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Kahnawake Tourism Conference | October 22 nd 2014

Québec Aboriginal Tourism Tourisme Autochtone Québec Carole Bellefleur : Development Advisor Sebastien Desnoyers : Marketing Advisor. Kahnawake Tourism Conference | October 22 nd 2014. Presentation. Québec Aboriginal Tourism Association Services Members

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Kahnawake Tourism Conference | October 22 nd 2014

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  1. Québec Aboriginal TourismTourisme Autochtone QuébecCarole Bellefleur : Development Advisor Sebastien Desnoyers : Marketing Advisor KahnawakeTourismConference | October 22nd 2014

  2. Presentation Québec Aboriginal Tourism Association Services Members Québec Aboriginal Tourism Sector

  3. QAT Association

  4. Québec Aboriginal Tourism Based in the huron-wendat community of Wendake (Québec), Québec Aboriginal Tourism (QAT) isrecognisedas a sectorialby TourismQuebec.We’vemainlybeen workingin marketing and development for over 20 years The mission is to offerthe Aboriginal Tourism Entrepreneur of the 55 communities of Quebec, an organisation of representation to defendtheirinterest, developtheircompetencies and offer a variety of products and services whichgrowtheirbetter practices and theirpostionning on diverse markets Wecreate, by tourism, potentialactivities of social and economicdevelopment. Our actions are planned but protective values of aboriginalheritagesuch as authenticity, ethic, equity and substainabledevelopment

  5. Québec Aboriginal Tourism INCORPOSATION REGIONAL 1991-1997 In operation for over 20 years!

  6. Québec Aboriginal Tourism INCORPOSATION REGIONAL 1991-1997 PROVINCIAL Sector’s representative Marketing 1997-2011 Development Partnership 2011- today In operation for 22 years!

  7. VS ATS (19) (AEQ, FPQ Outfitters, Snow mobile etc.) PROVINCIAL Membership International Marketing Actions Sectoriel Expertise Distribution Network Development ATR (21) (EeyouIstchee, Gaspésie, Montreal etc.) REGIONAL Membership Intra-Québec Marketing Actions Regional expertise Visitor information Development PARTNERSHIPS Visibility exchange Media Tours Mohawk Package suggestions linked for sales

  8. BD:9 DAVE GM C D M MEMBERS

  9. Actions for Kahnawake Marketing (international) Communication (promotion) Development

  10. Advantages of beeing a Member Visibility on QAT Website–dedicated pages Visibility in variousproduct-positionning brochures for our distribution network and tourists Integrationinto QAT Marketing strategies Visibility on QAT social media networks Votingrightsat the Annual General Assembly Dedicated team atyour service Representationatvarious national and international fairs Marketing of yourproducts and services Your news, deals, and scoops emailed to ourmembers. Discounts withpartners and other QAT members Actif Délégués Stagiaires Associés

  11. Advantages of beeing a Member Guidance, advice and support whenstarting up, expanding and diversifyingyouraboriginaltourismcompany Project development tours Regionaldevelopment tours Support for the continuouseducation of employees and management Strategic reports, studies, best practices and otherusefulresourcesrelating to the tourismindustry and management. Familiarization tour and press tour Market segmentation to effectivelytargetyourclientel Opportunity for group advertising Third page visibility in ourOrigin(e) Magazine Preferencegiven to members of QAT call to tenders Free participation to electronic newsletters Actif Délégués Stagiaires Associés

  12. QAT Magazine • Regional description text • Used for medias, politics, trade, consumer • Free 1/3 of page with Active Membership • Paid publicity • Kahnawake Welcome Centre • DroulersArcheological site • Tourism Monteregie DISTRIBUTION 50 000 copies : International marketing actions Major visitor and welcoming centers thru the province Members across the province

  13. Table Québec Nature TABLE NATURE NUNAVIK + ABITIBI-TEMISCAMING + LAURENTIDES + QUEBEC

  14. Major Commercialisation Events • Distribution Network Event • Rendez-vous Canada (Niagara Falls) • Bienvenue Quebec (Quebec) • ITB Berlin (2015) • Discover Quebec (Toronto) • IFTM Top Resa (Paris) • Distribution and Press • Destination Quebec (Brussels) • Destination Quebec (Paris) • Go Media marketplace (Penticton, BC) • Consumer, Distribution and Press • Salon Mondial du Tourisme (Paris) • Salon Vacances de Bruxelles (Brussels) SÉBASTIEN

  15. 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 Famtrips. We work in the same pattern of the Press trips. We always work on the topics Tour operators are interested in. We also guide all our fam trips tours to gather feedbacks • Example of Fams this year: German tour operators, Vacances Transat, Jonview, Toundra Voyages, Go West Tours, Case Départ, Go To Canada, etc.

  16. 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 campaign • Actions on the Web and on the social medias strategy • Work with the trade network • Develop advertisement campaign • Find different deals for our members (Petit Futé, Le Devoir etc) • Manages all membership and publicity exchanges with ATR • Packages the Aboriginal products • Put in relation different actors (Aboriginals and non-Aboriginals) • Help on the marketing strategy and commercialization • Give information on the pricing and comparison of the market • All new marketing initiatives (Travel Agency, Handcrafter’s circle etc)

  17. www.tourismeautochtone.com Communication Strategy PATRICIA TOURISME AUTOCHTONE QUÉBEC AUTOCHTONEQC

  18. Development Tours CAROLE

  19. Mohawks Members • Okwari Arts • Iron Horse Wear House • Kahnawake Welcome Center • Native North American College • Akwesasne Mohawk Casino • Akwesasne Pow Wow • Droulers Site • Thompson Island • Festival Presence Autochtone

  20. Membership Active Associate Delegate Trainee

  21. Aboriginal Cultural TourismActivities • 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

  22. Members Non-Aboriginal Partners Active : First Nation productswith first emphasisisTourism Aboriginal Partners Associate : Organisations venant en appui au développement du secteur touristique Delegate: Tribecouncil, Organisationformed or managed by Tribecouncil Trainee: Beginneraboriginal entrepreneur (in activity for lessthan 1 year) 110 Enterprises and organisations are members of QAT in 2012-2013

  23. MembershipFees Non-Aboriginal Partners Active Regular Active : 400 $ Outfitters : 300 $ Events : 300 $ Art and Craft: 200$ Aboriginal Partners Associate : 500$ Delegate: 500$ Trainee: 200 $ 110 Enterprises and organisations are member of QAT in 2012-2013

  24. PERFORMANCE 77% Growth since 2011 11 nations, 55 communities 134 members, 66% des enterprises

  25. QAT Sector Sectorrepresentation Sub-sector of operations Number of visitors TouristsOrigin Length of the trip

  26. Aboriginal Tourism Sector • 816 000 visitors yearly • $169M economic contributions • 150 + enterprises • 3 500 + jobs 2014-2015

  27. SectorRepresentation

  28. Business sectors of Enterprises 48% of the enterprises are open yearly. An increase of 17% Summerremains the most active with 96% of our businesses

  29. Sub-sectors of operations Aboriginal enterprises Quebec’senterprises

  30. Operating expenses of companies • Consolided sales revenues of Enterprises • 2002 : 34,9 M$ • 2010 : 92,2 M$ • Median sales revenues • 2002 : 340 000$ • 2010 : 600 000$ This increase demonstrates a certain maturity which slowly settles in the Aboriginal tourism sector

  31. Markets

  32. AboriginalTourismSector(Visitors)

  33. AboriginalTourismSector(visitors) Aboriginal Tourism Opportunities for Canada U.K., Germany, France (CTC)

  34. Working with the Trade Network LOYALTY • Instant replies • Free Wifi Internet • Packages and specials • Special attentions Like a star • Return calls within 24 hours • Answered emails within 24 hours • Bilingual Website • Service in customer`s language Feel good • Up to date Website • Availability over the phone • Answered emails within 48 hours • Price list adapted to the Trade Network • Courteous customer service Basic needs SATISFACTION

  35. Economic Impact Social and cultural impacts

  36. 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..

  37. Challenges Enterprises Sector

  38. Challenges of the Enterprises To welcome + visitors + longer

  39. Raising awarenessto the opportunities of employment in tourism Training (HR, commercialisation, social medias, management) Common philosophy of development Guide of evaluation of the durability and the authenticity of the product Opportunities of creation of new products and projects Networking opportunities Investment to renovate and renew products Raising awareness in socioeconomic growth from tourism Facilitate the access to credit Identification of the structures of support for the tourist sector in regions Challenges of the Sector To welcome + visitors+ longer

  40. www.tourismeautochtone.com Québec Aboriginal Tourism THANK YOU #AUTOCHTONEQC TOURISME AUTOCHTONE QUÉBEC

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