Tourisme Charlevoix is the one-stop shop for the best travel information, local recommendations, and holiday planning for anyone heading to the region. We speak to General Director, Mitchell Dion, about promoting Charlevoix as an all-seasons destination and how tourism can develop into a more sustainable industry in the future.
Tourisme Charlevoix is committed to making Charlevoix an eco-responsible destination, acting as a driving force for this major collective shift, and prioritising sustainable development.Â
Additionally, the organisation ensures the implementation of promotional marketing and canvassing activities, such as various advertising campaigns and strategic alliances.
The association also works to manage a constantly evolving digital ecosystem and proactive press relations, whilst remaining attentive to the various beneficial opportunities for the region targeting the corporate market.
To ensure the protection of its exceptional natural resources, Tourisme Charlevoix is committed to supporting the development of the destination in a way that respects the community and its sustainable transition, while placing visitors, citizens, and the environment at the centre of its initiatives. The organisation is also in the process of obtaining a biosphere certification for the region.
Firstly, can you talk us through the origins of Tourisme Charlevoix and its initial vision?
Mitchell Dion, General Director (MD): Tourisme Charlevoix was founded in 1975, so we will celebrate 50 years of existence next year. Â
At first, we were an organisation that had two main priorities. Firstly, there was the promotion of the region, and the other goal was to welcome tourists to our information office.
We eventually became an official regional tourism association, existing as the only non-profit organisation recognised by the Quebec Ministry of Tourism to represent the region’s tourism stakeholders and its issues. Today, we remain a private entity, but we receive a lot of funding and mandates from the provincial and federal governor.
How has the organisation’s role evolved over time?
MD: Our role has changed a lot over the years, but we are still really active in terms of promotion and welcoming tourists to the region. We now have five information offices and are currently focusing our attention on sustainable development.
Additionally, we changed our overall mission in 2023 to showcase Charlevoix alongside influencing and supporting its ongoing development. We also know that we cannot develop our destination without local people and moving to a more sustainable form of tourism.
We now promote a vision of standing out as an inspiring all-seasons destination that is committed to a sustainable shift through the synergy of its driving force and innovative ways of doing things.
Every year, we receive more than a million tourists, but we only have a population of 30,000 people, so we have to make sure that our future development aligns with the protection of local social and environmental aspects.
What are Tourisme Charlevoix’s current goals?
MD: We’re now less concerned with increasing the number of tourists, but more focused on attracting higher quality tourism. Elsewhere, we also aim to increase the number of overnight stays across the region.
Another one of our main goals is to stretch the different seasons. For example, during the high season like July and August, we have an occupancy rate that is between 70 and 80 percent, but if you arrive in January or February, it can go down to between 25 and 30 percent.
We are currently placing slightly less focus on promoting summer and instead working on a more annual basis to also highlight our intermediate and winter seasons.
We also look to maintain a high level of quality in terms of providing an unforgettable tourist experience. We are a destination that has 200 years of tradition for welcoming visitors so sometimes it is necessary to reinvent ourselves and evolve.
How do you promote all-seasons travel, such as during the winter months?
MD: We really want to capitalise on our all-season marketing shift. For us, winter is a magnificent tourist season.
We encourage people to get active during the winter months and enjoy the range of sporting activities and natural tourist attractions that the regions offers.
Then, once spring arrives as a more transitionary time, we really see it as a period where you can just relax, recharge your batteries, and connect with nature. All of the seasons bring a variety of monumental advantages for us.
Are you optimistic about the future of the tourism industry in Charlevoix?
MD: Yes, I think that the tourism industry in Charlevoix has always been really important. We often say it provides close to 30 percent of the jobs that are available in the region.
With all our new actions regarding sustainable development, alongside the desire of visitors to be more responsible, every year we become more optimistic about the future.
