Tourisme Lanaudière

What Tourisme Lanaudière does

Tourisme Lanaudière is a non-profit regional tourism promotion organization headquartered in Rawdon, Quebec, Canada. It serves as the official destination marketing body for the Lanaudière region, which encompasses 12 distinct destinations (Manawan, Lac Taureau, Saint-Donat, Saint-Côme, Lac Maskinongé, Rawdon, Saint-Calixte, Joliette, L'Assomption, Berthier et ses Îles, Repentigny, Vieux-Terrebonne) and is positioned 20-75 minutes from Montreal. The organization aggregates and promotes regional tourism assets including over 700 accommodation units, 650+ km of hiking trails, 1,100 km of motorized trails, 5 regional parks, and 5 gourmet tourism circuits.

The core product is a digital tourism platform anchored by lanaudiere.ca, which functions as a discovery and planning hub for activities, accommodations, events, restaurants, and itineraries. The technology stack is conventional: web platform with analytics, email marketing via Embed and Cyberimpact, and an active social media presence across Facebook, TikTok, YouTube, Pinterest, and Instagram. The organization also publishes the official Tourist Guide (2026-2027 edition) and curates sub-brands such as Goûtez Lanaudière! (gourmet circuits) and Lanaudière en bus (transport-inclusive packages), along with a corporate/group travel vertical at faconlanaudiere.ca.

The revenue model is membership-fee based, funded by local tourism businesses paying to be listed on the platform, supplemented by federal support via Développement économique du Canada (DEC) and provincial coordination through Bonjour Québec. The organization does not directly monetize consumer transactions and does not disclose financial figures. Customer segments are primarily leisure visitors (outdoor enthusiasts, cultural/culinary tourists, wellness seekers, families) with a secondary focus on group and corporate travel. Leadership consists of Isabelle Lapierre (Administrative Director) and Denis Brochu (General Director). No funding rounds, acquisitions, or ownership transactions are disclosed.

Name

Tourisme Lanaudière

Legal name

Tourisme Lanaudière

Website

https://lanaudiere.ca

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Tourisme Lanaudière is a non-profit regional tourism promotion organization based in Rawdon, Quebec, that markets the Lanaudière region (12 destinations, 700+ accommodations, 5 regional parks) to leisure visitors and group travelers via its lanaudiere.ca digital platform and membership-funded business model.

Ownership category

akta.pro rank

Headquarters

HQ city

Rawdon

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Tourism Promotion Services: Regional tourism promotion organization funded through membership fees from local tourism businesses, with support from regional economic development agencies including Développement économique du Canada (DEC).

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Tourisme Lanaudière operates as the official regional tourism promotion organization for the Lanaudière region of Quebec, Canada. Through its digital platform (lanaudiere.ca), the organization markets regional destinations, accommodations, activities, events, gourmet circuits, and parks to visitors, while coordinating marketing initiatives for member tourism businesses across 12 destinations.

Product overview

Tourisme Lanaudière operates a comprehensive digital tourism platform for the Lanaudière region of Quebec, Canada. The offering consists of the core website (lanaudiere.ca) which serves as the primary discovery and planning tool, supplemented by specialized sub-brands covering experience lodging, regional parks (Parcs régionaux de la Matawinie), and curated content sections. The platform integrates an accommodation directory, activity/attractions listings, event calendar, and gourmet tourism circuits. Key products include the Tourist Guide (2026-2027), regional parks network, and the comprehensive activity directory featuring over 650 km of hiking trails, 1,100 km of snowmobile trails, and 12 distinct destinations. The platform also includes a newsletter subscription service and integrates with Embed for newsletter collection and Cyberimpact for customer relationship management.

Differentiator

Problem solved

Functional benefit

Brands

• Goûtez Lanaudière!: Gourmet tourism circuits promoting local producers and regional flavors in Lanaudière
• Lanaudière en bus

Products and services

• Tourisme Lanaudière Website & Digital Platform Official regional tourism website (lanaudiere.ca) providing information about accommodations, activities, events, restaurants, destinations, and travel planning resources for visitors exploring the Lanaudière region.
• Tourism Activities & Attractions Directory Directory of outdoor activities including hiking trails (over 650 km), water sports (kayaking, paddleboarding, canoeing), cycling paths, snowmobile trails (1,100 km), fishing, and cultural attractions across 12 destinations.
• Accommodation Directory Comprehensive accommodation listings including hotels, auberges, chalets, cottages, bed & breakfasts, vacation centers, outfitters, experience lodging (yurts, treehouses, domes), and campgrounds with over 700 units across the region.
• Gourmet Tourism Circuits (Goûtez Lanaudière!) Five curated circuits (64–82 km each) covering regional agricultural producers, breweries, distilleries, vineyards, and local culinary specialties: Piémont (77 km), Saveurs urbaines et rurales (64 km), Grande-Côte et îles (74 km), Panoramique des montagnes (82 km), and Délices de la montagne (75 km).
• Regional Parks Network Promotion Promotional listings and information for 10 national and regional parks in Lanaudière, including the Parcs régionaux de la Matawinie network: Forêt Ouareau (120 km trails), Sept-Chutes (18 km), Lac Taureau (14 km), Chute-à-Bull (6 km), and Sentier National (180 km).
• Event Calendar & Festivals Directory Calendar of cultural, sporting, and festive events including the Festival de Lanaudière (classical music, ~50 years), POP ton été (music festival), and numerous regional celebrations throughout the year.
• Tourist Guide & Brochures Official printed and digital tourist guide (2026-2027 edition) along with downloadable maps, brochures, and gourmet tourism circuit maps available for trip planning.
• Email Newsletter Subscription Email newsletter delivering activity ideas, exclusive offers, contests, and region updates to subscribers, managed via the Embed platform.
• Lanaudière en Bus (Bus Vacation Packages) Turnkey bus vacation packages featuring transportation, activities, and meals bundled together, providing a discount of up to 25% (up to $100 per person) on transport, activities, and meals.
• Group Accommodation & Business Stay Services (Façon Lanaudière) Services for group accommodation, corporate stays (séjour d'affaires), and event venues, providing coordinated bookings and activity recommendations for groups and businesses.
• Experience Lodging Directory Directory of unique accommodations including yurts, treehouses, domes, tiny homes, bubbles, tipis, and themed hotels such as the Hôtel de la Cité Perdue (jungle-themed with lion observation).

Quantifiable outcome

• One of the largest bodies of water within 2 hours of Montreal: Lac Taureau with 95 km2 and 270 km of shoreline
• +1 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Bonjour QuébeccoreGTM or Marketing PartnerProvincial tourism body partnership for cross-promotion of Quebec tourism destinations. Part of the official tourism network linking regional tourism organizations with provincial marketing initiatives.
• Société de développement des Parcs régionaux de la MatawiniecoreStrategic or Co-development PartnerKey partner managing the network of 5 regional parks in Lanaudière including the Forêt Ouareau, Sept-Chutes, Lac Taureau, Chute-à-Bull, and Sentier National. Collaborative relationship for outdoor tourism promotion.

Scale indicators7 records

Recent moves6 records

Expansion highlights3 records

Broad incumbents

• Destination Canada: National tourism marketing organization for Canada, providing international audience reach and brand-level promotion that complements regional DMO efforts including those of Quebec regions like Lanaudière.
• Bonjour Québec: Provincial tourism marketing organization that aggregates and promotes all Quebec regions including Lanaudière, serving as the upstream partner and umbrella brand under which regional DMOs operate.

Direct peers

• Tourisme Laurentides: Quebec regional tourism promotion organization covering the Laurentians north of Montreal, with overlapping nature, outdoor, and four-season positioning, and the same Montreal-driven drive-to market.
• Tourisme Bas-Saint-Laurent: Regional tourism body for the Lower St. Lawrence region of Quebec, with comparable four-season nature tourism positioning and a similar DMO mandate and funding model.
• Tourisme Charlevoix: Regional tourism organization for Charlevoix in Quebec with comparable nature, cultural (e.g., Festival de Musique), and culinary circuit offerings targeting similar short-haul and overnight leisure travelers.
• Tourisme Cantons-de-l'Est: Regional tourism body for the Eastern Townships of Quebec, comparable in scale, mandate, and mixed nature/culture/culinary positioning, and competing for the same Montreal short-trip visitor.
• Tourisme Outaouais: Regional tourism organization for the Outaouais region adjacent to Ottawa-Gatineau, comparable in scale, mandate, and promotional role for nature and cultural tourism within driving distance of a major urban market.
• Tourisme Mauricie: Quebec regional tourism promotion organization with a similar mandate focused on outdoor recreation, parks (including La Mauricie National Park), and drive-to leisure tourism within a few hours of Montreal and Quebec City.
• Tourisme Saguenay-Lac-Saint-Jean: Quebec regional tourism organization covering a large nature-led territory with park networks, fjord scenery, and festival programming, similar in mandate and multi-destination structure to Tourisme Lanaudière.

Others

• Alliance de l'industrie touristique du Québec: Provincial tourism industry association that represents and coordinates Quebec tourism businesses and regional DMOs, providing industry-level governance, training, and policy advocacy relevant to Lanaudière's operating context.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/TourismeLanaudiere
• Facebookfacebook.com/tourismelanaudiere
• Instagraminstagram.com/tourismelanaudiere
• TikToktiktok.com/@tourismelanaudiere
• Pinterestpinterest.com/tourlanaud
• Xx.com/tourlanaud

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Lanaudière