Backgrounder: Financial Assistance for Quebec’s Tourism Sector


Sherbrooke, Quebec, June 23, 2020 Canada Economic Development for Quebec Regions (CED)

The following information is in addition to the news release on the Government of Canada’s financial assistance for the tourism sector, issued on June 23, 2020.

This assistance worth over $30M, detailed below, is the result of the Government of Canada’s support for the Alliance de l’industrie touristique du Québec (Alliance), regional tourism associations (ATRs), sectoral tourism associations (ATSs), as well as tourism businesses, organizations and agencies in Quebec.


  • Financial assistance granted to the Alliance de l’industrie touristique du Québec (Alliance) by Destination Canada:

    • The Alliance will receive $6M from Destination Canada, Canada’s national tourism marketing agency. This funding will enable locally targeted marketing programs to be implemented to encourage Quebecers to discover their part of the country.
  • Financial assistance granted to the Alliance by CED:

    • CED is allocating $7M for the Alliance to provide financial support to Quebec tourism SMEs to implement adaptation measures in line with new health standards. Through this project, the Alliance will grant non-repayable contributions to tourism SMEs mainly in the accommodation, attractions and tourism services sectors. This support will enable them to fund leasehold improvements to their infrastructure and the purchase of protective equipment to meet public health rules. The funding granted to the Alliance is conditional upon the signing of an agreement with CED.
    • In addition, financial support has been granted by CED to the Alliance under the Canadian Experiences Fund of the new Federal Strategy on Jobs and Tourism. The non-repayable contribution of $500,000 will enable the tourism offering to be developed by structuring, creating and enhancing the digital presence of businesses, mainly in rural and remote regions, within Google’s travel ecosystem.
  • Flexibility in agreements with ATRs and ATSs:

    • With a view to relaunching tourism activities, CED is bringing some flexibility to its agreements with the ATRs and ATSs. Renewed in March 2019 for the 2019‑2022 period, these agreements represent a total investment of $28.5M over three years. The flexibility in these agreements for the year 2020-2021, representing $9.5M per year, will enable the associations to accompany tourism organizations more so they can make the necessary adjustments to their activities in the wake of the pandemic. This measure will also enable monies destined for international promotion to be reallocated to the promotion of tourism within Quebec.
    • The Government of Canada is thus working with the Alliance and the ATRs and ATSs to develop and kickstart the tourism industry by targeting mainly clients within Quebec.
  • Financial assistance granted by SADCs and CAEs:

    • Quebec’s SADCs and CAEs are supporting 140 projects by tourism businesses and organizations, for a total of $4.8M, under the Regional Relief and Recovery Fund (RRRF) implemented in Quebec by CED.
  • Financial assistance granted by CED for 16 projects:

    • A total of $2,844,538 in financial contributions to the following 16 projects:
Region Recipient Activities funded by CED Contribution*
Mauricie (inter-regional initiative) L'Association des marchés publics du Québec Redesign of the directory of Quebec’s public markets and development of tools to market and promote public market activities beyond the summer season $90,000
Bas-Saint-Laurent Les Amis des Jardins de Métis inc. Integration of digital technologies, design and marketing of new multimedia attractions offered to visitors to the Jardins de Métis $150,000
Côte-Nord Corporation plein air Manicouagan (Jardin des glaciers) Redefinition and realization of a new concept for the exhibit and multimedia experience at the Jardin des glaciers in the heart of the Manicouagan-Uapishka World Biosphere Reserve $77,642
Côte-Nord Pourvoirie Lac Geneviève Renovation and modernization of the lodgings in a lightkeeper’s house at the Pointe-Nord lighthouse on Anticosti Island $71,398
Estrie Hébergement Laö inc. Construction and fitting out of three new minimalist mini-cottages close to Mont-Orford $100,000
Estrie Manoir Hovey (1985) inc. Expansion of the tourism facilities of this manor, located in North Hatley $99,000
Gaspésie–Îles-de-la-Madeleine B.M.B. (Îles-de-la-Madeleine) inc. Renovation and modernization of 118 rooms at the Château Madelinot, located in the community of Fatima on Îles-de-la-Madeleine $998,253
Gaspésie–Îles-de-la-Madeleine Les aventures Gaspésiennes inc. Launch of a hotel establishment with 15 loft-type rooms in Sainte-Anne-des-Monts $226,000
Gaspésie–Îles-de-la-Madeleine Auberge Les Trois Sœurs Hôtel-Motel Room renovation and modernization, balcony enlargement and fitting out of an outdoor terrace at the inn located in Percé $152,000
Gaspésie–Îles-de-la-Madeleine Hôtellerie F.N.P. inc. (Hôtel Le Mirage) Renovation and modernization of 25 rooms at the Le Mirage hotel in Percé $94,900
Gaspésie–Îles-de-la-Madeleine Hôtel Manoir Percé inc. Adapting of a bathroom for people with reduced mobility, modernization and furnishing of rooms in this hotel in Percé $32,847
Laurentides Auberge Rabaska inc. Addition of two cottages and an outdoor relaxation space at this outfitter located in Ferme-Neuve $99,999
Laurentides Plein air Haute-Rouge Fitting out of infrastructure and marking of pathways for nautical activities on the Rouge River $75,000
Mauricie Somnus société de gestion inc. (Hôtels Marineau) Renovation of rooms in two Marineau hotels, in La Tuque and Shawinigan $340,000
Outaouais Aboriginal Experiences Arts and Culture Design and marketing of two new tourism packages and enhancing of the gastronomy package offered by Aboriginal Experiences to groups of visitors to the Canadian Museum of History in Gatineau $137,500
Saguenay–Lac-Saint-Jean OrganisAction (9289-8485 Québec inc.) Construction of a warehouse, purchase of specialized equipment and fitting out of the welcome centre for outdoor activity lovers in the heart of the Fjord-du-Saguenay $99,999

* The types of CED funding are repayable contributions, non-repayable contributions and grants.


Media Relations, CED

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