A trail that lives up to its ambitions

With its 1,650 kilometers crossing nine tourist regions of Quebec, the National Trail (SNQ) is a still unknown treasure of Quebec's outdoor activities. At the request of Rando Québec and thanks to the support of the Ministry of Tourism, Touriscope was mandated to carry out the first study dedicated to the evaluation of its tourism potential. In a context of strong growth in hiking, here as elsewhere, the project aimed to draw up an overall portrait of the offer, customers and trends, while highlighting the levers to position the SNQ as an emblematic recreational tourism product.

The study was based on a rigorous combination of qualitative and quantitative analyses: surveys of more than 2,000 respondents in Quebec, Canada and internationally, focus groups with long-hikers, interviews with experts, and field data collection from trail managers. This collaborative approach made it possible to draw up a realistic portrait of SNQ — its strengths, challenges, customers, uses — while drawing inspiration from leading international destinations (Appalachian Trail, Pacific Crest Trail, GR20...). Strong trends have also been highlighted: the craze for immersive experiences in nature, slow tourism, therapeutic walking or even the diversification of clientele.

The study highlighted six major development potentials to make SNQ a world-class trail, ranging from the creation of signature products to the improvement of the customer experience, through the protection of environments crossed and strategic communication. It offers Rando Québec and its partners a mobilizing tool to guide investments, improve the hiking experience and strengthen the impact of the trail on the territories. It paves the way for a new vision of hiking in Quebec that is both inclusive, structuring and inspiring.