A strategic plan for air tourism in the Laurentians

Tourisme Aérides Laurentides is working to develop access to the greater Mont-Tremblant region via air links. Together with its various partners, it strives to attract tourist customers from outside Quebec to Mont-Tremblant — La Macaza International Airport.

In recent years, the airport has recorded a decrease in the number of flights and consequently in the volume of passengers, despite numerous marketing efforts in target markets. The time had come for the Board of Directors to think strategically and assess the various development paths for the future of the organization.

In order to implement Laurentides Air Tourism's strategic development plan, Touriscope used a rigorous method. The approach included:

- An in-depth analysis of the business environment, tourist offer and customer profiles
- A benchmarking study of inspiring destinations
- A trend study

Primary data were collected through individual interviews with fifteen key players and a survey conducted among potential customers. In order to support its research and recommendations, Touriscope collaborated with international aviation experts. A workshop to ideate and validate the guidelines made it possible to unite the stakeholders.

The strategic plan has been submitted and approved by the stakeholders. The three-year action plan clearly identifies everyone's roles and responsibilities in deploying the strategy in order to ensure its success. However, the context of the COVID-19 pandemic has temporarily suspended the implementation of the plan.