Presentation by Julie Fafard, Director, Tourism development and Entrepreneurship at Conseil de développement économique de l'Alberta (CDÉA) during CEDEC's Tourism Rendez-Vous du Tourisme in May 2017

1. Paul Zizka Photography
(Prenez le temps de respirer)

3. 238 000
francophones en Alberta
Parc national des Lacs-Waterton | Travel Alberta

4. TOURISM INITIATIVES FOR
OFFICIAL LANGUAGE MINORITY COMMUNITIES
May 25, 2017
By JULIE FAFARD
DIRECTOR, TOURISM DEVELOPMENT AND
ENTREPRENEURSHIP

5. Through our leadership, create an economic force by fostering
Francophone businesses and employability, resulting in a better
future.
mission

6. areas of focus
✓ Support to entrepreneurs
• FrancoPreneurs
• Mentorship program
• Networking, trainings and conferences
• Lauriers de la PME Alberta
• Virtual francophone chamber of commerce
• Directory of companies offering services in French
✓ Green Economy
✓ Tourism promotion and development
• Website/Social Media
• Official Alberta Travel Guide (in French)
• Tourism Campaign
• Tourism Squad
• Mobile App “CanadaOuest”
• Waste Management Project
• GHG Inventory Project
• Hemp production
• CN Ecoconnexions from the ground up
program
✓ Community Economic Development
✓ Economic Immigration
• Concerto Network

7. Tourisme Alberta CDÉA’s project
Lac Louise, Parc national de Banff
Banff Lake Loise Tourism, Paul Zizka Photography
LacBow,Promenadedesglaciers|StevenTuchiwsky

8. Develop and promote Alberta as a genuine tourist destination with
emphasis on its breathtaking sceneries, its gastronomy, its culture, its
distinctive experiences and its welcoming nature, to francophone
markets (Quebec, France and elsewhere).
mission

9. Official Travel Guide

10. Official Travel Guide
• 35,000 copies distributed
• Virtual version available on the Website
• Widely distributed in Québec,
France, Belgium and Alberta
• Road trips ideas, Wall of fame, Event
calendar, Winter and wildlife special,
Top 10 hikes, etc.

11. Official Travel Guide
Salons touristiques auQuébec
Hôtels,auberges et gîtes
Agences devoyageauCanada,
enFranceet enBelgique
Restaurants
DestinationCanada àParis
Cheznos partenaires
Centres d'information
touristiqueenAlberta
Attractions
Vasteréseaudedistributionau
Québec

12. Tourism Squad

13. To highlight Alberta’s francophone community. In other words, the
members of the Tourism Squad are the eyes and ears every where!
Mandate

14. Tourism Campaign
In October 2015, the Alberta Minister
of Culture and Tourism awarded a
grant to the CDÉA to develop a
marketing campaign for the Québec
market and raise awareness of Alberta
and its many features.

15. Components

16. Website
• Attractive
• Intuitive
• Responsive design
• Modern
• Ergonomic

20. Website
New WebsitePrevious Website
Sessions
Users
Pages views
7,244
6,132
18,262

21. Website
New WebsitePrevious Website
Sessions
Users
Pages views
122,782
96,964
245,720
7,244
6,132
18,262

22. Social
media

23. Social
media
988 likes
May 10, 2016

24. Social
media
988 likes
May 10, 2016
20,453 likes
May 10, 2016

25. Highlights

26. Highlights
✓✓ 9 Targeted placements in Québec media

27. Highlights
✓✓ 9 Targeted placements in Québec media

28. Highlights
✓✓ 9 Targeted placements in Québec media
8 Media Influencer visits✓✓

29. Highlights
✓✓ 9 Targeted placements in Québec media
8 Media Influencer visits✓✓

30. Highlights
✓✓ 9 Targeted placements in Québec media
8 Media Influencer visits✓✓
8 Trade Shows✓✓

31. Highlights
✓✓ 9 Targeted placements in Québec media
8 Media Influencer visits✓✓
8 Trade Shows✓✓
• Salon du VR Québec 2016 & 2017
• Rendez-vous Canada 2016 & 2017
• Festival de St-Tite 2016
• Go Média 2016
• Salon du VR Montréal 2017
• Salon du plein air Montréal 2017

32. Highlights
✓✓ 9 Targeted placements in Québec media
8 Media Influencer visits✓✓
8 Trade Shows✓✓
2 Contest of $4,000 each to visit Alberta✓✓

34. National Classification for
services in French

35. National Classification for services in French
French services
upon request
French services
at anytime
Promotional items and/or
documentation available
in French

36. CanadaOuest
Mobile application
Free download

37. Ouestcanadien.ca

38. Francophone Heritage, Culture and
Tourism corridor
National Project

39. Francophone Tourism Corridor
Our two official languages are at the heart of who we are, and we
are proud to support the French language and culture in Canada.
This project, adopted by all provinces and territories, will promote
community development and make Canada’s Francophone
communities better known across Canada and around the world. It
will leave a major legacy of the 150th anniversary of Confederation
for the country’s Francophones and Francophiles.
“
- The Honourable Mélanie Joly, Minister of Canadian Heritage -

40. Principal axes of development
Francophone Tourism Corridor

41. Principal axes of development
✓✓ Heritage and Culture
Tourism✓✓
Francophone Tourism Corridor

42. ✓✓ Heritage and Culture
• Festivals
• Music
• Dance
• Songs
• Handicraft
• Events
• Ritual
1. Intangible Heritage 2. Material Heritage
• Sites
• Historic buildings
• Objects
• Cultural and natural landscapes
150 subjects
Francophone Tourism Corridor

43. ✓✓ Tourism
1. Heritage and/or cultural tourism products
2. Tourism Products Providing Services in French
200 Products
• Inventory of 2014 completed
• National classification for Services in French
Francophone Tourism Corridor

44. Paul Zizka Photography
Questions?

45. Paul Zizka Photography
Julie Fafard
Director, Tourism Development and Entrepreneurship
julie.fafard@lecdea.ca
403.802.0880 ext. 106