Is collective entrepreneurship in tourism essential for our destinations?

Do you know collective entrepreneurship? In Quebec, this includes cooperative businesses and non-profit organizations (NPoS), which are present in large numbers in the tourism sector. These models have proven their worth and have huge potential. However, they are still relatively unknown in tourism and their impact is underestimated. This is why the Quebec Regional Development Cooperative (CDRQ) has launched an action plan for the strategic tourism and leisure sectors. And since then, projects and results have been piling up.

In this article, I highlight these actors of change for our territories, with a focus on the structuring actions of the CDRQ and tourism cooperatives. Do not hesitate to draw parallels with France or elsewhere in the world in comments, I would be very interested to know if the Quebec context is similar or not to yours!

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THE PROACTIVE SUPPORT ECOSYSTEM

I had the chance to talk to Andrée Pelletier, who is in charge of implementing the Action plan for strategic tourism and leisure sectors (PASTEL) at the CDRQ and a true partner for collective entrepreneurship in tourism and leisure in Quebec! She shared details about the genesis and advancement of PASTEL and spoke passionately to me about the stories of entrepreneurs supported by her organization.

The objective of the CDRQ is to revitalize Quebec territories through the development of collective entrepreneurship. Based on the observation that collective entrepreneurship was not well known enough in tourism and leisure and that its economic impact was underestimated, in 2023 the CDRQ launched an action plan for this sector, PASTEL:

The Tourism and Recreation Strategic Sectors Action Plan aims to Characterise, network and consolidate Existing Collective Enterprises, to Develop a Culture of Use of collective entrepreneurship for the development of territories, and to Responding to the Challenges of the industry through this approach based on collaboration between stakeholders and the sharing of expertise and resources.

Through PASTEL, the CDRQ aims to arouse the interest of tourism entrepreneurs in the cooperative and commercial NPO model. Also, the objective is to make regional and sectoral tourism associations as well as territorial development actors aware of the social and economic benefits for the population.

In total, 1.3 million Canadian dollars (about 870,000 euros) have been and will be invested in promotion and training actions, a call for projects to support 10 companies ($150,000), the financing of learning missions for collective enterprises ($50,000), the financing of learning missions for collective enterprises ($50,000), the support for sharing projects and the organization of a Symposium, which took place last May. I had the chance to attend this event where I experienced the very beautiful exchanges between actors in the social economy, tourism and leisure!

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FOCUS ON COOPERATIVES, A PROMISING MODEL FOR OUR TERRITORIES

Cooperatives are collective enterprises that respond above all to the needs and challenges of the local community, in particular of their members. They have multiple advantages compared to a private business, including the fact that they offer greater longevity, as shown by the figures (Quebec): after 5 years, 64% of cooperatives are still active, compared to 33% of private businesses!

There are several models of tourist cooperatives:

• Workers' Cooperatives (for example: some microbreweries);
• Producer cooperatives, such as the network Origin: Hotel Artisans Which brings together independent hoteliers, or the Neighborhood at the end of the world Which brings together, on the initiative of Auberge Le Baluchon, local businesses offering services to their customers;
• Solidarity Cooperatives Which includes at least two categories of members. According to several Studies, these cooperatives contribute to social cohesion and seem to create a very favourable breeding ground for social innovation. See examples below.

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3 EXAMPLES OF SOLIDARITY COOPERATIVES

What is particularly interesting is the fact that cooperatives act as a tool for territorial development. This is the case of solidarity cooperatives, which make it possible to bring together a diversity of tourist offers within a territory. Their raison d'être revolves around coming together and collective action. They are driven by values of solidarity, cooperation, respect for the environment and the well-being of the local community. Their mission goes beyond tourism, as you will see in the following examples. Solidarity Cooperatives cannot leave anyone indifferent!

• L'Affluent, for a lively and unifying place

The Very Recent Solidarity Cooperative Project L'Affluent aims to enhance and manage a heritage site, the historic estate in Liguori, located in the Charlevoix region, through, among other things, a youth hostel, a cultural café, a campsite, a campsite, a campsite, a campsite, a public market, a public market, a public market, a public market, a maple grove and ecotourism activities.

Excerpt from his mission:

Through an inclusive approach, it seeks to promote community, cultural and environmental initiatives dedicated to forging intergenerational and intercultural bonds of solidarity that bring the local community together and celebrate exchanges with visiting visitors. 

The notion of “village heart” seems to resonate among its members and guide the choice of their projects. In addition, the conversion of the site into a tourist site makes it possible to promote an element of regional heritage and also to keep alive one of the last maple groves in Charlevoix. The tourist offer thus becomes a pretext for the preservation of culture and know-how.

• Vallée Bras-du-Nord, reconciling the various uses on a territory

For over 20 years, Bras-du-Nord Valley offers outdoor activities and accommodations over 4 seasons in the Quebec City region. The cooperative was born out of a need to structure trail networks in the municipality. From the start, it aimed to promote cohabitation between residents, workers and producers (activity providers). One of their priorities was to coordinate rights of way, as their territory consisted of public and private land. Thus, among the supporting members, the cooperative has owners who offer a right of way. Today, it is recognized for its ability to reconcile the different uses of its territory. Here is its model:

I could not ignore their social involvement and their impact on the community, thanks to their numerous projects, including:

• Socio-professional reintegration project : Annual Reception of 10 Young Adults in Difficulty Who Work on the Trail Network
• Development of an education program Through Adventure and Nature with a High School

• Cap Jaseux Adventure Park, 4-season diversification

This site on the north shore of the Saguenay Fjord belongs to the municipality of Saint-Fulgence and has been managed, maintained and developed for nearly 25 years by the solidarity cooperative of Cap Jaseux. What sets this cooperative apart is its ability, over the years, to reinvent its offer and innovate.

It is one of the few tourist attractions in the region to offer such a wide variety of outdoor activities and ecotourism over 4 seasons: sea kayaking, via ferrata, hebertism courses, mushroom picking, massage therapy, fishing, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking and ecotourism over 4 seasons: sea kayaking, via ferrata, hebertism courses, mushroom picking, massage therapy, fishing, massage therapy, fishing, fishing, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking, hiking etc.

According to her, this diversification was possible thanks to her cooperative model. In particular, this allowed it to seek 10.6 million dollars (7.1 million euros) in financing in 2022 to improve its reception infrastructures and add a winter offer.

In these three examples, the cooperative model corresponded to the initial needs of the projects and was a powerful driver of development. That said, we must not lose sight of the fact that their success also comes from long-term work and that the model has its share of challenges.

Collective entrepreneurship is a way of thinking and acting beyond the health of your company alone. Each cooperative or commercial NPO benefits an entire community from the fruits of their efforts. So to speak, it is in line with the regenerative approach, which means taking care of the destination by taking actions that will have the effect of regenerating the vitality of places, populations, businesses, communities, communities, communities, communities, communities, communities, communities, ecological systems, ecological systems and ecological systems and enriching visitors.

What could be more inspiring?

Thanks to Andrée Pelletier from the CDRQ for her generous sharing of information.