Centre du Québec

What Centre du Québec does

Tourisme Centre-du-Québec is a non-profit Association touristique régionale (ATR) formally mandated by the Quebec Ministry of Tourism since 1999 to develop, promote, and coordinate tourism across the Centre-du-Québec administrative region. The association serves as the official destination development organization for the territory, which spans 5 municipal regional counties (MRCs) and 2 Indigenous territories, representing more than 250 member tourism businesses including accommodations, attractions, restaurants, and event operators.

The organization operates a website-based destination platform integrated with SIT Québec, the province-wide tourism information system, enabling standardized listing, booking, and information exchange across Quebec's ATR network. The platform functions as both a public-facing visitor portal and a B2B channel for member operators, with content covering regional accommodations, activities, events, restaurants, and packaged experiences. Technology delivery is content- and directory-driven rather than transactional in nature, with provincial-level systems handling the underlying reservation and information infrastructure.

The business model is a hybrid non-profit funding structure. Revenue is derived from two streams: (1) annual membership dues paid by the 250+ tourism member organizations, and (2) redistribution of the Tourism Accommodation Tax (Taxe spécifique d'hébergement, TSH) collected by the Quebec government and allocated to ATRs based on regional accommodation activity. The organization operates with a small team (1-10 employees) under direction of a Directeur général and a volunteer board of directors representing member businesses across the territory. Customer segments are regional tourism operators (B2B) and out-of-region visitors to Centre-du-Québec (indirect demand driver), with no large enterprise anchors and no disclosed enterprise-level contracts.

Name

Centre du Québec

Legal name

Tourisme Centre-du-Québec

Website

https://tourismecentreduquebec.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Tourisme Centre-du-Québec is a non-profit regional tourism association mandated by Quebec since 1999, serving 250+ member tourism businesses across 5 MRCs and 2 Indigenous territories through destination marketing, a website platform, and SIT Québec integration.

Ownership category

akta.pro rank

Product category

Regional Tourism Marketing

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Tours, Activities & Experiences Booking (HSACAKAF)

akta.pro secondary industry

Community-Based & Indigenous Tourism Enablement (Local Ownership, Benefit-Sharing) (THAAANAI)

Keywords

• Regional tourism marketing
• Tourism information services
• Destination promotion
• Travel trade support
• Tourism member network

Headquarters

HQ city

Princeville

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: Tourisme Centre-du-Québec generates revenue through annual membership fees from the 250+ tourism organizations on its territory. Members include accommodations, attractions, restaurants, outdoor activity providers, and other tourism businesses that pay dues to be part of the regional marketing network and access promotional services.
2. Tourism Accommodation Tax (TSH): The organization manages and collects the Taxe sur l'hébergement (lodging tax) which funds the Tourism Partnership Fund established to support and strengthen Quebec's tourism industry. Operators collect this tax from guests and remit it through the ATR.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Tourisme Centre-du-Québec is a regional tourism association (ATR) that promotes and develops tourism in the Centre-du-Québec region of Quebec through marketing, visitor information services, member coordination, and destination promotion. It serves as the official regional interlocutor mandated by the Quebec Ministry of Tourism, connecting 250+ tourism businesses with visitors via its website, tourist information offices, itineraries, events calendar, and travel trade support services.

Product overview

Tourisme Centre-du-Québec operates a regional tourism marketing platform for the Centre-du-Québec region in Quebec, Canada. The organization serves as the regional tourism association (ATR) mandated by the Quebec Ministry of Tourism since 1999. The main product is a comprehensive tourism information portal that connects visitors with regional attractions, accommodations, dining, events, and curated itineraries. Supporting products include a member directory of over 250 regional tourism businesses, a dedicated business tourism services division, a member zone for industry partners, and services for travel trade professionals including travel agents and tour operators.

Differentiator

Problem solved

Functional benefit

Products and services

• Tourisme Centre-du-Québec Website Portal

Quantifiable outcome

• Over 1,000 km of cycling paths and trails promoted through digital platform
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• VIA Rail CanadacoreStrategic or Co-development PartnerPartnership providing train access to Drummondville city center with 5 daily trains connecting Centre-du-Québec to Montreal and Quebec City major urban centers, enhancing regional accessibility for visitors.
• Tourisme QuébeccoreStrategic or Co-development PartnerOfficial mandate relationship where the Quebec Ministry of Tourism designates Tourisme Centre-du-Québec as the privileged regional interlocutor for tourism, responsible for regional coordination, promotion, development, visitor reception, and tourism signage.
• SIT Québec (Tourisme Québec Information System)coreTechnology or IntegrationThe SIT Québec platform aggregates tourism information from regional organizations, providing reliable and comprehensive data access for the Quebec tourism industry.
• Voyager à VélominorStrategic or Co-development PartnerCollaboration for baggage transport services and shuttle services for cyclists, available May 15 to October 15 annually, supporting bike tourism in the region.
• Bonjour QuébeccoreGTM or Marketing PartnerOfficial Quebec tourism promotional partnership through the Bonjour Québec platform, expanding regional destination visibility through the provincial tourism marketing network.
• Government of CanadacoreGTM or Marketing PartnerFederal tourism partnership through Canada Economic Development for Quebec Regions, contributing to regional tourism promotion and development funding.
• Tourisme durable QuébecminorStrategic or Co-development PartnerPartnership promoting sustainable and responsible tourism practices, including access to the Sustainable Tourism Lexicon tool with 150 definitions to support tourism stakeholders.

Scale indicators10 records

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Destination Canada: Canada's national tourism marketing agency, operating a comparable destination-marketing model at the federal level. Not a direct competitor but provides a structural peer for DMO governance, funding mix, and international promotion strategy.
• Bonjour Québec: The official provincial tourism portal and brand operated under the Ministère du Tourisme du Québec. Functions as the umbrella DMO aggregating all Quebec ATRs (including Centre-du-Québec), with broader marketing scale and provincial-level campaigns but no member-services mandate.

Direct peers

• Destination Québec cité: The Quebec ATR for the Québec City region, sharing the same ATR mandate, TSH collection role, and provincial oversight as Tourisme Centre-du-Québec. Comparable in service portfolio (visitor information, trade support, member services) but operating at a larger urban-scale and higher visitor volume.
• Tourisme Outaouais: Quebec ATR for the Outaouais region, sharing the same ATR mandate, government oversight, member-based structure, and TSH collection role. Comparable in service mix and target market (leisure travellers, outdoor enthusiasts, cultural visitors).
• Tourisme Mauricie: Quebec ATR for the Mauricie region, a neighbouring territory with overlapping outdoor tourism strengths (parks, cycling, snowmobile, ATV). Operates under the same Ministère du Tourisme mandate with the same dual revenue model (dues + TSH).
• Tourisme Saguenay-Lac-Saint-Jean: Quebec ATR for the Saguenay-Lac-Saint-Jean region, operating the same regional mandate, member services, and TSH structure as Centre-du-Québec. Comparable in outdoor/adventure tourism emphasis and multi-seasonal destination proposition.
• Tourisme Lanaudière: The Quebec ATR for the Lanaudière region, directly adjacent to Centre-du-Québec and operating the same regional tourism association model. Highly comparable in rural/mixed-territory profile, outdoor tourism emphasis, and member-based service structure.
• Tourisme Charlevoix: Quebec ATR for the Charlevoix region, sharing the same ATR mandate, TSH collection role, and provincial oversight. Closely comparable in rural/regional destination mix with strong outdoor, gastronomy, and cultural tourism emphasis.
• Eastern Townships (Tourisme Cantons-de-l'Est): The Quebec ATR for the neighbouring Cantons-de-l'Est region, operating under the same provincial mandate model with identical responsibilities for regional tourism promotion, member coordination, and TSH collection. Closely comparable in scope, structure, and target visitor mix (leisure, outdoor, gastronomy).

Regional players

• Visit Denver: A US-based regional destination marketing organization (DMO) operating a comparable member-funded, government-supported destination promotion model. While operating in a different geography and a different governance framework, it provides a relevant structural peer for DMO funding mechanics, member services, and digital marketing best practices.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/ATRCentreduquebec/videos
• Facebookfacebook.com/Tourismecentreduquebec
• LinkedInlinkedin.com/company/tourisme-centre-du-quebec
• Instagraminstagram.com/centreduquebec
• TikToktiktok.com/@centreduquebec

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Centre du Québec