Québec Aboriginal Tourism
Tourisme Autochtone Québec
Carole Bellefleur : Development Advisor
Sebastien Desnoyers : Marketing Advisor
Kahnawake Tourism Conference | October 22nd 2014
Presentation
 Québec Aboriginal Tourism
 Association
 Services
 Members
 Québec Aboriginal Tourism Sector
QAT Association
Québec Aboriginal Tourism
Based in the huron-wendat community of Wendake (Québec), Québec Aboriginal Tourism (QAT)
is recognised as a sectorial by Tourism Quebec. We’ve 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
Québec Aboriginal Tourism
INCORPOSATION
REGIONAL
1991-1997
In operation for over 20 years!
Québec Aboriginal Tourism
INCORPOSATION
REGIONAL
1991-1997
PROVINCIAL
Sector’s representative
Marketing
1997-2011
Development
Partnership
2011- today
In operation for 22 years!
ATS (19)
ATR (21)
(AEQ, FPQ Outfitters, Snow mobile etc.)
(Eeyou Istchee, Gaspésie, Montreal etc.)
PROVINCIAL Membership
International Marketing Actions
Sectoriel Expertise
Distribution Network
Development
REGIONAL Membership
Intra-Québec Marketing Actions
Regional expertise
Visitor information
Development
Visibility exchange
Media Tours
Mohawk Package suggestions linked for sales
BD:9
DAVE
GM
M
D
C
MEMBERS
Actions for Kahnawake
 Marketing (international)
 Communication (promotion)
 Development
Advantages of beeing a Member
Visibility on QAT Website – dedicated pages
Visibility in various product-positionning brochures for our distribution
network and tourists
Integration into QAT Marketing strategies
Visibility on QAT social media networks
Voting rights at the Annual General Assembly
Dedicated team at your service
Representation at various national and international fairs
Marketing of your products and services
Your news, deals, and scoops emailed to our members.
Discounts with partners and other QAT members
Actif
Délégués
Stagiaires
Associés
Advantages of beeing a Member
Guidance, advice and support when starting up, expanding and diversifying
your aboriginal tourism company
Project development tours
Regional development tours
Support for the continuous education of employees and management
Strategic reports, studies, best practices and other useful resources relating
to the tourism industry and management.
Familiarization tour and press tour
Market segmentation to effectively target your clientel
Opportunity for group advertising
Third page visibility in our Origin(e) Magazine
Preference given to members of QAT call to tenders
Free participation to electronic newsletters
Actif
Délégués
Stagiaires
Associés
QAT Magazine
•Regional description text
•Used for medias, politics, trade, consumer
•Free 1/3 of page with Active Membership
•Paid publicity
•Kahnawake Welcome Centre
•Droulers Archeological site
•Tourism Monteregie
DISTRIBUTION
50 000 copies :
International marketing actions
Major visitor and welcoming centers thru the province
Members across the province
Table Québec Nature
TABLE NATURE
NUNAVIK + ABITIBI-TEMISCAMING +
LAURENTIDES + QUEBEC
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)
SÉBASTIEN
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 feedbacks
Example of Fams this year: German tour operators, Vacances Transat,
Jonview, Toundra Voyages, Go West Tours, Case Départ, Go To Canada, etc.
Other Marketing actions
Other than welcoming medias and fam trips, or the travel across the globe to
best represent your interest, Marketing also does:
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•
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Tourism Magazine Origin(e)
Work on the membership campaign
Actions on the Web and on the social medias strategy
Work with the trade network
Develop advertisement campaign
Find different deals for our members (Petit Futé, Le Devoir etc)
Manages all membership and publicity exchanges with ATR
Packages the Aboriginal products
Put in relation different actors (Aboriginals and non-Aboriginals)
Help on the marketing strategy and commercialization
Give information on the pricing and comparison of the market
All new marketing initiatives (Travel Agency, Handcrafter’s circle etc)
Communication Strategy
PATRICIA
www.tourismeautochtone.com
TOURISME AUTOCHTONE QUÉBEC
AUTOCHTONEQC
Development Tours
CAROLE
Mohawks Members
 Okwari Arts
 Iron Horse Wear House
 KahnawakeWelcome Center
 Native North American College
 Akwesasne Mohawk Casino
 Akwesasne Pow Wow
 Droulers Site
 Thompson Island
 Festival Presence Autochtone
Membership
 Active
 Associate
 Delegate
 Trainee
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
Members
Aboriginal Partners
Active : 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)
Non-Aboriginal Partners
Associate : Organisations venant
en appui au développement du
secteur touristique
Actifs (57)
Délégués (15)
Stagiaires (1)
Associés (37)
110 Enterprises and organisations are members of QAT in 2012-2013
Membership Fees
Aboriginal Partners
Active
Non-Aboriginal Partners
Associate : 500$
Regular Active : 400 $
Outfitters : 300 $
Events : 300 $
Art and Craft: 200$
Revenus by Membership
category
Delegate : 500$
41%
42%
Trainee : 200 $
0%
Actifs
Délégués
Stagiaires
Associés
17%
110 Enterprises and organisations are member of QAT in 2012-2013
PERFORMANCE
77%
Growth since 2011
11 nations, 55 communities
134 members, 66% des enterprises
QAT Sector
 Sector representation
 Sub-sector of operations
 Number of visitors
 Tourists Origin
 Length of the trip
Aboriginal Tourism Sector
 816 000 visitors yearly
 $169M economic contributions
 150 + enterprises
 3 500 + jobs
2014-2015
Sector Representation
Industry groups
Accomodation
Recreation and
Entertainment
Food and Beverage
Travel Services
Business sectors of Enterprises
48% of the enterprises are open yearly. An increase of 17%
Summer remains the most active with 96% of our businesses
Sub-sectors of operations
Aboriginal enterprises
3 Principal sectors of
activities
Quebec’s enterprises
3 Principal sectors of
Employment
Hébergement et pourvoiries
Hébergement
Restauration
Restauration
Activités culturelles
Loisir et divertissement
19%
27%
26%
14%
54%
60%
Operating expenses of companies
 Consolided sales revenues of Enterprises
 2002 : 34,9 M$
 2010 : 92,2 M$
 Median sales revenues
 2002 : 340 000$
 2010 : 600 000$
This increase demonstrates a certain maturity which slowly settles in the
Aboriginal tourism sector
Markets
Aboriginal Tourism Sector (Visitors)
2010
(n=48)
Visitors
Québec
Excursionnistes
Touristes
51 %
Canada
8%
United States
15
%
Europe
18
%
Profile
Québec
European
25-35, 55 +
55 +, 25-35
By self, couple,
family
Couple,
By self
Trip (days)
Short : 1-3
Long : 12,8
Activities
Ecotourism
Outdoor, Parks,
hunting, fishing
Natural
scenery
Soft adventure
Authenticity
Sustainable
Experiment
Authenticity
Safety
learning
Hotel, Motel,
cabin, camping
Noncommercial
AGE
Travel
with
Aboriginals
7%
Autres origines
1%
Experience
100
%
Accommoda
tion
Total
Aboriginal Tourism Sector (visitors)
Do want
Don’t want
Meet the locals
Learn something original,
authentic
See/ Experience how you live
Understand your way of like
Mutual exchange
Everything staged and planned
Be in a big bus tour and taken
to them.
Fake displays and towns—
museum villages just set-up for
tourists.
The markets and mass
produced
Souvenirs
Aboriginal Tourism Opportunities for Canada U.K., Germany, France (CTC)
Basic needs
Feel good
Like a star
Working with the Trade Network
•Instant replies
•Free Wifi Internet
•Packages and specials
• Special attentions
LOYALTY
•Return calls within 24 hours
• Answered emails within 24 hours
• Bilingual Website
• Service in customer`s language
•Up to date Website
•Availability over the phone
•Answered emails within 48 hours
•Price list adapted to the Trade Network
• Courteous customer service
SATISFACTION
Economic Impact
 Social and cultural impacts
Social and Cultural impacts
The most important in spontaneous mention
2010
(n=61)
Job creation
48 %
Knowledge of the community, the culture and the heritage
16 %
Pride
14 %
Range of services for the community
11%
Teaching of the know-how in the community
4%
Improve the visibility of the region
3%
Economic development of the territory
3%
Have a link with the other storekeepers / group together
1%
The exodus of the young people and maintaining the language
also appear in the answers identified within the framework of this study..
Challenges
 Enterprises
 Sector
Challenges of the Enterprises
To welcome + visitors + longer
2002
(n-38)
2010
(n=55)
Stability of Human ressources
32%
38%
Access to financing / credit
66%
33%
Knowledge of the markets
24%
29%
Training
11%
15%
Promotion / publicity / getting knowed
8%
5%
Seasonality / low seasons (autumn and winter)
11%
4%
Attract customer/ accessibility
11%
6%
--
7%
3%
5%
Social and cultural impact
Access to technological opportunities
Work with the governments
Challenges of the Sector
To welcome + visitors + longer
 Raising awareness to the opportunities of employment in tourism
 Training (HR, commercialisation, social medias, management)
 Common philosophy of development
 Guide of evaluation of the durability and the authenticity of the product
 Opportunities of creation of new products and projects
 Networking opportunities
 Investment to renovate and renew products
 Raising awareness in socioeconomic growth from tourism
 Facilitate the access to credit
 Identification of the structures of support for the tourist sector in regions
Québec Aboriginal Tourism
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