Francophone Tourism in the Territories

Transcription

1 Francophone Tourism in the Territories Report by Maud Caron With the support of: Carrefour Nunavut Conseil de développement économique des Territoires du Nord-Ouest (CDETNO) Réseau de développement économique et d employabilité (RDEE) Yukon, secteur économique de l AFY March 2011

2 Table of contents Introduction 4 Methodology 4 Tourism in brief in Canada 5 Facts for Facts for Looking ahead to Socio-demographic profile of potential visitors to Canada 7 Francophone tourism in Canada 7 Profile of Swiss travellers to Canada 7 Profile of Quebec travellers in Canada 8 How the French position Canada: from 2007 to The perception of Canada by the French: from 2007 to Profile of French visitors to Canada 10 Some 2010 facts about French travellers to Canada 14 Forecasts about French travellers to Canada in Positioning the provinces and territories 15 Tourism in brief in Nunavut 15 Nunavut s attractions and tourism offer 18 Francophones in Nunavut 21 French tourists to Nunavut 21 Tourism in brief in the Northwest Territories 21 Attractions and tourism offer in the Northwest Territories 23 Francophones in the Northwest Territories 25 Profile of francophone visitors to the Northwest Territories 26 French tourists to the Northwest Territories 26 Tourism in brief in the Yukon 26 Yukon s attractions and tourism offer 28 Francophones in the Yukon 30 Profile of francophone visitors to the Yukon 30 French tourists to the Yukon 32 Canada s weaknesses to consider 33 Barriers to Canada for French visitors 33 Francophone tourism in the Canadian territories, April

3 Myths to break about the North 33 Constraints of the North 34 Learning from our competitors 34 Advertising imagery to avoid according to the results of focus groups in Montreal and Quebec City 35 Common elements for the three territories to develop 35 Products to promote 36 For the Quebec market 36 For the French market 37 Promotion for the three territories to develop 40 Calendar of events 40 Media relations 41 Twice-yearly electronic newsletter 41 Social Media 41 Online contests to promote tourism 41 Familiarization trips for tour operators 42 Tools for the three territories to develop 42 Surveys 42 A question about language in Exit Surveys 42 Products to develop 42 CTC marketing activities in France 42 Main sources of information for French travellers interested in Canada 43 Major marketing trends that will revolutionize the tourism industry 44 Conclusion 45 References 46 With the financial support of the Canadian Northern Economic Development Agency Francophone tourism in the Canadian territories, April

4 Introduction Tourism is an important economic generator in all regions of Canada because it.contributes as much to the wealth of our country as do agriculture, fisheries and forestry combined 1. The tourism industry has an impact on three important sectors: economic, cultural and environmental. The fundamental needs that must be satisfied in order to address the potential for tourism are: access, accommodations, places to eat, and attractions. Considering the importance of natural resources for the Canadian North s economic development, tourism must remain a priority for economic diversification. The territories must be perceived as unique destinations that are rich with Aboriginal culture and history, where a visitor can enjoy experiences that are authentic and different. Advertising will have to focus on their wild nature and big spaces and everything that sets them apart from other northern destinations throughout the world. Le Carrefour Nunavut, le Conseil de développement économique des Territoires du Nord-Ouest (CDETNO) and the Réseau de développement économique et d employabilité du Yukon (RDEE) are francophone community organizations. These organizations are tools for economic development whose goal is to strengthen community capacity in the territories. Their objectives include: to contribute to the development of businesses that offer services in French and to promote their francophone communities. Given that visiting family or friends as a motive for coming to the territories is increasing, our communities have a role to play in this aspect of francophone tourism in the territories. This summary report presents Canada s tourism industry and that of the Canadian territories. It presents a general overview of tourism in Canada, a brief profile of francophone visitors, a short description of each territory s attractions, and the promotional tools to be developed. We hope that this document will help inform members of the tourism industry about the reality and the potential for francophone tourism in the economic development of our northern regions. Methodology Documentary research was the main tool. This report was written with the support of tourism development officers at francophone community economic development organizations in each territory (RDÉE Yukon, Carrefour Nunavut and CDETNO). Each one supplied documents and/or reports that were created as part of their tourism development efforts. Studies of visitor profiles carried out in French and in English, from the Canadian Tourism Commission (CTC) and Statistics Canada, completed the information used in this report. 1 Website, Industry Canada, updated July 20, 2010, consulted March 9, Francophone tourism in the Canadian territories, April

5 Data about francophone tourism in Canada or in the territories is virtually nonexistent. Michel Dubreuil, from the Canadian Tourism Commission, was contacted on March 9, 2011 about this. He indicated that the CTC does not have specific information about tourism in Canada s territories. We also communicated with Robert Clark, manager of product and research development with the Yukon government s Department of Tourism and Culture, who said that all the information that had been collected was provided to RDÉE Yukon. Richard Zeiba, director of tourism and parks with the Department of Industry, Tourism and Investment with the Government of the Northwest Territories, had no additional information. James Pugsley, who is currently working on developing a snapshot of tourism in the Northwest Territories for the Canadian Northern Economic Development Agency (CanNor), had no additional information. He referred me to CDETNO. Some websites, such as the one for Statistics Canada, Travel survey of residents of Canada, travel characteristics, by province of destination, at the following URL: Template=CII/CII_Pick&ArrayId= &C2DB= do not mention the territories as a destination. The most recent update of this website was March 30, Tourism in brief in Canada Facts for 2009 The gross domestic product (GDP) for the tourism sector reached $29 billion in 2009, or 2% of the total gross domestic product for Canada. Visitors spent $11.5 billion during their stay in Canada, an average of $738 per trip. The tourism industry in Canada generated 649,900 jobs. A decrease of 2% compared to More than 8.5 million international visitors were 45 years and older, representing the largest group of visitors by age group. The distribution of overseas visitors to Canada was: 39% on holidays, 35% visiting friends and family, 15% on business and 11% other 2. The distribution of overseas visitors to Canada by time period was: 40% between June and September, 27% from April to June, 18% from October to December, and 15% between January and March 3. 2 Statistics Canada, International Travel Survey. 3 Canadian Tourism Commission, Tourism Snapshot, Facts and Figures, 4 th Edition, 2009 Year-in-review, 16 pages. Francophone tourism in the Canadian territories, April

6 Facts for 2010 The gross domestic product (GDP) for the Canadian tourism sector was $30 billion in 2010, a 7% increase over the previous year. Job creation in the tourism sector grew by 0.2% in the fourth quarter. More than 617,300 jobs could be attributed to tourism expenditures in Expenditures by international visitors to Canada grew by 1.9%, due to a strong performance during the first quarter that was linked to the 2010 Winter Olympic and Paralympic Games in Vancouver. The number of trips originating in the United States and overseas that included one overnight or more grew by 0.7% and 6.8%, respectively. The number of day trips from the United States continued to drop, which led to a 0.7% decrease in the consumption of gas by international visitors in The stronger Canadian dollar and higher gas prices contributed to the decrease in day trips. The tourism expenditures of Canadians within the country increased by 4.8% in The largest portion of the increase occurred during the second and third quarters. Tourism s GDP increased by 4.4%, with growth having occurred every quarter in Most industries experienced some growth, particularly in transportation for which the tourism GDP climbed by 6.4%. By comparison, the GDP for Canada increased by 3.1% in International visitors to Canada spent $2.9 billion in the fourth quarter of This marked an increase of 6.2% over the previous year. Tourism expenditures in Canada injected $16 billion into the economy in the fourth quarter of This was an 8.2% increase compared to the fourth quarter of Looking ahead to 2011 The January 2011 figures for Canada showed an increase of 0.3% for trips of one overnight or more coming from overseas. This increase in the number of travellers from overseas counter-balanced a decrease in trips originating in the United States. 4 Website, Tourism Industry Association of Canada, updated April 6, 2011, consulted April 9, Statistics Canada, Faits saillants, quatrième trimestre de 2010, updated March 30, 2011, consulted April 20, Francophone tourism in the Canadian territories, April

7 During the first two months of 2011, the value of the Canadian dollar increased compared to the American dollar, the Japanese yen, the euro, the British pound and the Australian dollar 6. Socio-demographic profile of potential visitors to Canada The profile of visitors interested in Canada resembles that of all long-haul travellers. In contrast, that of travellers who recently visited the country sets themselves apart. They are generally: older; more likely to have children living at home; more educated, have higher-ranking positions (business owners or intermediate or high level professionals); are more well-off; have incomes of 54,000 euros (85,000 CAD) or more 7. Francophone tourism in Canada A francophone tourist can be French Canadian, Flemish from Belgium, French or Swiss-French. In surveys such as the Exit Survey, no data exists with respect to visitors spoken language. The origins of a traveller, in this respect, do not allow for the creation of his/her profile. Without knowing their mother tongue, it is difficult to target their interests. For example, a Quebecer could be anglophone and not have a profile that corresponds to that of a francophone Quebecer. The same is the case for a Swiss- German versus the profile of a Swiss-French traveller. Therefore, this section is an overview of the information obtained by different research groups in order to understand the profile of francophone visitors of different origins. Profile of Swiss travellers to Canada According to Tourism B.C., Swiss travellers are generally attracted by natural beauty and wild spaces in Canada. Swiss-French visitors seem to spend their entire holidays in one region, compared to Swiss-Germans. Key points: Swiss travellers are very young; nearly a third are age 30 or less; Swiss francophones tend to visit eastern Canada whereas Swiss Germans are more likely to visit western Canada 8. 6 Statistics Canada, Faits saillants, quatrième trimestre de 2010, updated March 30, 2011, consulted April 20, P.134, Gestion Conseil J.-P. Corbeil Inc. avec la collaboration de M.-A. Delisle, June 27, 2008, Ministère du tourisme, Direction générale du développement et du marketing, La concurrence des destinations nordiques internationales : survol et inventaire, 141 pages. Francophone tourism in the Canadian territories, April

8 Other key points from the Yukon Overseas Marketing Study: about 72% of Swiss visitors travel alone or with their partner; 14% travel with children; Swiss travellers look for nature and wild spaces 9. Profile of Quebec travellers in Canada According to the Institut de la statistique du Québec, in 2008 Quebec and Canadian tourists took trips mostly for leisure and to visit family and friends. The majority of their overnights and expenses were, therefore, linked to these trip goals. According to the Réseau de Veille en tourisme, July 2005, here are some general precepts about the Quebec traveller: half of all Quebecers travel; generally, they will travel more and farther if they re more educated and better off; there is not one specific decision-making process and a unique buying behaviour for all trips. There isn t always a large degree of rationality in the decisions that are made; socio-demographic data shows an important understanding of the needs and behaviour of travellers (baby boomers, generation X, cultural minorities, families, lifestyle, etc.); we take the wrong path when we scrutinize consumers according to their activities. In the decision-making process, the traveller first chooses a destination. The choice of activities is at the bottom of the list; shopping remains a traveller s number one activity; travellers seek experiences and authenticity; travellers don t spend rashly. They can opt for a fast food meal one evening and a gastronomic meal another night; the internet has transformed the traveller into a consumactor. They can obtain information easily, compare prices and reserve anytime; due to a number of socio-demographic factors (difficulty synchronizing vacation schedules, changes to the family structure, concentration of the population in urban centres, increased stress, etc.) short trips to destinations close by are now part of the reality for travellers; recent economic crises have increased decisions to take last-minute trips Tourism BC, Francophone Markets : Business Plan, February Yukon Overseas Marketing Study: Situation Analysis. 10 Website, Réseau de Veille en tourisme, Chaire de tourisme Transat, École des sciences de la gestion, Le profil du voyageur un air de déjà vu!, 27 juillet 2005, UQAM, consulted March 18, Francophone tourism in the Canadian territories, April

9 Francophone travellers from Quebec prefer activities such as hiking, cycling and snowmobiling while anglophones prefer passive activities. Although the local culture is an important motivator, the francophone history and culture of a region don t seem to be an important trip motivator. Travellers from Quebec want to take advantage of nature and the outdoors 11. Quebec travellers who leave the province are looking for a trip that offers an opportunity to learn more about the history and culture of the region being visited. Travellers are young; 52.7% are below the age of 44 and 40% of them are between the ages of 25 and 44. The average income per household is $68,000. Quebec travellers who are married are pegged at 62.6%, and 75.6% don t have children under the age of How the French position Canada: from 2007 to 2010 While Canada s competitors lost awareness in 2010, Canada s status as a destination of choice for a long trip remained the same, in third place behind Australia. Table 1 Awareness of the destination among the French for holidays lasting several days United States 37% 32% 38% 34% Australia 31% 31% 31% 26% Canada 25% 26% 26% 25% Mexico 13% 18% 15% 17% China 14% 14% 15% 14% The perception of Canada by the French: from 2007 to 2010 For French travellers, Canada represents a meeting with nature. Its magnificent landscapes, its national parks and its wildlife are the three main motivating factors, followed closely by exploring vibrant cities that are near nature, and by Canadian culture 14. Diagram 1- Perception of the French with respect to the cost of leisure trips to Canada Decima Research, 2006, Étude de marché sur le tourisme Québécois; pour le Partenariat ontarien de marketing touristique FedNor. 12 Lang Research Inc., January 2008, Enquête sur les activités et les préférences en matière de voyage (EAPV), Voyages à l extérieur de la province effectués par les résidents du Québec : Rapport de recherche. 13 P.2, Tourism Snapshot, Facts and Figures, 4 th Edition, Canadian Tourism Commission, 2009 Year-inreview, 16 pages. 14 Website, Canadian Tourism Commission, Media Centre, written by the news team of the CTC, January 12, 2010, france, consulted March 18, P.5, Canadian Tourism Commission, 2010, Global Tourism Watch, France-Summary Report, 15 pages. Francophone tourism in the Canadian territories, April

10 The perception by the French, with respect to the cost of leisure trips to Canada generally improved in Profile of French visitors to Canada According to its general marketing and sales plan for 2011, the Canadian Tourism Commission (CTC) plans to target three types of Explorer Quotient in France: free spirits, cultural explorers and cultural history buffs. According to the February 2008 Rapport sur les consommateurs Européens, here is a profile of French visitors who come to Canada: they travel mostly between June and October; they stay an average of 16 nights in Canada; 60% travel as a couple, 13% alone, 15% with children; their group comprises an average of 3.6 people; the reason for their trip: to experience the beauty of the landscape and interact with locals; they come from all over France: Paris accounts for only 23%; 52% are less than 40 years old, 25% are older than 50; 44% have family or friends in Canada; their top five priority activities when they travel are: 1- to get to know the locals and their customs; 2- to participate in city tours; 3- to observe rivers and waterfalls; 4- to eat gastronomic meals; Francophone tourism in the Canadian territories, April

11 5- to visit historic sites 16. Here is more data from a June 2008 report by Gestion Conseil: 5 million are interested in nature/wildlife tourism, of whom 2.3 million are interested in birdwatching; 1.4 million are interested in Aboriginal culture; organize their trips themselves; are looking for themed circuits that include nature and culture; more than 50% are between the ages of years; 55% are women; have average and higher incomes and are primarily from regions rather than large urban centres; according to the latest study by the Canadian Tourism Commission on potential markets for Aboriginal tourism, nature is the main draw and motivator for making travel decisions; appreciate hiking, cruises, dogsledding, protected areas and northern regions for the more experienced; practice sustainable tourism 17. In general, the French plan their trips 29.3 weeks ahead and reserve 13.6 weeks ahead. When they plan their trip to Canada, however, they plan an average of 40.6 weeks ahead and reserve 17.2 weeks ahead. According to results from the past three years, 33% of the French who travel to Canada plan and reserve their trip 3 to 6 months ahead P. 34 et 37, European Consumer and Travel Trade Research, Project Summary, research completed by Insignia Marketing Research, for Canadian Tourism Commission and its partners, Canada Travel, February 2008, 104 pages. 17 P.134, Gestion Conseil J.-P. Corbeil Inc. avec la collaboration de M.-A. Delisle, Ministère du tourisme, Direction générale du développement et du marketing, La concurrence des destinations nordiques internationales : survol et inventaire, June 27, 2008, 141 pages. 18 P. 36, European Consumer and Travel Trade Research, Project Summary, research completed by Insignia Marketing Research for Canadian Tourism Commission and its partners, Canada Travel, February 2008, 104 pages. Francophone tourism in the Canadian territories, April

12 Table 2- Socio-demographic profile of the French target market Francophone tourism in the Canadian territories, April

13 Some 2009 facts about French travellers to Canada Little, if any, information is available about the trips the French make to the Canadian territories. To understand the French tourist, one must look at some statistics obtained elsewhere in Canada. For example, the trips that the French make to Quebec tend to be longer than those of tourists from other countries. These longer trips send them to regions throughout Quebec, and in much higher proportions than visitors from other overseas countries. The French visit small villages, even those that are far from large urban centres. In 2009, the French made 388,000 trips of one night or longer in Canada, a decrease of 4.1% from About half of French visitors to Canada were older than 45 years. While there was a 5% decrease in total expenditures by the French visiting Canada ($514.1 million), the average amount spent per night increased by 4% to reach $80. The average number of nights the French spent in Canada per trip was 17. This is just under the average of 18 nights the CTC calculated for travellers from overseas (excluding the United States). The most popular activities for the French include: shopping, visiting friends or family, visiting historic sites, museums, art galleries, and national parks. Compared to figures for 2008, the number of leisure trips decreased by 11% whereas visiting family or friends increased by 19%. In 2009, Quebec continued to be the province that welcomed the most visitors from France, with 59% of visitors. This represents a 6% decline over Ontario is the second most popular destination, with 120,500 French visitors: a 2.5% increase over Research conducted in France indicates that more than half of the French chose not to take holidays during the summer of 2009 because of the economic downturn. More French travellers decided to spend their holidays at home rather than go overseas. Moreover, the French tended to make reservations at the last minute out of fear their professional situation would change from one day to the next P.11, Canadian Tourism Commission, Tourism Snapshot, Facts and Figures, 4 th Edition, 2009 Year-inreview, 16 pages. 20 Website, Canadian Tourism Commission, Programmes de marketing et de vente - France, 2010, consulted March 18, Francophone tourism in the Canadian territories, April

14 The economy in France picked up at the end of 2009, and this subtle improvement should continue. According to forecasts, the GDP will increase by 1.2% in 2010 and by 1.7% in There were 7.7 million long-haul travellers from France in 2009, a drop of 9.3% compared to In 2009, French travellers injected $514.1 million into the Canadian economy, a 5% decrease over In 2009, the French spent an average of $1,325 per person-trip during trips that lasted an average of 16.5 nights. In 2009, leisure (45%) was the main reason for the French travelling to Canada. Visiting friends or family came in second (36%). Summer (45%) is the favoured season for French visitors to Canada, spring being the second choice (23%). In 2009, the most frequent travellers were age 55 and older (32%) 23. French visitors who travelled to Canada recently are better off than French long-haul travellers (including all destinations). This trend grew in 2009 compared to The proportion of travellers who recently visited Canada and whose family income is greater than 54,000 euros grew by 8%, going from 24% to 37% between 2008 and Some 2010 facts about French travellers to Canada It is possible that the weaker euro has had a negative impact on trips to Canada in 2011, since the prices of winter packages will be much higher than in This new situation will give a competing destination such as Scandinavia a big advantage in terms of price 24. According to the Canadian Tourism Commission (CTC), France is the second most important overseas market for Canada. For the first half of 2010, the number of French tourists increased by 8% compared to This number was even higher than during the same period in Guided by the CTC s 2010 business strategy, the action plan in France is concentrating on high-yield travellers in key regions that have been less affected by fluctuations in the currency exchange and market pressures. The United States will probably be a more attractive destination given the value of the American dollar. 21 Oxford Economics, May Tourism Economics - Tourism Decision Metrics, May Statistics Canada, Enquête sur les voyages internationaux à moins d indication contraire, tous les chiffres de Statistique Canada sont des estimations. Website of the Canadian Tourism Commission, , consulted March 18, Website, Canadian Tourism Commission, Programmes de marketing et de vente - France, 2010, consulted March 18, Francophone tourism in the Canadian territories, April

15 Forecasts about French travellers to Canada in 2011 More than a third of the French whom the CTC surveyed plan to visit Canada, definitely or very likely, in 2010 and More of the French are interested in going international in 2011; 5% more declared their intention to go on holidays outside the country. That is, 14.2 million people with an average budget, according to research by the firm Protourisme. Positioning the provinces and territories The following tables offer information on the interest for the French on Canadian provinces and territories as a travel destination. Diagram 2 Canadian destinations to possibly visit 25 Québec continues to be the number 1 destination for the French. The Canadian North was in 4 th place in 2010, just ahead of the Atlantic provinces. The Canadian North grew in popularity, if one compares the 2010 figures with those for 2007, 2008, and Tourism in brief in Nunavut Eighty-five percent of Nunavut s residents are Inuit. Business travel (corporate, government and scientific meetings, etc.) is centred mainly in Iqaluit. The rest of the territory is known for the beauty of its landscapes such as icebergs, extraordinary species such as polar bears, seals, walrus, narwhal, and ancestral hunting and fishing traditions. Leisure travel comprises mostly cultural activities and teaching traditional lifestyles that are still practiced. Aside from Iqaluit there are many villages, most of 25 P.3, Canadian Tourism Commission, 2010, Global Tourism Watch, France-Summary Report, 15 p. Francophone tourism in the Canadian territories, April

16 which are only accessible by plane or boat. A number of flights per week link these villages, which are spread across a huge territory it s one-fifth of Canada s landmass 26. The Nunavut Exit Study presents a profile of visitors to Nunavut from June 1 to October 30, A survey was done on cruise ships and planes. A total of 1,524 passengers responded to the survey, of which 757 were tourists. During this period, there were 1600 flights and 25 cruises. Only 170 flights and 9 cruises yielded survey results. These results, therefore, have a margin of error of more or less 3.5% of the survey overall and of plus or minus 2.5% over the demographics. Table 3 Visitors to Nunavut from June to October 2006 and 2008 Visitors June to October Total passengers; flights 28,802 33,378 and cruises Total visitors; flights and 10,909 13,889 cruises Total visitors by plane 8,813 10,963 Total cruise visitors 2,096 2,926 Business travellers 48% 50% Leisure/holidays 32% 28% Visiting friends and family 12% 14% Learning trip 8% 8% Total number of visitors grew by 27% from 2006 to Total number of visitors by plane increased by 24% from 2006 to Diagram 3 Reason for trip to Nunavut by origin in 2008 Here is a summary of visitors to Nunavut, according to the 2008 Nunavut Exit Study: 60% are men; 45% are under 45 years old and 55% are older than 45 years; 26 P.15, Gestion Conseil J.-P. Corbeil Inc. avec la collaboration de M.-A. Delisle, Ministère du tourisme, Direction générale du développement et du marketing, La concurrence des destinations nordiques internationales : survol et inventaire, June 27, 2008, 141 pages. Francophone tourism in the Canadian territories, April

17 are mostly from Canada (83%) from among those visitors, 29% live in Ontario, 22% in BC or Alberta and 9% in Quebec; half of visitors come for business: more frequently men, older and who live in Canada; less than one-third come for a leisure trip, the majority being women; Kivalliq has the highest percentage of business travellers; Baffin has the highest percentage of leisure travellers and travellers who have come to visit friends or family; Kitikmeot has the highest percentage of holiday travellers; 93% of Canadian visitors arrive by plane and 7% by boat; 29% of visitors from the United States arrive by plane and 71% by boat; 48% of overseas visitors arrive by plane and 52% by boat; In 2008, 36% of visitors were travelling alone, 28% with their family, 19% with business partners, and 21% with an organized tour 27. Table 4 Activities participated in according to the 2008 Nunavut Exit Study Activities % of visitors Shopping/art/sculptures 31 None 26 Museums and cultural centres 25 Boat cruises 21 Educational activities 20 Hiking 18 Visiting friends or family 18 Bird and wildlife watching 16 Visit to a territorial park 16 Visit to a national park 12 Festivals and events 8 Conference or forum 8 Table 5 Profile of visitors according to the 2008 Nunavut Exit Study Visitor profiles 2008 Canada United States Overseas Alone 41% 9% 18% With family/friends 18% 19% 35% With work colleagues 33% 5% 11% Organized tour 11% 72% 50% 27 Nunavut Exit Study, May 5, 2009, 2008 vs. 2006, Visitor Profile Survey Results, 54 pages. Francophone tourism in the Canadian territories, April

18 Table 6 Methods used to plan trips, according to the 2008 Nunavut Exit Study Plane/cruise/other industry 29% 29% Travel agent 28% None of the above 24% Books/articles 22% Travel guides 10% Advertising about Nunavut 8% Nunavut Tourism 2% The main reasons for travelling to Nunavut are nature watching, to see regions that are isolated, wild or virgin; a desire to see the Arctic and Inuit culture. Visitors participate in snowmobiling excursions, dogsledding, canoe/kayaking, birdwatching and hiking. Table 7 Visits to Nunavut in 2006 by origin of visitors 28 Nunavut s attractions and tourism offer Access Main airport: Iqaluit. A number of small airports connect the capital to the main villages. Many shipping and cruise ship ports including: Cape Dorset, Kimmirut, Iqaluit, Pangnirtung, Qikiktarjuaq, Grise Fjord, Pond Inlet, Resolute Bay. Villages are connected to one another by sea or by plane. The cost of air connections is very high. Main products Business travel is the most important Most of the villages have a hotel from the chain Inns of the North standard rooms with bathrooms. It is usually the beds that are rented out not the rooms because of a lack of availability at times. Some winter products (March to May): snowmobiling, cross-country skiing. 28 P.129, Gestion Conseil J.-P. Corbeil Inc. avec la collaboration de M.-A. Delisle, June 27, 2008, Ministère du tourisme, Direction générale du développement et du marketing, La concurrence des destinations nordiques internationales : survol et inventaire, 141 pages. Francophone tourism in the Canadian territories, April

19 Hunting and fishing products are very lucrative. Inuit culture is in great demand, mainly by Europeans. National parks Quttinirpaaq National Park, whose name means top of the world, is located in northern Ellesmere Island. It is the second largest national park in Canada. It protects the most isolated, vulnerable, varied, northern land in North America. Sirmilik National Park, whose name means The place of the glaciers, represents the Northern Eastern Arctic Lowlands Natural Region. The park features unique mountain peaks, exceptional hiking and backcountry camping. Auyuittuq National Park, whose name means land of eternal glaciers. Located on Baffin Island, this park has steep mountains, deep valleys, spectacular fjords, active glaciers, and numerous types of Arctic mammals and birds. This park s stunning peaks attract climbers and hikers from around the world. Territorial parks Territorial Parks (main ones): Thelon Wildlife Sanctuary, Mallikjjuaq, Tamaarvik, Tupirvik, Ovayok, Kugluk, Iqalugaarjuup, Tungavik. Kekerten Territorial Park: It brings visitors back to a time long ago when whale hunting drew vessels to the Arctic from Europe and the United States. Katannilik Territorial Park: The word Katannilik means place where there are falls, which pays tribute to the countless waterfalls throughout the park. The scenery is magnificent and animals are abundant. The park has rare geological formations, hills, falls and the valley of the Soper River a Canadian Heritage River. This is the most accessible and visited park. Sylvia Grinnell Territorial Park: It offers picturesque scenery where the Sylvia Grinnell River snakes along the tundra. In addition to archaeological sites that date back to the Thulé period, the park is also home to plants such as the Woodsie, one of the most rare plants in Canada. Qaummaarviit Territorial Park: West of Iqaluit lies a small island that opens a big window onto a very ancient culture, that of the Thulé peoples. Nicknamed the place that shines, this island of barely a quarter square kilometre is now home to the historic Qaummaarviit Territorial Park. Certain hikes and cross-country ski treks are well known: Auyuittuq National Park, between Qikiktarjuaq and Pangnirtung. Many parks are inaccessible or don t offer any activities. For example, Katannilik Territorial Park has no guided hikes but is accessible from the village of Kimmirut. Visitors find their own way there and the trails are not marked; the number of visitors who registered between 2000 and 2005 averaged about 50 a year. Hunting / fishing outfitters Hunting polar bears, seals, narwhal, and walrus is expensive. Northern fishing is as well. These are trophy-level sporting activities; they are reserved well in advance and organized by outfitting operations that are mostly owned by non- Aboriginals but who have Inuit guides. Francophone tourism in the Canadian territories, April

20 Cruises Cruise North has several cruises that leave from Kuujjuaq but the bulk of its itineraries cover mostly Nunavut. Other cruise ship companies whose boats are robust and offer standard comfort, with a lower capacity for passengers. E.g. 120 passengers. Cruises often depart from Nunavik, but the route and stops are almost entirely in Nunavut. Other The Toonik Tyme festival: celebrated by Iqaluit residents in spring. The Alianait Festival: a celebration that attracts artists from throughout Nunavut and the world. Nunavut Quest: an annual dogsled race whose route changes but that links two communities on the north of Baffin Island (Arctic Bay, Pond Inlet, Igloolik, Clyde River, etc.). Some 20 teams participate in this race. Prices are high: food, restaurants, accommodations and transportation to get there. A 30-minute flight within Nunavut can easily cost $500. The three tourism regions are not visited equally, particularly because of their locations. Baffin Island is more accessible; people visit, among others, the villages of Kimmirut, Qikiktarjuaq, Pangnirtung, Pond Inlet and Igloolik (Baffin region 46% of visitors), Ellesmere Island is particularly a region for scientific research and bit for adventure Kitikmeot region 18%). The Kivalliq region also has adventure products and is visited by 14% of travellers. For their part, cruises occupy 22% of visitors. Aboriginal cultural products Some villages are more popular than others, e.g. Pond Inlet (iceberg, ice floe) and Cape Dorset (artists and archaeological sites). Numerous artists and sculptors. Excursions to ice floes. A local tour operator offers cultural tourism and learning packages with a homestay in Kimmirut and Qikiktarjuaq 29. The Inuit culture is a strong attractor especially with markets in France and Germany 30. Cultural tourism In Nunavut, the Association des francophones du Nunavut (l AFN) worked closely with the small Inuit community of Kimmirut to create authentic, cultural guided tours targeting the francophone market. Visitors can participate in a one- or two-night homestay program in the home of an Inuit family at the end of the trip. The family offers the visitor a room and continues their usual routine. Visitors are invited to participate in the family s daily activities. The guided trips were successful during their first years and the AFN plans to expand the program to other communities. 29 P.18-19, Gestion Conseil J.-P. Corbeil Inc. avec la collaboration de M.-A. Delisle, June 27, 2008, Ministère du tourisme, Direction générale du développement et du marketing, La concurrence des destinations nordiques internationales : survol et inventaire, 141 pages. 30 P.8, Outside the Cube, March 31, 2009, Stratégie marketing présenté pour RDÉE Yukon. Francophone tourism in the Canadian territories, April

21 Francophones in Nunavut According to the profile of federal ridings for 2011, there are 465 francophones (for whom French is the mother tongue) in Nunavut. This number represents 1.6% of the territory s total population. In addition, 1,185 Nunavut residents (4% of the population) can speak French 31. Francophones live in several villages in Nunavut. The census subdivision that corresponds to the city of Iqaluit has by far the largest concentration: more than 250 francophones, nearly 60% of francophones in the new territory. There are 35 in Nanisivik and 20 in Rankin Inlet. The rest are dispersed in the largest hamlets of Baffin Island, on the shores of Hudson Bay and the Keewatin, which are the main service centres. Nunavut s francophones comprise 6% of the population of Iqaluit, the capital of the territory. This francophone community is closer to Quebec than any other town north of the 60 th parallel 32. Despite their small numbers, the francophone community has succeeded in creating a place for itself within Nunavut society. French tourists to Nunavut According to the Rapport sur les consommateurs Européens written in February 2008, 5% of French travellers who have been to Canada have visited Nunavut 33. Tourism in brief in the Northwest Territories Tourism in the Northwest Territories produces more revenues more than $113.6 million a year than all renewable resources combined 34. In the Northwest Territories, tourists other than the ones travelling on business are mostly there to hunt, fish, participate in adventure tourism and tours (particularly in recreational vehicles). Land access is from British Columbia, Alberta and the Yukon (often following Alaska). 31 Profil des circonscriptions fédérales de Website, Francopédie canadienne, Nunavut/tourisme, updated August 7, 2010, consulted February 1, P. 35, European Consumer and Travel Trade Research, Project Summary, research completed by Insignia Marketing Research for Canadian Tourism Commission and its partners, Canada Travel, February 2008, 104 pages. 34 Website, Investir au Canada, Gouvernement du Canada, TNO, updated May 21, 2010, consulted March 19, Francophone tourism in the Canadian territories, April

22 Table 8 Visits to the NWT in 2006 by origin of visitors 35 According to Northwest Territories Tourism 2015, New Directions for a Spectacular Future, the NWT s tourism industry is expected to grow an average of 2.8% annually between now and The leisure market will grow at a rate of 1.8% and the business travel segment will increase by 3.7% a year. The market segments where an increase is expected: outdoor activities, aurora watching, business, and leisure travel. The demand for one-day fishing trips and fly fishing is also expected to increase because of an increase in business travel. Table 9 Forecast of increases in the four tourism sectors 36 Value of the Value of the Difference market market 2010/ /2016 Average annual increase Markets Millions of dollars Leisure and RV $9,175 $10,585 $1, % Outdoor adventure $8,576 $9,960 $1, % Aurora viewing $7,920 $11,005 $3, % Business $61,460 $75,432 $13, % Grand total $87,131 $106,982 $19, % 35 P.129, Gestion Conseil J.-P. Corbeil Inc. avec la collaboration de M.-A. Delisle, June 27, 2008, Ministère du tourisme, Direction générale du développement et du marketing, La concurrence des destinations nordiques internationales : survol et inventaire, 141 pages. 36 P.23, Northwest Territories, Industry, Tourism and Investment, Tourism 2015, New Directions for a Spectacular Future, February 2011, 46 pages. Francophone tourism in the Canadian territories, April

23 Table 10 Evolution of the number of visitors to the Northwest Territories / / / / /2010 Average annual change Visiting family and friends 8,942 9,025 11,693 9,261 12, % Hunting 1,308 1, % Aurora viewing 10,200 7,000 7,279 5,460 5, % Outdoor adventure 2,171 2,079 2,125 2,098 1, % Fishing 7,216 7,726 7,470 7,274 6, % General touring 13,324 13,340 15,123 14,760 14, % Total leisure 43,161 40,386 44,692 39,795 41, % travellers Total business 24,642 35,509 34,880 33,624 26, % travellers Total visitors 67,803 75,895 79,572 73,419 68, % The total number of leisure travellers has not increased over the past five years. On the other hand, this is due in large part to the global economic recession that struck the tourism industry hard throughout the world over the past two years. Fly fishing is a growing trend. This growth could be associated with an increase in visits to see family and friends as well as an increase in business travel. In 2009/2010, the segment for business travel was the one that decreased the most. Some companies adopted technological solutions that reduced the number of in-person meetings. The global economic crisis also really affected this sector for which funding was cut. This market is, however, expected to increase by 3.7% annually in terms of the number of visitors and of the amount of money spent in the NWT. In 2010, 25,000 business travellers spent a little more than $61 million. In 2015, forecasts estimate that 34,000 visitors will spend $75 million. The market for aurora viewing is expected to grow annually by 6.9% in the next five years. The forecasts estimate that this market will go from 6,000 visitors spending $7.9 million in 2010 to 8,250 visitors who spend $11 million in No caribou hunting is included in the NWT s tourism plan to Attractions and tourism offer in the Northwest Territories Access All areas of the territory are served by airports; by large or small carriers. The main airports are Yellowknife and Inuvik, with connections to several Western Canadian cities e.g. Edmonton, Vancouver. There are also numerous floatplane or bushplane companies that serve outfitters and the Nahanni River area. 37 P.34, Northwest Territories, Industry, Tourism and Investment, Tourism 2015, New Directions for a Spectacular Future, February 2011, 46 pages. Francophone tourism in the Canadian territories, April

24 Secondary airports are, among others, Fort Simpson, Fort Smith, Hay River. The road system crosses almost the entire territory but some long road segments are not paved. In winter, a whole system of ice roads is developed. Roads also link to northern Alberta and British Columbia. Inuvik s port, in the territory s northwest, is important for commercial shipping. Main products Canoeing or rafting down the Nahanni River is renowned worldwide. Adventure tourism is developing. The Deh Cho Travel Connection is a driving tour that loops through the southern part of the territory. It links the southern Northwest Territories with northern Alberta and northern British Columbia. Hiking and camping are also catching on. Business travel is important: mines (including diamond mines), natural resources, important pipeline project, etc. at Inuvik as much as for Yellowknife. National parks Nahanni National Park Reserve: Listed since 1978 as a UNESCO World Heritage Site, the park protects a portion of the Mackenzie Mountains natural region. It is home to the spectacular Nahanni River, whose whitewater carved four deep canyons accessible by small plane. Trips by canoe, kayak, hiking no marked trails and raft; flightseeing charters for the day are also available to fly over Virginia Falls and stop for lunch and a short hike. Wood Buffalo National Park: UNESCO World Heritage Site. Part of the Canadian network of national parks and historic sites. The largest national park in the country and the second biggest in the world at 44,800 square kilometres. It was created in 1922 to protect the last herds of bison in northern Canada. The park also has some extraordinary geological features such as one of the largest inland freshwater deltas in the world and the Salt Plains. Other parks: Ivvavik, Aulavik, Tuktut Nogait. All three are only accessible by small aircraft; there are no services, no established trails, and no camping. Visitors must be completely self-sufficient and able to handle any medical or weather-related emergency. Territorial parks There are 34 territorial parks, some of which offer tourism information and have services for recreational vehicles. Hunting/fishing outfitters Hunting and fishing are activities that are in demand. There are a number of outfitters and some offer a high-end product in terms of accommodation. Aboriginal cultural products Aurora Village is a major Aboriginal cultural experience that is recognized by the Canadian Tourism Commission. This company offers aurora viewing as well as Francophone tourism in the Canadian territories, April

25 some outdoor and soft adventure activities. Tipis and bannock are some elements of Aboriginal culture. The Inuvialuit (Inuit) community is mainly concentrated in Inuvik and the northwest of the territory. Some trips are offered by Inuvialuit-owned Aklak Air. They include an excursion to Tuktoyaktuk in a small plane. Other Aboriginal communities (non-inuit) are spread out across the territory. There are no organized tours as such, but some regions are specific to the different groups - such as the Deh Cho that shares its roads with northern Alberta and northern British Columbia. Only a few craft shops, events and local museums offer an encounter with Aboriginal culture. Nonetheless, all the guides at lodges and camps for hunting, fishing and adventure are from different Aboriginal groups in the territory. Some Aboriginal tour operators in Yellowknife, Inuvik and Hay River offer hunting and fishing trips or the rental of equipment such as snowmobiles. Many festivals highlight Aboriginal arts and culture. The Open Sky Festival in Fort Simpson, National Aboriginal Day celebrations (June 21) throughout the territory, and the Great Northern Arts Festival in Inuvik. Francophone products There is a francophone tour operator in Yellowknife who offers flyfishing trips, city tours and, in winter, aurora viewing tours and snowmobile trips. A new bilingual product highlighting the work of francophone and other artists will be launched in May The CDÉTNO is currently coordinating two other products that will be launched in summer 2011: a bilingual culinary tourism product and a product to discover Yellowknife s Old Town. There are a few francophone restaurants in Yellowknife. This is an important service for business travellers. More than 20 anglophone tour operators offer services in French and/or work with the CDÉTNO to attract francophone clients. Other A large Japanese market comes for aurora watching, for an average of three nights. This lucrative market is, however, in decline. The region s tour operators are starting to target other markets (Europe, United States and Canada). Inuvik and Yellowknife are well equipped for business travellers. Winter product: auroras, ice roads, snowmobile (particularly in Yellowknife) and dogsledding 38. Francophones in the Northwest Territories According to the 2011 profile of federal ridings, there are 1,060 francophones (whose first official language is French) in the Northwest Territories. This figure represents 2.6% 38 P.20-21, Gestion Conseil J.-P. Corbeil Inc. avec la collaboration de M.-A. Delisle, June 27, 2008, Ministère du tourisme, Direction générale du développement et du marketing, La concurrence des destinations nordiques internationales : survol et inventaire, 141 pages. Francophone tourism in the Canadian territories, April

26 of the territory s total population. In addition, 3,715 of northerners (9% of the population) can speak French 39. The population of francophones whose mother tongue is French nearly tripled between 1951 and For the most part, they are people who are adventurous, want professional challenges while being close to nature. Francophones have an important place in the history of the NWT. They were the first descendants of Europeans to explore the territory. Attracted by the fur trade, they settled at the end of the 18 th century. Many decades ago, there were more francophones than anglophones in the Northwest Territories 40. The francophone presence dates back to the XVIl century. During the XVIII and XIX centuries, many of them were guides, traders, clerks and interpreters, but also took on commanding roles in trading posts that were operated by the North West Company 41. Profile of francophone visitors to the Northwest Territories According to visitor statistics for 2010, Quebecers represented an average of 5.95% of visitors. French tourists to the Northwest Territories According to the Rapport sur les consommateurs Européens drafted in February 2008, 10% of French travellers who went to Canada visited the Northwest Territories 42. Tourism in brief in the Yukon According to the Government of Canada web site Invest in Canada: Yukon's natural splendour, abundant wildlife, Aboriginal heritage and a multitude of unique outdoor recreation and cultural attractions, draw 300,000 international and domestic tourists every year. Tourism is the largest private-sector employer in the Yukon. About 70% of the territory s employed population work for businesses that report some level of tourism revenue. 39 Profil des circonscriptions fédérales de P.2, Guide 2011 de l exploration des Territoires du Nord-Ouest, produit par le CDETNO, 44 pages. 41 Website, Francopédie canadienne, Territoires du Nord-Ouest/tourisme, updated August 7, 2010, consulted February 1, P. 35, European Consumer and Travel Trade Research, Project Summary, research completed by Insignia Marketing Research for Canadian Tourism Commission and its partners, Canada Travel, February 2008, 104 pages. Francophone tourism in the Canadian territories, April

27 Table 11 Profile of visitors to the Yukon, revealed by the compilation of Insignia in 2007, presented in the report by Outside the Cube for RDÉE Yukon: Activities % of visitors Shopping 64 Visits to natural attractions 58 Visits to museums and historic sites 58 Discovering Aboriginal culture 23 Hiking 23 Panning for gold 18 Wildlife watching 17 Guided walks 16 Arts events 13 According to Insignia 2007: 53% of travellers to the Yukon are men; 25% of travellers are at least 65 years old; 20% are between 55 and 64 years old; 22% are between 45 and 54 years old. Table 12 Visits to the Yukon in 2005 according to the origin of travellers 43 Table 12 demonstrates that the majority of visitors are from the United States. Most come from Skagway or are on their way to Alaska. These visitors are, therefore, in transit and their visit is short. 43 P.130, Gestion Conseil J.-P. Corbeil Inc. avec la collaboration de M.-A. Delisle, Ministère du tourisme, Direction générale du développement et du marketing, La concurrence des destinations nordiques internationales : survol et inventaire, 27 juin 2008, 141 pages. Francophone tourism in the Canadian territories, April

28 The last survey was done at the end of It also gives us insights into the motivations of people who visit the territory: 83% of visitors to the Yukon are making a leisure trip; 47% arrive in the Yukon by car; 29% purchased a prepaid package; 21% of visitors are part of an organized tour. It is important to note that compared to other activities, contact with Aboriginal culture showed the highest percentage of increase compared to the 1999 exit survey results 44. Yukon s attractions and tourism offer Access Whitehorse is the main airport the 2 nd largest is Dawson City. Whitehorse is accessible from several large cities in Western Canada, such as Vancouver, Edmonton and Calgary, as well as with a flight from Germany. A number of floatplane and bushplane companies cover the territory and fly-in outfitters. The main highway crosses the territory, connecting the Yukon to Alaska from the north (Top of the World Highway) and the south. Another important highway, the Dempster, connects Dawson City to Inuvik in the north of the Northwest Territories; it s partly paved and there is only one campground - at the midpoint of this highway. Highways are most used by American and Canadian RVers. Main products Hunting and fishing are in demand as sporting activities. Adventure tourism is also rising: canoeing, hiking, wildlife watching, etc. Business travel is important: mines, natural resources. The landscapes are magnificent and the highways are incredibly scenic. Canoeing down rivers is very popular, as is hiking. Dogsledding is very popular. Bed & breakfasts can be found almost everywhere throughout the territory and good quality campgrounds (if we think about RVs). National parks The Yukon has a few national parks; the most well known is Kluane National Park and Reserve. It is part of the largest non-polar ice surface in the world and includes Mount Logan the highest peak in Canada (5959 m.) and the second highest peak in North America after Mount McKinley. Kluane National Park and Reserve: individual activities that are available include hiking, whitewater, climbing, cycling, mountain biking, canoeing, self-guided interpretive hikes. A UNESCO World Heritage Site. 44 P.7, Outside the Cube, March 31, 2009, Stratégie marketing, présentée pour RDÉE Yukon. Francophone tourism in the Canadian territories, April

29 Chilkoot Trail National Historic Site: The Chilkoot Trail is accessible by road and crosses the border between the United States and Canada. Every hiker who crosses the border must have proof of citizenship in hand. The Chilkoot Trail was officially designated by Canada and the United States as a part of the Klondike Gold Rush International Historical Park because it is covered with artifacts and heritage landscapes that tell the story of the Klondike gold rush, which gives it a historic flavour. Ivvavik National Park: there are no services, no established trails, and no campgrounds. Visitors must be completely self-sufficient and be able to handle any medical or weather-related emergency. Vuntut National Park: visitors to Vuntut National Park must be prepared to explore the park on their own. There are no facilities, nor built trails in the park. All visitors who spend the night in the park must register before they start their trip and at the end. Ivvavik and Vuntut are only accessible by small plane. Tombstone Territorial Park Craggy black granite peaks, alpine lakes and typical subarctic tundra landscapes. The Dempster Highway crosses the park from south to north, which enables easy access to hiking trails for short or long hikes that criss-cross the park. Hunting / fishing outfitting Trophy hunting and fishing operations are important and lucrative products that are well spread throughout the territory. Many outfitters offer hunting and fishing activities by the day since they are easily accessible by road. Cruises The Yukon benefits from the American cruise ship market. Among others, Holland America Cruise Line brings thousands of passengers to Skagway (Alaskan community south of the Yukon), and its buses cross the Yukon to the north to return to Alaska and over to Anchorage, or vice versa. Passengers stay in the company s chain of hotels located along the itinerary s route on the Yukon and Alaska side, and make tourism stops along the way. Other The Yukon Quest dogsled race par excellence created an interest in the destination. The Yukon River Quest is also an event that helps position the destination. The release of the Nicolas Vanier film in 2003 Le dernier trappeur (The Last Trapper) had a positive impact in France and attracted attention in an incomparable way 45. The francophone community is an advantage and an attractor. 70 companies offer services in French, which is an advantage and an attractor. 45 P.22-23, Gestion Conseil J.-P. Corbeil Inc. avec la collaboration de M.-A. Delisle, 27 juin 2008, Ministère du tourisme, Direction générale du développement et du marketing, La concurrence des destinations nordiques internationales : survol et inventaire, 141 pages. Francophone tourism in the Canadian territories, April

30 A completely bilingual Tourism Yukon website. Francophones in the Yukon According to the profile of federal ridings in 2011, there are 1,245 francophones (for whom French is their first spoken official language) in the Yukon. This number represents 4.1% of the territory s total population. As well, 3,550 Yukoners (11.7% of the population) can speak French 46. The francophone presence dates back to the explorers and fur traders. The Klondike Gold Rush era also brought many francophones to the Yukon 47. Profile of francophone visitors to the Yukon Francophone visitors seem to be a bit younger than the average visitor to the Yukon 48. Table 13 Average age of the francophone visitor to the Yukon Origin 65 years and older years years Less than 44 years France 25.2% 20.2% 21.3% Québec 8% 23% 24% 20% (6% between 35 and 44 years, 14% less than 34 years) The following table presents the francophone tourist s reason for travelling to the Yukon, according to the report on the profile of the francophone visitor to the Yukon presented by Sylvie Binette to the RDÉE Yukon in May Table 14 Reason for travelling to the Yukon by origin of the francophone visitor Origin Tourism Business Personal France 82.2% 7% 10.3% Québec 70% 24% 6% According to the same report, Quebecers opt for the Yukon as their main destination while the French make it their secondary destination. Table 15 Main and secondary destinations of francophone visitors to the Yukon Destinations Origin Yukon Alaska NWT and BC France 35.9% 49.7% 14.1% Québec 48% 34% 18% 46 Profil des circonscriptions fédérales de Site Internet, Francopédie canadienne, Yukon/tourisme, mis à jour le 7 août 2010, consulté le 10 avril P. 5, BINETTE, Sylvie. 25 mai 2010, Profil du visiteur francophone, rapport final présenté au RDÉE Yukon, Whitehorse, Yukon, 13 pages. Francophone tourism in the Canadian territories, April

31 Frequency of trips For more than half of the French who responded to the Yukon Visitor Exit Survey in 2004, it was their first visit. Half of the French said they would come back for a second visit to the Yukon, whereas a third of Quebecers expressed an interest in returning. According to the same survey, 25.1% of the French said they had already been to the Yukon. Interests of francophone visitors According to Sylvie Binette s May 2010 report, most visitors who come to the Yukon come for nature, the open spaces as well as for the flora and fauna. What attracts francophone visitors is not that different. According to a survey conducted in Montreal during the RV Show in March 2010 by the RDÉE Yukon, 92% of Quebecers responded that the Yukon denoted breathtaking scenery. Among the same respondents, 97.4% said they were interested in learning about the cultural and historic heritage of the Yukon s francophone community. Here are the figures for the same show in 2011: 80.4% said that the Yukon means breathtaking scenery. For 45.5%, it s a land of adventures, and for 29.7%, it s a rich and dynamic culture. 96.1% said they were interested in learning about the historic and cultural heritage of the Yukon s francophone community. The same information is not available for visitors coming from France. Francophone visitors to the Yukon in brief According to the report produced by Sylvie Binette in May 2010 for the RDÉE Yukon, the francophone visitor to the Yukon is: more or less young; still in the job market; travels on average in groups of two; speaks English; plans their trip using the Internet; likes to use guidebooks and visitor centres to get information; travels by car; spends an average of eight nights or more in hotels or campgrounds; loves open spaces; is keen to see flora and fauna but likes to visit First Nations cultural centres; spends nearly $100 per day; visits the Yukon for the first time and hopes to come back a second time; appreciates, uses, and wants services in French; seems to be interested in cultural tourism; Francophone tourism in the Canadian territories, April

32 if a Quebecer, spends particularly in restaurants, bars and on entertainment; if European, spends on outdoor activities and natural heritage. Roads connect the Yukon to Alaska by the north and the south. Many areas are easily accessed by road, as much for hunting and fishing as for adventure tourism. Highways are excellent and offer exceptional views, which makes it a dream destination for recreational vehicles. The Yukon also has the advantage of serving cruise ship passengers that travel along the coast by boat, and then return by bus through the interior by roads that link the Yukon to Alaska. The Yukon s accessibility, its reputation for extraordinary landscapes, and the authentic quality of its tourism offer makes it a destination that really strikes the imagination of travellers. 49. In the Yukon, the greatest proportion of tourists travel by recreational vehicle. Hunting and fishing is also practiced, as well as adventure tourism (canoeing, hiking, wildlife viewing, etc.). Canoeing down rivers is very popular, as well as hiking and dogsledding. French tourists to the Yukon According to the February 2008 Rapport sur les consommateurs Européens, 6% of French travellers who had been to Canada had visited the Yukon 50. The Yukon has a very small part of the market of trips to Canada (0.2%), but is a big attractor for the French. Up to 15% of people would like to include the territory in their next ideal trip to Canada. They are very interested in the experiences linked to the unique nature and culture, particularly Aboriginal tourism P.16, Gestion Conseil J.-P. Corbeil Inc. avec la collaboration de M.-A. Delisle, 27 juin 2008, Ministère du tourisme, Direction générale du développement et du marketing, La concurrence des destinations nordiques internationales : survol et inventaire, 141 pages. 50 P. 35, European Consumer and Travel Trade Research, Project Summary, research completed by Insignia Marketing Research for Canadian Tourism Commission and its partners, Canada Travel, February 2008, 104 pages. 51 Yukon Overseas Marketing Study: Situation Analysis. Francophone tourism in the Canadian territories, April

33 Canada s weaknesses to consider Barriers to Canada for French visitors 1- Costs of the trip and cost of living 2- Lack of information or knowledge about Canada as a trip destination 3- Concerns about the weather 4- Lack of information or knowledge about accommodations 5- Lack of information or knowledge about discounts and special offers 6- Concerns about the distance between accommodations and outdoor activities 7- Lack of information or knowledge about other activities besides nature 8- Not enough knowledge to find information on the internet 9- Concerns about their safety in Canadian nature 10- Concerns that the country is too big for one- or two-week holidays 11- Concerns about the lack of flights that are easily available to get to Canada 12- Lack of information or knowledge about cultural activities 13- Concerns about not being able to speak their mother tongue. Lack of knowledge about bilingualism or of the availability of services in French 14- Lack of information or knowledge entertainment options in the evenings 15- Lack of information or knowledge about restaurants and bars 16- Concerns about greenhouse gas emissions due to taking planes 52. Myths to break about the North The biggest myths to break are: the cold, the cost, the lack of comfort, the isolation, lack of dynamic communities, and considering the North as a luxury destination. The following points are often associated with a trip to the North: not much to do; few services; cold; isolated; need to travel by plane given the distance and the lack of time; a frightening environment, high degree of risk; impression for the need to be self-sufficient; not hospitable for families, particularly families with young children; 52 P. 41, European Consumer and Travel Trade Research, Project Summary, research completed by Insignia Marketing Research for Canadian Tourism Commission and its partners, Canada Travel, February 2008, 104 pages. Francophone tourism in the Canadian territories, April

34 no dynamic and well-established francophone communities. The Northwest Territories Tourism Inventory and Gap Analysis (March 2005) mentions the same weaknesses. Constraints of the North Competition from other, more accessible, Canadian destinations. The high cost of living. The high cost of transportation to get to the North and travel within the North. The lack of travellers to make a tourism business sustainable. High staff turnover. The lack of qualified workers in the tourism sector. Here, according to Tourism 2015, New Directions for a Spectacular Future, produced by the Government of the Northwest Territories, are the challenges the tourism industry needs to overcome: The high cost of transportation by plane to reach communities. The high costs of operating a business. The lack of direct flights from European and Asian markets. Relatively few packages or special products for visitors. A lack of infrastructure for visitor information. Learning from our competitors Although 91% of the French are interested by the local flavour of the country they visit, Canada faces stiff competition from Thailand, Mexico and China 53. Table 16 Positioning according to the competition: how the French perceive destinations Participate in winter activities can usa aus chn saf tha Ski and snowboarding holidays can usa aus chn saf tha Landscapes can aus usa saf tha mex Water activities of one day or more can aus usa saf mex Tha Explore cities close to nature can aus saf tha mex Usa Participate in summer activities can aus usa saf mex Tha Visit national parks can usa aus saf mex Tha Explore nature close to cities can aus usa saf mex Tha Visit of several days by car usa can aus mex tha Saf Urban activities (shopping ) usa can aus chn tha mex Urban cultural experience usa can chn aus mex tha Observe wildlife in its natural habitat saf aus can usa Tha mex 53 P.7. Canadian Tourism Commission, 2010, Global Tourism Watch, France-Summary Report, 15 p. 54 P.8. Canadian Tourism Commission, 2010, Global Tourism Watch, France-Summary Report, 15 p. Francophone tourism in the Canadian territories, April

35 Food and wine festivals aus usa can saf mex chn Visit cultural and historical sites chn mex usa tha can aus Participate in culinary experiences tha chn mex usa can aus Guided bus tours of several days chn mex tha saf usa can Experience Aboriginal culture tha mex chn aus saf can Legend: can = Canada, aus = Australia, usa = United States, chn = China, saf = South Africa, tha = Thailand, mex = Mexico Alaska also represents a dream trip for many North Americans and Europeans. The many years of promoting this destination s cruises and national parks have given it an enviable reputation. As well, its road and rail system are widespread. The number of cruise ships is striking. It is, nonetheless, to be noted that the cruises are luxurious regardless of their size. Tourism was developed in a very commercial way and Alaska lost much of its old charm. Alaska is now considered a destination that lacks authenticity. Tour operators for this destination offer everything and for all lengths of stay. Their programs are mainly for American consumers 55. Advertising imagery to avoid according to the results of focus groups in Montreal and Quebec City - ice - snowshoes (which can be found closer to Quebec) - fishing and the image of a trout - caribou Common elements for the three territories to develop Due to the distance and time needed to access the Canadian territories, the tourism industry will need to develop the long-haul market (defined as a trip of seven nights or more). In fact, this market is growing in connection with the number of baby boomers who are retiring, buying a recreational vehicle and travelling across North America. Consequently, it will be necessary to consider developing products that are associated with trips using recreational vehicles. One example is campgrounds that are easily accessible for recreational vehicles. The French have a fascination for the North and First Nations culture and are interested in car trips. Authenticity is the key word here, and it s for this reason that interest in Aboriginal culture and practical experiences is growing 56. While beautiful landscapes are at the top of the list of experiences that French travellers seek (91%), cultural interest is just as important. Unfortunately, there is a significant lack 55 P.16, Gestion Conseil J.-P. Corbeil Inc. avec la collaboration de M.-A. Delisle, Ministère du tourisme, Direction générale du développement et du marketing, La concurrence des destinations nordiques internationales : survol et inventaire, 27 juin 2008, 141 pages. 56 P.8, Outside the Cube, 31 mars 2009, Stratégie marketing, présentée pour RDÉE Yukon. Francophone tourism in the Canadian territories, April

36 of routes with a cultural flavour. Canada is ranked as a destination that lacks: local flavour, lifestyle experiences, cultural and historic sites. These types of products are among the most sought after by the French who were interviewed 57. The three territories will have to develop activities in French that have a cultural flavour, that allow participants to experience nature, First Nations and francophone communities. The products that are offered will need to represent local culture and facilitate a connection with French roots and culture. Shopping is also important for travellers from Quebec and France. Since we cannot compete with our large Canadian cities, it would be essential to emphasize shopping for art directly at artists studios or in local markets. Access needs to be given to sculptors and artists of all types to meet that need. Since the North s unique flavour is also reflected in the high number of artists, it would be good for the tourism industry to promote arts events and artist markets. The three territories will also need to focus on everything that can set them apart from Nunavik. Examples include the Mackenzie Mountains, bison, Kluane National Park s glaciers, ice roads, and Mount Logan. Products to promote For the Quebec market 58 This target group is motivated by nature and outdoor activities. Promotion will have to identify adventure products that are available including whitewater activities, hikes of one day or longer, as well as mountain biking. In 2004, the CDETNO conducted an analysis of four focus groups in Quebec including two in Montreal and two in Quebec City. Participants said that information in French was needed (websites or tourism brochures) to plan their trip. They want to have a better understanding of the destination before their departure. Services in French on-site would be considered a bonus - not an expectation. 57 P.5, Global Tourism Watch, France-Summary Report, Canadian Tourism Commission, 2010, 15 pages. 58 P.6, Canadian Tourism Commission, 2010, Global Tourism Watch, France-Summary Report, 15 pages. Francophone tourism in the Canadian territories, April

37 For the French market 59 Diagram 4 Products of interest for French travellers What the French seek during their trip to Canada According to the Canadian Tourism Commission, the French perceive Canada as a secure and friendly country where they will find a whole range of experiences. Many French travellers perceive Canada as a place where they can make real connections with the French culture and reconnect with their roots, particularly in Quebec. If they make multiple trips, they are usually keen to explore other regions of the country 60. They like being able to speak their language. For the French, holidays in Canada are, above all, about experiencing nature and encountering the lifestyle of French Canadians. These personal experiences lead to: 59 P.6, Canadian Tourism Commission, 2010, Global Tourism Watch, France-Summary Report, 15 pages. 60 Site Internet, Commission canadienne du tourisme, Programmes de marketing et de vente - France, 2010, consulté le 18 mars Francophone tourism in the Canadian territories, April

38 a link with the past and different values; visiting a more peaceful society; relieving stress; reconnecting with oneself. On a higher level, these criteria refer to: A communion and harmony with nature and oneself. Therefore, the best way to position Canada s culture and nature is to focus on the physical and emotional rewards they provide 61. Here is the ideal profile for the French who are considering a trip to Canada in the next two years: Season: probably from July to September Length: 2 weeks Accommodations: Hotel, bed and breakfast, lodge, ranch, family or friends 10 activities of interest: observing rivers and waterfalls, learning to get to know residents, experiencing French Canadian culture and cuisine, visiting small villages, taking guided nature tours, taking guided city tours, wildlife watching in their natural environment, visiting the wilderness, visiting sites of historical interest, seeing mountains 62. Based on expressed interests and prior visits, nature watching, activities in nature and culture are the main focus of the French for Canada. Diagram 5 - Plans to visit Canada by segment P. 39, European Consumer and Travel Trade Research, Project Summary, research completed by Insignia Marketing Research for Canadian Tourism Commission and its partners, Canada Travel, February 2008, 104 pages. 62 P. 47, European Consumer and Travel Trade Research, Project Summary, research completed by Insignia Marketing Research for Canadian Tourism Commission and its partners, Canada Travel, February 2008, 104 pages. 63 P. 49, European Consumer and Travel Trade Research, Project Summary, research completed by Insignia Marketing Research for Canadian Tourism Commission and its partners, Canada Travel, February 2008, 104 pages. Francophone tourism in the Canadian territories, April

39 Canada will therefore have to position itself as an opportunity to have a unique experience in authentic nature with the possibility to rest in a comfortable environment with gastronomic meals allowing them to socialize with friends. Aspects to develop to attract the French 1- A route or itinerary 2- A sense of distances and timing 3- The promise of memorable moments and activities 4- Assurance of fun and good times 5- Assurance of comfortable accommodations and good meals 6- An approximate budget needed 64. The territories will need to identify and create products that target individual foreign travellers. The targeted travellers are younger and looking for nature and cultural experiences. According to Outside the Cube, experiential products and a day in the life of my French Canadian cousin should be considered. Promotional material will need to highlight the beauty of the landscapes in the territories and show the cultural aspects of the North: First Nations and French Canadians. Messages should include an invitation to be French Canadian and not just see it. Knowing the attraction of Europeans for history and culture, the presence of francophones in the three territories could be an element of which to take advantage. A route including community based cultural and historic museums could be developed. The RDEE Yukon conducted a feasibility study of tourism products featuring francophone cultural products and that could be easily integrated into products that businesses already offer. 64 P. 88, European Consumer and Travel Trade Research, Project Summary, research completed by Insignia Marketing Research for Canadian Tourism Commission and its partners, Canada Travel, February 2008, 104 pages. Francophone tourism in the Canadian territories, April

40 Promotion for the three territories to develop It would be an advantage for the three territories to work together to develop francophone markets. In its general sales and marketing plan for 2011, the CTC described a network marketing approach that links direct communication with consumers, relationships with tourism professionals, public relations and social marketing. As for the French, they know little about the provinces/territories and experiences other than Quebec ones. French tour operators offer them few products outside of Quebec. Here are some of the big priorities that frame the CTC s method to reach its objectives in and that would serve the North: - Position Canada s tourism brand as a predominant brand in the world, evoking experiences that allow travellers to create their own extraordinary stories. - Encourage small and medium-sized companies to participate in the CTC s communication platforms in order to align the supply and the demand by presenting irresistible experiences 65. According to the CTC, travellers have a relatively favourable perception of the cultural dimension of Canada s brand. Compared to other products, however, cultural products are still perceived as weaknesses for Canada. Canada s jaw-dropping natural landscapes and vast spaces continue to dominate in the minds of French travellers. In its 2011 marketing plan, the CTC defined five competitive advantages to inspire targeted consumers from the perspective of authentic experiences. This strategy could help the territories of the Canadian North: 1- lively cities close to nature; 2- trips to explore by land, sea and sky; 3- getting to know French Canadians; 4- first-class regional cuisine; 5- active adventure; 6- active adventure amidst breathtaking natural wonders. Calendar of events It would be good to develop a yearly festival and events calendar to promote dynamic communities. This calendar could be available on the website of each territory. The inter-territorial strategic plan calls for the development of a Web portal for the three territories in An events calendar would be placed on this common website. 65 Commission canadienne du tourisme, Plan général de marketing et de ventes 2011, 80 pages, disponible à : Francophone tourism in the Canadian territories, April

41 Media relations Targeted news releases could be sent regularly to the travel sections of large dailies in Quebec and Europe as well as to magazines, journalists and freelancers who could disseminate the information. A section on the website could be dedicated to media. This section would facilitate the publication of news releases and would supply the media with photos they can use. Twice-yearly electronic newsletter Newsletter to send to members of the tourism industry to reach both local and international partners. Social Media Innovation is the key to success with social media, particularly in the tourism sector, where competition to attract visitors grows stronger every year. The Canadian tourism industry, including the Canadian Tourism Commission, is a pioneer in this area. Here are some of the new approaches that have been adopted within the industry: Facebook is unavoidable in the world of social media. Among Canadian destination marketing organizations Tourism New Brunswick and Tourism Pemberton are the two newest to join. Their pages for consumers offer packages to visitors and give fans an opportunity to share photos, videos and tips. The well-known Winterlude has a new application for iphone that provides users with the event s program, a personal calendar and an integrated Google card. BarZ Adventures also developed a multimedia application for travellers, which is packed with information about Canada s natural wonders and ideas of things to do in our major cities. It includes every province and territory and presents more than 5,000 points of interest. The application is divided by subjects including: history, nightlife, basic services, and adventure. There is something for everyone and the application is free in the Apple App Store and on Android marketplace 66. The CDÉTNO now has a Facebook page for friends of tourism to the NWT. NWT Tourism has already developed a Webpage. According to an article that appeared March 17, 2011 on the finances website of Sympatico, the internet is the main source of information for the French who want to travel. The sites of travel agencies are used the most (50% of internet users), ahead of private sites by operators (40%). Blogs or online forums on tourism represent 22% and price comparison sites 15%. Online contests to promote tourism By launching its contest I Want to be the Snow Bum, Tourism Sun Peaks in British Columbia attracted fans of winter sports of all skill levels, registering more than 20,000 visits to the website and 145,000 page views. Twitter played an important role by letting 66 Site Internet, Commission canadienne du tourisme, Centre des médias, Le tourisme canadien explore sans fin la portée des médias sociaux, rédigé par l équipe des nouvelles de la CCT, paru le 17 mars 2011, consulté le 19 mars Francophone tourism in the Canadian territories, April

42 some 22,000 people know about the project from the very first day, thanks to the conversations transmitted by this short message service 67. Familiarization trips for tour operators The three territories could develop a marketing strategy aimed at Canadian and foreign tour operators. Invitations to travel agencies and tour operators that offer trips for francophones could be organized. Guided tours could be offered to position the territories as a not-to-be-missed destination. Familiarization days with different players in the tourism sector could help shatter myths and show what services francophone communities of the Canadian North could offer. Tools for the three territories to develop Surveys It would be good to develop a survey for territorial businesses that offer tourism services and particularly services in French on demand and at all times. This survey would help to better target the current clientele and the market to be developed. It would useful if the specific origin of tourists were included in all research tools that are used by the different players in the tourism industry. A question about language in Exit Surveys It will be essential to add a question about the language spoken by visitors. A traveller could come from Switzerland, but the profile and trip interests of a French-Swiss and a German-Swiss are very different. In order to properly target the markets and develop tourism packages that are adapted for francophones, more information will be needed on francophone travellers. Products to develop Visitors do not want to bring their own outdoor equipment for trips to the North. Activities that are offered should include equipment rental: canoe, kayak, vests, maps and everything that is needed for communication. Develop packages. Develop francophone cultural tourism. CTC marketing activities in France The CTC targets the years age group, that has an average to above average income, and holds management positions or higher. CTC s advertising for the general public 67 Site Internet, Commission canadienne du tourisme, Centre des médias, Deux concours Web en Colombie-Britannique font fureur dans les médias sociaux, rédigé par l équipe des nouvelles de la CCT, paru le 9 décembre 2009, consulté le 12 mars Francophone tourism in the Canadian territories, April

43 - À nous Paris free weekly publication distributed in the métro - Le Monde French daily - Expedia travel supplement - Lastminute - Routard travel guide - Groupe Express Expansion Tourism Web sites Consumers to order brochures Industry - for trip organizers, Canada specialists and travel agencies. According to its 2011 general sales and marketing plan, the CTC plans to roll out a campaign to promote winter packages. It hopes to combine several activities in eastern Canada and benefit from the impact of the 2010 Winter Games. In order to reach the high-yield travellers that it is targeting, the CTC will use three networks: - Consumers: 60% - Tourism professionals: 30% - Public relations/media relations/social media: 10% Main sources of information for French travellers interested in Canada The main sources of information that potential visitors use have remained relatively stable since Television shows about travel climbed two positions, moving from fourth to second place from 2008 to The only source that is constantly decreasing since 2007 is websites/podcasts/travel blogs that had a penetration rate of 44% in 2007, 39% in 2008 and 36% in Site Internet, Réseau de veille en tourisme, Chaire de tourisme Transat, Les Français en vacances au Québec, qui sont-ils? Quelles sont leurs intentions de voyage?, 15 septembre 2010, UQAM, consulté le 18 mars Francophone tourism in the Canadian territories, April

44 Diagram 6 Sources of information for French visitors interested in Canada Major marketing trends that will revolutionize the tourism industry The internet will become the main distribution channel for all tourism products, therefore eliminating most of the intermediaries; Understanding consumer behaviour (tastes, aversions, habits, interests, hobbies) will become crucial in hotel marketing; As a strategic objective, travel agencies will focus on customer loyalty rather than on hunting for new clients; Standardization of airline services will become the norm, while at the opposite end of the spectrum hoteliers will emphasize what makes their services different; Media buys will migrate to the Web; Consumers, increasingly attuned to the quality/price equation, will demand more detailed information about products; Partnerships between complementary sectors (restaurants, accommodations, travel, leisure) will prove to be effective marketing strategies; While marketing increasingly makes a distinction between loyalty and satisfaction, loyalty programs will become more elaborate Réseau de veille en tourisme, Chaire de tourisme Transat, École des sciences de la gestion, Les grandes tendances qui révolutionneront l industrie touristique à l aube du 3 e millénaire, consulté le 18 mars Francophone tourism in the Canadian territories, April