Québec had a very big presence at the Rendez-vous Canada trade show in Toronto earlier this year, in fact one of the largest of any province or territory. Does this illustrate how important dedicated travel agents and specialist tour operators are to the province?
Yes, absolutely. A major part of our work (and our budget) is with the trade because travel advisors remain among our most important partners. I used to be one myself, so I know the influence they have and how important it is that they have the right messages to share with clients.
Most travel agents probably know a little about Québec, but many won’t know a lot. Can you get them up to speed with an overview of all that you have to offer?
Canada is a big country to get to grips with, let alone Québec,. But we are a province with real depth. Most agents know Montréal and Québec City, but even with those cities there is still plenty to learn and we still have work to do on training on both. There is also now an opportunity to help them sell beyond the gateways.
Over the last few years, we have focused on regions such as Southern Québec, Outaouais, the Laurentians and Charlevoix, all of which give agents strong touring options close to the cities.
Québec is a natural fit for UK travellers, but those regions I mentioned are still only a small part of what we offer. You could visit four or five times and never repeat the same trip.
Where else would you recommend?
The Gaspésie and the Saint Lawrence River show Québec’s natural side and its earliest settlement story, with cultures shaped by arrivals from the UK, France and the Basque region.
If clients leave Québec without seeing the Saint Lawrence from Charlevoix, Tadoussac, Rimouski or Gaspésie, they have missed one of the province’s defining views.
For Alberta, people talk about the Rockies; for Québec, the equivalent emotional landmark is the Saint Lawrence.
Gaspésie also has villages with Irish traditions alongside French influences, while Saguenay-Lac-Saint-Jean offers one of North America’s most accessible fjords, close enough to combine with Montréal or Québec City.
The fjord stretches for more than 100 kilometres from the city of Saguenay towards Tadoussac, with steep cliffs rising hundreds of metres above the water.
Your readers might have heard of Tadoussac, known for its whale watching, but once you get inside that fjord there’s the chance to observe black bears, and you can also get out onto the water on a zodiac.
The fjord leads to Lac-Saint-Jean, a strong choice for history, lake scenery and cycling.
What else?
From Lac-Saint-Jean, heading south Charlevoix has amazing national parks parks like Grands-Jardins and Hautes-Gorges, whale watching and the Route des Saveurs de Charlevoix, a self-guided food trail linking more than 80 members, including cheese makers, cideries, breweries, bakeries, chocolatiers, farms and restaurants.
Near Québec City, Jacques-Cartier National Park is a major hidden gem for international visitors, with kayaking, hiking, viewpoints and wildlife just 30–40 minutes from the city.
Nearby, Wendake also gives agents an accessible Indigenous cultural experience.
Do you have a soft spot for any particular region of Québec?
My “baby” is Southern Québec. I grew up in the Eastern Townships. I totally love the region’s lakes, mountains and wineries.
Southern Québec is our “wellness hub”, with lakes, mountains, wineries and easy cycling that allow agents to build slower, softer-paced itineraries.
It is also easy to connect to Montréal from here. You can stop over in Lanaudière, an authentic slice of Québec north of the city. Options include staying in a wooden lodge such as Auberge du Lac Taureau, a large wilderness lodge and resort known for its lakeside cabins and outdoor activities. The lodge is surrounded by nature.
I would suggest staying for a couple of nights and using local guides to bring Indigenous stories, plants and animals like black bears and beavers – perhaps the animal that “made” Canada.
The Laurentians are already known for winter, especially Mont Tremblant, but agents should also sell the summer adventure story: there’s so much to do, like hiking, mountain biking, golf, rafting, kayaking, paddleboarding, rock climbing and ziplining.
I know that there is also a buzz and excitement now about your Outaouais region. Why is that?
Yes, this is a region I want to highlight – and it is timely to do so because Outaouais connects directly with Ottawa, which with the addition of more flights is now easier to reach from the UK.
Air Transat’s UK–Ottawa service, the first-ever direct flights between London Gatwick and Canada’s capital, began operating on May 15. A seasonal service, it operates several times a week through to October 2026.
There is also a direct London Heathrow–Ottawa route operated by Air Canada, which was relaunched in 2025.
From Ottawa, clients can cross into Québec and quickly reach Chelsea and Wakefield: two villages with outdoor recreation, cafés, galleries, riverside scenery and easy access to Gatineau Park.
In Chelsea, there’s a popular microbrewery I would recommend: the Chelsea & Co – Microbrasserie.
Wakefield is also famous for its historic covered bridge.
Then continue to Montebello for Fairmont Le Château Montebello, often described as the world’s largest log cabin-style hotel and a strong romantic stop for couples.
It’s a romantic place for couples that looks like something out of a Hallmark movie.
Nearby, Omega Park, roughly halfway between Ottawa and Montréal, is one of Québec’s best-known wildlife attractions and works well as part of a touring route.
Visitors explore by car and can learn about species including the Arctic fox in an outdoor setting.
For me, this “Petite-Nation” area is one of Québec’s most beautiful secrets, with traditional music, Irish and Scottish influences and a strong sense of place.
The trade opportunity is to package Ottawa with Outaouais, the Laurentians and Québec City, creating fresh itineraries that feel new but are easy to sell.
My tip is to leave Québec City until the final days of the trip; for me, it is the Machu Picchu of Québec and Canada.
You need at least three nights and two full days to explore all the attractions in the city.
Clients could then extend by train to Montréal for shopping and food, from Michelin-star dining to street food.
Are there products in the far north of the province that agents should be aware of?
Yes, but this is specialist-tour-operator territory. Québec’s Far North is for clients with time, curiosity and a serious interest in Indigenous cultures and remote landscapes.
I spent one month in Nunavik; I went to see our national parks and the Northern Lights.
I spent time with Indigenous guides and left with a much deeper understanding of Québec’s cultures and their richness.
For clients drawn to remote places and meaningful cultural encounters, Québec’s Far North is something they will keep in their heart and mind forever.
And finally, what would you say to those travellers who might be nervous about visiting a Francophone province without being able to speak French?
In Southern Québec, Montréal, Québec City and Outaouais, language will not be a barrier, and even elsewhere people will usually try to help.
It is no different to visiting Japan or China: people travel to discover new places, not because they speak the language perfectly.
Québecers are warm and welcoming, and in many ways our humour and outlook are close to the Brits. Visitors will feel comfortable — and they may even leave able to order dinner in French!
