Rethinking the impact of tourism organizations: the case of AEQ and Parq

In a context of rapid transformation of outdoor tourism, two structuring associations — Quebec Ecotourism Adventure (AEQ) and the Quebec Regional Parks Association (PARQ) — have chosen to review their strategic planning for 2030. AEQ, a leader in adventure tourism and ecotourism, and Parq, the voice of Quebec's regional parks, shared similar challenges: adaptation to climate change, diversification of the offer, accessibility, positioning in the outdoor sector and tourism ecosystem, and so on. To meet these challenges and amplify their impact, the two associations chose to combine their strategic approaches and rely on the expertise of Touriscope. Our role was to support this strategic thinking in order to build two distinct strategies, driven by an engaging vision: to promote the accessibility of the open air and to contribute to the socio-economic dynamism of the regions.

We bet on a collaborative approach, focused on collective intelligence. Our process was structured according to three main steps in our ART strategy : analyze, rethink, transform.

• We started with a in-depth analysis phase, collecting perspectives through member surveys, interviews with strategic partners, and focus groups. This phase resulted in a comprehensive strategic diagnosis.
• The second stage brought together the teams and boards of directors of AEQ and Parq atcollaborative and lace-to-shoulder workshops. Led by our Girl Scouts, these sessions made it possible to co-build a 2030 vision, to discuss the priorities for action as well as the commitments to be made.
• Finally, the transformation phase structured these ideas into clear strategic plans, with goals and performance indicators, thus providing associations with a concrete road map for the next five years.

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Both associations now have strategic plans for the years 2025-2030, aligned with new ambitions. These plans define new missions, visions and values, as well as seven key strategic directions for each entity. For AEQ, this consolidates its role in sustainable ecotourism, focused on accessibility, the quality of the offer and preservation. For Parq, the plan values regional parks as pillars of local outdoor activities, with an emphasis on sustainable management and climate adaptation. These strategies offer a concrete roadmap for associations, guaranteeing their social, economic and environmental impact, as well as their influence for the years to come.