Thematic tourist routes abound in Quebec and around the world; there are routes to discover vineyards, cider, flowers, whales, heritage, history, the farming community, the arts and the St. Lawrence. Visitors can explore them on their own, guided and informed by a GPS, an MP3 player or a smart phone; the number of formats available is on the rise. Technology is enhancing the appeal of this type of tourist product, offering a wealth of possibilities in addition to meeting the needs of autonomous yet demanding tourists who seek experiences related to their personal interests. Welcome to a “tour” of some innovating and inspiring initiatives, as well as some of the factors behind their success. Happy trails!

What exactly is a tourist route?

A tourist route follows an itinerary featuring various sites of interest to tourists. The term “tourist circuit” is most often associated with a loop, while a “route” usually has different starting and ending points. However, these terms are not limited exclusively to these definitions. Routes vary widely in length, content and mode of transport (e.g., on foot, by bike, car or coach). Some are comprised of attractions aimed at the general public, while others group together sites of interest to a niche market.

In urban, near-urban and rural environments, tourist routes and circuits are an ideal vehicle for systematically developing and marketing a carefully planned tourism product. A means for local stakeholders to work together, routes also give regions, which are sometimes off the beaten path, an opportunity to differentiate themselves and attract new visitors. At the same time, travellers enjoy being presented with a number of clearly identified activities along the way that correspond to their interests.

A comprehensive, planned and systematic strategy

Tourism Queensland, in Australia, offers a perfect example of good management practice. This organization developed a strategy to plan the development of tourist routes within its territory and guide tourism-based businesses in the steps to follow. In the case of Queensland, we are talking about self-guided drive routes. The organization has made its guide available online: Developing & Marketing Tourism Drive Routes. Written for all stakeholders involved in planning a tourist route, this document discusses the possible benefits of a tourist route, but also mentions what it cannot do:

• single-handedly solve all the problems facing a region’s tourism industry
• provide a substitute for low-quality tourism products
• easily promote a region
• be developed quickly and inexpensively

According to Tourism Queensland, the partners involved in a thematic tourist route must make a commitment and, although they can be used to represent a large number of products, a single bad experience can ruin the reputation of all the participants along the route. After explaining how tourist routes work and listing the pitfalls to avoid, the guide provides a flow chart of the entire process, listing all the steps involved and the organizations to consult at each stage. By taking the reins, Tourism Queensland is helping ensure that its tourist routes are developed systematically and are of high quality.

Effective marketing relies on technology

A route’s use of effective marketing technology is increasingly a factor in its success. Well-equipped visitors–and there are more and more of them–want to be self-sufficient and appreciate being given the means to do so. At the very least, a route must have a Website with dynamic mapping and the option of printing the map. Many destinations now provide MP3 audio guides for download. Now, however, mobile technology is becoming indispensable, thanks to the myriad possibilities it offers. Several destinations have developed mobile applications or created Websites that enable users to view the route directly on their smart phone or GPS, locate businesses through augmented reality or even access a wealth of information simply by scanning 2D barcodes (Flashcode).

For more information on these technological tools, please see:

Le Web mobile, choisir sa présence et sa stratégie marketing

GPS et tourisme: Suivez la direction!

La réalité augmentée au service de l’expérience client

La démocratisation des audioguides: l’ère du numérique

Les «mutations génétiques» du code-barres traditionnel ouvrent des horizons au tourisme

Some eloquent examples

The Route des vins de Bordeaux en Graves et Sauternes Website suggests itineraries that encompass a number of wine-themed regional attractions. Simple and easy to use, the site features a dynamic map illustrating the location of the selected itinerary’s attractions, or visitors can use the map to plan their very own route. Local tourism bureaus also rent out multimedia GPS units to visitors, who can then follow a route at their own pace, receive alerts when they get close to a site of interest and view nearby restaurants. They can also create their own route by selecting the types of sites that interest them. A personalized, self-guided tour enabled by technology—now that’s a 21^st-century tourism product!

Source: Bordeaux-graves-sauternes.com

Tarn Tourisme, another French organization, offers a free iPhone application that presents seven tourist circuits for exploring the region by car. Travellers follow a map identifying the attractions or a list of steps displayed on their cell phone screen and get information from the videos, audio commentary and photos provided by the application. Certain stages of the route feature a family quiz. This is an excellent way to motivate children when sightseeing, for the teams with the best results of the week win prizes! For more details, view the Tarn Tourism video (in French) that introduces the mobile application.

Source : Tourisme-tarn.com

Strength in numbers

To improve and better coordinate the promotion of tourism in their regions, five Wallon provinces in Belgium have developed several initiatives, including Tourisme GPS, a collection of more than 170 multimedia GPS tourist circuits downloadable from the Website. Visitors input their preferences, such as mode of transport, geographic area or starting city, use key words or select a route from a list of favourites.

Source: Tourismegps.be

Factors of success

Taken from various studies on the topic (see the sources listed at the end of this article), the prerequisites below are key elements for the development of a successful tourist route or circuit. Stakeholders must have:

• a well-established high-quality resource to provide a focus or theme
• familiarity with the target clientele
• cooperation among the stakeholders involved
• a clear, shared vision the image to project
• a sufficient number of businesses and attractions
• high-quality tourism products
• a consistent level of quality from one supplier to another
• quality controls
• a common time schedule
• effective signage
• complementary tourism services and infrastructure (toilet facilities, regional tourist information, accommodations, restaurants, etc.)
• a dedicated resource to provide a framework for the member businesses
• a publicist
• high-quality promotional tools with attractive visuals
• creative use of technology

The situation in Quebec

Tourisme Québec lists some 46 thematic tourist routes and circuits, while the Association de l’agrotourisme et du tourisme gourmand (formerly the Fédération des Agricotours du Québec) proposes forty or so on its site under the heading “Québec Routes and Circuits for Food Lovers.” There are also a number of local initiatives that enhance what Quebec has to offer tourists.

It would appear that this type of tourist experience is particularly attractive to non-Quebeckers. In fact, visitor statistics from the Bonjour Québec.com site show that markets outside Québec have a greater tendency to opt for this type of product. Approximately one-third of site visitors overall are from outside the province, but this number climbs to nearly 60% when the topic is specifically tourist routes and circuits.

Quebec could actually take some inspiration from the Tourism Queensland initiative. For example, a comprehensive, planned strategy would give businesses wishing to develop a tourist route or circuit a procedure to follow. Such a strategy could also be used to organize a destination’s different themed attractions into separate centres of tourism, leading to more effective marketing on the global marketplace. Technological tools, shared strategies, unique routes—let your imaginations run wild!

Sources:

- Berki, Mónika and Janos Csapó. “Existing and future tourism potential and the geographical basis of thematic routes in south Transdanubia, Hungary,” University of Pécs, Faculty of Sciences, Institute of Geography, Department of Tourism, 2007.

- Lourens, Marlien. “Route tourism: a roadmap for successful destinations and local economic development,” Development Southern Africa, Vol. 24, No. 3, September 2007.

- Rob Tonge & Associates, Queensland Heritage Trails Network, Queensland Government and Tourism Queensland. “Developing & Marketing Tourism Drive Routes”, June 2004.

- Rogerson, Christian. “Tourism Routes as Vehicles for Local Economic Development in South Africa: The Example of the Magaliesberg Meander,” Urban Forum, Vol. 18, No. 2, Springer Science and Business Media B.V., 2007.

- Zins Beauchesne and Associés. Agrotourisme : Diagnostic sectoriel/plan de développement et de commercialisation – Rapport d’analyse de la situation et diagnostic sectoriel, June 2006.

Websites:

- Route des vins de Bordeaux en Graves et Sauternes

- Terroir et Saveurs.com

- Tourisme GPS

- Tourisme Tarn

Landscapes are an important tourism resource, so it is unrealistic for tourism stakeholders to offer unequivocal support for wind farms. For this reason, battles to stop wind farm development around tourism attractions continue, while at the same time opinions about wind farms continue to diverge. For example, there is opposition to the recently erected wind turbine on Grouse Mountain in Vancouver(2) and to the proposed wind farm near Mont St. Michel, a UNESCO World Heritage Area in France, even though the turbines would be situated some 15 km from it.(3)

Wind turbines as tourist attractions?

For some people, wind turbines are symbols of sustainable development and valued for producing clean energy. Perhaps this attitude can give wind turbines some recognition for being part of modern heritage. Windmills, the predecessors of modern wind turbines, were also contested when introduced to the European landscape around the 12th century. In countries like Holland, windmills today are a visual part of the nation’s heritage and in Québec, many are also tourist attractions, notably on Île Perrot and Île aux Coudres.

However, wind turbines are unlikely to be a major tourism draw in their own right, especially since they are now increasingly part of the cultivated landscape in many countries. In some cases, they diversify the attraction base of a destination, like Cap Chat in the Gaspé Peninsula, where a visitor centre showcases the highest vertical-axis wind turbine in the world. Similar interpretation centres worldwide offer guided tours; in Denmark, for example, there are boat tours to see the offshore wind farms at Middelgrunden near Copenhagen. Preferences and attitudes towards modern wind farms are likely to evolve over time as people get accustomed to their presence, but it is unlikely that they will appeal to everyone in the future.

Visitor preferences

A Scottish report reviewing a number of studies evaluating the impact of wind farms on tourism suggests limited overall negative impacts.(4) However, tourists generally prefer wind energy projects to be located away from accommodation areas, historic sites, scenic areas and viewpoints, and places of natural beauty. The proportion of visitors who flatly oppose wind turbines near tourism attractions appears to be a minority, according to some reports. For example, a broad national survey in France showed 22% of the population thought wind turbines affected tourism negatively, while the rest were positive or neutral.(5) Similarly, in the Languedoc-Roussillon Region, a survey showed only 16% of visitors thought wind turbines degraded the landscape in general.(6) In a more recent study from Scotland, about 20% to 30% of tourists preferred landscapes without wind farms and the rest were mainly positive or neutral.(4) Tourist perceptions were also evaluated in a study in the Gaspé Region of Québec, where visitors generally expressed a positive attitude towards wind farms.(6) However, when asked about the establishment of new wind farms in the future, 56.4% preferred to see a concentration of wind turbines (more than 12 turbines) in a few places, rather than fewer turbines (less than 12) in multiple locations. Furthermore, 5.6% of visitors surveyed did not want to see any wind turbines in the Gaspé Region.(7)

Economic impact

While preference studies show broadly similar patterns, very few quantitative studies published to date have established empirical links between wind farms and the net economic impact on tourism. (8) Several studies use hypothetical scenarios to assess future preferences, thus indicating likely impacts on tourism.(9,10) Such studies tend to show that visitors would not change their travel patterns to an area if a wind farm were established, as 92% of visitors indicated in a survey in Southwest England, for example.(9) Overall, there is limited evidence to suggest that wind farms have a serious negative economic impact on tourism.

A report from Scotland estimated the net economic impact of potential wind farm development by calculating the combined effect of the changing number of tourists going to an area when a wind farm is constructed and the subsequent change in expenditures, and the lowered willingness to pay for a “room with a view” in an accommodation facility affected by the construction. The study looked at four areas in Scotland that represent about 12% of the country’s tourist activity and found that, in total, 81% to 98% of the tourists to these areas would be affected.(4) It also estimated the proportion of accommodation facilities in the same areas that would be impacted by the proposed wind farms, and this ranged from 9.83% to 32.40%. In the visitor survey part of the study, 63% of tourists preferred a landscape free of wind turbines from the hotel bedroom, while 28% were neutral and 9% were positive. The authors suggest visitor perceptions about wind farms are based on where they are. Thus, opinions about wind farms are likely to change if one has a passing view for a few seconds while driving by compared to having a longer, static view from a hotel room. For accommodation establishments with affected views, the study found a reduction in use by 4.9% to 16.20% and estimated a net expenditure reduction of between 0.48% to 1.59% respectively. The study also found proposed wind farm development may lead to a 2.5% loss due to fewer returning tourists visiting the area.(4)

Conclusion

In most places, like Québec, a variety of legislative and planning tools help minimize the social and environmental impact of wind farms.(11) In addition to its visual impact, wind farm development continues to push the limits of social acceptability in terms of its planning, management, operational control and fairness with regard to the distribution of benefits.(12) The few studies mentioned here suggest that even though the majority of tourists may appear positive about wind farms, one must look closer at preferences with regard to visiting places and choosing accommodations. In this context, it would be worthwhile to independently assess the effects of wind farms on tourism at the local and regional scale in Québec.

Sources:

(1) Ministère du Développement durable, Environnement et Parcs (2006). L’énergie pour construire le Québec de demain. La Stratégie énergétique du Québec 2006-2015. Québec: Gouvernement du Québec. 138 p.

(2) Colebourn, J. (2009). “Wind turbine power project installed atop Grouse Mountain,” in the Province. September 25. Accessed online 10 Oct. 2009. Http://www.theprovince.com/story_print.html?Id=2035719&sponsor=

(3) nouvelobs (2009). “Manifestation anti-éolien au Mont-Saint-Michel,” in Le Nouvel Observateur. September 26. Accessed online 10 Oct. 2009.
Http://tempsreel.nouvelobs.com/depeches/sciences/20090926.SCI7308/manifestation_antieolien_ au_montsaintmichel.html
(4) Riddington, G., Harrison, T., mcarthur, D., Gibson, H., and Millar, K. (2008). “The economic impacts of wind farms on Scottish tourism. A report for the Scottish Government.” Accessed online 16 Oct. 2009. Www.scotland.gov.uk/Resource/Doc/214910/0057316.pdf

(5) Synovate (2003). Perception et répresentation de l’énergie éolienne en France. Ademe. 18 p.

(6) Institute CSA (2003). Impact potentiel des éoliennes sur le tourisme en Languedoc-Roussillon, France. Synthèse de Sondage. 5 p.

(7) Richard Guay Consultants (2004). Étude de marketing auprès des touristes de la Gaspésie afin de connaître leurs attitudes face à l’installation d’éoliennes. A report presented to technocentre Éolien Gaspésie-les-Îles. Québec. 37 p.

(8) Riddington, G., mcarthur, D., Harrison, T. And Gibson, H. (2009). “Assessing the economic impact of wind farms on tourism in Scotland: GIS, surveys and policy outcomes,” International Journal of Tourism Research. Published online in Wiley Interscience. DOI: 10.1002/jtr.750 http://www3.interscience.wiley.com/journal/122609399/abstract

(9) visitbritain (2006). Foresight. Issue 33. July. Strategy and Communications Division.

(10) mori Scotland (2002). Tourist Attitudes towards wind farms. research study conducted for the Scottish Renewables Forum and the British Wind Energy Association. Final Report. Edinburgh. 24 p.

(11) Ministère des Affaires municipales et des Régions (2007). Guide d’intégration des éoliennes au territoire : vers de nouveaux paysages. Québec: Gouvernement du Québec. 38 p.

(12) Saucier, C., Côté, G., Fortin, M.-J., Jean, B., Lafontaine, D., Feurtey, É., Guillemette, M., Méthot, J.-F. And Wilson, J. (2009). Développement territorial et filière éolienne. Des installations éoliennes socialement acceptables : élaboration d’un modèle d’évaluation de projets dans une perspective de développement territorial durable. Rimouski: Université du Québec à Rimouski. 227 p.

Whale watching is still the fastest growing sector of general wildlife tourism worldwide and this is important for Québec, since marine tourism is a lucrative activity. According to a recent report, 13 million people went whale watching in 119 countries in 2008, compared to 9 million in 87 countries in 1998.(1) In the past 10 years, the whale watching industry has grown at an average rate of 3.7% globally, although with slight variations. For example, it grew by 13% in Asia, Central America and the Caribbean, by 10% in South America, Oceania and the Pacific Islands and by 7% in Europe. Although North America remains the largest whale-watching destination as it hosts almost 50% of all whale watchers worldwide (Table 1), the sector’s growth there has slowed to 1.5% per year.

Québec in the context of Northeastern America

Marine wildlife observation, particularly whale watching, is a well established part of the nature experience in Québec and the hotspot for this remains the Saguenay-St. Lawrence Marine Park (SSLMP). In this area covering 1,245 km2, a variety of marine creatures (including rare species such as belugas and blue whales) can regularly be spotted, even in close proximity to the shore.

Although the number of whale watchers has grown internationally, a general decline has been observed in the last 10 years along the Atlantic coast of North America. Québec is an exception, posting modest growth between 1998 and 2008 (Figure 1). Meanwhile, fewer visitors participated in whale watching in neighbouring destinations, with numbers declining by 25% in New England but only slightly in Nova Scotia and New Brunswick.

The impact of fewer whale watchers along the Atlantic coast of North America in the past 10 years is a drop in the number of tour operators offering whale-watching activities (Figure 2). However, the reduced number of tour operators in Québec is due primarily to business consolidation.

Total expenditures attributed to whale watching are the highest in New England along the Atlantic coast, despite the decline in the number of whale watchers in the area (Figure 3). In this area, the industry generates $138.45 per whale watcher, with international clients comprising about 15% of the market. Québec ranks second in total expenditures, generating an average of $142.55 per whale watcher, with international clients making up about 20% of the market.(1)

Tourism in Québec’s whale-watching hotspot

In the SSLMP area, statistics show that an estimated 274,000 visitors took part in commercial boat-based whale watching in 2005, while the number of kayakers was over 35,000 per year. A further 60,000 participated in land-based whale watching at various locations around the marine park. Although about 40% of visitors were on day trips, another 60% spent an average of 3.2 nights in the marine park area and 40% were repeat visitors. (2) Whale watching clearly has a positive economic impact, but tourism benefits the park’s resource management very little or not at all because tour companies are not required to spend any of their profits on conservation efforts.(3) However, a few tour companies are associated with GREMM, a non-profit organization dedicated to scientific research on the marine mammals of the St. Lawrence and education for the conservation of the marine environment. Visitors can contribute directly to GREMM’s efforts by becoming a member, visiting the museum in Tadoussac and participating in initiatives such as the ‘adopt a whale’ program. (4)

Although whale watchers are generally satisfied with their visit to the marine park,(5) there is also growing concern that the services offered are not entirely meeting demand, meaning a proportion of people may not be getting what they want out of their wildlife-viewing trip. According to recent visitor surveys, while visitors are generally very satisfied with the area, the educational component is weaker, with surveys showing only 46% of visitors are satisfied with their learning experience. This suggests that education and learning are not fully integrated into the visitor experiences currently offered. The fact that the majority of visitors observe wildlife from large motorized boats and cruise ships is an indication that marine wildlife viewing is very much oriented to “mass” nature tourism. Some visitors also express concerns that several tour boat operators seem to be chasing after whales.

Tourism is a closely monitored activity in the park and, since the implementation of special regulations in 2002,(6) amongst other measures, tour boat operators are required to have a permit, follow speed limits and respect distance requirements when approaching marine mammals. As belugas are endangered, they must be excluded from observation activities completely. At the present time, the tourism industry has been granted 59 observation permits, divided amongst some 16 companies. Although the marine park is vast, most boats leave from the quays at Baie-Sainte Catherine and Tadoussac, generating intense maritime traffic of about 80,000 trips per year. The resulting environmental impacts are numerous and include noise, traffic and collisions with marine mammals.(7)

Where to next?

The whale-watching industry has reached a certain maturity in Québec, compared to other destinations, although it appears to be a viable activity for now in the context of the North American Atlantic coast. Some of the issues raised in the Saguenay-St. Lawrence Marine Park suggest that the tourism sector could reassess its approach to operations management and work to find a balanced co-existence with conservation. It is in the industry’s interest to manage wildlife observation more responsibly, so perhaps there is a need for a sector-wide educational toolkit, as well as some voluntary measures, such as certification and a code of ethics for responsible operations.

The local tourism industry could also collectively reconsider how to positively contribute to the conservation value of the park, since it is a protected area and an industry hotspot. Other things to review include the type of experiences offered, and what actions could be taken to ensure that the interests of the growing, and more eco-conscious, responsible travel market are also met. The park and industry alike could benefit by making interpretation a more integral part of the visitor experiences offered. Besides teaching people about conservation issues, they could encourage a variety of other low-impact activities already offered in the wider Saguenay region, such as those along the Whale Route.

Sources:

(1) O’Connor, S., Campbell, R., Cortez, H., & Knowles, T. (2009) Whale Watching Worldwide: Tourism numbers, expenditures and expanding economic benefits, a special report from the International Fund for Animal Welfare, Yarmouth, MA, USA, prepared by Economists at Large.

(2) Parks Canada. (2005) Visitor Survey. Québec Service Centre, Parks Canada Agency.

(3) Saguenay–St. Lawrence Marine Park. (2008) Report of the public consultations on the Review of the Management Plan. Saguenay St. Lawrence  Marine Park. 43 p.

(4) Group of Research and Education on Marine Mammals (GREMM). Last accessed Oct 13, 2009. http://www.gremm.org

(5) Gosselin, D. and Priskin, J. (2009) Présentation dans le cadre de l’atelier de travail collectif sur les activités en mer au Parc marin du Saguenay—Saint-Laurent. September 9-10, 2009, Tadoussac.

(6) Marine Activities in the Saguenay–St. Lawrence Marine Park Regulations. Last accessed Oct 13, 2009. http://www.parcmarin.qc.ca/1942_an.html

(7) Gareau, D., Pagé, M., Balej, R., Langlois, D. and Désaulniers, J. (2009) Activités en mer au parc marin du Saguenay-Saint-Laurent. Document de reflexion 2009 aux fins de discussion. Parc marin du Saguenay-Saint-Laurent, Tadoussac. 30 p.

Decrease in on-site tourist information requests

Thanks to the internet – the primary travel information and planning source – visitors arrive at their destinations better informed. That being said, many tourists are still interested in obtaining additional information and advice during their stay, which implies that visitor centres and tourist information offices still have a role to play. However, destinations now boast a wider variety of information sources:

• increased commercial signage
• better organized tourist information signs
• increased number of display racks (for guides, brochures and flyers)
• use of podcasts by many destinations
• more hotels offering concierge services
• advent of radio stations targeting tourists directly

Another increasingly popular option is the interactive terminal. By offering visitors fast, self-guided access to information, these terminals appeal to tourists who are less inclined to speak to a representative, increase the number of points of service and extend access to information beyond the usual business hours of information centres. These terminals can already be found in Europe (the photo pictures one in Brussels) the US and even in Canada. Given this situation, what is the role of tourist information offices?

One option: enhanced, diversified services

According to many information office administrators, visitors are now turning to them for more specific needs and services. This reality means staff must be better informed about regional products and capable of providing more specialized services. For example, visitor centres are providing information on the entire region, making hotel and restaurant reservations, and selling tickets for attractions, guided tours and local shows.

To attract more visitors, many information offices have also developed various commercial services (shops and restaurants). To preserve local flavour, some offices are focussing on shops and displays that promote and sell locally grown products as well as regional arts and crafts.

Finally, some tourist information offices are trying to become true windows on local tourism products by organizing exhibitions or holding events directly on site.

The guiding idea is that the information office becomes a “service centre”. Tourist information representatives should act as regional concierges, or super customer service agents capable of meeting a wide variety of requests, both tourism-related and not.

Examples of service centres

This approach is already in use in the US. A prime example is Philadelphia’s new $38 million multi-functional centre, the Independence Visitor Centre. There visitors can find:

• concierge and reservation service for hotels and restaurants
• information office, with a list of daily events
• ticketing for local tourist sites
• free, informative historical and orientation films
• informative, touch screen computer kiosks
• maps and brochures of parks, the city and the region
• the Pennsylvania General Store Café
• the Independence Store
• and more

For a virtual tour: www.independencevisitorcenter.com/inside.htm.

There is also the Times Square information centre in New York City that, in addition to traditional tourist services (multilingual tourist counsellors, maps, brochures, etc.), also offers:

• books, posters and other souvenirs of Times Square
• coffee, snacks and refreshments
• tickets for Broadway shows and sightseeing tours
• a post office booth
• an ATM
• free internet access (courtesy of Yahoo)
• a free digital photo sent to a friend (courtesy of Earthcam)
• free electronic postcards (courtesy of Panasonic)
• and more

Of course, having to offer such a wide variety of services puts extra pressure on the staff, who must adapt their equipment and work methods to ensure the quality of the services offered to the public. Also, it requires a major investment to be able to provide all these services. Therefore, this is not necessarily the ideal solution for all tourist information centres.

Calling all volunteers!

For many managers, just finding the staff to offer basic services is a major challenge. Unusual work schedules, seasonal fluctuations and a diverse clientele all make it difficult sometimes to recruit the necessary personnel. To meet this challenge, many destinations are training volunteers interested in welcoming visitors and sharing their passion for their part of the country. Destinations like Dallas and Vancouver are even recruiting directly on their websites.

In addition to saving money on salaries, this approach gives destinations access to a bigger bank of human resources and, more importantly, to increased community participation in welcoming visitors. Because tourists are looking for authenticity, real experiences and contact with the local culture, the presence of volunteers can help satisfy a tourist’s interest in mingling with locals.

Focus on welcoming rather than informing

If we try to define hospitality, it is often the little things that stand out – a handshake, a smile and receptiveness -rather than the service rendered. So rather than simply adopting the option of the ?super service centre,? information offices could focus instead on welcoming. Why not become an inviting, friendly place to be, that would also be frequented by locals?

Appropriately furnished and organized, these visitor centres could become drop-in centres, places where visitors and locals alike could meet for coffee, talk about what to do that day and share their experiences. Perhaps they could be places that tourists would want to visit, even if they did not need any information. After all, when they are far from home, tourists want to be thought of as friends, not strangers!

Source:
- Arseneault, Paul. “Accueil, information et interaction,” talk given at the Journées annuelles de l’accueil touristique 2006, October 26, 2006.

In the era of sustainable development, the social and environmental responsibility of businesses is paramount and this is remains a challenge in Quebec on many levels. Although a clear effort has been invested to organize eco-adventure tourism in Quebec, certain areas need improvement. Many of the issues, as their solutions are complex and interrelated, including small profits, acute seasonal fluctuations in visitor numbers, leadership, organizational structures and governance. This article is not an exhaustive discussion of all issues, but is a general report of what has been highlighted during the conference this year.

Human resource problems

Although economic trends suggest eco and adventure tourism continues to grow, numerous businesses seem to struggle with small profits, recruiting and keeping competent guides, ensuring fairness and equality of salaries (especially in remote areas and in winter). The reality of eco-adventure guides is difficult, in the face of very low salaries and limited professional recognition, as there are no industry standards for their employment in Quebec. This creates inequitable situations between businesses, as well as guides who are trained and experienced, and those who are not, and between guides from certain institutions and those belonging to professional associations. The ratio of “real’ employment opportunities in Quebec in adventure and ecotourism guiding vs. the number of trained guides on the job market is also an issue.

Regional development

The contribution of eco and adventure tourism to regional development is variable across the regions of Quebec. In general, regional development remains a big challenge for numerous reasons, notably in remote areas with limited infrastructure and service provision.

As elsewhere in the globe where regional economies are traditionally dependent on natural resources, Quebec struggles to favorably and quantitatively present ecotourism. For example, a mining company is often ready to invest 500 million $ and guarantees 300 jobs for 30 years. In the same region, an ecotourism company can say that 10 guides may be needed over this period (if all conditions remain favorable). This is difficult to resolve, but can be addressed firstly by having reliable studies that monitor the net social, economic and environmental benefits of ecotourism in Quebec.

Furthermore, it appears that the eco and adventure sector has a low profile in certain regions and is not always actively involved in important decision-making processes. A solution may be to be more proactive and communicate with elected members, as well as the general community, who need to be informed and educated about the values of ecotourism. Ecotourism can be relatively easily integrated into existing economic and social structures and harness partnerships that have multiple benefits. It appears that Quebec needs a more precise vision for eco and adventure tourism in each region, as well as a series of strategies and implementation plans for the medium and long-term in an economic, social and environmental sense.

Resources and Environment

The long-term prosperity of the industry depends on access to quality natural resources, which was a recurring theme throughout the conference. Equally, the threats created by extraction industries were emphasized (especially forestry and hydroelectric dams). The question of protected areas is a continuing issue and concern remains over the small % of protected areas in Quebec compared to global trends. The global challenge of providing access to protected areas whilst maintaining the quality of resources is equally pertinent in Quebec.

Quebec’s eco and adventure sector is working towards reducing negative environmental and social impacts through Leave No Trace, a proactive international program, adapted and implanted via AÉQ and its partners. The program aims to reduce and avoid negative impacts via education, research and partnerships, while ensuring the needs and satisfaction and needs of users. Although everyone agreed on the importance of the program, the reality of implementation and adaptation remains a challenge, often due to practical difficulties.

Products and Marketing

Quebec has a range of eco and adventure products, but it could improve its positioning in the face of fierce global competition as an eco-destination. How to sell Quebec’s winter ‘appropriately’ and ‘hot’ remains probably the biggest challenge. Given the climatic extremes, businesses could diversify their product and be more polyvalent. There is a need to create more networks around regional product themes, as highlighted by the noteworthy case of the ‘Appalachian Trail’. Many opportunities also remain to develop more combined ‘nature and culture’ products in Quebec. As it was well noted, if Americans can successfully develop products such as ‘in the footsteps of Henry D. Thoreau’, why can’t Quebec offer ‘along the trails of Vigneault’ on the Côte Nord? The regional product possibilities are festinating.

There is still room in Quebec’s eco-adventure sector to establish more local and regional cooperatives along the principles of solidarity as was highlighted, by the noteworthy case of Cap Jaseux. Similar opportunities exist in all regions between tour operators, hotels and others. Such cooperatives allow resource and knowledge sharing, and encourage product complementarities by reducing doubling-up. Furthermore, cooperatives enable more focus on creating unique, and high quality experiences. Although such alliances give synergy for the industry, the risks associated were well acknowledged. The case of Quebec Maritime also illustrated the values in regional networking for more efficient destination marketing.

Conclusion

Quebec’s eco-adventure sector is well on its way in implementing the principles of ecotourism, despite some challenges. Overall the industry is increasingly conscientious to ecologically manage business and clients, but some work remains in this area. Ecotourism has an important role to play in Quebec, primarily to be ahead of the rest of the tourism industry in implementing the principles of sustainable development and show how tourism can positively contribute to economic diversification in a responsible fashion. The latter is also the responsibility of the whole tourism sector, given recent policy orientations in Quebec. Aside from the above issues, work remains in other areas such as establishing a quality certification program and the monitoring of industry via reliable indicators. This could raise the profile of the sector and better inform decision-makers and reassure potential investors.

Source: http://www.aventure-ecotourisme.qc.ca/