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Saint-Laurent Rapport De La Mission De Croisières Internationales Sur Le Saini-Laiirent (Allemagneytats-Unis, France, Italie, Royaume-Uni Et Suède)

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Saint-Laurent Rapport De La Mission De Croisières Internationales Sur Le Saini-Laiirent (Allemagneytats-Unis, France, Italie, Royaume-Uni Et Suède) Saint-Laurent Rapport de la Mission de croisières internationales sur le Saini-Laiirent (AllemagneYtats-Unis, France, Italie, Royaume-Uni et Suède) ,.-,-‘lietervetv,fem CANQ TR SMVSL 118 Québec Gouvernement du Québec Secrétariat à la mise en valeur du Saint-Laurent SAINT-LAURENT '97 RAPPORT DE LA MISSION DE CROISIÈRES INTERNATIONALES SUR LE SAINT-LAURENT (Allemagne, États-Unis, France, Italie, Royaume-Uni, Suède) Montréal - Percé 13 au 20 septembre 1997 REÇU CENTRE DE DCCUmi,:7,WiA 20 JUIL 2001 TRANspoen OUÉEEC MINISTÈRE DES TRANSPORTS CENTRE DE DOCUMENTATION 690, boul. René-Lévesque Est Tél.: (418) 643-7788 700, BOUL.' .RENÉ-LÉVESQUE EST, Bureau 240 Télec.: (418) 646-9959 Québec, (Oc) G1R 5A8 21 e ÉTAGE QUÉBEC (QUÉBEC) - CANADA (1I gl-11 TABLE DES MATIÈRES Page INTRODUCTION 1 BUTS ET OBJECTIFS DE LA MISSION 2 PARTENAIRES 2 SYNTHÈSE ET SUIVI 2 COMMENTAIRES ET SUGGESTIONS DES INVITÉS À LA MISSION DE CROISIÈRES INTERNATIONALES SUR LE SAINT-LAURENT LE 19 SEPTEMBRE 1997 À PERCÉ 4 BILAN DE LA MISSION DES JOURNALISTES INVITÉS (20 SEPTEMBRE 1997) 6 CONCLUSION 7 PROCHAINE MISSION 8 PHOTOS 9 Annexe I: Liste et coordonnées des participants 17 Journalistes de la mission 18 Accompagnateurs 20 Associés à l'organisation de la mission 21 Annexe II: Les commanditaires 25 Annexe III: Hôtes rencontrés par région visitée 29 Annexe IV: Participants aux activités spéciales 39 Croisière à bord du M/V Montréal 41 Invitation sur le c Columbus 47 Réception à bord du c Columbus 49 Mini-colloque à Percé 55 Table des matières (suite) Page Annexe V: Mot de bienvenue des autorités politiques québécoises 59 Monsieur Lucien Bouchard, Premier Ministre du Québec 61 Monsieur Jacques Brassard, Ministre des Transports du Québec 63 Monsieur David Cliche, Ministre délégué au Tourisme 65 Annexe VI: Programme de la mission 69 Annexe VII: Commentaires des invités 73 Annexe VIII: Autres commentaires 95 Annexe IX: Questionnaire d'évaluation expédié aux journalistes 103 Annexe X: Documents sur les croisières internationales et le Secrétariat à la mise en valeur du Saint- Laurent 109 Annexe XI: Articles rédigés par les journalistes invités parus au 15 juin 1998 • 143 1. INTRODUCTION Le Secrétariat à la mise en valeur du Saint-Laurent, en collaboration avec Tourisme Québec, a dirigé du 13 au 20 septembre 1997 une mission de 11 représentants des plus importants médias de croisières au monde. De plus, 29 partenaires québécois se sont associés à cette mission de familiarisation. Cette mission est la sixième organisée par le Secrétariat (Chicago, 1992, Paris, 1993, Gens d'affaires européens, 1994, Gens d'affaires américains, 1995, Presse Internationale, 1996). Elle aura permis aux 11 journalistes invités (voir pages 18 et 19) de se familiariser avec quelques-uns des principaux attraits du Québec susceptibles d'attirer et de retenir les armateurs de bateaux de croisière et leurs clients. Au cours des années 1996 et 1997, le Secrétariat à la mise en valeur du Saint- Laurent est intervenu à plusieurs reprises dans le domaine des croisières internationales. Mentionnons sa participation, à la Conférence annuelle de Seatrade, à Miami, en mars 1996 et en mars 1997. À cette dernière occasion, le directeur général du Secrétariat présentait à la prestigieuse tribune de Seatrade, une communication intitulée « Three cultures, two languages, one river » (voir page 113). En juin 1997, le Secrétariat organisait un colloque sous la bannière de NASTO (Northeast Association of State Transportation Officiais). Ce colloque a permis au directeur général du port de Portland (Maine), M. Tom Valleau, au président de Mariport (Cambridge, Ontario), M. Christopher Wright, à la responsable de l'information et de la promotion touristiques, Mme Marie Leblanc (Percé) et au vice-président (Marketing) du port de Québec, M. Alexis Ségal, d'élaborer sur le thème proposé: « Vers une organisation régionale forte ». Les actes de ce colloque étaient publiés en mars 1998. Le Secrétariat, à la demande de Holland America (Westours Inc.) a organisé l'accueil de seize (16) journalistes dans la région de Québec, en étroite collaboration avec le port de Québec, l'Office du tourisme et des congrès de la Communauté urbaine de Québec et de Tourisme Québec, à la fin d'août 1997. Le Secrétariat a également préparé une brochure promotionnelle de tenue internationale afin de présenter les principales régions riveraines du Saint- Laurent (18 régions) y compris, bien évidemment, celles de Montréal et de • Québec. Cet effort est mené en étroite collaboration avec les Offices de tourisme et les Associations touristiques régionales. Enfin, le Secrétariat prépare une 1 vidéocassette de promotion (similaire à celle préparée par la Nouvelle-Zélande en 1997 pour Seatrade). Cette dernière devrait être complétée au cours de l'année 1998. On envisage, de présenter et de gérer un kiosque important à Seatrade (Miami, mars 1999) faisant la promotion du fleuve Saint-Laurent et de ses régions riveraines comme destinations exceptionnelles de croisières internationales. BUTS ET OBJECTIFS DE LA MISSION En invitant onze médias de la presse internationale des croisières, le Secrétariat visait plusieurs objectifs: mieux faire connaître les attraits offerts par la région du Saint-Laurent; favoriser la publication d'articles dans les médias ciblés; établir un réseau de relations professionnelles du Québec et ses partenaires, d'une part, et les milieux décisionnels des croisières internationales (entre autres par le biais des grands médias écrits); identifier les points forts, les points à améliorer, à consolider ou à développer afin d'accroître l'achalandage du Saint-Laurent et du Québec par les clientèles de croisières; parfaire la connaissance que les.agents privés et gouvernementaux ont de l'univers des croisières. PARTENAIRES La tenue et le succès de telles missions reposent en grande partie sur la collaboration impeccable de nos partenaires (voir annexe I, page 22). L'évaluation faite par nos invités est également importante pour tous. 4. SYNTHÈSE ET SUIVI Dans les derniers jours de la mission, deux séances tenues à Percé (les 19 et 20 septembre) auront permis de recueillir les précieuses observations et suggestions des 11 invités et d'un certain nombre de participants québécois (session du 19 septembre, voir pages 4 et 5), quant à l'avenir des croisières internationales au Québec. De plus, les invités ont fait part de leurs commentaires et suggestions quant à la formule retenue pour cette mission de familiarisation (voir pages 6 et 7). Enfin, un questionnaire' . d'évaluation des 36 principales activités reliées à la mission a été transmis à nos invités. Dix des onze participants ont complété et retourné ce questionnaire. Établi sur une échelle de 0 à 10, la cote moyenne de satisfaction pour l'ensemble de l'événement s'élève à 9.5 (10 répondants) avec des sommets individuels de 10 et des moyennes pour certains événements ou établissements de 9.5, 9.7, 9.8! Sur une possibilité de 353 réponses 2., seulement 5 réponses étaient sous la cote 6 (dont 3 par une même personne). Quant aux nombreuses suggestions faites par nos invités, elles se révèlent d'une grande richesse et constituent, en quelque sorte, un plan d'action tout désigné pour le gouvernement du Québec et ses partenaires pour les mois et les années à venir. Ces propositions ont été réunies et synthétisées aux pages 4 et 5 du présent rapport et elles en constituent probablement la plus importante partie. • Voir annexe IX, page 103. 2. Dans sept cas, la cote « non applicable » a été retenue. 3 5. COMMENTAIRES ET SUGGESTIONS DES INVITÉS À LA MISSION DE CROISIÈRES INTERNATIONALES SUR LE SAINT-LAURENT LE 19 SEPTEMBRE 1997 À PERCÉ - Le Potentiel - « Le marketing du Saint-Laurent doit se faire pour l'ensemble du fleuve et non pas pour une ou deux destinations. » « Le marketing du Saint-Laurent, tel qu'il est fait actuellement, est mauvais ! » « Le message transmis aux « acheteurs » du Saint-Laurent n'est pas clair et souvent, il est confus. » « Le Saint-Laurent possède tous les atouts pour être mis en marché auprès des armateurs sans qu'il soit nécessaire d'y adjoindre des parties hétérogènes telles l'Atlantique ou la Nouvelle-Angleterre. » « Il est cependant utile voire nécessaire d'échanger l'information avec les voisins d'amont (les Grands Lacs) et d'aval (les provinces atlantiques et les états de la Nouvelle-Angleterre). » Les produits de soutien à la promotion (brochures, cartes, diapositives, vidéos, etc.) sont rares et assez souvent de qualité médiocre. » Il est urgent que les communautés d'affaires (touristiques et maritimes) étudient la possibilité de faire bâtir et/ou d'opérer un navire de 4 à 500 couchettes dédié principalement sinon essentiellement au Saint-Laurent. » Il faut bâtir un répertoire des points d'intérêts touristiques offerts par le Saint- Laurent. » Quand vous passez un message, soyez-en vous-mêmes convaincus. » « Le pouvoir d'achat des principales devises est très élevé dans la région du Saint-Laurent. » Le fait que les langues universelles représentées par le français et l'anglais soient utilisées dans votre région, constitue un atout important. » Il y aurait lieu d'assouplir les lois et règlements canadiens relatifs au cabotage dans les eaux territoriales du Saint-Laurent. » 4 Les grands espaces, la nature sauvage et la faune marine du Saint-Laurent sont des atouts précieux pour vos visiteurs. » Votre gastronomie est d'un excellent niveau et devrait faire l'objet d'une promotion spécifique. » Il faudrait développer davantage les croisières en provenance ou à destination de la région américaine des Grands Lacs (Chicago, Détroit, Cleveland, etc.). » Un guide détaillé des excursions à terre devrait être préparé en français et en anglais et mis à la disposition des armateurs et organisateurs de croisières internationales. » Il est important d'établir et d'entretenir un réseau d'informations personnelles avec les principaux décideurs de l'univers des croisières (armateurs et agents de voyages).
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