Demand for Western Canada on the rise in France

Recently, TOURISM caught up with Sandra Teakle at Canada’s West Marketplace in Whistler. Teakle is managing director of the Canadian Tourism Commission's office in France, and she was upbeat with growth opportunities for Western Canada in the market she oversees: “With the introduction of direct Paris‑Calgary‑Vancouver flights with Air Transat in 2008, the Zoom Airlines service in 2006 with 21 rotations and 42 in 2007, things are looking great."

"And it is all happening just before the Olympics," Teakle notes. "At the Salon Mondial du Tourisme 2007, I would say that one out of every six inquiries received was for Western Canada. In France, the region is perceived as a new part of the country that is in demand and it is doing very well.”

Teakle pointed to results from focus groups CTC France conducted this autumn to gather more intelligence about the campaigns and elements French consumers are seeking in their holiday experiences: “It is all about nature and wide open spaces; What is important for the French is communion with nature, a theme which has consistently emerged from consumer consultations. At the heart of these findings is a longing in consumers to nourish their spirit."

"Canada is the ideal destination where travellers can do this," says Teakle, "and is a place where travellers can also engage in health and well‑being types of travel activities – which are emerging as key considerations. So the ability to tie in nature and open spaces with the possibility of undergoing spa or other types of treatments in exceptional places and settings are influential motivators.”

And there is also a kind of traditional pattern in visits to Canada from French tourists, Teakle explains that the classic first trip to Canada usually involves an entry through Toronto and an exit from Montréal. Tourists go to Niagara Falls on an itinerary that includes Toronto, The Thousand Islands, Ottawa, Montréal and Québec City, and they may go down the St. Lawrence all the way to Tadoussac to engage in whale watching activities.

Teakle points out that for French travellers, cultural and historical elements are very important: "Generally, French tourists to Canada tend to be highly educated and they undertake a significant amount of research before going on a trip. They seek to validate their research through their experiences while on holiday."

After Eastern Canada, Western Canada is an emerging destination for French tourists. Teakle stresses that Canada remains the dream destination for the French travellers; however, she points out there is no rush in coming to Canada because we are not a country that is changing at the same pace as places like India or China, which are undergoing rapid transformation though globalization: "Our role is to help ensure they buy Canada today, instead of waiting until tomorrow.”

When asked why there is this increased appeal for Western Canada in France, Teakle notes a number of French travellers have already visited Western United States. The influence of Hollywood cannot be understated, combined with a strong attraction for the Pacific coast: “There is a myth in France around everything California, Nevada and New York, all that glamour related to the movie, television and entertainment industry," she notes. "In 2006, there were 805,000 French travellers who visited the US despite the fact there were all kinds of passport issues with biometric identification that made that trip more difficult than before. Now that they have been to the US, why not try Western Canada which is consistent with the appeal of wide open spaces and also very different from the American West.”

Western Canada remains relatively unknown, explains Teakle. It is perceived as “unconquered territory” in a way, and less commoditized than the Western United States. “This is our advantage. It is inconceivable for a French traveller to believe they might encounter a black bear while travelling. The other day in Whistler, there were two black bears at the base of the mountain."

"Now that is out of the ordinary," Teakle says. "And talk about an experience!”

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