Quebec Launches Trade Promotion

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BOSTON -- Tourisme Quebec, the tourism promotion bureau of the province of Quebec, launched a major advertising and direct-marketing campaign during a trade mission to four U.S. cities.

The summer-fall campaign, which has a budget of approximately $2.8 million, will carry the theme "Quebec: You'll Want to Take It Home With You" and will target soft-adventure travelers and those interested in visiting the province's two major cities, Montreal and Quebec City, through a 100-page brochure insert in newspapers and trade magazines.

The tourism bureau started a travel agent accreditation program in May and plans to continue it through the summer.

"We will have working days and working sessions, and agents will be invited to come to Quebec at our expense," said David Cliche, Quebec's minister of tourism, of the plan to offer training to 600 agents in 20 major U.S. cities by the end of 1999.

Upon completing the curriculum, travel agents will receive referrals from the province's inserts, brochures and direct-marketing efforts.

"We will find a label to ensure that the people who want to come to Quebec will have real professionals who know what Quebec is all about," the tourism minister said.

"It's a very aggressive and ambitious program."

Tourisme Quebec, Phone: (800) 363-7777

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