Regional Consensus on a New Start for Québec City Tourism
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Regional Consensus on a New Start for Québec City Tourism

June 14, 2010

Québec, June 14, 2010 – “The measures announced today regarding Québec City Tourism’s governance framework will enable the latter to more effectively meet the needs of Québec City and its surrounding area in terms of tourism development and marketing.” It was with these words that Québec Mayor Régis Labeaume introduced the recommendations recently adopted by the Ville de Québec Executive Committee. The governance framework for Québec City Tourism (QCT) is a telling example of regional coordination. Indeed, aside from Ville de Québec, the Québec City Tourism board of directors, the Association hôtelière de la région de Québec and the four local development centres (centres locaux de développement, or CLD) responsible for development in Québec City and the surrounding area approved the procedure and the recommendations of the working group on governance.

“By adopting this new governance framework, we want to improve the organization’s performance by building on its successes and the positive impacts it has had on the tourism industry over the past few years,” stated Alain April on behalf of Québec City Tourism’s Board of Directors. According to him, the Québec City area managed to get out while the going was good in a most competitive environment, which is in keeping with the collaboration climate prevailing in the regional tourism industry and the strategies put forward by QCT and its partners over the past few years.

A more powerful board of directors

One of the key measures put forward starting today is a revision of the powers and composition of QCT’s Board of Directors. Indeed, the board will go from a 21-member advisory board to an 11-member decision-making management board. Composed of both old and new members, this new version of the board is certain to breathe new life and bring a whole new dimension to the various discussions. Furthermore, from now on the board will include a complete delegation on the administration of QCT’s financial resources not obtained from Ville de Québec, which account for close to 85% of its total budget.

According to Alain April, QCT’s new Chairman of the Board, “Chairing a 21-person council of representatives made regional coordination and the attainment of overall benefits for the destination difficult. With an 11-person board composed of experienced managers, we will be better able to administer QCT’s resources and strategic orientations effectively.” The new board will have the support of a marketing committee composed of regional tourism marketing leaders and sub-committees designated to propose strategies to meet specific issues.

A substantial amount devoted to supply development

“Using a portion of the accommodation tax to develop the tourist supply is a first in the region and I think that the hotel industry has been visionary in making this move. In fact, I would like to take this opportunity to thank the Association hôtelière de la région de Québec and its president, Renée Gosselin.” This is how the Mayor of Québec City marked the fulfilment of one of the recommendations contained in the report on governance. With this investment of 10% of the revenues from the accommodation tax, QCT will contribute more actively to the development of the tourist supply. As such, a sum of around one million dollars per year will be available for the development and renewal of the regional offer. This budget dedicated to supply development is additional to the support program for the promotion of tourism vents (Programme de soutien à la promotion des événements touristiques, or PSPET), which totalled 15% of the revenues from the accommodation tax, i.e., close to 1.4 million dollars per year.

“Québec City and its surrounding area can certainly rely on major assets that make it a premium destination because, historically speaking, the city has always performed well in terms of tourism. It is now up to us to further accentuate the development of the business market and make it a whole new destination. But what we want the most is to develop the current offer to keep enticing loyal visitors who love our destination and stimulate the interest of all other travellers. By continually improving this offer, we will stay in a class of our own,” added Mr. Labeaume in support of this measure. Ville de Québec is quite intent on showing its support for QCT by making a commitment to maintain its current financial contribution over the next three years.

The choice of projects and their selection criteria will remain QCT’s prerogative. This investment would take place as part of a program to be implemented in early 2011 for a minimum duration of three years.

Reorganization to increase the organization’s efficiency

QCT’s Director, Gabriel Savard, wanted to add that “To make this new start, we felt it was essential to revise our organizational structure. When the latter is implemented in a few months, our actions will be more integrated and we will be able to respond more effectively to the digital revolution significantly affecting tourism marketing.” Indeed, all of QCT’s marketing operations, from sales to advertising and including online marketing, media relations and the production of promotional tools will soon be grouped together within the same department. Information technologies will increasingly be used in all associated mandates and tasks.

Québec City Tourism is both a department of Ville de Québec and a regional tourism association bringing together over 1,050 members. Its territory includes Québec City, Île d’Orléans, Côte-de-Beaupré, Jacques-Cartier and Portneuf. Its mission is to guide and facilitate the growth of the tourism industry and contribute to its economic prosperity through its marketing and development and by welcoming tourists and informing industry players.

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Source : Daniel Gagnon, Director of Communications and Advertising
418-641-6654, ext. 5480

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