Tourisme Saguenay-Lac-Saint-Jean

What Tourisme Saguenay-Lac-Saint-Jean does

Tourisme Saguenay-Lac-Saint-Jean is the official regional Destination Marketing Organization (DMO) for the Saguenay-Lac-Saint-Jean region of Quebec, Canada, operating as a non-profit/governmental tourism promotion body. Its core function is to aggregate, curate, and promote regional tourism offerings — including 340+ attractions, 185+ accommodations, and 145+ dining establishments — to individual visitors and families seeking nature-based, adventure, cultural, cycling, winter, and agrotourism experiences. The organization serves visitor segments including outdoor enthusiasts, families, cyclotourists, cultural heritage tourists, culinary visitors, and winter sports enthusiasts across Quebec, the rest of Canada, and international markets.

The organization is built on a content-managed regional tourism portal (saguenaylacsaintjean.ca) with bilingual French/English content, OpenStreetMap-based interactive mapping, searchable directories for activities, accommodations, and dining, a 128+ article blog, and supporting utility features including a GHG (carbon footprint) calculator, a SagLac collectible sticker program, and downloadable maps and brochures. Distribution is hybrid: digital channels (website, Facebook, Instagram, YouTube, podcast) combined with a physical network of 12+ tourist information offices across the region.

The business model is government/regionally funded, with revenue derived from public-sector tourism promotion grants, member-operator subscriptions, and partnerships with provincial bodies such as Tourisme Québec and SEPAQ (the network managing three national parks in the territory). The organization does not directly sell tourism products; rather, it acts as a marketing intermediary and certification authority, operating programs such as Bienvenue Cyclistes, Zone Boréale, and Ambassadeur Acoeur that standardize and promote regional tourism quality.

Name

Tourisme Saguenay-Lac-Saint-Jean

Legal name

Tourisme Saguenay-Lac-Saint-Jean

Website

https://saguenaylacsaintjean.ca

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

11–50 employees

Short description

Tourisme Saguenay-Lac-Saint-Jean is Quebec's regional Destination Marketing Organization for the Saguenay-Lac-Saint-Jean region, operating a bilingual tourism portal and 12+ information offices to promote 340+ attractions, 185+ accommodations, and 145+ dining establishments to nature, cycling, cultural, and family visitors.

Ownership category

akta.pro rank

Product category

Regional Tourism Promotion Services

NAICS

Convention and Visitors Bureaus (561591), Nature Parks and Other Similar Institutions (712190)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

akta.pro secondary industries

National Park & Protected Area Tours (THAJAIAA), Adventure & Outdoor Local Operators (Trekking/Safari/Diving) (THAKAEAF), Museum & Landmark Guided Tours (Skip-the-line/Docent-led) (THAJAAAC)

Keywords

• Regional tourism promotion
• Destination marketing services
• Travel information portal
• Nature adventure tourism
• Cultural heritage tourism

Headquarters

HQ city

Chicoutimi

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Tourism Promotion and Regional Marketing: Government-funded regional tourism organization that promotes the Saguenay-Lac-Saint-Jean region to visitors. Revenue comes primarily from regional tourism promotion activities, member services, and potentially booking commissions from partnered establishments.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels11 records

Core offering

Tourisme Saguenay-Lac-Saint-Jean is the official regional tourism organization (DMO) that promotes the Saguenay-Lac-Saint-Jean region in Quebec, Canada. It operates a bilingual destination portal aggregating information on 340+ attractions, 185+ accommodations, and 145+ dining establishments, and runs a network of 12+ tourist information offices delivering personalized visitor assistance, seasonal marketing campaigns, and curated itineraries across the region's national parks, cycling routes, and cultural venues.

Product overview

Tourisme Saguenay-Lac-Saint-Jean operates a regional tourism destination portal that aggregates and presents the full range of tourism offerings across the Saguenay-Lac-Saint-Jean region in Quebec. The primary platform is a content-managed website supplemented by themed sub-portals for activities (Quoi faire), accommodations (Où dormir), dining (Où manger), and a blog. Key experience offerings include the Véloroute des Bleuets cycling route network (over 700 km), national parks (Pointe-Taillon, Fjord-du-Saguenay, Monts-Valin), and major attractions like Village historique de Val-Jalbert, Zoo sauvage de Saint-Félicien, and La Fabuleuse Histoire d'un Royaume theatrical production. The platform also provides utility features including an interactive map with OpenStreetMap integration, a carbon footprint calculator (Calculatrice GES), and promotional materials like the SagLac Collection stickers and downloadable maps/brochures.

Differentiator

Problem solved

Functional benefit

Products and services

• Saguenay-Lac-Saint-Jean Destination Portal (Website)

Quantifiable outcome

• Over 30,000 annual visitors to La Fabuleuse Histoire d'un Royaume alone
• +1 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Le Québec à VélocoreGTM or Marketing PartnerProvincial cycling tourism platform partnership promoting the Saguenay-Lac-Saint-Jean cycling experience to a broader Quebec audience.
• Tourisme QuébeccoreGTM or Marketing PartnerProvincial tourism organization partnership for cross-regional promotion and marketing initiatives.
• Société des établissements de plein air du Québec (SEPAQ)coreStrategic or Co-development PartnerPartnership for national park experiences including Parc national de la Pointe-Taillon, Parc national du Fjord-du-Saguenay, and Parc national des Monts-Valin.
• Zone BoréalecoreStrategic or Co-development PartnerRegional initiative gathering producers and artisans who play a role in the local food culture, promoting regional products and agrotourism experiences.
• Association Vanlife QuébecminorStrategic or Co-development PartnerPartnership promoting responsible vanlife practices in the region based on shared values of supporting local businesses and environmental stewardship.
• Culture Saguenay-Lac-Saint-JeancoreGTM or Marketing PartnerRegional cultural organization partnership for promoting performing arts, events, and cultural venues across the region.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Tourisme Charlevoix: Regional DMO for the Charlevoix region in Quebec, directly comparable in scope, mandate, and nature-based tourism positioning. Operates a similar visitor information platform, accommodation/attraction directories, and works with SEPAQ on national park promotion.
• Tourisme Outaouais: Regional DMO for the Outaouais region in Quebec, operating a comparable attraction/accommodation/dining directory and seasonal marketing campaigns. Comparable mandate to promote nature, culture, and outdoor activities to Quebec and inter-provincial visitors.
• Tourisme Laurentides: Regional DMO for the Laurentians in Quebec, a direct peer promoting outdoor, cycling, and four-season nature-based tourism. Operates comparable digital content, accommodation directories, and seasonal campaign infrastructure for a Quebec regional audience.
• Tourisme Gaspésie: Regional DMO for the Gaspé Peninsula in Quebec, sharing the same nature-based, adventure, and national park tourism proposition anchored by SEPAQ partnerships. Comparable in scale and content platform structure.
• Tourisme Cantons-de-l'Est: Regional DMO for the Eastern Townships of Quebec with a comparable mandate to promote nature, cycling, culinary, and cultural tourism. Strong overlap in target audience (Quebec and Canadian visitors) and four-season positioning.

Broad incumbents

• Visit Norway: National DMO for Norway with a comparable positioning around fjords, nature-based tourism, sustainability storytelling, and seasonal content. A useful international analog for benchmarking digital content strategy and sustainability signaling.
• Tourisme Québec: Provincial DMO that partners with Tourisme Saguenay-Lac-Saint-Jean for cross-regional promotion. Represents the broader incumbent layer that regional DMOs feed into and from which they derive co-marketing reach.
• Destination Canada: National DMO for Canada that drives international tourism demand and indirectly benefits regional DMOs like Saguenay-Lac-Saint-Jean. Functions as a broader incumbent in the same destination-marketing category at country scale.
• Banff & Lake Louise Tourism: Larger, internationally-recognized DMO for the Banff/Lake Louise region in the Canadian Rockies. Comparable as a mountain/nature-based DMO with strong content platform and national park partnerships, but operates at materially greater scale and brand awareness.
• VisitScotland: National DMO for Scotland with comparable four-season positioning, strong content library, and emphasis on regional/cultural heritage experiences. Operates at materially larger scale but follows a similar DMO model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/SaguenayLacStJean
• Facebookfacebook.com/TourismeSaguenayLacSaintJean
• Instagraminstagram.com/saguenaylacsaintjean
• Xx.com/SaguenayLac

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tourisme Saguenay-Lac-Saint-Jean