Developing the Culinary Tourism Sector in Laval

Background and Challenges

Strategic Positioning of Tourisme Laval

Laval boasts a unique duality, with a vibrant urban atmosphere alongside a dynamic agricultural area that covers nearly 30% of its territory. For Tourisme Laval, culinary tourism is not just a draw; it is a key driver of tourism and a catalyst for local economic development. The challenge lies in transitioning from a simple farm-to-table offering to a truly integrated tourist experience. 

Findings from the tourism potential study

An in-depth study of tourism potential, supplemented by individual assessments based on the “Terroir et Saveurs du Québec” evaluation grid, revealed several critical issues: 

• A disparity in visual marketing and merchandising. 

• A need to streamline the customer journey to boost sales. 

• An opportunity to stand out by creating interpretive activities. 

These one-on-one meetings revealed a strong need for technical support to improve the presentation and promotion of products. 

Objectives of the training program

Overall objective: To structure and sustain Laval’s gourmet tourism offerings by equipping businesses to become must-visit destinations capable of meeting the demands of today’s tourists. 

Specific objectives: 

• Professionalize customer service and merchandising. 

• Help every business define its unique value proposition. 

• Foster collaboration among producers to build a collective regional strength. 

Course Description 

The program is distinguished by its blend of theory and hands-on experience. It draws on the expertise of leading partners, Terroir et Saveurs du Québec for the validation of quality standards and the ITHQ’s ExperiSens at ITHQ for instructional design and the customer experience. 

Component 1: Workshop on Optimizing the Customer Journey

This workshop aimed to break down every touchpoint, from digital to physical. 

• Topics: Signage, smooth customer reception, wait time management, and after-sales service. 

• Benefits: Reduced congestion during peak hours and increased average basket size through improved traffic flow. 

Component 2: Creating a distinctive agritourism experience 

The goal here was to move beyond convenience and tap into the emotional aspect. 

• Approach: Work on the brand DNA and identification of target audiences (families, foodies, locals). 

• Added value: Participants developed their own unique facilitation or interpretation concepts, ensuring complementarity rather than competition among neighbors. 

Component 3: Product Promotion and Merchandising

A hands-on workshop focused on aesthetics and sales effectiveness. 

• Contents: Principles of visual merchandising, lighting, and product staging. 

• Real-world examples: Companies worked on their own display challenges, receiving immediate advice that could be applied as early as the following season. 

Immersion as a catalyst for change 

Inspirational Outing (Montérégie and Eastern Townships)

One of the highlights of the program is a visit to model projects in other leading regions. 

• Objectives: Observe best practices in action and exchange ideas with peers who have overcome similar challenges. 
• Contributions: This network breaks down the isolation of Laval entrepreneurs and has spurred their creativity by setting an example. Seeing the tangible impact of well-designed signage or a well-appointed tasting area is worth a thousand theoretical words.

Premium Membership with Terroir et Saveurs du Québec

To round out the program, joining the Terroir et Saveurs platform provides businesses with a national showcase. Membership is not just a seal of quality; it is a commitment to continuous improvement, including measurement tools and increased visibility among food lovers across Quebec.