The Gaspésie region has a long tradition of welcoming tourists. This is not surprising since the territory has a vibrant culture and exceptional nature combining sea, mountains and rivers. Tourism Gaspésie, the organization that manages the destination, is still working to rejuvenate the brand image of the territory by various means. While Quebecers are answering the call, neighbouring Maritime provinces are more difficult to attract since they spend the majority of their holidays in Atlantic Canada, a vast region that offers a similar offer.

TouriScope thus carried out a strategy to enter into the maritime province's market, starting with a study of the perception of Gaspésie by target customers, and then defined the specific markets and products with the greatest potential for attraction. In order to enable the client to achieve its objectives, an evolutionary implementation plan has been tabled. This approach identified quad bikes, motorbikes and snowmobiles as attractive activities for residents of these provinces. In the second phase, a survey was conducted among fans of these sports. This led to recommendations for the development of a marketing campaign.

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The two-step approach has enabled the development of Tourisme Gaspésie's strategic knowledge, thanks in particular to an updated picture of the profile and behaviour of new targeted clienteles. By more clearly identifying the growth potential of the destination in specific markets, actions can be taken to increase its competitiveness.

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Photo credit: Unsplash © Spencer Davis

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