The Magic of Winter in Québec City: A Campaign in the Travel Industry Distribution Network

Press Release

Quebec, November 16, 2021 - Tourism is gradually picking back up, and the German Christmas Market will be opening its doors in a few days to kick off a magical winter season for travellers eager to find their way back to Québec City.

As part of a larger campaign to promote the destination internationally, Destination Québec cité is launching a new initiative aimed at its network of domestic and international tour operators, primarily in Canada, the United States, Mexico, France, Belgium, Switzerland, the United Kingdom, Germany, and Asia.

Five promotional videos featuring must-see, must-do winter attractions will be released over the next few weeks to spread the word about the world's most beautiful winter destination: Québec City. The videos will also serve to introduce industry newcomers to some of our star attractions to add to their marketability.

Each video highlights different facets of Québec City’s winter magic, including the snowy streets of picture-perfect Old Québec, the stunning beauty of the iconic Fairmont Le Château Frontenac, and the historic Dufferin Terrace slide, Au 1884. Also featured: the unique allure of North America's one and only Hôtel de Glace and all the exquisite natural beauty and outdoor escapes Sépaq has to offer right nearby. Two other videos showcase the traditions of Wendake and the work of Indigenous artisans and the Québec Winter Carnival, whose beloved mascot Bonhomme has been warming carnival goers' hearts since 1954, helping it become the largest winter festival in the world.

"Winter is in our DNA, which is why Destination Québec cité has made promoting the Québec City winter experience a key focus. Quebec’s historic capital has a truly magical feel in winter and that's what we're trying to play up in these videos produced in collaboration with industry partners—all outstanding ambassadors for the region," said Destination Québec cité General Manager Robert Mercure.

Outside the distribution network, the region’s star winter attractions have also appeared in the international media, notably in an episode of the TV show PLACES TO LOVE. Host Samantha Brown came to Québec City in February 2020, right before Covid-19 walloped our industry and slowed our momentum with international travellers. The show attracts a U.S. audience of over 20 million viewers on PBS.

About Destination Québec cité

Destination Québec cité has some 805 members in an area that spans Québec City, L’Ancienne-Lorette, Saint-Augustin-de-Desmaures, Wendake, and the regional municipal counties of Portneuf, Jacques-Cartier, Île d'Orléans, and Côte-de-Beaupré.

Watch the first winter promo video:
Winter experience Old Québec and Fairmont Le Château Frontenac


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