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Published on : Monday, February 4, 2013
A delegation from the Québec Winter Carnival and Québec City Tourism recently visited South Korea and China on a development mission to consolidate the city and the Carnival’s position as a premium international winter destination. Québec City Tourism general manager Gabriel Savard and Carnival executive director Jean Pelletier led the mission.
The latest step in an ongoing strategy
In April 2010, the Québec Winter Carnival teamed up with two other world-renowned events, China’s Harbin Ice and Snow Sculpture Festival and the Hwacheon Sancheoneo Winter Festival in South Korea, to become a founding member of the Winter Festivals Development Coalition. The goal of the coalition is to foster cultural and promotional exchanges for the purpose of developing tourism and enhancing event visibility. The partnership was quick to generate tangible results, with South Korea participating as the guest country at the 57th edition of the Québec Winter Carnival in 2011.
A place at the table at the International Winter Festival Symposium in South Korea
To position itself as the world’s premium winter tourism event, the Carnival has to maintain a strong international presence, build an extensive contact network, and develop in-depth knowledge of its target markets: “Our mission to Asia gave us an opportunity to promote Québec winter tourism to over a million visitors at the Hwacheon Festival. Our South Korean counterparts were unanimous: what really sets the Carnival apart is its emphasis on participation and the active role city residents play in organizing Carnival activities”, explained Carnival executive director Jean Pelletier.
Other developments in store
In addition to attending the symposium in South Korea, the Québec City delegation also met with organizers of the Harbin Festival in China. Carnival representatives took advantage of the opportunity to present their hosts with a letter officially inviting China as guest country for the Carnival’s 60th anniversary. Moreover, the Carnival team is already hard at work organizing the next edition of the Winter Festival Symposium, which will be held in Québec City during the 2014 Carnival. During the mission’s China leg, delegates also met with officials from Destination Québec and the Canadian Tourism Commission in Beijing to secure their support and seek out their expertise in developing the Chinese and South Korean markets.
Québec City: Winter Capital of the World by 2020
Québec City has set an ambitious goal is to position itself as the world’s winter capital by 2020. Showcasing winter tourism activities like the iconic Winter Carnival is a key part of this strategy. “The Carnival is a one-of-a-kind event renowned around the globe. By the very nature of its activities and its geographic location, it’s the perfect match for the development priorities the City has set to boost our destination’s reputation,” noted Québec City Tourism General Manager Gabriel Savard.
Source:- Quebec City