Title – Name
Association de l’Agrotourisme et du Tourisme Gourmand du Québec
Scope / Sector / Industry
Agritourism and gastronomy
Country / Region
Canada, Quebec
Why is it good practice?
The Association de l’Agrotourisme et du Tourisme Gourmand du Québec is considered a good networking practice as through its strategically planned actions it tries to network and support Quebec’s agritourism businesses while at the same time highlighting the agritourism product and its gastronomy. Based on the principles of sustainable and responsible development of the sector, it not only promotes Quebec’s agritourism experiences to visitors, but also offers information, guidance, consulting and other services to its members so that they can offer a quality and attractive tourism product.
How is it applied?
Agritourism in the Quebec region began to develop around the 1970s and 1980s, when the first bed and breakfast accommodations appeared. These were rooms in farmhouses, which were created with the aim of improving the economic conditions of the agricultural sector and keeping locals in their place. At the same time, farm excursions began to be implemented.
In this context, in 1975 the Fédération des Agficotours du Québec was founded, while in 1977 the first agritourism guide of Quebec was published. The following year, and after the Montreal Olympics, a significant influx of tourists was observed, even in rural areas, while until the 1990s there was a continuous increase in agritourism. In the 2000s, the market expanded and there was an explosion of local products created by producers, artisans and processors, and the abundance of local agrifood products was increasingly promoted by chefs at events, festivals, Christmas markets, etc.
In 2004, the first gastronomy trail in the region, “Charlevoix’s Flavour Trail”, was created, while the Fédération des Agricotours became the current “Association de l’Agrotourisme et du Tourisme Gourmand du Québec” (AATGQ). The mission of the association is to represent, develop and promote agritourism and food tourism, helping businesses, destination marketing and industry organizations to see the potential of this tourism product.
Gradually, in addition to the numerous artisans and processors that appeared throughout the province (distilleries, craft breweries, bakeries, etc.), there was also an increase in the number of chefs and restaurants that wanted to promote local gastronomy, the “farm-to-table” philosophy and the addition of local products to their menus. As a result of the above trend, in 2012, the Quebec Ministry of Tourism recognized the AATGQ as the official tourism sector association for agritourism and food tourism in Quebec. In fact, in 2016, in an effort to help develop the tourism customer experience in Quebec, the AATGQ began offering support services to businesses in the food and agritourism sector and to operators of tourist attractions and services.
Since 2018, food tourism has gradually become a distinctive tourism product for Quebec and is promoted through the “Local Flavors” program. Next year, the AATGQ is designing the first Provincial Action Plan for the Future of Food Tourism in Quebec 2021-2024, which will succeed the 2024-2029 Action Plan “Stratégie du tourisme gourmand au Québec” (The strategy for gourmet tourism in Quebec). The latter concerns the promotion of agritourism and gastronomic experiences with an emphasis on highlighting the know-how of agricultural producers and artisans from whom Quebec’s local products come. The six priority axes of the plan are summarized below:
- Organization of a coordinated and efficient sector.
- Strong and distinctive regional sectors.
- Attractive positioning strategy for a gourmet Quebec.
- Structured, diverse and quality experiences.
- Interdisciplinary support for businesses.
- Responsible and sustainable gourmet tourism.
In parallel with the above plans, the Ministry of International Relations and Francophonie of Quebec published the 2022-2025 Action Plan for the “International Promotion of Agritourism and Gastronomy”, also known as “Le monde à notre table” (The world at our table), aiming to raise the profile of Quebec as a gastronomic and agritourism destination and thus attract a growing number of international tourists.
Today, in the context of all the above processes, the AATGQ created its new identity and website “Terroir et Saveurs du Québec” (Places and Flavors of Quebec), which showcases authentic agritourism and gastronomic experiences. The experiences that have been designed and promoted to visitors are the following:
Table ChampêtreTM farms: Promotes businesses that offer gastronomic experiences based on the “farm to table” philosophy. In these experiences, Table ChampêtreTM certified farms prepare meals based primarily on products grown or raised on their land and supplemented with local Quebec products. They are then prepared and served in a farm house.
Pick-your-own: Promotes farms where visitors can buy local products, meet the farmer, or simply enjoy the countryside while tasting fresh fruits and vegetables. This experience gives visitors the opportunity to appreciate all the work and expertise that goes into growing quality ingredients. In fact, many farms have interpretive panels or interactive applications with information about the products they grow on their premises, as well as a variety of educational and recreational activities.
Go on a guided tour: guided tours are promoted with the aim of discovering the expertise of Quebec producers and artisans. Tours of sugar beet fields, bison or alpaca farms, microbreweries, distilleries, and cheese factories are indicative experiences.
Eat local: local restaurants that hold the “Tables aux Saveurs du TerroirTM” certification are promoted. In these, more than 50% of their menu consists of local Quebec products and are based on the philosophy of “local food”.
Commented tasting: guided tastings are promoted, helping visitors to better understand the local product and further enriching their experience.
Grape harvest: promotes wineries and experiences in Quebec vineyards, such as participating in grape picking and harvest activities, as well as other activities such as picnic lunches in the vineyards, wine tasting, VIP visits, etc.
Farm activities: promotes experiences in Quebec farms. Aimed mainly at families, they are an opportunity for toddlers to teenagers to get to know the world of agriculture. The experiences include activities such as caring for and feeding animals, horse or alpaca rides, an introduction to wool spinning, shearing lessons, collecting fresh eggs, experiencing a day in the life of a farmer, etc.
Sugar shack: promotes experiences in the so-called “sugar shacks” of Quebec. Spring is the time of year when the traditional maple harvest takes place. Traditionally, in sugar shacks, maple sap was turned into syrup. Today, these shacks offer food to visitors, and all menus include maple products. Many also offer a variety of activities, such as sleigh or tractor rides, hiking, traditional music, dancing, etc.
Alongside the above experiences, 44 thematic routes are featured, which include stops at attractions and local businesses. For each route, information is provided on the mileage, the required days, the recommended visit period, the groups they are aimed at, etc.
Today, AATGQ has 249 businesses and covers a wide range, from agricultural producers (vineyards, farms, dairies, cider factories, wineries, etc.), artisanal processors (microbreweries, distilleries, chocolate factories, bakeries, etc.), stores selling local products to establishments offering local cuisine.
To join the AATGQ member network, a business must meet two criteria: it must be visitable and promote the terroir of Quebec. It is also important that it agrees with the association’s philosophy, which is reflected in a comprehensive text. Each member business can choose one of the three available subscription options (basic, premium, premium visibility), depending on the services it wants to be offered, while for associations and organizations there is a predetermined annual subscription.
The association, within the framework of its activities concerning its members, offers:
- information on agritourism and food tourism,
- information on educational and assistance programs,
- presentation of best practices, studies, research and
- offering support services. Support services include a) consulting, b) reports with recommendations and ideas and c) personalized guidance in the design of the following thematic areas:
- Tours and itineraries
- Customer service
- Tourist packages
- Hosting groups and planning tourist packages
- Business networking
- Integrating and promoting local terroir in your menu
- Planning and creating gourmet events
Where is it applied?
The actions of the Association de l’Agrotourisme et du Tourisme Gourmand du Québec directly addressed to visitors who wish to experience the gastronomic and agricultural tradition of Quebec. Indirectly addressed to entrepreneurs in the region who want to improve and promote their high-quality local products through a variety of actions and well-designed experiences.
When did it applied?
The Association de l’Agrotourisme et du Tourisme Gourmand du Québec was founded in 1975.
Results
In 2024, AATGQ in collaboration with LJM Conseil conducted a business survey on the results of the tourist season. The results confirm that the agritourism and gourmet tourism sector in Quebec had another good season and continues to play a vital role in its tourism industry. Specifically, according to the survey, 85% of businesses declared themselves very or fairly satisfied with the 2024 tourist season, a significant increase compared to 2023 (75%). This development is accompanied by a significant decrease in the number of respondents who were not satisfied, from 21% in 2023 to 11% in 2024. Also, 51% of businesses reported an increase in traffic, compared to 2023, and 50% reported an increase in their revenue.
Other information
The official website of the Association de l’Agrotourisme et du Tourisme Gourmand du Québec is: https://terroiretsaveurs.com/en/
