Every fall, Tourisme Îles de la Madeleine invites its members and the local community to the Lavernière Recreation Centre to present the highlights of the summer season and offer various presentations on topics related to tourism across the archipelago. A must-attend event!
Date: Wednesday, November 12, 2025
Location: Lavernière Recreation Centre
Time: Starting at 8:30 a.m.
Free Admission - Open to All
Registration link : https://my.weezevent.com/journee-du-tourisme-2025
Program :
8:45 a.m. — Welcome Remarks and Overview of the Summer Season
Michel Bonato, General Director, Tourisme Îles de la Madeleine
This presentation will provide a detailed overview of the 2025 summer season, drawing on data from the visitor information centre, post-stay surveys, and the business sentiment survey of tourism enterprises.
It will highlight key trends observed throughout the summer — including visitor numbers, season extension, visitor behaviors, and other notable insights from the season.
9:15 a.m. — A New Strategy for Welcoming Visitors
Julie Trudeau, Strategic Planner, SGM Agency
Hospitality is a core Madelinot value, and this presentation will explore how that spirit is reflected in the region's new tourism strategy.
Based on field observations and interviews, Julie Trudeau will present the vision for hospitality, identified opportunities, and the roadmap ahead — including the action plan and priorities related to key visitor touchpoints.
10:30 a.m. — "People at the Heart of the Tourism Experience"
Gabriel Vaillancourt, Deputy General Director, and Marion Guignet, Director of Business Development and Partnerships, CQRHT
This talk will emphasize the central role of people in every aspect of the tourism experience: hospitality, customer service, skills development, and human resources management.
Speakers will discuss the concept of "recruiting as we welcome" — the art of delivering a consistent, high-quality experience, illustrated through concrete examples and best practices.
11:15 a.m. — Hybrid Spaces Serving Both Residents and Visitors
Audrey Ruffaut, Tourism Attractiveness Scout, TouriScope
"Third places," or hybrid spaces, blend community, cultural, economic, and tourism functions. Drawing inspiration from examples in Québec and France, Audrey Ruffaut will showcase the diversity and richness of these models — from sociocultural activities and local services to learning spaces and shared resource initiatives.
1:30 p.m. — Tourism Strategy 2021-2026: Review and Outlook
Dominic Lapointe, Full Professor, UQAM Chair on Tourism Dynamics and Socioterritorial Relations
This session will revisit the context and objectives of the 2021-2026 Tourism Strategy for the Îles de la Madeleine — Acting Together for Responsible and Sustainable Tourism.
Participants will gain an overview of the progress made on recommendations and projects and will be invited to join an interactive workshop focused on updating the strategy and shaping the next steps.
3:30 p.m. — The Next Tourisme Îles de la Madeleine Website
Anne Bourgeois, Digital Promotion and Communications Advisor, Tourisme Îles de la Madeleine
An update on the development of the destination's new website — a major digital project designed to enhance user experience, improve visibility of the region's offerings, and strengthen the coherence of Tourisme Îles de la Madeleine's digital ecosystem.
Whether you're an entrepreneur, manager, employee, or simply passionate about the development of tourism in the Islands, this event is designed to provide practical tools, encourage collaboration, and inspire collective reflection.
Members
