This text is part of the special Business Tourism booklet
While the pandemic and health restrictions are paralyzing business tourism in Quebec, tourist offices in several regions are doing everything they can to support the revival of a sector that has been battered for two years.
” The consequences [du tourisme d’affaires] are four times more important than leisure tourism,” reveals Julie Kinnear, President and CEO of Tourisme Outaouais. Concentrated around the city of Gatineau and the Château Montebello, conventions and events are synonymous with turnover for the hotel industry and various associated businesses. Mme Kinnear adds that business tourism also drives leisure tourism, with many business participants willingly extending their stay to visit the region.
Like everywhere in the province, health restrictions have dealt a severe blow to the sector, as well as to all the activities revolving around it. In Sherbrooke, tourism spending — the total consumer spending made by visitors during their stay — was estimated at $7 million in 2018-2019, dropping to $2 million the following year, says Lynn Blouin, director of promotion of the business and sports tourism sector at Destination Sherbrooke.
“It was extremely difficult; Conventions and sporting events are an important part of economic tourism in Sherbrooke, she observes. This balances out quieter periods for leisure tourism in the fall, spring, and winter. »
Will the holding of congresses or business meetings persist over time? Determined to take advantage of this reopening of meeting rooms to 50% of their capacity from February 21, for a maximum of 500 people, event organizers and tourist offices continue to carry out seduction operations to attract customers in their respective regions.
Combined efforts to woo customers
“During the pandemic, we took the time to renew our image for the recovery, describes Julie Kinnear, of Tourisme Outaouais. At the moment, we are developing digital elements to allow the creation of virtual tours, hotel capsules. For canvassing, we are much more proactive in seeking events. We are in the process of structuring the offer for small events, such as shoulder-to-shoulders. Tourisme Outaouais also offers discounts to customers who reserve a certain number of rooms in an establishment, with the tourist office paying the difference.
On the Estrie side, clients are supported by Destination Sherbrooke, which helps them organize accommodation, external suppliers, shuttle services, or provides them with action plans. “With those who postpone [un événement], we keep the link, we see how we can continue to do the planning and so that we are there when things stabilize. The organizers of conventions and major events can also benefit from financial assistance from Destination Sherbrooke, with relaxed criteria due to the health crisis.
In the Lanaudière region, the tourist office contributes to the visibility of local businesses on its platform, maintains regular contact with event organizers and financially supports business tourism through a tax on overnight stays. But in general, the region’s tourism sector appears to have weathered the impacts of the pandemic better than others, perhaps due to the diversity of business revenue streams.
“We are not a region with major infrastructures, hotels or major conventions like those that can be held in Laval,” observes Denis Brochu, general manager of Tourisme Lanaudière. He explains that the scarcity of business visitors or sales representatives has been felt more in urban centers like Joliette or Terrebonne. On the other hand, smaller municipalities have seen more leisure visitors, anxious to temporarily get away from larger centers during the pandemic.
“Few companies make a living from business tourism alone. These are places primarily designed for leisure tourism; chalets, vacation centers that have spaces for business meetings, small conventions or shoulder-to-shoulders,” Mr. Brochu points out. He points out that business tourism is a complementary sector which makes it possible to earn income during the low season. “We are in something smaller and friendlier, linked to the personality of Lanaudière”, he explains, giving as an example the Auberge de la Montagne coupé, whose large spaces served as a film set. in 2020. “We often forget that business meetings are very much about resourcing. »