Making the Estriade a world-class cycling destination

The Haute-Yamaska Recreation and Tourism Development Corporation (C.A.R.T.H.Y) in Montérégie is an NPO that manages, monitors and maintains the entire L'Estriade bicycle network, under the governance of the MRC. Considered to be one of the most beautiful routes in Quebec, the 97-km network is a very important product for the region. CARTHY mandated Touriscope to support it in the implementation of a 2021-2031 strategic plan aimed at making Estriade a world-class cycling destination.

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A rigorous diagnosis was carried out to fully identify the multi-stakeholder issues in this mandate. The preferred approach has focused a lot on co-creation with the client in order, on the one hand, to realign the objectives according to the Covid reality and, on the other hand, to succeed in proposing bold actions for the next 10 years. The various stages of implementation were:

- An analysis of the business environment, trends and a benchmark of world-class cycling destinations
- A detailed analysis of the various target customers (residents, regional customers and international customers)
- Surveys and focus groups
- In-depth interviews with key players
- A complete diagnosis of the current situation (offer, customer expectations, opportunities to be seized, etc.)
- Co-creation workshops with the working committee
- A strategic plan confirming the new vision of Estriade, the strategic pillars and the actions to be implemented
- A brand strategy and a 3-year communication plan
- Recommendations on a new customer experience concept to differentiate the network
- A short-term provisional budget.

The substantive work carried out in collaboration with the working committee made it possible to engage the partners around a common vision and to ensure that they will work together for the rest of the development project. This solid road map will allow C.A.R.T.H.Y and its partners to consolidate their regional leadership for the development of bicycle products and to position Estriade as a real must-see attraction in the region.