Spotlight on experiential tourism

Editorial of September 19, 2023

As nature begins to change color and the air gets fresher, we are getting ready for a new season. But autumn is much more than a period of transition; it is a time rich in cultural and personal transformations. That's why we're dedicating this newsletter to experiential tourism. Since its popularization by Pine and Gilmore in 1999, the concept of experiential tourism has evolved and been adopted by a growing number of travelers looking for more authentic experiences and memorable. Combining education, discovery, interaction and stimulation, this very promising niche appeals to tourism players who can thus demonstrate innovation and creativity to attract visitors. Visitors now expect to have meaningful and emotional experiences.

In this newsletter, discover the experience lived by a group of experts from Association of Francophonies for Tourism Innovation (FIT) gathered for an immersive stay at the Historic Village of Val-Jalbert to discuss tourism strategy. See how historic tourist attractions have the power to provide immersive experiences whether in Val-Jalbert, Acadia or Parks Canada sites. The “special” summer we experienced in terms of climate reminds us that it is time to think about tourism development differently. The way of doing experiential tourism, which brings more meaning, can certainly serve as inspiration.

Sophie

Team news

The Touriscope team is growing!

The team is now counting on the expertise of two new Girl Scouts.

Elise Delaplace: Girl scout in tourist transformation. Dynamic and attentive to the needs of the team, Élise was, until very recently, interning with us. Her trips and studies have made her aware of sustainable tourism and the desire to help tourism businesses carry out projects offering more environmentally friendly offers, focused on local communities.

Réanne Cooper: Tourism intelligence scout. An Acadian from the Maritimes, Réanne is open to the world and has a great thirst for learning. Recently graduated with a master's degree in management from the University of Moncton, she has varied experience in research and analysis, communication and local engagement.

Elsewhere on the web

The immersive power of history

The managers of the Val-Jalbert tourist village want to reinvent their tourist offer. Rather than going with a traditional study, they opted for an approach based on the principle of an innovation circle in immersion with the FIT. Twenty experts immersed themselves in the history of the site, letting it reveal its secrets to them. Discover the Feelings of one of the participants who describes his experience as a real immersion in a timeless place. The Village also offers a new olfactory and digital journey at the butchery at the time in collaboration with TKNL and Stimulation Déjà Vu. This shows how attractions such as the villages of yesteryear have the potential to provide visitors with immersive experiences.

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Where technology, creativity and culture meet

The use of immersive technology is a key trend in experiential tourism. One recent study by Habo in eight international geographic markets attests that there is a strong interest in this type of experience. The study groups these experiences into eight main categories, including immersive outdoor experiences, of which the Lumina series, created by Moment Factory, is a good example. The most recent to have seen the light of day is Akadi Lumina in Bouctouche, New Brunswick. This route is inspired by Acadian culture and history and the region's iconic landscapes. Touriscope is proud to have accompanied the Pays de la Sagouine in creating this initiative.

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Gourmet tourists in search of the unique, the new

Another axis of experiential tourism that has grown remarkably in recent years is that of gourmet tourism, which evolves with the changing expectations of travelers. One American Express Travel study indicates that many people will choose their destination based on what they can eat there. Millennials and Generation Z are placing greater emphasis on the food scene when planning a trip. Another report entitled Against the tide, focusing on the most unusual travel trends in 2023, highlights the fact that travelers are now looking for new experiences. Building on these two trends, Parks Canada offers unique culinary experiences, many of which are historic in nature.

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