Retombes conomiques du tourisme autochtone au Qubec

Kahnawake Tourism Conference | October 22nd 2014Qubec Aboriginal TourismTourisme Autochtone QubecCarole Bellefleur : Development Advisor Sebastien Desnoyers : Marketing Advisor1SEB

PresentationQubec Aboriginal Tourism AssociationServicesMembersQubec Aboriginal Tourism Sector

I will present you a quick overview of our association and actions targeting your region, well talk about Arctic tourism and Business travelers and we will end with tourism trends in Nunavik Ok Lets go!

2I will present you a quick overview of our association and actions targeting your region, well talk about Arctic tourism and Business travelers and we will end with tourism trends in Nunavik Ok Lets go!

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QAT Association

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Qubec Aboriginal TourismBased in the huron-wendat community of Wendake (Qubec), Qubec Aboriginal Tourism (QAT) is recognised as a sectorial by Tourism Quebec. Weve mainly been working in marketing and development for over 20 years

The mission is to offer the Aboriginal Tourism Entrepreneur of the 55 communities of Quebec, an organisation of representation to defend their interest, develop their competencies and offer a variety of products and services which grow their better practices and their postionning on diverse markets

We create, by tourism, potential activities of social and economic development. Our actions are planned but protective values of aboriginal heritage such as authenticity, ethic, equity and substainable development

Based in the Huron-Wendat community of Wendake (Qubec) Quebec Aboriginal Tourism is a non profit organisation, constituted in a Society managed by a board of directors majority Aboriginals

Recongnised as a sectorial but Tourism Quebec, weve been working mainly in marketing and development for over 20years

The mission is to offer at the Aboriginal Tourism Entrepreneur of the 55 communities of Quebec, an organisation of representation to defend their interest, develop their competencies and offer a variety of products and services which grow their better practices and their postionning on diverse markets

We create, by tourism, potential activities of social and economic development. Our actions are planned but protective values of aboriginal heritage such as Authenticity, Ethic, equity and Substainable develpment.4

Qubec Aboriginal Tourism

INCORPOSATIONREGIONAL1991-1997In operation for over 20 years!5

Qubec Aboriginal Tourism

DevelopmentPartnership2011- todayINCORPOSATIONREGIONAL1991-1997PROVINCIALSectors representativeMarketing1997-2011In operation for 22 years!We were Incorporated in 1991 as Tour Innu, a regional association and travel agency.

Then in 1997 we became provincial and changed our name Quebec Aboriginal Tourism Corporation (STAQ), whose activities were mainly focused on marketing and we were granted by the Ministry of Tourism, the specific funding and title of representative of the aboriginal tourism sector in Qubec.

Then 14 years of accomplishments we felt it was time once again to rethink, reinvent our association to seize new opportunities and do more for our members. And that meant many changes, new employes, new services in development and communications, and our new signature. 6

VS

ATS (19)(AEQ, FPQ Outfitters, Snow mobile etc.) PROVINCIAL MembershipInternational Marketing ActionsSectoriel Expertise Distribution NetworkDevelopment

ATR (21)(Eeyou Istchee, Gaspsie, Montreal etc.)REGIONAL MembershipIntra-Qubec Marketing ActionsRegional expertise Visitor informationDevelopmentPARTNERSHIPSVisibility exchangeMedia ToursMohawk Package suggestions linked for sales

Before we start with that I would like share with you the major diffrences between a sectorial association an a regional assocation Tourism Association.

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MEMBERS

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DAVE

Qubec Aboriginal Tourism, is a non-profit organisation managed by a board of directors composed of 9 of our members. (Board member from NunavikFrance BrindAmour from Nunavik Parcs )We are a small team of 6 employees, the general manager, Marketing and development advisor, communication agent and 2 part time resources. We are proudly supported by:We are the only organisation recognised by Tourisme Qubec as the Qubec aboriginal tourism sectors representative.

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Actions for KahnawakeMarketing (international)Communication (promotion)Development

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Advantages of beeing a Member

Visibility on QAT Website dedicated pagesVisibility in various product-positionning brochures for our distribution network and touristsIntegration into QAT Marketing strategiesVisibility on QAT social media networksVoting rights at the Annual General AssemblyDedicated team at your serviceRepresentation at various national and international fairsMarketing of your products and servicesYour news, deals, and scoops emailed to our members.Discounts with partners and other QAT members

Actif Dlgus Stagiaires AssocisPerso je ne metterais pas ces deux slides moins de manquer de temps

Advantages of beeing a Member

Guidance, advice and support when starting up, expanding and diversifying your aboriginal tourism companyProject development toursRegional development toursSupport for the continuous education of employees and managementStrategic reports, studies, best practices and other useful resources relating to the tourism industry and management.Familiarization tour and press tourMarket segmentation to effectively target your clientelOpportunity for group advertisingThird page visibility in our Origin(e) MagazinePreference given to members of QAT call to tendersFree participation to electronic newsletters

Actif Dlgus Stagiaires Associs

QAT Magazine

Regional description textUsed for medias, politics, trade, consumerFree 1/3 of page with Active MembershipPaid publicity Kahnawake Welcome CentreDroulers Archeological siteTourism Monteregie

DISTRIBUTION50 000 copies : International marketing actions Major visitor and welcoming centers thru the province Members across the province 12SEB

TABLE NATURENUNAVIK + ABITIBI-TEMISCAMING + LAURENTIDES + QUEBEC

Table Qubec Nature13SEB

Major Commercialisation Events Distribution Network Event Rendez-vous Canada (Niagara Falls) Bienvenue Quebec (Quebec) ITB Berlin (2015) Discover Quebec (Toronto) IFTM Top Resa (Paris)

Distribution and Press Destination Quebec (Brussels) Destination Quebec (Paris) Go Media marketplace (Penticton, BC)

Consumer, Distribution and Press Salon Mondial du Tourisme (Paris) Salon Vacances de Bruxelles (Brussels)

SBASTIEN

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Press and familiarisation trips

Press Trips:Each year we have a dedicated budgets for press trips. Depending on the media, we always try to work with the ATR of the region for a better coverage of the cost and always require a gratuity from the enterprise. We always work on the topics the writer wants to cover. We guide all our tours in order to bonify the experience of the media. Example of medias this year: Air Transat (Atmosphere), Lufthansa Magazin, Adventures North, Angler and hunter TV, Journal du Trek, QVO

Fam trips: Each year we also have dedicated budgets for Fam trips. We work in the same pattern of the Press trips. We always work on the topics Tour operators are interested in. We also guide all our fam trips tours to gather feedbacksExample of Fams this year: German tour operators, Vacances Transat, Jonview, Toundra Voyages, Go West Tours, Case Dpart, Go To Canada, etc.15SEB

Other Marketing actions

Other than welcoming medias and fam trips, or the travel across the globe to best represent your interest, Marketing also does:

Tourism Magazine Origin(e)Work on the membership campaignActions on the Web and on the social medias strategyWork with the trade networkDevelop advertisement campaignFind different deals for our members (Petit Fut, Le Devoir etc)Manages all membership and publicity exchanges with ATRPackages the Aboriginal productsPut in relation different actors (Aboriginals and non-Aboriginals)Help on the marketing strategy and commercializationGive information on the pricing and comparison of the marketAll new marketing initiatives (Travel Agency, Handcrafters circle etc)

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www.tourismeautochtone.com

AUTOCHTONEQCPATRICIA

TOURISME AUTOCHTONE QUBEC

Communication StrategyLien sur la section du NUNAVIKNunavik Co-op Hotels will each have their own individual sections in 2015 17

Development Tours

CAROLE

The general idea behind a development tour is to visit the major aboriginal and non aboriginal actors of the economic and touris2m sectors of a specific region, to discuss their actual or potential implications in the aboriginal tourism development. Our goal is to return from the region with new relations, references and the big picture of the aboriginal tourism industry in order to develop appropriate partnerships, projects and services for the benefit of our members.The approach is all about the : Keep It Simple rule. We meet, sit down, listen and learn. Thats it ! As simple as it may seem, this allow us to learn all kinds of valuable information like : labor shortage du to the presence of the mining industry , upcoming projects in the area, funding availability, communication barriers between the actor ect Each development tour is different and full of information that is subject to create opportunities that also helps us to gain experience and to assume our representation skills.

Cant wait to meet your local tourism development actors and discover all the partnership possibilities in your region18

Mohawks MembersOkwari ArtsIron Horse Wear HouseKahnawake Welcome CenterNative North American CollegeAkwesasne Mohawk CasinoAkwesasne Pow WowDroulers SiteThompson IslandFestival Presence Autochtone

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MembershipActiveAssociateDelegateTrainee

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Aboriginal Cultural Tourism Activities

Outdoor adventures : Berry picking, hiking, canoeing, wildlife watching and photography, kayaking, snowmobiling, dog sledding, expedition cruises, northern lights, National Parks.

Cultural tourism : Storytelling, throat singing, traditional games, traditional crafts, traditional cuisine, visiting historic sites and museums, authentic experiences, festivals, Elders, Sleepover in the community, Pow Wows etc.

Outfitters : Hunting : Caribou, bear, deer, moose, waterfowl Fishing : Arctic Char, trout, salmon, pike, walleye

Business travel : All of the above, packaged on a shorter length period and offered to business and congress travelers

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MembersActive : First Nation products with first emphasis is Tourism

Delegate : Tribe council, Organisation formed or managed by Tribe council

Trainee : Beginner aboriginal entrepreneur (in activity for less than 1 year)Associate : Organisations venant en appui au dveloppement du secteur touristique

Aboriginal PartnersNon-Aboriginal Partners110 Enterprises and organisations are members of QAT in 2012-201322SEB

Membership FeesActiveRegular Active : 400 $Outfitters : 300 $Events : 300 $Art and Craft: 200$

Delegate : 500$

Trainee : 200 $

Associate : 500$

Aboriginal PartnersNon-Aboriginal Partners110 Enterprises and organisations are member of QAT in 2012-201323SEB

PERFORMANCE

11 nations, 55 communities134 members, 66% des enterprises

77%Growth since 2011

On this last point about our association Im proud to say that after this years membership renewal, we have increased our memberships by 56% since our restructuration in 2010. And with a constant addition to our long time supporters in Nunavik, your are definitely contributing to our success! Thank you for your support!

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QAT Sector Sector representationSub-sector of operationsNumber of visitorsTourists OriginLength of the trip

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Aboriginal Tourism Sector816 000 visitors yearly$169M economic contributions150 + enterprises 3 500 + jobs

2014-201526

Sector Representation

Business sectors of Enterprises

48% of the enterprises are open yearly. An increase of 17%Summer remains the most active with 96% of our businesses28

Sub-sectors of operationsAboriginal enterprisesQuebecs enterprises

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Operating expenses of companiesConsolided sales revenues of Enterprises2002 : 34,9 M$2010 : 92,2 M$Median sales revenues2002 : 340 000$2010 : 600 000$

This increase demonstrates a certain maturity which slowly settles in the Aboriginal tourism sectorLes chiffres suivants dmontrent une prise de maturit qui sinstalle graduellement depuis 2002 dans le secteur touristique autochtone.Un chiffre daffaire consolid qui tripl depuis 2002 et un chiffre daffaires moyen qui lui presque doubl sur la mme priode. a cest des bonnes nouvelles!

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Markets

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Aboriginal Tourism Sector (Visitors)

Visitors2010(n=48)Qubec ExcursionnistesTouristes51 %Canada8 %United States15 %Europe18 %Aboriginals7 %Autres origines1 %Total100%ProfileQubecEuropean AGE25-35, 55 + 55 +, 25-35Travel withBy self, couple, familyCouple, By selfTrip (days)Short : 1-3Long : 12,8ActivitiesEcotourism Outdoor, Parks, hunting, fishingNatural scenerySoft adventure ExperienceAuthenticitySustainableExperimentAuthenticitySafetylearningAccommodationHotel, Motel, cabin, campingNon-commercialDifficult daccs linformationHsitation du march faire affaires avec les entreprises autochtonesManque de nouveaut et de renouvellement de loffreForce de limage de marqueGlissement des parts de marchs du Canada 2002 10e / 2007 13e La contreperformance de lindustrie du Qubec et du Canada nous a tous porter se regarder le nombril et chercher des solution pour dynamiser le secteur. Dveloppement, innovation, diversification, financement adquat, image de marque, concertation font la une des constats.Il est noter que la croissance du tourisme Qubcois compens pour la baisse des touristes trangers.32Mettre les chiffres Visiteurs

Comparer avec les investissements

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Aboriginal Tourism Sector (visitors)

Do wantDont wantMeet the localsEverything staged and planned Learn something original, authenticBe in a big bus tour and taken to them. See/ Experience how you liveFake displays and townsmuseum villages just set-up for tourists. Understand your way of likeThe markets and mass produced SouvenirsMutual exchangeAboriginal Tourism Opportunities for Canada U.K., Germany, France (CTC)

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Working with the Trade Network

Up to date WebsiteAvailability over the phoneAnswered emails within 48 hoursPrice list adapted to the Trade Network Courteous customer service

Return calls within 24 hours Answered emails within 24 hours Bilingual Website Service in customer`s languageBasic needs

Feel good

Instant repliesFree Wifi InternetPackages and specials Special attentions Like a starLOYALTYSATISFACTIONA Loyalty programm!The Loyalty program can be put in place at any expectation level that you wish to offer in your enterprise. The loyalty program can include various things like special prices for activities during their stay, free WIFI, or a free night after a certain amount of stay. Business travelers particularly appreciates theses personal advantages especially because they are PERSONAL. That way if the get a free night stay, they might organise a longer stay to enjoy the area or in other case come back with their family for a lower cost vacation . 34SEB

Economic ImpactSocial and cultural impacts

Salutations MTO, Dave Laveau, Jean Chartier et Robin McGinley lien avec limportance des RH, 35

Social and Cultural impacts

The exodus of the young people and maintaining the language also appear in the answers identified within the framework of this study.. The most important in spontaneous mention2010 (n=61)Job creation48 %Knowledge of the community, the culture and the heritage16 %Pride14 %Range of services for the community11%Teaching of the know-how in the community4 %Improve the visibility of the region3 %Economic development of the territory3 %Have a link with the other storekeepers / group together1 %

ChallengesEnterprisesSector

Salutations MTO, Dave Laveau, Jean Chartier et Robin McGinley lien avec limportance des RH, 37SEB

Challenges of the Enterprises

To welcome + visitors + longerSocial and cultural impact2002 (n-38)2010 (n=55)Stability of Human ressources32%38%Access to financing / credit66%33%Knowledge of the markets24%29%Training11%15%Promotion / publicity / getting knowed8%5%Seasonality / low seasons (autumn and winter)11%4%Attract customer/ accessibility11%6%Access to technological opportunities--7%Work with the governments3%5%les principaux dfis des entreprises en 2010 sont la stabilit de la main-d'uvre, laccs au financement et la connaissance des marchs. En 2010, laccs aufinancement est un lment qui est moins proccupant pour les entreprises quil ltait en 2002.38SEB

Challenges of the SectorRaising awareness to the opportunities of employment in tourismTraining (HR, commercialisation, social medias, management)Common philosophy of developmentGuide of evaluation of the durability and the authenticity of the productOpportunities of creation of new products and projectsNetworking opportunities Investment to renovate and renew productsRaising awareness in socioeconomic growth from tourismFacilitate the access to creditIdentification of the structures of support for the tourist sector in regions

To welcome + visitors + longerGardez en tte que le march international tend doubler dici 2020, 39SEB

unique in design with a focus on Best Practices and examples of successful Authentic Aboriginal Tourism businesses from around the world, as well as offering practical advice on how to succeed in the cultural tourism industry.

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www.tourismeautochtone.com

#AUTOCHTONEQC

TOURISME AUTOCHTONE QUBECQubec Aboriginal TourismTHANK YOU

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