hudson, Quebec City, Montreal’s West Island, Knowlton, Huntingdon, and Wakefield) – all of them home to active English-speaking arts communities – have banded together to create an exciting festival that will run all summer until October, with each community hosting weekend-long celebrations of Quebec arts and culture. Arts Alive! Quebec is the brainchild of ELAN Quebec, the English-Language Arts Network. ELAN’s philosophy is inclusive, encouraging an evolving Quebec identity that recognizes French as the public language and celebrates social, cultural, and artistic diversity.


Breton Tales and Legends

Brittany’s Tourist Board has added five tales and legends to the Breton experiences offered on its website; more specifically:

Some experiences are part of a package that includes a meal or an overnight stay.


Marketing and Promotion


The “FrancoResponsable” label in Louisiana …

The Council for the Development of French in Louisiana (CODOFIL) is developing a “FrancoResponsable” (“French-friendly”) label. The stickers will be color-coded to indicate the level of French service available to customers in restaurants, shops and hotels in New Orleans and Acadia:

  • Green means the business is making some effort to reach French speakers;
  • Silver means that service is spotty — perhaps the one francophone person on staff is not always working;
  • A gold award indicates that interacting entirely in French is always an option.

CODOFIL staffers plan to personally verify the “Frenchness” of businesses before awarding any stickers.


… and Cymraeg badges in Wales

Cymraeg badges are a simple and free way to promote Welsh language service by showing the public that service is available in Welsh in a particular establishment. If a business, organization or company has Welsh speaking staff, Cymraeg badges may be used – and there are many advantages to doing so, such as:

  • They help customers easily identify Welsh-speaking staff;
  • They highlight an effort to offer service in the customers’ preferred language;
  • They demonstrate a confidence in using Welsh language skills.


Aboriginal Travel Services

Aboriginal Travel Services (ATS) is a First Nations-owned and operated travel agency located on Coast Salish Territory in downtown Vancouver. It is dedicated to the business and leisure travel needs of companies, bands, organizations and individuals throughout Canada. ATS is re-investing profits into Aboriginal communities by way of youth scholarships in tourism and hospitality.


Immersion France App

Immersion France is a mobile app designed for anyone who wants to learn French in France. A number of functions make it easy for users to compare the various types of immersion experiences: summer language programs, training in new occupations, introduction to French culture, and so on. An interactive map and photos provide information on destinations, types of classes and schedules, as well as accommodation choices. The app includes a search engine to help pin down the perfect immersion and tourism experience. The app will be available towards the end of 2015.


Indigenous promotional film

Last July, Tourism Australia launched a short promotional film showcasing a wide range of Aboriginal activities and experiences. To be shown on inbound airplanes, in local hotels, and in cinemas in key source markets, it is designed to counter the commonly held misconception that people associate aboriginal experiences with remoteness and inaccessibility.


Selfie Contest

Brittany’s Regional Tourism Committee (CRT) is holding a Selfie Contest entitled selfies viensenbretagne (Come to Brittany Selfies). Would-be contestants are asked to shoot a 20-second video on their cell phones on one of the 12 suggested themes. The videos, which must be punchy, offbeat and humorous, should highlight Brittany’s charms and make people who have never visited the region want to go there. The CRT has posted a tutorial on its website, explaining how to shoot the videos.


Discovering Nova Scotia’s many cultures

On its web site, Tourism Nova Scotia (TNS) invites potential visitors to discover the culture of the province’s four founding peoples through:

The Board’s website also has a section with recipes of local dishes and the area’s Top 10 Culinary Adventures, both of which are a great way to help visitors discover local specialties and make people want to try new flavours. Gastro tourism is an emerging niche within the tourism industry that OLMCs could develop through culinary tours or tastings of local products.




ConnectG is a European Union-funded project that aims to increase the collaboration between public sector agencies in the border regions of Northern Ireland, Ireland and Scotland, specifically to support enterprises using Irish or Scottish Gaelic. Their ultimate goal is to maximize the chances that media, tourism and community-related enterprises will succeed. The project team is working on developing many different resources – workshops, online-learning, seminars and case studies – to fulfill this goal. ConnectG believes that there are significant opportunities for enterprises to use language as a unique selling point, thereby growing their businesses and benefitting people, language and local economies.


Nova Scotia Gaelic Affairs

Gaelic Affairs works with Nova Scotia’s Gaelic community to represent its interests and let others know how the language and culture of the Gaels has benefitted the province in the past and how, today, there are of national and international significance. Gaelic Affairs also plays an active role in the renewal of Gaelic, creating opportunities for Nova Scotians to learn the Gaelic language and experience Gaelic culture. It works with individuals, and a number of local as well as international organizations and government agencies in Scotland and Ireland to promote and develop the Gaelic language and culture. There are partnerships between the Scottish GovernmentBòrd na Gàidhlig and the Highland Council (Scotland) and Gaelic Affairs, Nova Scotia.

Gaelic Affairs provides funding to community groups engaged in Gaelic language and cultural projects. It provides language training, support materials, innovative programming, strategic advice, research, translations and communications services to promote the appreciation, acquisition and use of Gaelic language and culture.


Aboriginal Cultural Centre & Keeping Place

The Aboriginal Cultural Centre & Keeping Place (ACCKP) is a community-based centre where visitors can experience the diversity of Australian indigenous arts and culture. It runs a range of activities, such as exhibitions, holiday programs and workshops. The Centre also houses a café and gift shop. It has forged partnerships with a number of leading organizations and, over the years, it has assisted many Aboriginal community groups with their plans to open a cultural centre, a gallery, a keeping place or an educational centre. The local council (Armidale Dumaresq Council) is working to bring different community groups to one area (around the ACCKP) in order to open a large, sustainable tourist attraction.


Human Resource Management and Training

Aboriginal Tourism Programs

The Native Education College (NEC) in Vancouver offers the Aboriginal Tourism Operations Certificate (ATO) Program and the Aboriginal Tourism Management (ATM) Diploma. Graduates of the ATO program are trained for positions in cultural tourism, ecotourism and many entry-level positions in the tourism industry. After students have completed the ATO certificate program they can continue for another year to complete the ATM program. Graduates of the ATM program are trained in planning, marketing and managing a successful tourism business. Students who have completed the ATO program are encouraged to work in the tourism field during the summer before starting the ATM program. NEC Aboriginal Tourism Programs train qualified tourism professionals who deliver high quality customer service and tourism experience based on traditional Aboriginal culture and values.


The Gaelic for Tourism Toolkit

The Gaelic for Tourism Toolkit is designed for anyone offering accommodation or other services in the tourism industry. Based on the assumption that the best asset to attract more business is the Gaelic language, ConnectG offers two versions of language support toolkits for both Irish and Scottish Gaelic, complete with audio files from native speakers, pronunciation guides, games and more, to enable all businesses, regardless of size, to access, acquire and use the language in a positive way. The toolkits address six different cultural tourism situations:

  • Accommodation
  • Adventure tourism and recreation
  • Arts promotions
  • Events and conferences
  • Food and drink
  • Transport


The Sámi Education Institute

The Sámi people of northern Scandinavia founded the Sámi Education Institute, which offers a variety of programs enabling students to either learn a trade or study the Sámi language and culture. It offers courses in such areas as tourism, catering, customer service and marketing.



Māori Language Community Initiatives

The Māori Language Commission plays a significant role in ensuring local iwi, hapū and whānau language priorities are fully promoted and supported. Te Reo Hapori is the funding arm of the Māori Language Commission. It manages a range of community funds and programs and distributes funding to support community-based Māori language initiatives.

Te Reo Hapori administers funds totalling $6.3 million per year through three programs, one of which is the Community Based Language Initiatives (CBLI) program, which has a baseline fund of $2.317 million per year. The overall objective of the fund is to support whānau, hapū, iwi and Māori organizations in developing community-originated te reo Māori projects, programs and activities, which contribute to te reo Māori revitalization.