kahnawake tourism conference | october 22 nd 2014
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Retombes conomiques du tourisme autochtone au Qubec
Kahnawake Tourism Conference | October 22nd 2014Qubec Aboriginal TourismTourisme Autochtone QubecCarole Bellefleur : Development Advisor Sebastien Desnoyers : Marketing Advisor1SEB
PresentationQubec Aboriginal Tourism AssociationServicesMembersQubec Aboriginal Tourism Sector
I will present you a quick overview of our association and actions targeting your region, well talk about Arctic tourism and Business travelers and we will end with tourism trends in Nunavik Ok Lets go!
2I will present you a quick overview of our association and actions targeting your region, well talk about Arctic tourism and Business travelers and we will end with tourism trends in Nunavik Ok Lets go!
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QAT Association
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Qubec Aboriginal TourismBased in the huron-wendat community of Wendake (Qubec), Qubec Aboriginal Tourism (QAT) is recognised as a sectorial by Tourism Quebec. Weve mainly been working in marketing and development for over 20 years
The mission is to offer the Aboriginal Tourism Entrepreneur of the 55 communities of Quebec, an organisation of representation to defend their interest, develop their competencies and offer a variety of products and services which grow their better practices and their postionning on diverse markets
We create, by tourism, potential activities of social and economic development. Our actions are planned but protective values of aboriginal heritage such as authenticity, ethic, equity and substainable development
Based in the Huron-Wendat community of Wendake (Qubec) Quebec Aboriginal Tourism is a non profit organisation, constituted in a Society managed by a board of directors majority Aboriginals
Recongnised as a sectorial but Tourism Quebec, weve been working mainly in marketing and development for over 20years
The mission is to offer at the Aboriginal Tourism Entrepreneur of the 55 communities of Quebec, an organisation of representation to defend their interest, develop their competencies and offer a variety of products and services which grow their better practices and their postionning on diverse markets
We create, by tourism, potential activities of social and economic development. Our actions are planned but protective values of aboriginal heritage such as Authenticity, Ethic, equity and Substainable develpment.4
Qubec Aboriginal Tourism
INCORPOSATIONREGIONAL1991-1997In operation for over 20 years!5
Qubec Aboriginal Tourism
DevelopmentPartnership2011- todayINCORPOSATIONREGIONAL1991-1997PROVINCIALSectors representativeMarketing1997-2011In operation for 22 years!We were Incorporated in 1991 as Tour Innu, a regional association and travel agency.
Then in 1997 we became provincial and changed our name Quebec Aboriginal Tourism Corporation (STAQ), whose activities were mainly focused on marketing and we were granted by the Ministry of Tourism, the specific funding and title of representative of the aboriginal tourism sector in Qubec.
Then 14 years of accomplishments we felt it was time once again to rethink, reinvent our association to seize new opportunities and do more for our members. And that meant many changes, new employes, new services in development and communications, and our new signature. 6
VS
ATS (19)(AEQ, FPQ Outfitters, Snow mobile etc.) PROVINCIAL MembershipInternational Marketing ActionsSectoriel Expertise Distribution NetworkDevelopment
ATR (21)(Eeyou Istchee, Gaspsie, Montreal etc.)REGIONAL MembershipIntra-Qubec Marketing ActionsRegional expertise Visitor informationDevelopmentPARTNERSHIPSVisibility exchangeMedia ToursMohawk Package suggestions linked for sales
Before we start with that I would like share with you the major diffrences between a sectorial association an a regional assocation Tourism Association.
Now that 7SEB
MEMBERS
BD:9CDGMM
DAVE
Qubec Aboriginal Tourism, is a non-profit organisation managed by a board of directors composed of 9 of our members. (Board member from NunavikFrance BrindAmour from Nunavik Parcs )We are a small team of 6 employees, the general manager, Marketing and development advisor, communication agent and 2 part time resources. We are proudly supported by:We are the only organisation recognised by Tourisme Qubec as the Qubec aboriginal tourism sectors representative.
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Actions for KahnawakeMarketing (international)Communication (promotion)Development
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Advantages of beeing a Member
Visibility on QAT Website dedicated pagesVisibility in various product-positionning brochures for our distribution network and touristsIntegration into QAT Marketing strategiesVisibility on QAT social media networksVoting rights at the Annual General AssemblyDedicated team at your serviceRepresentation at various national and international fairsMarketing of your products and servicesYour news, deals, and scoops emailed to our members.Discounts with partners and other QAT members
Actif Dlgus Stagiaires AssocisPerso je ne metterais pas ces deux slides moins de manquer de temps
Advantages of beeing a Member
Guidance, advice and support when starting up, expanding and diversifying your aboriginal tourism companyProject development toursRegional development toursSupport for the continuous education of employees and managementStrategic reports, studies, best practices and other useful resources relating to the tourism industry and management.Familiarization tour and press tourMarket segmentation to effectively target your clientelOpportunity for group advertisingThird page visibility in our Origin(e) MagazinePreference given to members of QAT call to tendersFree participation to electronic newsletters
Actif Dlgus Stagiaires Associs
QAT Magazine
Regional description textUsed for medias, politics, trade, consumerFree 1/3 of page with Active MembershipPaid publicity Kahnawake Welcome CentreDroulers Archeological siteTourism Monteregie
DISTRIBUTION50 000 copies : International marketing actions Major visitor and welcoming centers thru the province Members across the province 12SEB
TABLE NATURENUNAVIK + ABITIBI-TEMISCAMING + LAURENTIDES + QUEBEC
Table Qubec Nature13SEB
Major Commercialisation Events Distribution Network Event Rendez-vous Canada (Niagara Falls) Bienvenue Quebec (Quebec) ITB Berlin (2015) Discover Quebec (Toronto) IFTM Top Resa (Paris)
Distribution and Press Destination Quebec (Brussels) Destination Quebec (Paris) Go Media marketplace (Penticton, BC)
Consumer, Distribution and Press Salon Mondial du Tourisme (Paris) Salon Vacances de Bruxelles (Brussels)
SBASTIEN
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Press and familiarisation trips
Press Trips:Each year we have a dedicated budgets for press trips. Depending on the media, we always try to work with the ATR of the region for a better coverage of the cost and always require a gratuity from the enterprise. We always work on the topics the writer wants to cover. We guide all our tours in order to bonify the experience of the media. Example of medias this year: Air Transat (Atmosphere), Lufthansa Magazin, Adventures North, Angler and hunter TV, Journal du Trek, QVO
Fam trips: Each year we also have dedicated budgets for Fam trips. We work in the same pattern of the Press trips. We always work on the topics Tour operators are interested in. We also guide all our fam trips tours to gather feedbacksExample of Fams this year: German tour operators, Vacances Transat, Jonview, Toundra Voyages, Go West Tours, Case Dpart, Go To Canada, etc.15SEB
Other Marketing actions
Other than welcoming medias and fam trips, or the travel across the globe to best represent your interest, Marketing also does:
Tourism Magazine Origin(e)Work on the membership campaignActions on the Web and on the social medias strategyWork with the trade networkDevelop advertisement campaignFind different deals for our members (Petit Fut, Le Devoir etc)Manages all membership and publicity exchanges with ATRPackages the Aboriginal productsPut in relation different actors (Aboriginals and non-Aboriginals)Help on the marketing strategy and commercializationGive information on the pricing and comparison of the marketAll new marketing initiatives (Travel Agency, Handcrafters circle etc)
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www.tourismeautochtone.com
AUTOCHTONEQCPATRICIA
TOURISME AUTOCHTONE QUBEC
Communication StrategyLien sur la section du NUNAVIKNunavik Co-op Hotels will each have their own individual sections in 2015 17
Development Tours
CAROLE
The general idea behind a development tour is to visit the major aboriginal and non aboriginal actors of the economic and touris2m sectors of a specific region, to discuss their actual or potential implications in the aboriginal tourism development. Our goal is to return from the region with new relations, references and the big picture of the aboriginal tourism industry in order to develop appropriate partnerships, projects and services for the benefit of our members.The approach is all about the : Keep It Simple rule. We meet, sit down, listen and learn. Thats it ! As simple as it may seem, this allow us to learn all kinds of valuable information like : labor shortage du to the presence of the mining industry , upcoming projects in the area, funding availability, communication barriers between the actor ect Each development tour is different and full of information that is subject to create opportunities that also helps us to gain experience and to assume our representation skills.
Cant wait to meet your local tourism development actors and discover all the partnership possibilities in your region18
Mohawks MembersOkwari ArtsIron Horse Wear HouseKahnawake Welcome CenterNative North American CollegeAkwesasne Mohawk CasinoAkwesasne Pow WowDroulers SiteThompson IslandFestival Presence Autochtone
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MembershipActiveAssociateDelegateTrainee
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Aboriginal Cultural Tourism Activities
Outdoor adventures : Berry picking, hiking, canoeing, wildlife watching and photography, kayaking, snowmobiling, dog sledding, expedition cruises, northern lights, National Parks.
Cultural tourism : Storytelling, throat singing, traditional games, traditional crafts, traditional cuisine, visiting historic sites and museums, authentic experiences, festivals, Elders, Sleepover in the community, Pow Wows etc.
Outfitters : Hunting : Caribou, bear, deer, moose, waterfowl Fishing : Arctic Char, trout, salmon, pike, walleye
Business travel : All of the above, packaged on a shorter length period and offered to business and congress travelers
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MembersActive : First Nation products with first emphasis is Tourism
Delegate : Tribe council, Organisation formed or managed by Tribe council
Trainee : Beginner aboriginal entrepreneur (in activity for less than 1 year)Associate : Organisations venant en appui au dveloppement du secteur touristique
Aboriginal PartnersNon-Aboriginal Partners110 Enterprises and organisations are members of QAT in 2012-201322SEB
Membership FeesActiveRegular Active : 400 $Outfitters : 300 $Events : 300 $Art and Craft: 200$
Delegate : 500$
Trainee : 200 $
Associate : 500$
Aboriginal PartnersNon-Aboriginal Partners110 Enterprises and organisations are member of QAT in 2012-201323SEB
PERFORMANCE
11 nations, 55 communities134 members, 66% des enterprises
77%Growth since 2011
On this last point about our association Im proud to say that after this years membership renewal, we have increased our memberships by 56% since our restructuration in 2010. And with a constant addition to our long time supporters in Nunavik, your are definitely contributing to our success! Thank you for your support!
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QAT Sector Sector representationSub-sector of operationsNumber of visitorsTourists OriginLength of the trip
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Aboriginal Tourism Sector816 000 visitors yearly$169M economic contributions150 + enterprises 3 500 + jobs
2014-201526
Sector Representation
Business sectors of Enterprises
48% of the enterprises are open yearly. An increase of 17%Summer remains the most active with 96% of our businesses28
Sub-sectors of operationsAboriginal enterprisesQuebecs enterprises
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Operating expenses of companiesConsolided sales revenues of Enterprises2002 : 34,9 M$2010 : 92,2 M$Median sales revenues2002 : 340 000$2010 : 600 000$
This increase demonstrates a certain maturity which slowly settles in the Aboriginal tourism sectorLes chiffres suivants dmontrent une prise de maturit qui sinstalle graduellement depuis 2002 dans le secteur touristique autochtone.Un chiffre daffaire consolid qui tripl depuis 2002 et un chiffre daffaires moyen qui lui presque doubl sur la mme priode. a cest des bonnes nouvelles!
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Markets
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Aboriginal Tourism Sector (Visitors)
Visitors2010(n=48)Qubec ExcursionnistesTouristes51 %Canada8 %United States15 %Europe18 %Aboriginals7 %Autres origines1 %Total100%ProfileQubecEuropean AGE25-35, 55 + 55 +, 25-35Travel withBy self, couple, familyCouple, By selfTrip (days)Short : 1-3Long : 12,8ActivitiesEcotourism Outdoor, Parks, hunting, fishingNatural scenerySoft adventure ExperienceAuthenticitySustainableExperimentAuthenticitySafetylearningAccommodationHotel, Motel, cabin, campingNon-commercialDifficult daccs linformationHsitation du march faire affaires avec les entreprises autochtonesManque de nouveaut et de renouvellement de loffreForce de limage de marqueGlissement des parts de marchs du Canada 2002 10e / 2007 13e La contreperformance de lindustrie du Qubec et du Canada nous a tous porter se regarder le nombril et chercher des solution pour dynamiser le secteur. Dveloppement, innovation, diversification, financement adquat, image de marque, concertation font la une des constats.Il est noter que la croissance du tourisme Qubcois compens pour la baisse des touristes trangers.32Mettre les chiffres Visiteurs
Comparer avec les investissements
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Aboriginal Tourism Sector (visitors)
Do wantDont wantMeet the localsEverything staged and planned Learn something original, authenticBe in a big bus tour and taken to them. See/ Experience how you liveFake displays and townsmuseum villages just set-up for tourists. Understand your way of likeThe markets and mass produced SouvenirsMutual exchangeAboriginal Tourism Opportunities for Canada U.K., Germany, France (CTC)
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Working with the Trade Network
Up to date WebsiteAvailability over the phoneAnswered emails within 48 hoursPrice list adapted to the Trade Network Courteous customer service
Return calls within 24 hours Answered emails within 24 hours Bilingual Website Service in customer`s languageBasic needs
Feel good
Instant repliesFree Wifi InternetPackages and specials Special attentions Like a starLOYALTYSATISFACTIONA Loyalty programm!The Loyalty program can be put in place at any expectation level that you wish to offer in your enterprise. The loyalty program can include various things like special prices for activities during their stay, free WIFI, or a free night after a certain amount of stay. Business travelers particularly appreciates theses personal advantages especially because they are PERSONAL. That way if the get a free night stay, they might organise a longer stay to enjoy the area or in other case come back with their family for a lower cost vacation . 34SEB
Economic ImpactSocial and cultural impacts
Salutations MTO, Dave Laveau, Jean Chartier et Robin McGinley lien avec limportance des RH, 35
Social and Cultural impacts
The exodus of the young people and maintaining the language also appear in the answers identified within the framework of this study.. The most important in spontaneous mention2010 (n=61)Job creation48 %Knowledge of the community, the culture and the heritage16 %Pride14 %Range of services for the community11%Teaching of the know-how in the community4 %Improve the visibility of the region3 %Economic development of the territory3 %Have a link with the other storekeepers / group together1 %
ChallengesEnterprisesSector
Salutations MTO, Dave Laveau, Jean Chartier et Robin McGinley lien avec limportance des RH, 37SEB
Challenges of the Enterprises
To welcome + visitors + longerSocial and cultural impact2002 (n-38)2010 (n=55)Stability of Human ressources32%38%Access to financing / credit66%33%Knowledge of the markets24%29%Training11%15%Promotion / publicity / getting knowed8%5%Seasonality / low seasons (autumn and winter)11%4%Attract customer/ accessibility11%6%Access to technological opportunities--7%Work with the governments3%5%les principaux dfis des entreprises en 2010 sont la stabilit de la main-d'uvre, laccs au financement et la connaissance des marchs. En 2010, laccs aufinancement est un lment qui est moins proccupant pour les entreprises quil ltait en 2002.38SEB
Challenges of the SectorRaising awareness to the opportunities of employment in tourismTraining (HR, commercialisation, social medias, management)Common philosophy of developmentGuide of evaluation of the durability and the authenticity of the productOpportunities of creation of new products and projectsNetworking opportunities Investment to renovate and renew productsRaising awareness in socioeconomic growth from tourismFacilitate the access to creditIdentification of the structures of support for the tourist sector in regions
To welcome + visitors + longerGardez en tte que le march international tend doubler dici 2020, 39SEB
unique in design with a focus on Best Practices and examples of successful Authentic Aboriginal Tourism businesses from around the world, as well as offering practical advice on how to succeed in the cultural tourism industry.
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www.tourismeautochtone.com
#AUTOCHTONEQC
TOURISME AUTOCHTONE QUBECQubec Aboriginal TourismTHANK YOU
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