PARTNERING TO EXPAND YOUR MARKETING - International Indigenous Tourism ...

PARTNERING TO EXPAND YOUR MARKETING $$$

Kwe !
     Colombe Bourque
TOURISM WENDAKE INDUSTRY

TOURISM ENTREPRISES OWN BY THE HURON-WENDAT NATION

Hôtel-Musée Premières Nations (90 employes)

4-stars boutique hotel of 55 rooms (83 in 2020), famous Restaurant La Traite, 10 meeting
rooms (13 in 2020) a terrace facing the river, spa, etc.

Huron-Wendat Museum (20 employes)

                             Sharing the history of the Huron-Wendat people, sharing
                             the rich culture of the Nation and offering cultural
                             activities

National longhouse Ekionkiestha’

   Storytelling & overnight all year around

Tourism Wendake
48 members &
10 employees

Tourism Wendake do
the marketing for the
touristic products own
by the Band Council and
for the products own by
all his members. He also
organize the
International Pow Wow
of Wendake.

International Pow Wow of Wendake (3-days event)

THE ROLE OF TOURISM WENDAKE is :

MARKETING, IN AND OUT OF THE COMMUNITY

• Find partnership OPPORTUNITIES as: Very well know tourism events, tourism suppliers from
  Quebec region; Quebec Province, Canada. Work very closely with Quebec Tourism Office,
  Quebec Touristic Alliance and Destination Canada

• Tourism Wendake is working closely with ITAC & TAQ who has a lot of information on the
  different clientele's needs, the trends, the potential financials partnership, fam tour, press tour,
  Canadian and overseas shows, etc.

CANADA SHARED / CHINA
Partnership:   DESTINATION CANADA, ITAC, TOURISM WENDAKE

Project:       Attending CANADA SHARED , Trade show in China (2016 & 2018)

Goals:         Tourism Wendake : As China is a growing market for Canada (at that time) we
               were dreaming of attending this trade show… but.. It was expensive for us.
               ITAC & Destination Canada: Want to have differents Canadian products to
               introduce our country to China

We attend in 2016 and 2018.

FINANCIAL SET UP:              2016            2018
Destination Canada, ITAC :     80%             60%
Tourism Wendake:               20%             40%

CANADA SHARED / UK
Partnership: Destination Canada, Tourism Wendake

Project:     As a CANADIAN Signature Experience, we were invited in 2013 &
             2018 to London to meet with Tour Operators and Press.
Goals:       Destination Canada : To continue to promote the ‘Canadian Signature
             Experience’ program and products
             Tourism Wendake: To promote the destination and be in the Tour Operators
             brochure to ultimately increase this market

Financial setup:            2013    2018
     Destination Canada :   75%     50%
     Wendake :              25%     50%

INTERNATIONAL POW WOW OF WENDAKE
•   150 to 175 dancers and drummers from all Americas
•   48 First Nations exhibitors
•   Wild game meet tasting
•   Traditional artcrafts demonstrations
•   Food trucks
•   More than 21 000 visitors during the week end (2019)

FINANCIAL SET UP:
2019:   Tourism Wendake invested:             1$
        Self revenu:                          2$
        Partners:                             4$
        (Quebec City Tourist Office, Quebec gouvernement, Canadian gouvernement & private parteners)

Quebec Aboriginal Tourism organized 3 press trips (USA, Germany and Italy)

All partners in Tourism, believe in the event and do a lot of promotion for it !

WENDAKE AND PORT OF QUEBEC
Partnership:   Port of Quebec, Quebec Tourism Office, DNA, Tourism Wendake

Project:       Keep and increase the market of cruises boat in Quebec City
               (200 000 visitors in 2019)

Goals:         Tourism Wendake: Attract 5% of the passengers to visit WENDAKE / year.
               Port of Quebec: To make the three terminals looks more attractive without
               investing money.
               Quebec Tourism Office: Propose new distinctive offers to the boat to ensure
               to keep the business in the area.
               DNA: To increase there revenues with a new distinctive offers.

First step:    Decorating Terminal 20, 21 & 30

PORT OF QUEBEC

Actions (AS OF NOW):

• Create packages that will fit with the time frame they have in the region
• Produced a video that Cruise ships feature in the passenger cabin the night before the arrival in
  Quebec City
• Welcoming sales people assigned to the market from Quebec Tourism Office & Port of Quebec
• Make sure that Tour Operators proposed our destination during the Cruises Trade Shows
• Organized a lot of Fam Tours with Cruise ships employees, Specialized Press trip, Invited
  concierges, etc.
• Do advertising in the back of 2 double deckers bus in the Old Quebec
• Set up a Wendake information desk at the Tourist Information Center in the Old Quebec
• Have a big advertising wall outside the Tourist Information Center in the Old Quebec
• Shuttle service 4 times a day between Old Quebec to Wendake

PORT OF QUEBEC

FINANCIAL SET-UP

Port of Quebec:          No rental fee for the advertising space in the terminal, promotion during
                         Trade shows, Fam tours

Quebec Tourism Office:   Promotion during Trade shows
                         Press trips
                         Welcome fam tour inviting the decision makers
                         Cruisers oriented website where we are listed as one of the 10 best
                         attractions to visit in Quebec City

Ministère du tourisme:   Offered us the *Best spot* in the City for advertising.

PORT OF QUEBEC

DESTINATION NORTH AMERICA (DNA):
• Proposed Wendake to cruise ships companies during trade shows and make sure the
  boat will include Wendake in their excursion brochure.
• Bring to Wendake the decision makers.
• Bring boat’s staffs in fam tour (two times during the season )

TOURISM WENDAKE
• Terminal Concept & decors
• Create new packages for the cruisers
• Welcoming press trip, fam tour, cruise ships crews and decision makers

WENDAKE & QUEBEC INTERNATIONAL AIRPORT (YQB)

Partnership:     YQB, Huron-Wendat Band Council and Tourism Wendake

Project:         Wendake want to have a significant presence at YQB

Goals:           YQB: Decorate in an elegant way the brand new international terminal
                 Huron-Wendat Band Council: Welcome people to its ancestral territories
                 Tourism Wendake: Want to attract travelers to Wendake

YQB spend a lot of $$ (50 000 000$ ) in the past years. They added an international wing to the
existing building and updated the original one. They wish to have, in 2020, over than 2 millions
passengers landing.

WENDAKE & YQB

2016:   Wendake approched YQB to let them know the interest of being there;
        YQB proposed to Wendake to invest in advertising (tv, board, etc) with Astral Media

2017:   Wendake, invited the President of YQB to visit Wendake; after the visit, he asked us to
        make a proposal; he liked what he saw

2018:   YQB accepted our concept

2019:   September 13th, official opening ceremony

FINANCIAL SET UP:

• 50% was paid by the Huron-Wendat Band Council
• 50% was paid by Tourism Wendake.
• YQB: No rental fees for the advertising space