TOURISM Intelligence Network in OLMCs

RDÉE Canada (Réseau de développement économique et d’employabilité), the only national Francophone economic development and employability network, together with the CEDEC (Community Economic Development and Employability Corporation), and the UQAM (University of Quebec at Montreal), through the UQAM’s School of Management (ESG) Transat Chair in Tourism have teamed up to create a working consortium to establish an intelligence service for obtaining and sharing value-added information on tourism related to official language minority communities (OLMCs).

This tripartite partnership stems from an existing collaboration and provides OLMCs with critical economic development support via the tourism industry.


Edition 7 | February 2017

Table of content

Product Development



Human Resources




Tourism companies are increasingly using gamification, and their visitors’ digital devices, to enhance the visitor experience through games, contests, rewards, and more! When designing your next project, remember to:

  1. Properly define the project, taking into consideration your target market, the location’s specific features and history and the desired goal: create customer loyalty, generate new revenue, improve communication, etc. Based on your objectives, you will be able to create the scenarios that will form the basis of the project.
  2. Carefully choose your technology(tablet or smartphone) depending on the user experience you want to create. Even simple technology, when combined with the real world, can lead to memorable discoveries.
  3. Mindfully manage your project as it evolves and provide ongoing training so the project is constantly evolving as you integrate new elements and new technologies.

Source (French only)


Augmented reality merges the real and the virtual worlds by overlaying digital content (images, video, text, sound, etc.) onto physical objects or locations. It is typically experienced by looking through the camera lens of an electronic device such as a smartphone, tablet, or virtual reality (VR) headset.



Apps such as Paris au fil de la Seine and IMANAYA are good examples of how technology can be used in this way. Visitors to Paris can use the first app to view different artistic renderings of the banks of the Seine over time, on display in various Paris museums. The second app takes visitors on a self-guided walking tour of nine points of interest in Bordeaux, France. By pointing their tablet at a building, they can watch re-enactments of 18th-century life in the city.

Source (French only)





In 2019, the Gaspésie Grand Tour will celebrate its 90th birthday. To celebrate, the Gaspésie region’s recreational tourism segment is hoping to have the route recognized by the Quebec Ministry of Tourism’s Tourism Signage Program. If they are successful, Tourisme Québec will be able to promote the tourist route in international markets.

Source (French only)


The Hyatt Regency Tamaya is a family-friendly resort that gives guests an opportunity to share Native American traditions and learn about the Tamaya people. The resort provides an educational experience through a program called “Srai-Wi”, which translates as “gathering my children” in Keresan, the original language of the people of Tamaya. The partnership enables guests to learn about the Tamaya people and their history and helps preserve an indigenous language and culture.





Paige Rowett and Rebecca White of Tourism eSchool believe that business owners can use specific marketing tactics to create demand for their tourism product all year round – even during the slow season. Here are six of the best:

  • Build your email database all year round. The people who themselves subscribed to your database are more likely to buy from you than those who aren’t subscribed;


  • Implement a slow-season content strategy. Regardless of when people choose to travel, they dream of their next holiday all year round. So leading up to the slow season, publish blog posts that are centred around experiences they can enjoy in your region during the off-season;
  • Re-engage your locals and offer special deals to loyal customers;
  • Leverage tourism events in your region, as these are a massive drawcard for most destinations;
  • Consider tapping into the MICE (Meetings, Incentives, Conferences & Exhibitions) market, as these types of events are often held during off-peak periods of the week or year.




When the episcopal city of Albi was granted World Heritage status by UNESCO on July 31, 2010, local stakeholders wanted to use their combined skills and expertise to come up with strategies for leveraging the city’s new status. In June 2011, the new network of ambassadors was born. The idea is that all stakeholders should suggest at least one initiative to help promote regional attractions. The network participates in trade fairs, sends representatives to major events and is present on Facebook, Twitter and YouTube. At the end of 2016, the network had 750 ambassadors; this number included institutions, companies, associations, local merchants, tourism professionals, artists, authors, publishers, celebrities, students, retirees, etc., and about thirty correspondents around the world. Similarly, ONLYLYON Tourisme is currently recruiting 12 “Lyon City Helpers”. These city ambassadors ensure tourists are welcomed to the city. This network of helpers was also formed in 2011.


Sources: Mairie d’Albi and (in French only)






The Mont Sutton ski resort in Quebec’s Eastern Townships has created a network of seasonal businesses eager to pool their labour resources in order to reliably find people for their combined 90 seasonal jobs. Potential candidates are offered year-round work with two different seasonal businesses whose busy periods do not overlap. Normally, seasonal employees are laid off at the end of the season; by helping them to find work in another, complementary business, the resort is increasing the likelihood its employees will return, year after year.

Now in its third year, the network includes some thirty companies: vineyards, campgrounds, golf courses, nurseries / garden centres, day camps, even a food processing plant. Mont Sutton has the advantage of being the only company offering jobs in the winter months.

Source: (in French only)



FREE ONLINE TRAININGBulletin_mars2017_tourismeHR_Canada



As part of the Canada 150 celebrations, Tourism HR Canada is offering its Emerit online training for free to students already enrolled in tourism and hospitality programs. The Emerit training program is designed to develop world-class competencies, in order to ensure the future of Canadian tourism is in good hands.

Source: (In French only)





This project is funded by the Government of Canada through Logo Industrie Can

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