Published on May 23, 2023
by Tourism Eastern Townships
Sherbrooke, May 23, 2023 – Tourism Eastern Townships officially launches the summer season with tourism representatives from its nine territories, the Route des Sommets, La Route des vins Brome-Missisquoi, the Chemin des Cantons and CIBLE/Créateurs de saveurs Cantons-de-l'Est. The region’s tourism association, which is celebrating its 45th anniversary this year, kicks off the summer season by presenting more than a hundred new offerings: culinary experiences, outdoor and adventure activities, rest & relaxation, festivals, family activities and various types of accommodations.
"As we know, there’s certainly no shortage of things to see and do in the Eastern Townships. With over a hundred new offerings, our tourism entrepreneurs have been creative when it comes to enhancing the tourism offer this summer. We invite visitors to take the time to savour the unique flavours of our region and discover the many tourist attractions and activities offered," states Annie Langevin, General Manager, Tourism Eastern Townships.
ONE OF THE MOST POPULAR DESTINATIONS FOR QUEBECERS
According to a travel intentions survey conducted in April by the Transat Chair in Tourism, the Eastern Townships ranked 3rd among tourist regions considered by Quebecers this summer.
WHAT'S NEW THIS SUMMER
Consult the Tourism Eastern Townships’ Guide des nouveautés | Été 2023 (Summer 2023 Key to What’s New) to discover over a hundred new products and enhanced tourism offerings in the region. Here is a sampling:
Du Granite and the Summit Drive
Brome-Missisquoi and The Wine Route
Tourism Eastern Townships is rolling out a new promotional campaign, "Close to you. Far from ordinaire." This mass campaign, enhanced by a web content and media relations strategy, aims to arouse visitors' interest in the Eastern Townships. "The quality and the diversity of our regional tourism offer will be conveyed through promotional actions targeting Quebec, Ontario and Northeastern U.S. markets," explains Karine Guilbault, Tourism Eastern Townships’ Senior Director of Marketing and Brand Management. In addition, the promotional campaign will be complemented by campaigns focusing on golf and cycling.
"More than $500,000 will be invested this summer to promote the Eastern Townships. In addition to these investments, our marketing strategy includes an annual plan that will promote the destination over four seasons, all in collaboration with our members and regional tourism partners," concludes Ms. Guilbault.
TOURISM EASTERN TOWNSHIPS CELEBRATES ITS 45TH ANNIVERSARY The Association touristique de l'Estrie was founded in 1978. It has since evolved, becoming Tourisme Cantons-de-l’Est (Tourism Eastern Townships), and growing from fifty members during the 1980s to more than 580 members and regional partners today! The regional tourism association thanks the entire tourism industry it supports in the Eastern Townships for their trust over the years.
About Tourism Eastern Townships
Tourisme Cantons-de-l’Est (Tourism Eastern Townships) is one of 22 tourism associations (ATRs) in Quebec and the official representative of Quebec's Ministry of Tourism in the Eastern Townships. Since 1978, the TCE’s mission has been to promote tourism development, marketing the region within Quebec and internationally. TCE brings together more than 500 members throughout the 9 regional county municipalities (MRCs) and in all sectors of the tourism industry: accommodation, restaurants, attractions, activities and events. The Eastern Townships region is the fourth most popular tourist destination in Quebec. The region attracts some 10 million visitors every year, accounting for 6.5 million overnight stays and spending more than $900 million annually. The tourism sector is also the region’s fourth largest employer, accounting for 17,000 jobs.