Harmonization of the bicycle product in Bas-Saint-Laurent

The Bas-Saint-Laurent tourist region offers a vast cycling network, whether on roads, dedicated trails or trails, benefiting both visitors and residents of the region. In 2022, the destination noted that its tourist offer linked to cycling was fragmented in different parts of the country, hindering the development of a strong and structured bicycle product.

In a context where interest in outdoor activities, in particular cycling, is growing rapidly, it became crucial for the Bas-Saint-Laurent destination to position itself and to start thinking about how to stand out among national and international customers. Thus, Touriscope was awarded by Tourisme Bas-Saint-Laurent in collaboration with the SADCs of Témiscouata, Kamouraska, Rivière-du-Loup, La Mitis, Rimouski-Neigette and Les Basques as well as the MRCs of Rivière-du-Loup, Les Basques, Les Basques, Les Basques, Les Basques, Les Basques, Les Basques, Les Basques, Les Basques, Témiscouata, Rivière-du-Loup, La Mitis, La Mitis, La Mitis, La Mitis, La Mitis, La Mitis, La Mitis, La Mitis, La Mitis, La Mitis, La Mitis, La Mitis, La Mitis, La Mitis, La Mitis, La Mitis, La Mitis, La Mitis, La Mitis, La Mitis, La Mitis, La And Les Basques as well as the MRCs of Rivière-du-Loup as well as the MRCs of Rivière-du-Loup, Les Basques, Les Basques, Les Basques, Les Basques, Les Basques, Les Basques, in collaboration with Témiscouata, Témiscouata, La Mitis, La Mitis , La Mitis, and Les Basques as well as the MRCs the region as an unmissable cycling destination.

As part of this support, a 6-phase diagnosis was undertaken in order to lay the foundations for reflection on the harmonization of the bicycle product. The steps carried out are as follows:

- A portrait of the current cycling offer (in 2022): Portrait of the offer of bicycle networks and trails, services and attractions according to the MRCs.

- A benchmark: Analysis of relevant comparable destinations whose bicycle product development is inspiring.

- A consultation process: Conducting interviews with the various stakeholders and holding a discussion table, as well as a survey of cyclists (practice habits, needs, improvements)

- A competitive analysis: Analysis of the cycling offer of competing destinations in Quebec.

- An analysis of behaviors: Analysis of the behaviors and consumption habits of visitors in Bas-Saint-Laurent and according to the seasons.

- A summary diagnosis: Analysis of the strengths, weaknesses, opportunities and threats of the cycling destination

Following the diagnosis, a workshop highlighted the need to reflect on the need to think about a governance structure for the development of cycling. With this in mind, a co-creation workshop was organized with several actors and regional partners to reflect together on the future bicycle development model in Bas-Saint-Laurent.

This mandate made it possible to identify a regional vision for the development of cycling and to identify opportunities in connection with the leadership and harmonization of the bicycle product. On the other hand, recommendations were made and points of attention were raised, particularly with regard to the development and structuring of the offer and marketing, including a bicycle marketing plan and the creation of a regional brand image.

These actions will be carried out by Tourisme Bas-Saint-Laurent and its regional partners. Three main priority guidelines and actions for each of them have been identified.