Stimulating tourism
Government launches sweet-and-sour Passport program
Allyson Beauregard
On June 22, the Ministry of Tourism launched
its Passport Attractions program aimed at stimulating tourism in Québec. The
measure is one of several the province announced on June 11 in hopes of jump-starting
the tourism industry, which has been particularly hard hit by the COVID
pandemic.
The Passport program offers Quebecers
packages to visit Québec tourist attractions, with bigger discounts for more activities.
Packages can be purchased online with a 20% discount on the regular adult
admission/activity price for a passport containing two activities, 30% for
three, and 40% for four.
The government covers 100% of the cost of
the discount so customers get a deal while the businesses retain 100% of the
revenue.
To participate, the onus is on tourism
operators to partner with other businesses and submit a draft passport proposal
to the government. A selection committee made up of a representative of the Ministère
du Tourisme and Evénements et Attractions Québec will validate the eligibility
of the application and either accept or reject it. If accepted, the package is
posted on the quebecvacances.com website for purchase. Attractions can be from
the same or different regions, but two activities for the same business can’t
be offered in the same passport.
Information transmission about the program
appears to be limited, as two of the three businesses the Bulletin contacted for a comment hadn’t heard about it. In
addition, at least one of the businesses for each package must have an online
platform for ticket sales, something many Pontiac operators don’t have.
However, Jim Coffey from Esprit Rafting in
Davidson is excited about the possible opportunity and began contacting fellow
tourism operators immediately. “We’re excited to explore the possibilities of
putting a package together here in the Pontiac. We never want to turn down an
opportunity to put Esprit, other local partners and the Pontiac on the tourism
map,” he said.
For others, the work required, as well as
the risks involved with the COVID pandemic are downfalls. In addition to
submitting the application, passports have to be posted on the promoters’
websites, and one partner is responsible for issuing the tickets, claiming
reimbursement for the discounts from the government, and then distributing reimbursements
to their fellow partners.
“It seems complicated. We’re already up to
our necks in admin, so completing more paperwork to maybe drum up some new
business and draw potential guests from the “hot zones” leaves me with
conflicting emotions. We’re much more in favour of promoting a Pontiac staycation,
fish local, and shop local standpoint to Pontiac residents,” said Laurel
Lebrun, co-owner of Bryson Lake Lodge in the TNO.
Those interested in participating can
visit http://www.evenementsattractions.quebec/passeport.html
for more information.