Spotlight on Adventure Champions: Aventure Écotourisme Québec

Aventure Écotourisme Québec
DMO & Professional Association
Headquarters: Québec, Canada
ATTA Member Since 2007

For the past 35 years, Aventure Écotourisme Québec (AEQ) has served as the official representative for adventure tourism and ecotourism in Québec. Our mission is to represent and promote our members and help them reach high standards for quality, safety and ecoresponsibility. We do this to ensure responsible use of the territory and to benefit communities, visitors and the environment. Our Quality-Safety accreditation, recognized by the Québec government and cited by the World Tourism Organization, shows that our 250 member businesses are committed to offering professional supervision and helping people discover Québec's outdoor activities.

Why have you stayed an ATTA member for 15+ years?

The ATTA provides an international community of experts, partners and leaders who share ideas, best practices and innovations in adventure tourism. These connections help us better position Québec as a worldwide travel destination while staying at the forefront of trends, issues and solutions. In 2009, we had the honour of cohosting the Adventure Travel World Summit (ATWS) in the Charlevoix region in partnership with Tourisme Québec and the ATTA. This flagship event, attended by over 530 delegates from 42 countries, marked a significant milestone in our international visibility. We were able to highlight the best that Québec has to offer, showcasing our rich nature, culture, and authentic experiences. The summit also strengthened our ties with the ATTA community, whose values of sustainability, authenticity and commitment align perfectly with our mission.

How has your company/destination changed over the last 15 years?

Over the years, AEQ has grown from a small sector-based group into a driving force of development, influence and professionalism in Québec adventure tourism. After working for over 30 years establishing standards to make Québec a top-quality destination for adventure tourism and ecotourism, we saw our Quality-Safety accreditation recognized by the Québec government and the major partners in our field. We also stand out for our leadership in responsible and sustainable tourism. Over these last few years, we have incorporated ecoresponsibility standards into our members’ accreditation program. We have also worked with 1% For the Planet to create the 1% for the Planet Outdoor Fund, which aims to collect funds and invest them in nature protection and climate action in Québec. While AEQ began as a volunteer initiative, today, we are a leader in our field, supporting many businesses in their adventure tourism and ecotourism endeavours.

What is the greatest force that drives you to work every day?

We’re driven by our belief in the transformative power of being in contact with nature. We hold that adventure tourism activities not only provide an adrenaline rush; they also connect people, support mental and physical health, help local communities thrive, and raise customers’ awareness of environmental preservation. Knowing that our work helps offer a safe and authentic experience while strengthening local economies and raising environmental awareness motivates us to keep moving forward—for our members, for visitors and for future generations.

What gives you hope about the next generation of adventure travel leaders?

The next generation is driven by values such as environmental awareness, inclusion, innovation and cooperation. The young leaders in our tourism sector naturally integrate sustainability and social responsibility into their business models and aim to create authentic, memorable experiences that will reflect these values to visitors.

What is your advice for young adventure travel companies?

Focus on quality, authenticity and safety, which are the pillars of trust and customer loyalty. Make sure to be familiar with your environment and protect it—it’s your primary asset and differentiating factor. Encourage your customers to reconnect with nature by imparting your knowledge of the area, sparking their curiosity about the environment around them and making them aware of your ecotourism practices. A robust network is a powerful tool for growth and innovation, so engage with your local community to build solid partnerships. Listen to your customers carefully and adapt to meet their needs but stay true to your values. Above all, be patient and persevere. To build lasting success in the adventure tourism business, it takes persistence, passion and dedication.

Remember that you are not alone. There is a large community of professionals supporting adventure tourism. Organizations such as Aventure Écotourisme Québec and the ATTA can give you access to mentors’ expertise and help you develop your business.

What gets you excited about the future of adventure travel?

We’re excited by the growing interest in outdoor activities, reconnecting with nature and making travel more eco-friendly. We envision a future where adventure tourism becomes an economic driver, a catalyst for nature preservation and an opportunity to bring different cultures together.