Québec has long been a landmark in tourist greeting.  Based on Tourisme Québec’s desire to reaffirm its leadership and initiate a transformation towards a welcome more suited to the digital age, we supported the Ministry in enriching its strategic thinking and reexamining the entire experience.

Through a co-creative approach, we designed a custom laboratory to establish a 360° diagnosis: data studies, examination of the current reception experience, identification of the driving forces of the Québec reception, consultations with managers of tourist offices, inspiration monitoring, and interviews with industry specialists.

We then developed conceptual tools to help build a new greeting model: visualization of the visitor journey, complete diagram of the reception ecosystem in the digital age, priority information and inspiration channels for customers, positioning, vision and missions of the renewed reception, objectives, customer experience areas, recommendations and priority actions to initiate the transformation.

The 2022 Formula 1 Canadian Grand Prix was an opportunity for Tourisme Québec to welcome international tourists again with a renewed greeting pilot project to test several facets of the new approach.