Responsible Itineraries to Discover Eastern Quebec

Press Release

Quebec, March 21, 2022 - Destination Québec cité, in partnership with Quebec’s Ministère du Tourisme and the Société des établissements de plein air du Québec (SÉPAQ), is launching a charm operation today to attract European and Canadian clients with new turnkey itineraries in eastern Quebec. Routes departing from the Québec City area and new packages now invite travellers to responsibly explore Québec City and the surrounding RCMs as well as the islands and north and south shores of the St. Lawrence River. 

Today, Destination Québec cité and its partners are unveiling a pilot project of newly developed offers that will promote the major attractions of the Québec City region and eastern Quebec while supporting businesses that adopt sustainable and responsible practices. The suggested itineraries and packages cover Québec City along with eastern Quebec’s other tourism regions: Charlevoix, Saguenay–Lac-Saint-Jean, Côte-Nord, Chaudière-Appalaches, Bas-Saint-Laurent, Gaspésie and the Magdalen Islands.  

The goal of the charm campaign is to make eastern Quebec more competitive to attract more international tourists.  By combining its strengths with those of the eastern regions, Destination Québec cité is able to promote comprehensive experiences that are even more attractive and better adapted to the long stays of international clients. Québec City has also improved its air transportation with the addition of several routes within Canada (Vancouver and Calgary) and to Europe (France and London). This has provided greater accessibility for visitors arriving in Québec City and, as a result, the opportunity to develop new markets. 

New packages for French tourists 

In addition, new packages that start from Québec City have been developed in collaboration with Quebec’s receptive agencies and will be available to French travellers. Destination Québec cité is leveraging its participation in the Bonjour Québec mission to Paris and Lyon, from March 21 to 24, to launch a promotional offensive with French media, influencers and travel specialists. It will also meet with new tour operators to encourage them to market these responsible routes. The charm operation will continue in mid-April with an advertising campaign aimed at travellers from France and Ontario. 

The project is possible thanks to the financial contribution of Quebec’s Ministère du Tourisme, which granted $1.8 million over two years to carry out this project. Our other partners include SÉPAQ, Croisières AML, Parks Canada, Indigenous Tourism Québec, Aventure Écotourisme Québec, the various regional tourism associations in eastern Quebec and ARF-Québec. 

“Destination Québec cité is pleased to implement this new initiative that will further increase the region’s attractiveness as a gateway to Quebec and make it even more competitive internationally. This project is another way to promote our must-see attractions and stimulate tourism-related benefits in the region, and it’s in line with the Québec City region’s shift toward sustainability. Thank you to all our partners in this project,” said Robert Mercure, General Manager of Destination Québec cité. 

“I commend this promising initiative, which will allow visitors to enjoy an even richer, well-rounded travel experience! The Québec City region is the first to deploy turnkey itineraries based on responsible and sustainable tourism, and I am convinced that this collective project will inspire many. Extended stays with a focus on slower tourism, experiences and impact reduction: all this benefits the environment, the economy and the people of all communities. And it matches traveller expectations perfectly. Excellent work!” said Caroline Proulx, Minister of Tourism and Minister responsible for the Lanaudière and Bas-Saint-Laurent regions. 

“The Société des établissements de plein air du Québec (SÉPAQ) is pleased to participate in this initiative to promote the most beautiful tourist attractions eastern Quebec has to offer. We are proud to protect and promote the richness of our region through our national parks, wildlife reserves and tourist facilities. These world-class experiences will continue to impress tourists seeking destinations committed to sustainable development,” said Jacques Caron, SÉPAQ’s CEO. 

“In a context of strong international competition, Quebec’s maritime regions firmly believe in the importance of joining forces with neighbouring regions and Destination Québec cité to promote eastern Quebec’s distinctive character. We believe that developing and promoting responsible itineraries spurs growth and unity in the region and has the potential to generate tangible benefits for our businesses,” said Louis Rome, Interim Director General of Québec Maritimes. 

Providing visitors with more informed choices 

Unforgettable itineraries departing from Québec City, world heritage jewel and capital of Quebec, let visitors sustainably explore the north and south shores of the St. Lawrence. Tourists will have access to an inventory of 300 Quebec tourism businesses that use responsible practices. “We are the first region in Quebec to deploy an itinerary for the traveller of tomorrow who wants to make more responsible choices when travelling,” said the General Manager of Destination Quebec cité, Robert Mercure. 

Responsible itinerary spotlight 

Three-week tour in Eastern Quebec: Discover some 40 recommended attractions on a 10-stage, 3-week Québec road trip. It’s an odyssey in the great outdoors, with the whole history of the province and its vibrant culture along for the ride.  

The river’s north shore: from Québec City to Minganie: Québec City’s treasures and priceless historical heritage are the starting point for a grandiose road trip on the north shore of the St. Lawrence. Prepare to be whisked back in time and dazzled by the wide open spaces on this 15-day itinerary along the north shore of Quebec’s St. Lawrence River.  

The river’s south shore: from Québec City to Gaspésie: This 15-day, 8-stage road trip starting from Québec City is made for lovers of Quebec’s nature and culture: exceptional nature, vibrant historical sites, responsible businesses and more. 

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Watch the promotional video presenting responsible routes.