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Québec Winter Carnival solidifies its international position in Asia

January 28, 2013

For immediate release

Québec Winter Carnival solidifies its international position in Asia

Québec City, Monday, January 28— A delegation from the Québec Winter Carnival and Québec City
Tourism recently visited South Korea and China on a development mission to consolidate the city
and the Carnival’s position as a premium international winter destination. Québec City Tourism
general manager Gabriel Savard and Carnival executive director Jean Pelletier led the mission.

The latest step in an ongoing strategy
In April 2010, the Québec Winter Carnival teamed up with two other world-renowned events,
China’s Harbin Ice and Snow Sculpture Festival and the Hwacheon Sancheoneo Winter Festival in
South Korea, to become a founding member of the Winter Festivals Development Coalition. The
goal of the coalition is to foster cultural and promotional exchanges for the purpose of developing
tourism and enhancing event visibility. The partnership was quick to generate tangible results, with
South Korea participating as the guest country at the 57th edition of the Québec Winter Carnival in

A place at the table at the International Winter Festival Symposium in South Korea
To position itself as the world’s premium winter tourism event, the Carnival has to maintain a
strong international presence, build an extensive contact network, and develop in-depth
knowledge of its target markets: “Our mission to Asia gave us an opportunity to promote
Québec winter tourism to over a million visitors at the Hwacheon Festival. Our South Korean
counterparts were unanimous: what really sets the Carnival apart is its emphasis on
participation and the active role city residents play in organizing Carnival activities”, explained
Carnival executive director Jean Pelletier.

Other developments in store
In addition to attending the symposium in South Korea, the Québec City delegation also met with organizers of the Harbin Festival in China. Carnival representatives took advantage of the opportunity to present their hosts with a letter officially inviting China as guest country for the Carnival’s 60th anniversary. Moreover, the Carnival team is already hard at work organizing the next edition of the Winter Festival Symposium, which will be held in Québec City during the 2014 Carnival. During the mission’s China leg, delegates also met with officials from Destination Québec and the Canadian Tourism Commission in Beijing to secure their support and seek out their expertise in developing the Chinese and South Korean markets.

Québec City: Winter Capital of the World by 2020
Québec City has set an ambitious goal is to position itself as the world’s winter capital by 2020. Showcasing winter tourism activities like the iconic Winter Carnival is a key part of this strategy. “The Carnival is a one-of-a-kind event renowned around the globe. By the very nature of its activities and its geographic location, it’s the perfect match for the development priorities the City has set to boost our destination’s reputation,” noted Québec City Tourism General Manager Gabriel Savard.
From February 1 to 17, the Québec Carnival is winter’s star!

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Source: Pascale Grenier, Press Officer
T: 418-626-3716 #220 / C: 418 803-5754

Sources:   n.a.

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