“We had a readjustment of our clientele because during the pandemic, it was a little crazy,” says the president and CEO of Tourisme Bas-Saint-Laurent, Pierre Lévesque. If we compare ourselves to 2019, we are growing and it is sustained.”
Tourisme Bas-Saint-Laurent’s four-season development strategy motivates people to bring their vacations forward in May to delaying them until September or October. Regardless, the busy months still remain, in order, August, July and June.
The attractions
The territory of 18,424 km² circumscribed by six MRC is 85% under forest cover. The region is marked by the proximity of the St. Lawrence River, numerous lakes and rivers as well as well-preserved fauna and flora. The region is renowned for its landscapes, sunsets, lighthouses and accessible islands.
It is also the natural attractions which represent the main motivation for 46% of visitors to go to the region. Cultural and outdoor activities, as well as gourmet tourism, are all reasons to take a vacation in Bas-Saint-Laurent.
The main attractions of Bas-Saint-Laurent still remain the same, according to Pierre Lévesque: the Bic national park, the Pointe-au-Père maritime historic site with the Onondaga submarine, the museum of Empress of Ireland and the lighthouse. Kamouraska also has “a very strong brand,” in the opinion of the CEO of Tourisme Bas-Saint-Laurent. “We are a destination and no longer just a stop on the way to Gaspésie,” he summarizes.
Year after year, Kamouraska attracts a lot of tourists. (Johanne Fournier/Special collaboration)
“Take the time”
For 39% of tourists, the destination suggests the desire to recharge their batteries and rest. “Our slogan is “Take the time,” underlines Mr. Lévesque. When people come here, they adopt our way of life; they take the time to go see a sunset, take a walk in nature, ride a bike and do things they don’t have time to do in a busy life. We offer them a quality of life and we allow them to slow down.”
According to the organization’s marketing and hospitality director, Pierre Fraser, fall colors are currently reaching European customers.
Large construction site
Tourisme Bas-Saint-Laurent will soon undertake a major project aimed at rethinking its reception strategy. “We supervise and finance the reception offices, then it is largely the municipalities or corporations that operate them,” specifies Pierre Lévesque. It’s public money. We are there as a leader to guide them.” According to him, a partnership and a dialogue will be initiated in order to bring new ideas, new ways of doing things.
“Welcoming is important,” emphasizes Mr. Lévesque. People come here for the people. But the physical welcome is also important. Should reception go to places where there are already visitors? We think so. But, how do we do it? How do we orchestrate it? These are questions that we will try to answer in the coming months.” The deadline for this extensive consultation is set for March.
“We are ready to go further, to have an overall strategy,” believes Pierre Lévesque. In the reception offices, the figures have changed. We are talking about a 50% drop in almost ten years. There is a way of traveling that is different; people plan their trip in advance. On site, reception has a role to play. But, how should it be played? There is also something that is imminent: artificial intelligence. We must position our destination according to these technological changes.”
Pierre Fraser and Pierre Lévesque of Tourisme Bas-Saint-Laurent provide a positive assessment of the last tourist season in the region. (Johanne Fournier/Special collaboration)
In his opinion, tourist reception offices are not expected to disappear. However, they will have to modify their role or location. “We have theories and ideas on this, but we don’t want to come up with an observation before having done the study. We might be surprised.”
Surveys carried out by CAA and the Transat Tourism Chair on travel intentions this summer reveal that Bas-Saint-Laurent is highly appreciated by vacationers. These surveys respectively place Bas-Saint-Laurent in the top 4 and 5 regions popular with Quebecers.
Third largest economic sector
With its 850 tourism businesses employing 8,450 workers, the tourism industry occupies the third largest economic sector in Bas-Saint-Laurent. “It is roughly one in ten jobs is generated around tourism, specifies the boss of the regional tourism association. It’s really a great saving.”
But the tourism sector is not spared, as elsewhere, by a labor shortage. “There are six people who enter the job market in Bas-Saint-Laurent for every ten who leave,” says Mr. Lévesque. Choices were made in certain catering services. For example, they close for a day to accommodate the business. There is resilience, but it remains difficult for our entrepreneurs.”
The 1.1 million vacationers per year in Bas-Saint-Laurent spend $345 million. If the effects of inflation have been felt, the head of the tourist association indicates that people still invest part of their income for vacations. “Once they are on the ground, they will make certain choices,” he adds. Since everything costs more, they may go to restaurants fewer times. They will perhaps also go more to free attractions. But, the people are in the territory all the same and there is as much money which will be left in the region.
Majority of women mainly from Quebec
According to last year’s data collected from tourist information offices in Bas-Saint-Laurent, 73% of tourists come from Quebec, including 18% from the Capitale-Nationale and Chaudière-Appalaches regions. 10% of them come from Bas-Saint-Laurent and neighboring regions, namely Gaspésie, Charlevoix and the North Shore.
The clientele is made up of 63% women. Although 61% of visitors are over 45 years old, the proportion of 35 to 45 year olds is increasing. Furthermore, 41% of tourists report an average income of more than $100,000 per household.
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