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2009 Great Excursions & Bluewater Adventures Roadshow

Join us for a vivid illustration of the changes in what today's consumers demand in the way of travel experiences: trips that are more immersive, transformational and that make a difference in the local communities where they take place. Welcome to the future of travel!

The presentations will feature free, live, audio-visual travelogues introducing some of Canada’s most authentic journeys… and a few exotic new offerings to warmer winter destinations.

SASKATOON:

Tuesday October 13, 7:00-9:00 PM
Hilton Garden Inn
90-22nd Street East

REGINA:

Wednesday October 14, 7:00-9:00 PM
Best Western Seven Oaks Inn
777 Albert Street

The two presenters will be:

Randy Burke
Owner and Director of Bluewater Adventures
http://www.bluewateradventures.ca

Since 1974, Bluewater has pioneered quality wilderness and wildlife eco-adventures. The tours raise the profile of wildlife cruising in British Columbia and Alaska and Bluewater continues to build on its eco-initiatives. At age 27, Randy bought Bluewater from Dan Culver and started on his journey with the company. A Skipper by nature, Randy has taken thousands of guests on memorable adventures along the BC and Alaska Coastline. He has sailed around the Pacific on Tall ships and had some amazing experiences worldwide. When he is not in the office or skippering trips, Randy enjoys spending time with his wife Cathy and his daughters Anna and Heather.

If you are looking for something more off the beaten path and are up for an adventure, Bluewater offers the trip of a lifetime! Aboard each trip is a Resource Guide with qualifications in biology, education, zoology, anthropology or ornithology. Our guides are not only experts in their field, but truly enjoy communicating their enthusiasm to others. Down below in the salon, our wonderful cooks serve gourmet meals and beautiful buffets.

Claude-Jean Harel, MA MAHI
Founder and Manager of Great Excursions
http://www.greatexcursions.travel

An applied anthropologist by training, Claude-Jean crafts "behind the scenes" vacations using a variety of techniques. He brings to the travel industry 25 years of broadcast media experience in the fields of culture, heritage and science, generating national and international attention for the distinctive qualities of the North American Plains region. Claude-Jean not only presents tourism products as “reportages” intended to be lived by guests, he is also a regular contributor to CBC Radio and Television programs. When not leading a tour, he delivers tourism workshops for private and public sector tourism organizations across Canada, as well as in Colorado, North Dakota, Nebraska and Alaska.

Claude-Jean's work has won numerous awards including: the Canadian Ethnic Journalists' and Writers' Club award. He is a former Commonwealth Relations Trust bursar. His work was nominated for a UNESCO Award; and in 2004, he was admitted to the degree of Master of Arts in Archaeology and Heritage with Distinction at the University of Leicester in the United Kingdom. Claude-Jean's company recently joined the CAA Saskatchewan group of companies, and Great Excursions’ future has never looked brighter since.


It'll be an opportunity for discovery and great fun!

Coffee, tea and cookies will be served.

Why sweat? Why not? Learn about Canadian Aboriginal culture the traditional way—in a sweat lodge

These are sacred, often life-changing, rituals. If you’re lucky enough to get the chance to join, take it. A Winnipeg, MB downtown lodge invites outsiders into its steamy circle.

by Judy Waytiuk

These are sacred, often life-changing, rituals. If you’re lucky enough to get the chance to join, take it. A Winnipeg, MB downtown lodge invites outsiders into its steamy circle.

It’s as dark and close as the womb in here, hotter than a sauna. I’m hunkered down in a sweat lodge with half a dozen other people at the Circle of Life Thunderbird House in downtown Winnipeg, MB. Beneath chanting and drumming, I hear traffic buzzing around one of Winnipeg’s historic intersections, Higgins and Main. With every cupful of water the sweat conductor dashes onto fire-heated “grandfather” stones in the central pit, the lodge—made of tarps and blankets piled thick on a willow frame—gets steamier and more surreal. I follow the drumbeat with my rattle, considering life in general and the heat in particular.

This isn’t something just any tourist can buy a ticket to attend; sweat ceremonies are sacred, often life-changing rituals, deeply respected by those who do it. But some Canadian tribes and native organizations now offer sweats to outsiders—as educational experiences about traditional beliefs.

Sweats at Thunderbird House can be arranged through Winnipeg-based Heartland Travel or Ô Tours. Elsewhere in Manitoba, Northern Soul Wilderness Adventures’ Bloodvein River multi-day paddling journey includes a sweat and feast at an Ojibwa village.

In British Columbia, you can sweat at Talking Rock Resort and Quaaout Lodge on Little Shuswap Lake, a one-hour drive east of Kamloops; Talking Totem Tours’ multi-day journeys along the Sunshine Coast include a sweat.

In Morley, AB, a sweat is part of the Stoney tribe’s four-day Cultural Camp at Nakoda Lodge & Conference Centre. Thirty minutes east of Edmonton, Elk Island Retreat has sweats, too. And just west of Head-Smashed-In Buffalo Jump, some Eagle’s Nest Indian Village cultural packages come with building a sweat lodge and participating in a sweat.

Sweats aren’t for the claustrophobic or the frivolous. But if you’re genuinely interested, along with a good, sweaty glow you’ll get some bona fide insight into the complex cultures and belief systems of North American native peoples.

Wilderness Guide School in British Columbia

This is a pick of our Wilderness Guide School participants before they left for the bush yesterday. You will notice that a couple of them are leading pack horses. Don't they look like a fine bunch of adventurers!

New earth-friendly bike n'barge in Quebec riffs on Dutch tradition

by CTC News Staff

Latitude 45 Nord lures ‘zoomers’ from May to October with ‘comfort deluxe’ from the seat of a hybrid bike and off-the-beaten-path charm of rural Quebec hamlets.

We just came across a cool, new slow-travel option based out of Valleyfield, QC that borrows a page from Holland’s bike-and-barge songbook—but improves on the formula.

It’s called Latitude 45 Nord, and it’s getting big buzz with zoomers—which is to say, boomers who aren’t quite yet ready to permanently install themselves in the recliner with a bowl of saturated-fat-whatever and a set of Blu-ray Rolling Stones concerts.

Latitude combines river and canal cruising with guided bicycle touring through the small towns around Montréal and along the banks of the St. Lawrence River and its tributaries, the Ottawa and Richelieu rivers. Pedal between 35 and 65 km (22 and 40 mi) a day on comfy hybrid bikes, pass tiny très authentique rural villages along the way, then return to your ship, the Latitude Amsterdam, for a dinner of regionally-sourced artisanal food and wine, followed by a deep slumber in your cabin.

Repeat the next day, unless you need what competitive cyclists like to call a “recovery day,” in which case you can chill out on deck while the boat changes position to rendezvous with the rest of the group, which BTW is never larger than 16 people.

“We wanted to replicate the gourmet experience that you get with the ‘comfort deluxe’ barges in Holland in a place that is just as authentic, but very close to the Eastern Seaboard,” says Ronald Houde, the company’s president. “Most of our ports of call are smaller towns all-too-often forgotten on major tourist-driven circuits.”


courtesy of the Canadian Tourism Commission

A streetcar named desirable

Environmentally friendly trams return to Vancouver in 2010

Was it 2009, or 1959? For a moment there it was hard to tell, as we watched an excavator erase what remained of a once-bustling Vancouver streetcar line. A half-century back, the same scene was unspooling all over the city, as diesel buses replaced an extensive network of trams, tracks and overhead wires in the name of, ah, progress.

But this present-day deconstruction project, near the entrance to Granville Island, will have a happier ending. Turns out the City of Vancouver is working with Canadian tram-builder Bombardier to bring streetcars back to the city—well, at least a tiny piece of it—for the 60 days of the 2010 Winter Games. The company supplies cool "low-floor" electrified trains to Euro-cities such as Milan and Marseille and, come next year, will run a couple of the new trams on a rebuilt 1.8-km (1.12-m) line between Granville Island and the new Canada Line Olympic Village SkyTrain rapid-transit line station.

Which is where the digger comes in. Until recently, the right-of-way in question was a decrepit and crumbling Canadian Pacific Railway branch line; in recent years, the Downtown Historic Railway ran a restored streetcar over the tracks for summer visitors. Vancouver is kicking in $8.5 million to rebuild it for Bombardier's Uber-Trams, then will hand it back to the historians after the athletes head home.

The line has been a whisper of what once was—and come next year, with newly up-to-snuff railbed, track and stations, it will prove itself a glimpse of what, inevitably, the city will be again.

Source: Canadian Tourism Commission

Canadians give travel advice to US President Barack Obama. Catch it on video!

Canadians give travel advice to US President Barack Obama. Catch it on video!

President Obama marked his first international visit to Canada Feb. 19. The CTC and Ottawa Tourism were onsite with video cameras in Ottawa, ON last weekend asking people for personalized welcome messages for the president- what he should experience in Ottawa and what he needs to know about Canada.

Source: Canadian Tourism Commission

Become a Canada explorer

Here is an interesting new tactic by the Canadian Tourism Commission to entice international tour operators to sell more Canada...

Become a Canada explorer

Welcome to Canada! Did you know that more people are visiting us than ever before? In fact, it's high on their list of must-see places. That's why we've developed a program for you to become an official Canada Explorer! It will only take about 15 minutes, and the more you know about Canada, the better you can sell this popular vacation destination.

Let's get started. Watch a video then start your guided tour and then take the qualifying quiz. You'll be an official Canada Explorer in no time!

Endangered sites see boom in 'tourism of doom'

French agency AFP reports that tracking endangered wildlife in politically troubled, impoverished Zimbabwe might not seem the ideal holiday spot but it's in hot demand in the travel industry's latest niche market -- "tourism of doom".

The term was coined by sector specialists for the growing number of travellers flocking to far-flung corners of the planet to see endangered natural wonders before they disappear.

Ken Shapiro, the editor of TravelAge West, a magazine for travel agents, said the destinations can be melting glaciers, shrinking tropical rain forests or other places these travellers believe will be destroyed in a generation due to climate change, overbuilding or other threats to the environment.

"People are travelling to places because they really are convinced that it is going to change and they want to see it before that change happens," he told AFP, saying the trend was first spotted about two years ago.

"We see that a lot now, it has actually become much more mainstream."

Shapiro said travel agents report that clients are increasingly requesting trips to see the melting glaciers of the Antarctic, the threatened coral of Australia's Great Barrier Reef or Tanzania's Mount Kilimanjaro before it loses its ice cap.

Ross Kennedy, the president of Africa Albida Tourism which took part in the five-day FITUR travel fair that wrapped up on Sunday in Madrid, says the trend towards environmental awareness in travel is boosting business.

"The changing environment that the world is facing does have some relevancy and some people think: 'We have to get this done'," he said.

This logic is partly responsible for a rise in the number of foreign visitors to Africa Albida's safari lodges in Zimbabwe, where the firm operates properties near Victoria Falls, the largest waterfall in the world. The site is well suited as a starting point for safaris along the Zambezi River on Zimbabwe's northern border to see endangered wildlife.

Despite concerns over political unrest, staggering inflation, shortages and a cholera outbreak in Zimbabwe, the company posted a four percent rise in visitors in 2008, Kennedy said.

The US market -- Africa Albida Tourism's main source of overseas guests -- accounted for 4,035 room stays at its properties last year, a nearly three-fold increase over 2004, he added.

The popularity of visits to the melting glaciers in the Antarctic has also soared so much that cruises must now be reserved well in advance, Shapiro said.

According to the International Association of Antarctic Tour Operators, slightly more than 46,000 tourists visited the continent during the 2007-08 tourist season -- more than double the number five seasons ago.

About a third came from the United States while the second largest contingent -- one in six visitors -- travelled from Britain, according to data posted on the body's website.

Juan Kratzmaier, a Barcelona-based Argentinian who has accompanied tourists on more than 30 visits to the southernmost continent, said cruise ship operators have increased the number of their trips to Antarctica in response to the demand."

Antarctica blows your mind with its vastness, its isolation, its pureness and its unique wildlife of countless penguins, seals, birds and whales," the 38-year-old said.

The safaris and Antarctic cruises are not for everyone, however, with price tags that can up to thousands of dollars per person."

Tourism of doom" is even bringing travellers to remote corners like the town of Churchill in northern Canada, the so-called "Polar Bear Capital of the World", in significant numbers for the first time ever, said Shapiro.

Scores of tour operators have sprung up in recent years in the town to guide visitors on trips to view polar bears -- now considered endangered because of shrinking sea ice -- in the wild from the safety of specially modified buses known as "tundra buggies".

"The only reason why Churchill is on the tourist map is because of polar bears," said Shapiro.

Responsible tour operators and hotels against Heathrow expansion

When I was asked to participate in a Responsibletravel.com member online survey yesterday about the Heathrow expansion project, I had a hunch this might be the outcome.

MEDIA RELEASE: 15 January 2009

Responsible tour operators and hotels against Heathrow expansion

A survey of over 900 of responsibletravel.com members - made up of tour operators and accommodations from around the world - has found that 75% are against plans for a third runway at Heathrow.

The green light given by the British Government has been met with disapproval from responsibletravel.com's member organisations, as well as by the MD of this leading ethical travel company, Justin Francis:

"Whilst most of the members that we work with are dependent on aviation to generate business the majority of them are against the third runway. It's a myth that everyone in the tourism industry backs an expansion. We should be focussing on flying less, and improving the benefits of existing international tourism to local communities and conservation, not on flying more"

Here’s what some members of responsibletravel.com have said…

“This is typical of the 'Business as Usual' attitude of the government in the middle of a climate and energy (not to mention economic) crisis. They'd be thinking of redecorating the banqueting suite on the Titanic, AFTER someone had shouted 'Iceberg Ahoy'.... .”

“We are all doing enough already to destroy our wonderful planet without making conscious decisions to cause more damage!"

“Effective measures must be taken to combat climate change, and approving an expansion of aircraft capacity sends the wrong message and will have an impact far into the future.”

“Whilst there may be economic benefits which would emanate from the construction, operation and increased traffic resulting from a third runway I am concerned at the impact on not only the environment in the "green" sense but particularly about the infrastructure, both road and rail."

"I'm strongly against the idea of UK airport expansion, and would favour a rapid cessation of all internal flights with a correlating expansion of rail capacity."

Notes to editors

About responsibletravel.com:
responsibletravel.com is the world's leading online ethical travel company, selling over 3,000 holidays from over 270 specialist operators and 550 accommodations. All the holidays meet specific responsible tourism guidelines and aim to create better places for people to live and to visit. Launched in 2001 with backing from Dame Anita Roddick, the website is for travellers who want more real and authentic holidays that also benefit the environment and local people. The organisation - based in Brighton, England - also campaigns for positive change in the travel and tourism industry.

Contact:
Krissy Pentland
press@responsibletravel.com
07717 348 368

People flying in the face of green concerns

Phil Davies reports in TravelMole that concerns over aviation’s affect on the environment are doing little to discourage people from flying, a new study shows.

While green issues, such as climate change, noise and air pollution, worry almost three quarters of people (74%), only 22% admitted that these concerns had affected the number of flights they take.

More than half (54%) of the 2,023 adults questioned were unconcerned by the proposed third runway expansion at Heathrow and other UK airports.

In fact, 41% felt that more capacity was required to meet flight demands, according to the research conducted by YouGov on behalf of Camcon Technology, the UK developer of the digital valve.

For the 46% of adults that remained more apprehensive about airport development plans, key causes for concern are:

*Noise pollution (67%)
*Climate change (65%)
*Air quality (60%)
*House prices in the surrounding area (30%)

While the research revealed people’s hesitance to reduce their air travel, the majority of those surveyed were more than happy to embrace technology designed to make aircraft more environmentally friendly.

Of those concerned about airport expansion plans, more than three quarters (77%) would feel more comfortable if they knew that airlines and air manufacturers were investing money into the development of environmentally friendly aircraft that burn less fuel and produce less noise.

Camcon CEO Danny Chapchal said: “The majority of the UK population is evidently concerned about the environment but, rather than altering their travelling habits, people expect airline operators and aircraft manufacturers to reduce aviation’s environmental impact.

“To protect the environment, the aviation industry needs to examine the technologies that are now available to reduce carbon emissions and help decrease the noise from engine jets, fans and landing gear.

“With European Union regulations placing pressure on airlines to cut emissions by three per cent in 2012 and airport expansions set to be rolled out across the UK, it’s time that a new generation of quieter and more environmentally friendly planes was developed.”

Rail disruption causes WTM chaos

Bev Fearis reports in the TravelMole that major disruption on the Docklands Light Railway this morning caused chaos for visitors to World Travel Market in London.

On the opening day of the show, hundreds of exhibitors and visitors from around the world experienced the British capital’s transport system at its absolute worst.

DLR staff were unable to explain the reasons for the problems, which saw hundreds of people stranded at Canning Town. A later announcement on the DLR website blamed a faulty train at Royal Albert.

While many were unable to board trains due to severe over crowding, those that braved it had to suffer being crammed in like cattle.

On arrival at Canning Town, they were unable to disembark due to over crowding on the platforms. Doors remained closed until DLR staff had cleared enough space on the platforms to allow passengers to leave the trains.

Eventually a replacement bus service was put into operation, taking visitors slowly through rush hour traffic, and the rain, to Excel.

Many visitors complained that they had been forced to make five or six changes at different stations because of various other problems across the London underground network.

“It doesn’t look good for London,” said one visitor from Cyprus. "It's always bad, but this is the worst I have known it. Next year I will not make any appointments before midday."

Other disgruntled visitors to WTM described the transport chaos as a "farce" and questioned the message it gave to those from overseas about the ability of London to effectively host the 2012 Olympics.

Travel companies failing to track online customers

Bev Fearis reports in TravelMole that nearly half of travel companies don’t know if customers using their website achieve what they set out to do.

And according to a survey by digital market research specialists, eDigitalResearch, 33% don’t actively track the opinion of their online customers.

“For a sector hampered by rising fuel costs and with the economic slowdown increasing the demand for online bookings, these results show a lack of online customer knowledge,” said head of research Derek Eccleston.

“With more people turning to the internet to research and book their holidays, finding out how customers like to interact is the cornerstone in helping travel companies to achieve customer loyalty and sustain competitive advantage.”

Companies should be using online polls, panel surveys and rating systems to better understand their online customers, he added.

AAA & Partners Announce 'Best and Biggest' Vacation Bargains to Kick-Start Economy

AAA, North America's largest leisure travel agency network is partnering with domestic and international travel industry leaders to offer special savings on an unprecedented set of travel experiences, TravelMole reports.

The effort,which runs Nov. 8 - 22 is intended to boost the number of Americans traveling this fall and winter, and spur an increase in overall economic activity in the process.

"At AAA's request, many of the world's leading travel providers have come forward with outstanding, special promotional discounts, extras and upgrades to help get America moving again," said Amy Nicholas, managing director of Tour, Cruise and Product Development for AAA. "World-class cruise lines, tour operators, hoteliers, theme parks and other special destinations have agreed to work with AAA in bringing consumers the widest-possible menu of incredible travel opportunities over the next few months. We are positive new and experienced travelers will like what they see," she said.

An estimated $700 billion is spent on travel annually and the travel industry directly or indirectly employs 7.5 million Americans. It contributes hundreds of billions of dollars to global trade and enriches our collective understanding and appreciation of other people and places.

To access AAA's "Best and Biggest" travel promotion, consumers will be directed through a series of media and AAA club advertisements to: www.AAA.com/SavingsEvent. Savings are available to members and the non-members, but there are additional exclusive benefits for members.

The complete list of travel industry participants and their special offers will be available via the website Oct. 31. The promotional portion of AAA's "Best and Biggest" campaign begins with a virtual travel show on Nov. 12 which will guide consumers through the various experiences and elements that are available or on sale. Consumers will be invited to attend the virtual show via advertising on web banners, regional promotions, and postcard and email campaigns.

As North America's largest motoring and leisure travel organization, AAA provides more than 51 million members with travel, insurance, financial and automotive-related services. Since its founding in 1902, the not-for-profit, fully tax-paying AAA has been a leader and advocate for the safety and security of all travelers. AAA clubs can be visited on the Internet at www.AAA.com.

Airlines Set to Turn Profits

TravelMole reports that even though the troubled economy has dimmed the 2009 outlook for most sectors, airlines are poised to equal their most profitable year this decade, according to a veteran airline industry analyst.

FTN Midwest analyst Mike Derchin said he expects carriers to produce net income of $5 billion next year, equaling the 2007 level, assuming oil is at $80 a barrel, revenue per available seat mile grows at 8% to 9%, and domestic capacity is reduced by 8% to 9%.

With similar metrics currently in place, Derchin also expects the industry to report a small profit for the fourth quarter.

"Consolidation has begun, resulting in a sharp reduction in capacity and higher average fares," he wrote in a research report. "Managements are focusing on core operations, eliminating noncore flights and grounding inefficient fleets."

Ironically, the U.S. airline industry is in a strong position because it began to reduce capacity early this year in response to high oil prices. Capacity showed slight declines in the first three quarters, but in the fourth quarter, growth by the three principal low-fare carriers slowed to zero, resulting in an industrywide decline of 9%. Now fuel prices are falling, as is demand, but reduced capacity means current booking load factors are generally flat.

Additional favorable trends include the merger between Delta(DAL Quote - Cramer on DAL - Stock Picks) and Northwest, which was approved by regulators last week. It "is expected to result in additional capacity removed in 2009," Derchin said.

The five remaining legacy carriers have formed alliances with foreign carriers, with antitrust immunity likely, enabling coordinated pricing and scheduling. And "numerous marginal carriers have gone into liquidation," further reducing capacity.

"There may be worst cases, but most airlines have done what needs to be done to get back to profitability," said US Airways CEO Doug Parker in a recent interview.

After posting net income of $2.5 billion in 2000, the industry lost $35 billion in the next five years, then made $3.1 billion in 2006 and $5 billion in 2007, according to the Air Transport Association. Through the first three quarters of 2008, airlines lost about $4.8 billion, the ATA said.

A recent report by Avondale Partners analyst Bob McAdoo says airlines still trade at the same prices as they did when oil cost $120 to $125 a barrel, even though it now sells for half that.

"Investors seem convinced that the recession will outweigh the positives from lesser capacity and $65 oil," McAdoo wrote. "Looking back, recessionary airline revenues have only dropped about 1.2%, even during the most severe economic downturn of the last couple of decades. Combining today's jet fuel costs with capacity cuts, even with an assumed recessionary revenue shortfall of 2.0%, still leaves the airlines with near record profits.

Source: TheStreet.com

Sun salutation meets single-track

by Kathryn Harley
courtesy of the Canadian Tourism Commission

Nova Scotia cycling-yoga trip is chick-trip nirvana. Freewheeling Adventures customizes tours for every woman’s taste, but the gorgeous scenery stays the same.

Two things I really like: riding my bike and yoga. But together? Downward Dog over the handlebars? Warrior pose on pedals? Silly thought, sure, but that’s what crossed my mind when I heard about Freewheeling Adventures’ Bicycle and Yoga Getaway, launched in 2006. Turns out the real thing is much smarter. No two-wheel acrobatics, just the strength and focus-enhancing benefits of yoga applied to biking, as you tour the rural seaside roads near Nova Scotia’s south shore, Freewheeling Adventures’ home base.

It’s what every woman needs—what Freewheeling co-founder Cathy Guest calls “a relaxed excursion into mindfulness.” Talk about a perfect tune-up, and a perfect tuning-in to the health/wellness vacation trend.

Freewheeling Adventures also leads international cycling tours and tours elsewhere in Canada. But it’s at home where Guest dishes up this flexible (in every sense) trip. Every tour is different, she says, because “people come with different expectations of the yoga.” Some add blow-out lunches at LaHave Bakery and a nighttime feast of fresh-from-the-sea lobster. For others, it’s vegan and silent meditation over dinner. What never varies: the beauty of the routes and the magic of saluting the sun looking across St. Margaret’s Bay to famed Peggy’s Cove (http://www.youtube.com/watch?v=p8wuUyHSzBQ&feature=related), and stretching beside the surf at Blue Rocks.

www.freewheeling.ca
http://novascotia.com

Emirates pitches Calgary flights

The Calgary Herald's Gina Teel reports that in a perfect world, Emirates Airline would be able to offer a daily flight to Calgary in about six months' time.

"But with little success thus far in convincing Transport Canada to expand the Dubai-based airline's presence in Canada beyond the three flights per week currently permitted -- which all go to Toronto -- Emirates instead took its business case to a blue-chip crowd at the Calgary Chamber of Commerce."

Andrew Parker, Emirates' senior vice-president for public and environmental affairs, said the inability to increase the carrier's flights to Canada, particularly to the desired Calgary and Vancouver markets, is frustrating and hampers trade, tourism and economic development opportunities here.

Three flights per week are all that's allowed under the current air transport agreement between Canada and the United Arab Emirates (UAE), Teel writes.

"That's an extremely restrictive environment," Parker said.

However, Transport Canada said there's no need to renegotiate the agreement, signed in 2001.

"At this time, we feel that the agreement is OK, it meets the needs of the current market," said department spokesman Patrick Charette.

Parker disagreed, noting Alberta exports to the UAE are $173 million, while Canadian exports there hit $1.12 billion in 2007, a 43 per cent year over year increase.

That's more trade than other countries with which Canada has reached "open skies" type agreements, he suggested.

Teel notes that Mayor Dave Bronconnier, who met with the Emirates team earlier in the day to discuss "the importance of a direct air connection between Dubai and Calgary," seemed to be on board. He white-hatted Parker prior to lunch.

"Let me assure you that as a customer who has flown with Emirates, if you ever want to fly and have a nice rest, Emirates air is it," Bronconnier said.

Aboriginal tourism: Responding to market segmentation trends

(Originally published in TOURISM)

He may not be of Aboriginal ancestry, but tourism planner Jacques Drapeau’s well-weighed comments make him the perfect ambassador for the soon-to-be-open Huron Wendat Nation Hotel-Museum, at Wendake, on the outskirts of Québec City. With its 55 rooms, this new 4-star facility on the Saint-Charles River draws both from the Huron Wendat culture, and from the relationship the Huron Wendat are keeping with the rest of the world through nature, spirituality and mythology.

“When we arrive here, we get a sense that the facility is composed of two parts: a tepee‑shaped structure houses the museum, and another connected structure – inspired by a traditional longhouse – where the accommodations, restaurant, and reception area are located. The restaurant can welcome 120 guests and will serve many dishes influenced by Aboriginal culinary traditions. There are also meeting rooms, various foyer areas for special functions and even massage facilities.”

Wood was used extensively as a building material, both inside and outside the establishment. All the facades of the museum and hotel are wood‑clad; the organic material is used decoratively and – as a clearly visible structural feature of the building – tree trunks act as pillars in many instances. There is much stonework as well, integrated with the exterior foundation and used strategically in public areas inside, as well as in floor systems in the bedrooms.

“The natural environment in which we are located permeates all aspects of the hotel experience,” notes Drapeau, whose consultancy was hired to help guide the project. “Instead of being confined to a hotel room, there is a living environment all around for guests to enjoy. Plus, the hotel is adjacent to the “Corridor des Cheminaux”, a former railway bed converted into the longest bike route in the Québec City region. On the grounds, there will be medicine‑themed and other types of gardens, hiking trails throughout the woods, and a pond filled with fish for guests to discover.”

The Huron Wendat Nation Hotel‑Museum proudly displays symbols unique to the First Nation, such as the turtle and the snake which are visible in various forms. Even the longhouse‑shaped accommodations complex meanders slightly, to mimic the snake’s movement.

Exactly who is the target market for this evocative new establishment? A clever mix of market segments, explains Jacques Drapeau: “Being a capital city, Québec is home to a good number of head offices, beside federal and provincial government institutions. We believe they will be interested by what is offered here, because we are a little off the beaten path. The advantage of holding meetings and events at Wendake is substantial when one realizes that once they are here, meeting participants are somewhat captive. Yes, people will be able to walk around Wendake, but we are some distance away from the recreational opportunities available in Québec city. Nowadays, organizations aim to rein in meeting participants, because it gets more and more expensive to hold meetings. Instead of hitting downtown at lunch, our guests will be able to go for a short walk in the forest or along the river. This is a competitive advantage that we will highlight when we approach clients in the MC&IT sector,” quips Drapeau.

Because the hotel is on the outskirts of Québec City, the market study demonstrated that in order to succeed, it had to be a higher‑end hotel. Current trends indicated that additional lure was needed, in the form of a minimum four‑star rating.

“We have already started to approach multipliers like wholesalers who are active on the European market, because there are clearly affinities there with the experiences we will offer. Latin America is an emerging market which we believe will yield positive outcomes. In the US, we believe our clients will be interested in a hotel like this for their Québec capital region events. And of particular interest will be the First Nations market. Up until now, First Nations meetings occurred mostly downtown Québec.” Because the Huron‑Wendat Nation is the local host nation, he explains, it would make sense for First Nations to gather at a hotel located on their territory.

“Yet, for our local clients, not only in the corporate sector but also for schools and seniors’ markets, the Hotel‑Museum will be an ideal excursion destination, given that the community‑owned establishment has joint museum‑hotel functions, something which is unique in Canada, and which imparts an innovative character to the operation.”

Because of its mid‑sized capacity, the weddings and family reunions sector is also an attractive one for the property, Drapeau points out. He notes that the hotel‑museum project raised a few eyebrows among its owners at various stages of development: “It is a major undertaking. That was to be expected from the Huron Nation, as it would be of Québec City citizens in general if put in a similar situation. Many questions were asked, but now that the project is completed, and the population is much more aware of the reasons why the hotel is a valid project, the focus turns more to the additional visitors it will generate for local businesses, retailers, restaurants, and other services.”

Drapeau predicts there will be unparalleled growth in the community as a result, because up until now, visitors only came to Wendake on a round‑trip from Québec city. From now on, visitors will be able to stay in Wendake.

Wendake Hotel‑Museum: responding to market segmentation trends

(Originally published in TOURISM)

He may not be of Aboriginal ancestry, but tourism planner Jacques Drapeau’s well-weighed comments make him the perfect ambassador for the soon-to-be-open Huron Wendat Nation Hotel-Museum, at Wendake, on the outskirts of Québec City. With its 55 rooms, this new 4-star facility on the Saint-Charles River draws both from the Huron Wendat culture, and from the relationship the Huron Wendat are keeping with the rest of the world through nature, spirituality and mythology.

“When we arrive here, we get a sense that the facility is composed of two parts: a tepee‑shaped structure houses the museum, and another connected structure – inspired by a traditional longhouse – where the accommodations, restaurant, and reception area are located. The restaurant can welcome 120 guests and will serve many dishes influenced by Aboriginal culinary traditions. There are also meeting rooms, various foyer areas for special functions and even massage facilities.”

Wood was used extensively as a building material, both inside and outside the establishment. All the facades of the museum and hotel are wood‑clad; the organic material is used decoratively and – as a clearly visible structural feature of the building – tree trunks act as pillars in many instances. There is much stonework as well, integrated with the exterior foundation and used strategically in public areas inside, as well as in floor systems in the bedrooms.

“The natural environment in which we are located permeates all aspects of the hotel experience,” notes Drapeau, whose consultancy was hired to help guide the project. “Instead of being confined to a hotel room, there is a living environment all around for guests to enjoy. Plus, the hotel is adjacent to the “Corridor des Cheminots”, a former railway bed converted into the longest bike route in the Québec City region. On the grounds, there will be medicine‑themed and other types of gardens, hiking trails throughout the woods, and a pond filled with fish for guests to discover.”

The Huron Wendat Nation Hotel‑Museum proudly displays symbols unique to the First Nation, such as the turtle and the snake which are visible in various forms. Even the longhouse‑shaped accommodations complex meanders slightly, to mimic the snake’s movement.

Exactly who is the target market for this evocative new establishment? A clever mix of market segments, explains Jacques Drapeau: “Being a capital city, Québec is home to a good number of head offices, beside federal and provincial government institutions. We believe they will be interested by what is offered here, because we are a little off the beaten path. The advantage of holding meetings and events at Wendake is substantial when one realizes that once they are here, meeting participants are somewhat captive. Yes, people will be able to walk around Wendake, but we are some distance away from the recreational opportunities available in Québec city. Nowadays, organizations aim to rein in meeting participants, because it gets more and more expensive to hold meetings. Instead of hitting downtown at lunch, our guests will be able to go for a short walk in the forest or along the river. This is a competitive advantage that we will highlight when we approach clients in the MC&IT sector,” quips Drapeau.

Because the hotel is on the outskirts of Québec City, the market study demonstrated that in order to succeed, it had to be a higher‑end hotel. Current trends indicated that additional lure was needed, in the form of a minimum four‑star rating.

“We have already started to approach multipliers like wholesalers who are active on the European market, because there are clearly affinities there with the experiences we will offer. Latin America is an emerging market which we believe will yield positive outcomes. In the US, we believe our clients will be interested in a hotel like this for their Québec capital region events. And of particular interest will be the First Nations market. Up until now, First Nations meetings occurred mostly downtown Québec.” Because the Huron‑Wendat Nation is the local host nation, he explains, it would make sense for First Nations to gather at a hotel located on their territory.

“Yet, for our local clients, not only in the corporate sector but also for schools and seniors’ markets, the Hotel‑Museum will be an ideal excursion destination, given that the community‑owned establishment has joint museum‑hotel functions, something which is unique in Canada, and which imparts an innovative character to the operation.”

Because of its mid‑sized capacity, the weddings and family reunions sector is also an attractive one for the property, Drapeau points out. He notes that the hotel‑museum project raised a few eyebrows among its owners at various stages of development: “It is a major undertaking. That was to be expected from the Huron Nation, as it would be of Québec City citizens in general if put in a similar situation. Many questions were asked, but now that the project is completed, and the population is much more aware of the reasons why the hotel is valid project, the focus turns more to the additional visitors it will generate for local businesses, retailers, restaurants, and other services.”

Drapeau predicts there will be unparalleled growth in the community as a result, because up until now, visitors only came to Wendake on a round‑trip from Québec city. From now on, visitors will be able to stay in Wendake.

MC&IT offers opportunities for destinations of all sizes

(Originally published in TOURISM)

The Canadian Tourism Commission’s Dan Melesurgo is the executive director of meetings, conventions and incentive travel sales in the US. TOURISM reached him in Washington to find out how Canadian destinations might take advantage of the in‑market opportunities which are generated through his program, and he notes that the most fundamental task Canada faces in the MC&IT sector is the need to create greater awareness of the country as a meetings destination.

“That always comes up as one of our biggest challenges," he says. "It is something the new brand is certainly addressing, but there is still a perception that Canada is cold and boring, that we are so similar to the US, and that Canada lacks the exotic appeal to make a destination attractive. There is no shortage of positive impressions about us, but these are not at the forefront of our planners’ minds. We are addressing this through all of our national partnerships, effectively bringing out who we are and what we can offer from a meetings perspective.”

Melesurgo notes that one of our strengths is the quality of facilities and services found in Canada. “I know a lot of people and destinations will say that, but I think this is really where we have a competitive advantage. Our research confirms this, and it is something we can definitely pride ourselves on.”

He goes on to set the record straight on Canada’s value for the money in the US: “Even if the dollar is pretty much on par, hotel rates have not increased as they have in the US, so there is still a value attached to meeting in Canada, and this doesn’t even take into account the tax rebate program for foreign meetings and conventions, which is still in place. Another important consideration is the need to drive home the message that attendance tends to be very high (and record‑breaking in many cases) when an organization does choose to hold a meeting in Canada.”

Melesurgo paints an attractive portrait of Canada as a country where there is “a proximity of our large cosmopolitan urban centres to nature and the great outdoors. Vancouver is just one example. If they meet in Vancouver, Stanley Park is at their doorsteps and they are only an hour and a half away from one of the world’s best winter destinations”.

“In the US market, it’s all about awareness, unless you are dealing with an incentive group wanting to be cutting edge and going to a destination no‑one has heard of, thereby earning bragging rights (a small board meeting at Clayoquot Wilderness Resort for example, or around polar bears in Churchill, which are a small but lucrative part of our business.”

But there being only one Vancouver, one Montréal and one Toronto in Canada, Melesurgo believes other lesser‑known destinations have much to gain by understanding where their competitive advantages lie. “If we are talking about Winnipeg, Regina or some of the smaller destinations, you are not going to get the large city‑wide events because you don’t have the required infrastructure in many cases. However, regional or association meetings, or sporting events if you have the sporting facilities, may represent a market you should focus on. It is really important for any destination to take stock of what it can offer; and really match that with segments of the market which make sense for them. You can’t be all things to all people.”

There are the big three or four cities that get a lot of attention in Canada, he goes on, “and we are very mindful of that. Our main goal is getting people to think of the entire country of Canada as a quality alternative to US and other international destinations. We strongly believe that getting somebody to book a meeting in Vancouver or Montreal, initially, is a very positive development because if they enjoy a positive experience, then perhaps we can steer them toward one of our second‑ and third‑tier cities.”

"These smaller cities may not be suited for a 10,000 delegate event, but a place like Halifax could certainly host a smaller committee, board or corporate meeting," he continues. "For this to happen there has to be an investment on the destination’s part.

"Halifax would indeed be a good example," Melesurgo points out. "The city has committed to supporting an organization called the Council of Engineering and Scientific Society Executives (CESSE) which held its annual meeting in Halifax this past summer. It was a record‑breaking meeting in terms of attendance and participating Canadian partners, and there was a logical tie‑in. It was identified that a good number of their member societies might be interested in meeting in Halifax, partly because of the local connection with education, engineering and the scientific communities. So, if there is a strong industry in certain destinations, trying to align yourself with organizations which complement that makes sense.”

Interestingly enough, Saskatoon was a partner with Melesurgo’s group to attend the annual meeting in Halifax. “They saw an opportunity, which they seized. Hopefully, they have done their follow up to see if they can attract business to their destination. It is a definitely a two‑way street in terms of the educational process a destination can undertake to help educate the in‑market sellers on their product and what they have to offer."

“We have to have these conversations and the relationships have to be nurtured between the CTC and the destination, in much the same way these conversations would take place between the destination and the client. And there has to be a commitment to the market, which can be very hard to keep. Our national strategic partnerships with PCMA (Professional Convention Management Association), ASAE (American Society of Association Executives), the Center for Association Leadership, MPI (Meeting Professional International), FICP (Financial Insurance Conference Planners) and Experient are all long‑term relationships. We don’t go into a partnership unless we really see long‑term potential and it must be aligned with our strategy, because you have to be able to build it year after year. If you are in and out of a market, and in and out of a relationship, there will be very little equity, and you will be wasting your financial resources in the end.”

Melesurgo likes to use his own personal experience as an example. “When I first started in this position, I’d never been to Winnipeg. I knew where it was located, but I didn’t know much about the city. I was invited to spend three days in Winnipeg, and my hosts really tried to educate me about the personality of the city and the facilities it has to offer. We talked about our logical connections with our in‑market directors, so they have tried to build their relationship with our mid‑west office and the people based out of Chicago because that was one of the main markets they had identified."

“So the more knowledge we have about these destinations, the better we can influence our clients when we meet with them," he continues. "We can say: ‘hey… did you ever think about taking this out to Moncton, Halifax or Regina, because they have facilities that will meet your needs, and there are some logical tie‑ins with some local industries that fit with your interests.’”

The key is to be realistic, Melesurgo advises. “There are many factors at play; things like air lift and costs will affect whether Québec City or Banff is the right place for a client to hold its meeting. It also depends on the market: Québec City and Banff may be more attractive incentive destinations than Toronto, because of the nature of the destinations and the nature of what clients are looking for when they plan the incentives. On the other hand, Toronto is a large cosmopolitan city which is suited to handling city‑wides or larger type meetings because of the available infrastructure.”

With the Olympics coming up, Melesurgo’s team is planning renewed vigour on the sports tourism front: “We see a wealth of opportunities within the Canadian sports federations community. We are looking at strengthening those relationships so that we can form partnerships and go after some of these sports groups together. The 2010 Games will create great awareness for Canada, therefore we plan to identify the top 50 non‑Olympic organizers and really target them in hopes of bringing their events to Canada. Our eyes are wide open.”

A reader on the business of incentive travel

(Originally published in TOURISM)

“True incentive travel is reward travel,” according to the Canadian Tourism Commission’s Michele Saran. Incentive travel sales is the area Saran looks after out of the Chicago office. “A classic example would be a corporation wanting to entice their top salespeople to achieve sales benchmarks in a given year. So what we try to do at the CTC is make Canada one of the prizes they can win for achieving those benchmarks.”

These prizes can be merchandise and the like, but travel is usually one of the most motivating things to get people to achieve their goals, Saran explains. “So we compete against pretty much the entire world. Our biggest competition is probably places that are sun and sand and perceived as glamourous like Hawaii, the Caribbean and Mexico. But Canada holds its own, and we do pretty well.”

When asked about trends in the incentive travel market, Saran identifies family programs as an emerging product. “People don’t get to spend a lot of time with their spouses and children; The reward then becomes being able to spend more time with the people you care about.”

Saran also notices increasing interest in winter incentives, so there are opportunities for Canada in terms of ski vacations. The hottest activities right now are fishing, by a landslide she says: “I get more calls for fishing than golf and everything else combined. CEOs love to go to the places where no one has gone before – unique lodges that are more difficult to access and are really high end. Spas are super‑hot because spouses are going to go along, and golf probably rounds up in third place.”

It is important to be seen as an attractive incentive locale; to be seen as “unique”, notes Saran: “Examples of this might be Vancouver Island resorts where you go grizzly bear watching and take float planes. This is an area where Canada has a lot to offer; it is about going off the beaten track, and because the Euro is so strong against the US dollar now, Canada – even though Canadian and US dollars are on par – still looks a lot better than Europe. And we are offering them new places they have never heard of before, like Newfoundland and Yukon. Even if it is not 5‑star, it is still exotic enough to make people want to achieve those benchmarks.”

Saran describes her business sector as a bit of a hybrid between leisure and meetings business. “Often, specifically for tax benefits, clients will have the meetings in conjunction with the incentive. Usually they will require a meeting room for half a day in conjunction with the trip. For the most part, it is the (smaller destinations) which benefit from what I do, places like Banff, Victoria, Whistler; those types of places I deal with probably more frequently than the big cities.”

What about places in Canada that are even more off the beaten track? “There has to be a little sex appeal on paper to be able to sell it. If there was a 5‑star fishing lodge in Saskatchewan, absolutely, we could market that way. The fishing places tend to be the 5‑star ones in BC — King Pacific Lodge or Clayoquot wilderness resorts, the Four Seasons of the fishing lodges. Usually, money is not as big an issue. I really don’t have people complaining about rates that much, unlike what some of my colleagues would experience in other markets. They are really looking for the experience.”

How does Saran go about building her end of the incentives business? “I have really great relationships. First and foremost, I deal with companies that are "incentive houses". They are third parties which deal with corporations to put these full incentive programs together. There are incentive houses working with IBM’s salespeople for example, and they will ask them ‘what do you want to achieve during the course of a year?’”

They will put together a whole campaign to inspire these people to achieve those benchmarks, she notes: "Potentially, for example, if they achieve the first benchmark, they will get a little plaque. If they achieve the next one they’ll get their picture in the company newsletter. They’ll put together charts on the wall, so people can monitor their progress; they’ll have computer systems to monitor; they’ll put together a whole package to monitor these people during the course of the year and hopefully Canada will be the Grand Prize. So it is my job to have those great relationships with the incentive houses to keep pushing Canada as that prize.”

Saran developed her knowledge about the incentive sector when she worked with Tourism Toronto “a million years ago,” she says. “I have been doing it for nine years now at the CTC. People don’t tend to move around that much in this business. Some of these incentive houses have been around during my entire career, so you get to know these people really well. Hopefully, when they think of Canada, they think of me! The idea is to always keep Canada top‑of‑mind, so we always get the chance to bid.”

Saran emphasizes that “seeing is believing; initially clients might think Canada is not that sexy, but 85% of the time, when I get them up on a site inspection to see what we are proposing, they tend to book the business.”

Third of Brits spend over 10 hours researching annual holiday

(Originally published in TOURISM)

Here is a bit of insight on how consumers in one of Canada’s key markets go about making their holiday decisions: according to TravelMole’s Bev Fearis, Brits spend almost twice as long planning their annual holiday as they do considering a mortgage.

Fresh data from research which polled over 2,000 UK adults found 36% of Brits spend at least 10 hours selecting their ideal holiday, but only 21% would put the same time into choosing a mortgage. Just 11% would show the same level of commitment when selecting a bank loan.

The research was commissioned by independent personal finance website Fool.co.uk. "Who can blame people for wanting to spend more time planning their holiday than pouring over financial products?" said David Kuo, head of personal finance at Fool.co.uk. "But while a good holiday will recharge your energy levels for a few weeks, healthy finances can boost your bank balance for a lifetime."

A Canadian tourism pioneer

(Originally published in TOURISM)

As Chairman of the Board of the Canadian Tourism Commission (CTC) since 2002, the Honourable Charles Lapointe has made his mark on the organization in charge of selling Canada as a tourist destination to the rest of the world. During his five-year term, he has charted a positive course through the challenges facing the CTC and Canada's tourism industry. TOURISM discussed some of these challenges during a recent interview with Lapointe, whose term of office ended December 1, 2007:

TOURISM: The challenges Canadian tourism industry stakeholders face today, whether in terms of the funding of projects, marketing or human resources, seem to indicate that the industry has a less‑than‑favourable profile. Do you agree with this view?

Lapointe: It is always an uphill battle to convince the private sector to invest in this industry, which creates substantial spin‑offs. At the same time, it is always difficult to convince public players of the significance of tourism as a key industry in terms of revenue generation and job creation in Canada.

Recently, Secretary of State (Small Business and Tourism) Diane Ablonczy announced an additional $26 million to promote Canada for the 2010 Olympic and Paralympic Games. That is a victory. The Government of Canada has also injected funds into promoting the French presence in Canada for the 400th anniversary of Québec City.

I think that, with good projects, sustained efforts should allow us to forge alliances with more private players which will bolster the interest of the authorities in increasing their commitment to the tourism industry. The Massif project in Charlevoix is a very good example with regard to Quebec; the governments of Canada and Quebec are both investing in it, together with a private investor, who is providing over $200 million. As soon as there is a major private investment, projects seem to move forward; this is what happened at Mont Tremblant and Whistler.

TOURISM: Now, let’s talk about CTC achievements during your term. Which ones do you consider particularly noteworthy?

Lapointe: I think our greatest accomplishment was to create a new brand image for Canada. What was exciting was that the exercise took place in a framework that allowed us to consult with all regions of the country from British Columbia to Newfoundland and Labrador, and with some of our key markets. It was very useful for consolidating the ties between the CTC and Canada’s tourism industry. Canada. Keep exploring is a slogan that permeates the CTC's whole strategic approach to supporting the industry, and increasingly all the parties are getting onboard.

The second achievement worth noting is the CTC’s new strategic direction. At the beginning of the second year of my term, the board of directors and all of our committees started carefully reviewing each of our target markets. After long, and sometimes agonizing, discussions, we agreed to cut the number of markets targeted by the CTC from 15 to 8. It was a very difficult decision, because we had established ties with Italy, Holland, Switzerland, Taiwan and Hong Kong. But this turned out to be the right decision in terms of strategy because it gave us a greater impact on the markets that provided the best returns.

The same year, we also made a firm decision to adopt internet communications. This decision does not seem very original at first glance, but it was a decision which had to be made. The fact that strategies could be developed to build a direct relationship with consumers on the internet led us to change course so that the CTC no longer depends solely on the conventional range of print, radio and TV advertising media.

The third achievement, which demands constant effort, is the strengthening of the CTC’s leadership role. We had a number of opportunities to demonstrate our importance during the last five years in the wake of September 11, 2001 and SARS in Toronto, which threatened the prosperity of the tourism industry across the country. During those two crises, I think that the CTC successfully played its unifying role.

TOURISM: Which key element do you consider as basic to this leadership role?

Lapointe: There’s not much wizardry about leadership. It takes a modicum of listening skills and the ability to seek the best from our partners. Leadership also means being able to inspire confidence and encourage people working for you to be the best they can be.

TOURISM: What, in your opinion, are the most urgent challenges facing the CTC at present?

Lapointe: The first challenge, which concerns the entire Canadian industry, is obviously the steady decline in the number of tourists from the US, a phenomenon which may be observed in all regions of Canada. Our largest volume of foreign visitors is from the US, so we are trying a number of things with our partners, focusing on the largest cities because we have realized that the decline is much less for Americans travelling by airplane from California, Washington, Texas, Florida and New York.

In those cases, there was even a slight increase in 2007. We have not found the formula for attracting all of the border areas. However, I believe the CTC’s decision to cease activities in border areas was wise, because Vancouver is already active in Seattle; Toronto and Niagara Falls are active in Buffalo. They are neighbouring destinations: Windsor will be active in Detroit; and Montréal invests in Montpelier, Plattsburgh and Burlington.

Moreover, this allows us to turn our attention to other markets, such as Mexico, France and England, which perform well. The number of visitors from China is increasing. However, China represents another challenge, and I must say that the fact we did not obtain approved destination status in 2007 leaves me very perplexed. It is all the more frustrating because the US has just obtained this highly sought‑after status.

On another level, we are facing much fiercer international competition than before. New tourist destinations are being created. There is currently strong interest in Croatia and Eastern Europe in general. Laos is beginning to open up. These new destinations mean that the tourism pie is being divided into ever‑smaller slices. We must maintain our market shares and showcase Canada’s advantages as a tourist destination. By appealing to the consumer’s imagination and sense of adventure, we may have found the right tool with Canada’s new brand image; however, this will only be confirmed after testing it for around 10 years.

TOURISM: How can the tourism industry prepare itself better for the challenges ahead?

Lapointe: I am not pessimistic at all. There is definitely more work to be done to make the industry more uniform. We are a long way behind the agriculture sector, which has a much stronger lobby than we do. We are all working hard on this. The Hotel Association of Canada, regional hotel associations and the Tourism Industry Association of Canada are involved. But we still have work to do so we can eventually speak with one voice. By that I also mean being able to go into markets – not in a piecemeal way – but as a part of Canada as a whole.

Does adversity encourage us to form alliances? We have already included the importance of the role of non‑traditional partnerships in our priorities for the 2008‑2012 strategy. We would like to focus on them more. I am convinced that, of all the resources at our disposal at this time, non‑traditional partnerships constitute the best means for internationalizing the Canadian tourism industry. It is up to us to build those partnerships..

TOURISM: Thank you, Mr. Lapointe.

Mexico is becoming a high yield market for Canada

We heard recently that the Canadian Tourism Commission’s Mexico office earned a “Best tourism marketing campaign” award in Latin America from Hospitality Sales & Marketing Association International (HSMAI). The campaign (deployed in February 2007) included elements like internet banners, clickable ad words on Google and a CTC website where visitors could enter their name for a chance to win a trip to Canada. What may have gone unnoticed is just how significant a market Mexico is becoming for Canada.

Jorge Morfín is the CTC’s managing director in Mexico. “Canada is becoming a trendy destination,” he says. “There are reports of double‑digit increases every month in the number of passengers coming to Canada. Mexicans really appreciate the landscape, the friendliness and the people of Canada. Mexicans do not require a visa to enter Canada, and the country is perceived as friendlier towards Mexicans than other countries such as the US.”

Hence, Mexicans have been seeing a lot more “Sigue Explorando” (Keep Exploring) lately on billboards, fences and bus wraps. The CTC’s winning campaign in Mexico was inspired by a clever play on contrasts: “Canada: Hotter than you think; Canada: Cooler than you think”.

“Mexicans’ perception is that Canada is cool because of the snow," says Morfín. "We wanted to play with the ‘cool’ and ‘hot’ words to let them know that Canada is hot full of thrills with its indoor activities like shopping, the nightlife of Canadian cities and the fine dining; yet it is equally cool when it comes to activities like the soft adventures visitors can participate in north of the 49th parallel."

For Mexicans, culture, soft adventure, icons such as Niagara Falls or the CN tower and other Canadian icons – like the Canadian Rockies – are important, Morfín continues. Mexicans also enjoy major Canadian cities for the shopping opportunities they offer; they may not come to Canada specifically for shopping, but it is an activity they enjoy once they are here. "Canada is a good place to shop, and Mexicans, on average, spend more than Europeans when they come to Canada; we are good tourists to have over!” quips the CTC's man in Mexico.

Kanata 2007 makes a splash!

The 2007 edition of the Canadian Tourism Commission's Kanata media event and marketplace achieved every objective it set out to accomplish, according to CTC Japan's managing director Simon Pitt: “We had some great feedback, and two things stand out: the media event with over 200 members of the media attending (we had seven partners join us for ‘Come to Canada Night’), and we had a great venue which allowed us to showcase different experiences from around our five focus regions.”

Pitt says the event featured blended teas and hand massages from BC, Anne of Green Gables, shrimp and a quilting experience from PEI, wine from Ontario, maple desserts from Quebec, and country music and Alberta beef for the Icefields Parkway.

“We also had musicians from Northwest Territories and a whole range of experiences along with the new branding of Canada. We shocked a few people in terms of giving a new face to Canada. It wasn’t what they were expecting; Canada is famous for its red and white flag and great nature landscapes which are very important to us, but in terms of creating some excitement about Canada, this new approach and branding is really helping.”

Pitt points out that people can still see the Rockies and Niagara in most of the CTC’s Japanese market promotions, “but the vibrant colours, people, faces and expressions aim to make people look again. Come to Canada Night was also used to launch the ‘Clever Woman’ campaign in Japan, and just from that night alone, we had five offers from members of the media wanting to get involved with the project.”

For a moment that day, Pitt confides, his team wondered if the event would be able to accommodate all the guests because more attended than were anticipated. “We found a venue in a Tokyo’s Roppongi neighbourhood: Honey’s Garden. It is a mixed indoor‑outdoor environment with different floor levels, well‑suited for the Keep Exploring theme. People could work their way around the venue, the stage, different lighting and music and we were able to showcase our new brand and experiential video along with the different components.”

Kanata is CTC Japan’s flagship event for the whole year: two days in Tokyo, one day in Nagoya and two days in Osaka. “About 50 Canadian organizations joined us; we probably met about 120 travel agents and tour operators through the week."

“People like the opportunity to meet people in an efficient way," says Pitt. "The business environment Kanata provides is conducive to that efficiency because doing sales calls in Japan can be arduous work. Giving a high profile to Canada for one week in the year is an efficient model for tour operators and Canadian sellers to do business, while backing that up with good networking events,” explains Pitt.

This was the 18th edition of Kanata, he continues: “Every year it evolves further. One of the things we have concentrated on in the last couple of years is flexibility. We have different accommodation options and different participation levels so we can accommodate as wide an audience as possible, because coming to Japan to do business can be expensive. For first‑time organizations, we still offer a $500 dollar discount, so we really do want to be as inclusive as possible for people promoting Canada in the Japanese marketplace.

CTC‑US launches campaign to promote ski and snowboarding

With the Canadian ski season fast approaching, the Canadian Tourism Commission is kicking off a campaign to entice Americans to stunning Canadian destinations for their next ski and snowboard holiday. Developed by DDB Canada, Tribal DDB Canada, the CTC, and in partnership with the Canadian Destination Ski Consortium, the campaign includes national US print and online advertising and various out-of-home elements in San Francisco, New York, Chicago and Washington, D.C. markets.

“The new campaign communicates that skiing and boarding in Canada is not just one thing, it’s the sum of parts – the hospitality of the people, the amenities at the resorts, the contrast and variety of activities, the culture, the amazing terrain and the abundance of snow – that make Canada the ultimate ski experience,” says Yolaine Dupont, marketing specialist US Leisure Marketing at the CTC.

The creative online ads first reveal snow‑covered peaks and entices users with the line, “See why everyone comes back. Then comes back again. And again.” The ad expands to expose a mountain and trail map that prompts the viewer to fold it up. Once folded, the trails converge and form one of five shapes on the mountain, each representing a different element that makes the Canadian ski or snowboard holiday experience fabulous. A snowflake signifies the excellent snow conditions, a snowman for family fun, a martini glass for the après activities and more.

“The trail map is a creative and interactive way to connect with skiers and encourage them to start planning their next ski vacation to Canada,” says Cosmo Campbell, Creative Director, Tribal DDB Canada, Vancouver. “Not only does the piece communicate the message of amazing ski runs and conditions, but the folded trail map reveals an additional element to the Canadian ski experience for skiers to look forward to in an intriguing way.”

The out‑of‑home and print executions also create intrigue by highlighting various elements of the Canada ski experience by showing arresting images accompanied by questions. For instance in one ad, an inviting outdoor hot tub is shown with the question, “what’s a black diamond run without a hot tub to finish?” In another, a photo of an idyllic cabin blanketed in powder snow with question, “ever experience 5‑star living under 6 feet of snow?”

Targeting avid American skiers and snowboarders, both online and offline elements communicate the positioning statement, “you haven’t skied, until you’ve skied Canada” and direct them to experience a Canadian ski adventure by visiting www.canada.travel/skinow. Developed by the CTC, the site explores ski destinations from the powdery slopes of BC and the pristine high alpine of Alberta's Rocky Mountains to the majestic hills of Québec. Ski travel packages are also available on the site as well helpful travel tips and a ski newsletter. Skiers and boarders can also enter the "Canada Ski Experience of a Lifetime Sweepstakes" for a chance to win a free 12‑night/13‑day Canadian ski vacation for six people at three ski resorts (one in Québec, one in Alberta and one in British Columbia).

The online ads will appear on OnTheSnow.com, TripAdvisor.com and Travelocity.com. The print campaign will appear in Outside Magazine, Travel & Leisure, Departures, Food & Wine and in‑room Fairmont Hotel publications. Both online and offline elements launch in November and will run until April with OMD Vancouver and the CTC responsible for the media buy.

CTC Japan launches its own version of Clever Woman

Tourism marketers draw many of their ideas from successful practices elsewhere in the world. That is precisely what CTC Japan did when it launched its own version of the Clever Woman campaign recently, according to managing director Simon Pitt:

“When we were doing our planning for 2007, the importance of media in our promotions – and the importance of celebrity recommendation – emerged as key considerations. CTC Germany had been running a very successful promotion for some time. We looked at the components of what we understood the Clever Woman promotion to be, and we believed they would meet the needs of the Japanese market if we could find the right way of executing a similar campaign.”

Pitt says his team set about creating its own version of Clever Woman in Japan last spring. Elements like design became very important, getting the right web platform with interlocking components that allowed for the integration of partnerships.

Who would be the right media partners to work with? Which airline and trade partners might benefit from it? Which Japanese celebrity should be brought on board? All these considerations mattered.

“(It all came together) in a trip to Alberta’s Icefields Parkway at the end of August with TV personality Mitsuyo Kusano. After that, the crew went up to Yukon to capture another story. Between early September and October 15, we did all the hard work of incorporating and lighting up the materials, and editing the videos for the launch of the websites.”

In an attempt to leverage media partnerships, Pitt says Clever Woman also brought on board Sotokoto, a leading lifestyle magazine in Japan. “So when we launched on October 15, the December edition of Sotokoto featured six pages of articles and photographs of Mitsuyo Kusano in Alberta. Getting all these integrated components to come together can be a real challenge. For instance, we have HIS, a Japan‑based travel agent partner, working with us; as a result, visitors are drawn to the website, where they can learn about the original tour taken by our featured celebrity. They may book the trip though HIS’s website (which is linked with Clever Woman). Visitors can also take the information and book the trip through retail outlets.”

CTC Japan is working on a number of media projects at the moment, and Simon Pitt is quick to point out that getting more TV exposure matters. “We are working on developing a TV drama and it was through our connections that we were introduced to Mitsuyo Kusano. Her enthusiasm for Canada was contagious; she had been to Banff on a previous Christmas holiday, and she found the experience rewarding. So helping us and coming back during the summer was an attractive proposition for her. She gave us many ideas in terms of the design of the website, and she did write all of her blogging pieces herself.”

The challenge for a project like this is getting introduced to the right celebrity, and for them to find time slots in their diaries to make it all come together. “We were fortunate with Mitsuyo Kusano,” Pitt gleefully acknowledges. “We wanted people in Japan to be surprised about Canada. Clever Woman is all about lifestyles because there is much interest in healthy lifestyles in Japan. It has allowed us to deliver this program in a market that has been declining for 10 years. We need to try new things and take risks; this is one of the ways we are doing this.”

CTC‑Germany’s Canada Whale Night partnership to close with panache

The Canadian Tourism Commission office in Germany has been working with the Whale and Dolphin Conservation Society and other partners to promote sustainable whale watching in Canada for the last five years. It is time to move on to new initiatives, according to managing director Karl-Heinz Limberg, but not before one last “whale” of a celebration: “We are planning a fundraising event which will take place November 25 at one of Germany’s most impressive outdoor clothing and equipment stores, Globetrotter," says Limberg. "It is perhaps the equivalent of Tilley in Canada, but with tents and backpacks as well; it caters to a very high-end clientele. They have a huge store in Cologne with a water basin and a climbing wall, and this is where our last Whale Night will take place.”

Limberg expects about 800 people to attend, including many print and TV media representatives, celebrities and VIPs. The intent is to raise funds for the organization while also promoting Canada as a whale watching destination which abides by ethical considerations, through practices that minimize the impact of this activity on the whales themselves.

“We want to ensure that people know, if they go to Canada, these principles will not be taken lightly. Whale watching is a very popular product here in Germany. Thanks to Globetrotter and many sponsors who provided prizes for the auction and raffle, the night will be a memorable event indeed.”

These partners include natural cosmetics products maker Logona, an organic food chain, department stores, and even two famous German chefs who will be doing an outdoor cooking show. “Singer Katja Ebstein will be performing with her band for free, which will be a major lure for people," says Limberg. "We are selling tickets for 60 Euros, which could be perceived as expensive, but will ensure we have the audience we are looking for. Most of our Canadian destination partners offering whale watching have bought into the initiative, which means we will be featuring them prominently. There will even be whale scientists from Canada on hand to ensure the evening is as rich as can be for all participants."

CTC‑Germany masters the art of the celeb and media FAM

The cult around celebrities can be a very powerful resource, especially with the right star. The Canadian Tourism Commission’s team in Germany certainly hit the jackpot when it approached well-known singer and actress Katja Ebstein with the idea of using her as a representative of those “best-agers” (she is in her early 60s) who might just find Canada an ideal all-around destination for them.

“We travelled with Katja Ebstein to Nova Scotia last year for 7 days to stage and photograph different experiences in the province,” explains managing director Karl‑Heinz Limberg. “Katja wrote a blog about her journey. As a result the whole initiative was quite successful because FTI (our partner tour operator for this promotion) generated 14 bookings for a brand new best‑ager product.”

This year Katja Ebstein and her husband were taken to Alberta and BC, along with a photographer who closely documented their journey. “When we came back, the photographer sent out a press release with his pictures. So far, we have had six articles published in the German press and many more will follow," says Limberg. "And again, Katja will be writing a blog on this website: www.generationkanada.de. She is an extremely credible celebrity in Germany.”

Limberg notes that 92% of Germans are familiar with her name. An accomplished singer, she is regarded not only as a model, but also as a serious artist. “She has become our tourism ambassador for Canada. Wherever she goes, she promotes Canada. She is really an influence‑multiplier for us.”

He estimates this press trip (just for the photographer) will generate a media value of roughly $300,000. “On top of that, we had a media FAM going to Alberta, with seven journalists who met and interviewed Katja in Calgary; they will also be writing a number of articles about Alberta,” Limberg explains.

In light of its success, Limberg expects this program to continue with other provinces next year. “The province to be featured is either going to be Quebec or Ontario; this depends on the provinces’ willingness to come on board as funding partners,” Limberg quips with a smile, “because we need their support.”

The Rock: sense of place rings true for Canadians

Claude-Jean Harel takes in Cape Spear, Newfoundland and Labrador

(Originally published in TOURISM)

Charlotte Jewczyk, manager of market development and travel trade at Newfoundland and Labrador Tourism, confesses enthusiastically that the domestic market has always been the highest producer for her province. “It is the Maritimes and Ontario, mainly. Lately, however, we have seen growth from Quebec and Western Canada.” More importantly perhaps, Jewczyk has witnessed an increase in expenditure from those markets. “Visitors are coming in and they are seduced by experiences which are a little higher-end. Because there has been significant investment in our accommodations infrastructure at that level, we are getting a higher return from those visitors. We are meeting the demand of sophisticated travellers who want the comforts — hard days and soft nights.”

Jewczyk also notes a sustained increase in cruise activity. “The cruise sector is a promising one for Newfoundland and Labrador, particularly for circumnavigation, because we have 27 ports of call. So cruise itineraries include communities where visitors wouldn’t otherwise be able to get accommodations on land. These are expedition cruises; I know cruise tour operators whose packages for 2008 are already sold out.”

So, why are consumers attracted to these types of experiences? Jewczyk says much of it has to do with the destination’s brand. “Our branding continues to serve travellers who seek enriching, soul-finding experiences. For a number of reasons, Newfoundland and Labrador delivers that in spades. Whether it is an encounter with a taxi driver or the home-made bread, or the fresh air, it is all of those multi-layered experiences they don’t get in the big city which seem to lure them.”

The other thing that speaks to Canadians in particular, according to Jewczyk, is the culture of Newfoundland and Labrador. “It is reflected in our music, artwork and literature. Our books are read more, our artwork is seen more, all of which helps to promote the destination.”

Is there something exotic about Newfoundland and Labrador for Canadian consumers? “Absolutely,” answers Jewczyk. “I think we have come into our own as a mature destination that is off the beaten track. Our research says many clients come because they have always wanted to see Newfoundland and Labrador. Through our meetings and conventions, they are sometimes given an opportunity (through pre- and post-convention tours) to bring additional economic impact to our province.”

She explains how much of this success has to do with being authentic and experiential: “These are things which were given to us by nature, by geography, and by archaeology; (things like) our marine environment, our natural history, our people and our sense of place. There is a wonderful synergy about what Newfoundland and Labrador has to offer; it is a natural progression for us to inspire ourselves from that opportunity.”

And visitors seem to appreciate it. Jewczyk says the average length of stay in the province is between 10 and 12 days. “So we have a good return once somebody decides to come to Newfoundland and Labrador. There is no such thing as an accidental tourist here. Coming here takes a deliberate decision; you don’t just 'drop in' to visit Newfoundland.”

Nova Scotia looks to Ontario and the west for domestic visitors

(Originally published in TOURISM)

Like other Canadian destinations, Nova Scotia is feeling the downturn in the US market. According to John Somers, director of marketing in the tourism division at the Nova Scotia Department of Tourism, Culture & Heritage, “the main culprits include the dollar and the continued reluctance of Americans to travel outside their own country and to Canada.”

He says it has been a year for domestic tourism: “The biggest increases we have seen have been mostly out of Ontario; I believe in the month of July we have seen a 19% increase in road traffic. That is kind of counter-intuitive to us, but we created profile with the “Ceilidh in the Capital” promotion we did in the Ottawa area this year.”

Somers believes the strength of these marketing efforts lies in identifying a target audience aligned with the CTC’s concept of the cultural explorer. “In conversations with our customers, the type of people who are interested in coming to Nova Scotia (particularly from a medium to long-haul market) are people who are genuinely interested in engaging with the destination to which they travel, experiencing the local culture. This is strongly wrapped up in a more conventional view of Nova Scotia’s great outdoor experience; it is that kind of combination which wins the day for us.”

Somers says research results show that a lot of medium-haul travellers still see Nova Scotia very much as a ‘drive’ destination. However, his department is working with a ‘gateway strategy’ to focus on growing air travel to Nova Scotia. He says his destination doesn't have huge budgets, but continue to put “a fair amount of money” in the US market because it still represents 11% to 12 % of overall non-resident visitors. “No matter what we do,” he says, “at the moment that market seems to be declining for most of Canada. We are trying to fill beds and get people here while exploring the idea of new markets like Western Canada. Of course, Ontario, Quebec and the Maritimes have always been important markets for us, so we are applying efforts there as well.”

Overall numbers are encouraging for Nova Scotia. A year-to-date comparison reveals a 1% increase in visitors for the period between the beginning of January and the end of August, largely attributable to an increase in domestic travellers. Numbers from the US are down 8%, and down 9% from overseas countries, but up 6% from Canada. The three Atlantic Provinces make up more than half the number of visitors to Nova Scotia and 10% of domestic visitors originate from Ontario.

Fourteen per cent of visitors come from Western Canada. “Certainly the economy in Alberta is booming to the extent there is going to be huge disposable income there,” Somers recognizes. “With Alberta's economic boom, there are a lot of people moving back and forth between the Maritimes and Western Canada.”

Bienvenue Québec adjusts to the future

(Originally published in TOURISM)

Organizations which ask themselves which directions they might choose in the future are often well on the way to ensuring their own sustainability. All indications are that Bienvenue Québec and The Association des propriétaires d’autobus du Québec (APAQ) are thriving as a result of this probing approach; this year’s edition of the marketplace included a session where buyers and sellers were asked a series of questions designed by François Chevrier from the École des sciences de la gestion (ESG) at Université du Québec à Montréal (UQÀM):

“There is a will at the APAQ organization (Bienvenue Québec's owner) to allow the event’s formula to evolve,” according to Chevrier. He says APAQ is reviewing the event’s structure and is currently assessing the potential value of implementing additional components. “They have identified through their research the emerging interest in providing an even greater number of networking and knowledge-delivery opportunities for participants.”

APAQ was certainly keen on experimenting at Bienvenue Québec 2007 in Saguenay: it introduced a dynamic new roundtable concept which proved very popular, according to Marilyn Désy, the marketplace’s development and promotion coordinator. “This roundtable activity between sellers and buyers stems from sellers’ need to find out more about who the buyers are. Bienvenue Québec draws some big players, like hotel sector representatives, who know the buyers well. However, what often makes a difference in destination appeal are the small players and attractions that impart flavour to tour operators’ programs.”

During the Francophone Culture Tourism Carrefour, buyers moved around in pairs to 9 roundtables lasting 11 minutes each. Désy says many sellers in the past simply couldn’t afford to participate at Bienvenue Québec. “With this formula, the first day is devoted to francophone product, networking and market knowledge acquisition for marketplace participants in different sessions, while days two and three are regular marketplace days.”

The participating sellers certainly felt there was great value for them in this format. Pierre Derouin is executive director of Le Village Québécois d’Antan in Drummondville: “Because there were several buyers and sellers at the table, there seemed to be more ideas emerging and we received better answers to our questions. I certainly found the exercise useful.”

Julie Bouliane looks after customer service at the Parc national du Saguenay: “This is my first participation at Bienvenue Québec. I have attended other marketplaces in the past where we met our clients one-on-one, and I found it is easier to break the ice in this kind of a format. It prepares us for upcoming appointments; each participant benefited from a bit of time to introduce their activities, and we quickly moved on to asking relevant questions about what buyers are looking for. Within minutes, we had useful answers about offering potentially successful products.”

This sentiment was echoed by Catherine Boulay of ManiganSes, an international puppetry arts festival in Jonquière, who felt this was a less intimidating introduction to the tourism marketplace environment.

As APAQ’s Marilyn Désy notes, without a thorough understanding of buyer needs it is difficult for the sellers to maximize marketplace opportunities. “This type of activity encourages sellers to listen, so they gain a better appreciation for buyers’ business realities.”

Holistic approach to development at Charlevoix

Photo: Marc Archambault / Le Massif

When Daniel Gauthier (of Cirque du Soleil fame) bought the Le Massif ski resort at Charlevoix’s Petite-Rivière-Saint-François in 2002, he soon realized an elaborate development project would be needed to ensure its long-term prosperity. He wanted something that would transform the ski facility into a world-class four-season tourism operation, while preserving the landscape, the regional sense of place and the fabric of surrounding communities.

Diane Laberge is director of communications for Groupe Le Massif: “The concept evolved to include the planned development of a 150-room hotel at historic Filbaie farm, 20 kilometers away at Baie-Saint-Paul, along with a train station at the site providing rail service to shuttle hotel residents back and forth between the ski facility and the hotel.”

The rail shuttle is part of a grander tourist train plan linking downtown Québec City and La Malbaie (home to the Fairmont Manoir Richelieu). “At Baie-Saint-Paul, we plan to create a public plaza, a public market and a 500-seat show lounge,” says Laberge. She says the project will follow principles of sustainability which include the social aspects of development, aiming to provide quality, permanent employment opportunities for local residents: “We hope to bring about the kind of economic renewal that will convince the younger generation which has moved away to study or work, to come back to the region. We are working with local municipalities to create programs to give these people access to home ownership; it is more than a tourism project; it is a project with a genuine mission, a truly humanistic vision.”

The main elements of the project are scheduled to be functional by the summer of 2009, says Laberge, including the development of an aerial lift to take passengers disembarking from the train up to the base of the ski resort.

The project has caught the eye of many investors who have already launched their own development plans compatible with those of Groupe Le Massif. Olivier Lerun, executive director of Villa Marvic (owned by a France-based investment corporation), explains: "We have about 7-million square feet around Le Massif and we are seeking joint ventures to build hotels or hospitality establishments such as spas." The company's first creation is a 7,000 square feet luxury rental home with 200,000 square feet of yard space overlooking the St. Lawrence. Its heating system is geothermal, with windows designed to filter sunlight to minimize the use of air conditioning in the summer.

The Groupe Le Massif is well aware of just how compelling its project is for other developers, given how much the principles of sustainability upon which it is based resonate in consumers’ mind today, says Diane Laberge: “We don’t have all the answers yet. Sustainable development is central to our business model, but it will take us a few years to get there. Like many, we are still learning how it is done.”

Laberge hopes this approach will position Charlevoix as a model of beneficial practices for world tourism, an approach which is music to the ears of François Gariépy of Tourisme Charlevoix. “What is important about this project for the Charlevoix region and the province is that Mr. Gauthier is committed to respecting the fact that Charlevoix is a UNESCO Biosphere Reserve. He is committed to not changing the Charlevoix landscape and he agrees all new construction must not be higher than the tree tops at Le Massif.” Gariépy notes the project even includes using Le Massif as a scientific research park where Canadian advanced technology companies in the fields of sustainable energy will be invited to relocate at Le Massif.

Tourism at Charlevoix is, in itself, a heritage industry, and the new developments reflect that. The tourist train will provide an unparalleled panorama for travellers along the St. Lawrence. It will stop at villages like Les Éboulements and Ste-Irénée along the way, and will go all the way to the Pointe-au-Pic pier where the legendary steam-powered “floating palaces” called White Ships used to come, carrying high society members from New York, Toronto and Montréal at the turn of the last century.

“The project aims to attract Europeans in particular,” Gariépy confides. “We have started to send out feelers, and I am pleased to report we are getting positive responses from Canada as well. People are much more attuned to the spirit of this project than one might have believed initially.”