Forwarding differently: cooperative betting

In a context where Quebec tourist regions are seeking to strengthen their autonomy and visibility, the cooperative model appears to be a promising path. At the request of the CDRQ and ARF-Québec, Touriscope was mandated to assess the potential of the cooperative model applied to incoming agencies. The study aimed to compare this model with that of private companies, by identifying the conditions of success, obstacles and opportunities specific to Quebec regions.

To contribute to this reflection, we conducted a series of interviews with cooperative agencies in Quebec and abroad, as well as with sectoral experts and regional representatives. We also conducted a comparative analysis of the two business models and identified the drivers of success observed in the field. This rigorous analysis process, nourished by active listening to ecosystem actors, made it possible to highlight the strengths and limitations of each model.

The study confirmed that there is a favourable potential for the emergence of receptive travel agencies under a cooperative model.

This model is relevant for structuring an offer complementary to that of private agencies, by responding to specific needs of the territory, such as the marketing of attractions outside traditional channels. However, its success is based on several conditions : a thorough knowledge of the workings of tourist distribution, adapted digital tools, and the ability to create alliances, including with private agencies. As a result of this study, a Synthesis booklet was produced by TIESS in order to equip people who support emerging travel agency initiatives considering the cooperative model.

Read the full report.

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