Ecotourism Marketing...What are the Neighbours Doing ?

~ a selection from summer 2010 issue of Ecotourism Ontario, a quarterly newsletter of the Ontario Ecotourism Society geared towards the striving-for-sustainability members of the tourism industry. This article is contributed by editor, Rod Bilz of FRi Ecological Services

Type “cycling Quebec” in Google and you will be rewarded with a virtual smorgasbord
of cycling adventures in the Province of Quebec. The theme of this issue is “Marketing Ecotourism” and Vélo Québec is a perfect example of a well-executed marketing program for a world-class cycling ecotourism product. National Geographic ranked “La Route Verte” first in the top 10 cycling routes on the planet. They must be doing something right. What makes this
product and the associated marketing so successful?
I just returned from a 5-day cycling tour on the Véloroute des Bleuets around Lac St. Jean (Part of “La Route Verte”) and experienced firsthand what it takes to successfully market and deliver a top-notch product. Obviously the web presence by Vélo Québec is a great starting point and they certainly have done an excellent job ensuring it is easy to find cycling tourism products in Québec. I am not going to spend a lot of time on this component of their marketing because several of the articles in this issue deal specifically with electronic media and marketing.
Perhaps the stronger ties with Europe has allowed Québec to build a culture that sees
cycling as a valid means of transportation and recreation. That cycling culture is evident
everywhere you look. The Véloroute des Bleuets was a showpiece collaboration effort between
15 municipalities, local First Nations, cycling associations and the province. The initial
$10 millon investment has provided an annual return of at least $6 million per year since
2000.
There is no doubt at anytime that you are travelling on the Véloroute. The signage is effective and evident everywhere. The signage itself is an effective marketing tool for anyone that is traveling through the region. But it is much more than signs along the route
and a web site. You can feel the commitment of the community with each person that you meet. Everything from signs on the business windows declaring “Cyclists Welcome” to the more concrete things like secure bicycle lock-ups and storage at restaurants and water stations along the route. There is a real atmosphere of promoting the region that is known as the
blueberry capital of Québec. The restaurants offer local foods and the blueberry features prominently.
So what are the neighbours doing? They are doing it right. Marketing really can encompass everything you do and probably should.

To download the rest of this issue of Ecotourism Ontario see us at: www.toes.ca