Travel responsibly and sustainably

Les Îles, winner of the people's choice award in an international competition

The main character of the humorous capsules salutes alongside the statue of fishermen at Étang-du-Nord

On November 23, it is initially with bewilderment, and then with great pride, that the team at Tourisme Îles de la Madeleine learned that the "Aux Îles, je m'engage / I Care for Les Îles" campaign had received X. Awards' People's Choice award, as part of this international contest rewarding the world's best tourism initiatives.

Held by Digital Tourism Think Tank and presented as part of the Future. Destination. Brand. event, the ceremony took place in London, England, and was simultaneously broadcast on the Internet. Tourisme Îles de la Madeleine's application had first been sent in for the Purposeful Brand category, but it wasn't selected in the finals. Following the announcement of the finalists, on November 20, the public only had a few hours to vote for the People's Choice Award. This is when Tourisme Îles de la Madeleine managed to beat the odds.
Hosts of the event pointed out that the number of votes earned for the "Aux Îles, je m'engage / I Care for Les Îles" initiative shows how members of the community help each other, as well as their impressive engagement in Îles de la Madeleine. This vote from the public makes this recognition even more meaningful, as it propels the destination up alongside 2023's winning destinations, namely Visit Norway, Visit Kyoto, Fáilte Ireland, Germany Tourism and Catalunya Experience. Thanks to this contest and the award received, the whole destination is already getting outstanding exposure.

Everyone on the team would like to thank and congratulate each person involved in the creation of this awareness campaign: local partners, actors, producers and all the people who committed to the destination and make "Aux Îles, je m'engage / I Care for Les Îles" more and more tangible every day.

Let's mention that it is the second time over a few weeks that the "Aux Îles, je m'engage / I Care for Les Îles" awareness campaign is recognized. In September, the campaign has won the Prix Excellence Tourisme, which aims to promote excellence and innovation in the Quebec tourism sector.


To raise visitors' awareness about how important it is to protect this environment and to encourage them to adopt responsible practices throughout their stay, Tourisme Îles de la Madeleine has implemented a bilingual campaign aimed to promote sustainable and responsible tourism in the archipelago. Jointly with the area's partners and the Magdalen audiovisual production company L'Île Imagin'air, six short comedic videos were made, drawing inspiration from the 1920s' silent films. The initiative is aligned to Tourisme Îles de la Madeleine's vision and purpose. A vision that focuses on sustainable development. A purpose that encourages tourism development based on unity of the area and the people who live there, ensuring an authentic, high-quality experience for all visitors.

As of today, nearly 2,000 people have committed to the destination. To watch the video clips, learn more about the initiative and fill the pledge, follow this link.

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Anne Bourgeois | Digital Marketing Advisor
Tourisme Îles de la Madeleine

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