October 9, 2018 – With a contribution of nearly $625,000,000.00 made by business clients, the analysis of 2017 data confirms the economic importance of business tourism in Quebec. A total of 3,261 conventions and events took place in 2017 across Quebec. This means that each week, on average 63 large business tourism events took place. On an annual basis, these activities totaled 950,856 overnight stays, or an average of 10,920 per week!
Business tourism is defined as a sector of economic activity, typically business trips and business travel for the purpose of attending corporate events, training and information events, and events for commercial or corporate activities, along with activities and services provided by professionals in the field of leisure travel.
Mr. Steeve Gagné, president of the QACP and its Statistics Committee: “Our organisation was granted the status of sectorial tourism association (ATS) by the Ministry of Tourism, and in this role, we now present a more global portrait than in the past. Our updated data is prepared based on two axes: all of Quebec, including the three main entry points (Gatineau, Quebec City and Montreal), and the regions. This is essential to have a better view of the economic importance of our sector and of the business realities which are significantly different between the different poles in business tourism. This sectorial table will change over the coming years, as all of the performance indicators still need to be identified and accounted for.”
The Regional Portrait
Across the QACP’s regional network, 2017’s economic performance continues to be lively, with 1,989 conventions and events, 169,979 overnight stays and more than $97 million in tourism spending. This compilation also allows us to develop a typical portrait of an activity held in the regions: it lasts 3 days, generates 175 overnight stays with average spending of $48,000.
The QACP compiles statistics for events and conventions held in the regions of its members since 1996, and this data is without a doubt the most important source of information about business tourism in Quebec. This market intelligence is possible thanks to the members’ collaboration.
In 2017, regional data was collected from 31 destinations: Beauce, Beauharnois-Salaberry-de-Valleyfield, Bromont, Carleton-sur-Mer, Charlevoix, Drummondville, Gatineau-Outaouais, Granby, Iles de la Madelein, Lac-Saint-Jean, Lanaudière, Laurentides, Laval, Lévis, Longueuil, Maskinongé, Matane, Memphrémagog, Nicolet-Yamaska, Rimouski, Rivière-du-Loup, Saguenay, Saint-Hyacinthe, Saint-Jean-sur-Richelieu, Saint-Raymond, Shawinigan, Sherbrooke, Thetford, Tremblant, Trois-Rivières, Vaudreuil-Soulanges and Victoriaville. The calculation of tourism spending is based on the concept of an “overnight stay”. This is equivalent to the renting of a room for a night to which is added associated normal spending during the stay.
A Transforming Sector
Business tourism is a constantly transforming economic sector in which companies must follow changes in their clients over long cycles. In fact, normally convention and meeting organisers move their activities from one region or country to another. “Competition between different industry players is very high and each year new infrastructure is developed to increase the offer. As a sectorial tourism association, the QACP works hard to collect as much data as possible about the sector by relying on a database with solid indicators. We are also very proud to have developed a culture of “coopetition” between all our members. This allows us to better meet their needs while also positioning members of the QACP network with clients as leaders in their field. Overall, this is the best consolidation and development strategy for our industry!” affirmed Mrs. Ginette Bardou, General Manager of the organisation.
“The methodological transformation that started in 2016 implies that it is problematic to make historical correlations. However, by correlating data of a control group of destinations, we note that the market seems lively and has increased over 2016. I would like to return to the importance of this economic activity for the regions. In effect, business tourism in regions often makes the difference by allowing hotels to reach profitability outside of the normal period for leisure tourism. This allows hotels to update and renovate their infrastructure and continually train their staff. Both in the regions and major urban centres, the obligation for quality is the crux of the matter!” concluded Mr. Gagné.
Photo : Groupe NH Photographes
The QACP brings together more than 140 qualified organisations and actors who have extensive knowledge of the convention market in their respective regions. These business tourism professionals are the lead advisors from whom planners find, for free, support for the organisation of events. Use the strength of the QACP network to get out and discover Quebec while maximising the success of your events! Visit www.congres.com
for more details.
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President – Statistics Committee
Tourisme Victoriaville et sa région
Telephone : 1 888 758-9451