A trio to launch the 2025 summer tourist season
Nelson Sergerie, LJI Journalist
PERCÉ – The 2025 tourist season was launched on June 4 in Percé before some 150 people who were keen to mark the occasion.
This year, Gaspésie Gourmande and Culture Gaspésie are joining forces with Tourisme Gaspésie major to kick off the start of the summer with a major event in Percé.
This launch comes at the same time as CAA-Québec published its annual survey showing Quebecers intend to vacation within the province. Gaspésie ranked second in the survey, at 18%, just behind Quebec City and its surrounding region, at 21%.
“We were eagerly awaiting this survey. The feedback from the field is very positive. Reservations are going well. It’s clear that the heart of the tourist season, the two weeks of construction and the two following, are very busy. What’s fun to see is that people are coming earlier,” notes Stéphanie Thibaud, marketing director of Tourisme Gaspésie.
Ms. Thibaud notes that tourists are already present in the region, an observation made by the mayor of Percé, who says local business owners are optimistic.
“They’re all very optimistic. Reservations for accommodations and campsites are apparently higher than last year at this time. From the top of my town hall, I can see tourists boarding the ferries to Bonaventure Island. That bodes well,” notes Daniel Leboeuf. Tourisme Gaspésie is investing $900,000 in traditional media between March and October, a sum that rises to $1.3 million when content production is factored in.
“We’re targeting the Quebec market, our main clientele. We’re targeting New Brunswick and Nova Scotia. We’re going to reach a large target group: families, semi-retirees, younger people traveling as couples or with young children. We’re going to adapt our message for the different seasons,” explains Ms. Thibaud.
Last year, the summer season totalled nearly 700,000 visitors, but Tourisme Gaspésie isn’t setting a specific target for this year.
The region’s accommodation offering has increased by 20% since 2020. “It’s 20% in establishments but also in campgrounds. We have room to welcome people and we have new attractions to discover. An extra night, an extra activity, an extra restaurant—that’s what adds value to a trip to the Gaspé,” says the marketing manager, who insists there are still places available in the region in July and August.
Taking advantage of the launch of the tourist season, Gaspésie Gourmande presented the 20th edition of its magazine, which showcases regional gastronomy from every angle.
“The first edition of this tool was an 8 1/2 x 11 page that we folded in three,” recalls Johanne Michaud, director of Gaspésie Gourmet.
Gourmet tourism is thriving. “There’s a surge in local purchasing with what’s happening in the current context. Our members are preparing for the coming summer. We’re expecting a year that may be more extraordinary than 2020. People have a taste for the authenticity we offer them, that businesses offer them.” When you walk into a store, the producer is there, you know the product, you see the field behind it. It’s not all rosy, but I think food tourism is thriving in the Gaspé,” says Ms. Michaud.
The region has chosen to offer a comprehensive food tour rather than short tours in other regions.
“When we do our magazine guide by MRC, people, if they only come to Baie-des-Chaleurs or Haute-Gaspésie, they get a lot. They can’t see everything. I don’t think it’s a challenge. It’s dynamic everywhere,” she says.
A cultural and food tourism offering could be developed, as the three organizations have partnered for the season launch. “There are some great avenues we could explore. There are already collaborations with Culture Gaspésie. We could work together more,” says Ms. Michaud.
At the same time, the Gaspésie Arts Circuit is celebrating its 30th anniversary, a circuit that operates year-round, unlike other regions.
“We’re very proud that this initiative is still going strong. The idea was to allow artisans to market their products together,” says Culture Gaspé sie director Céline Breton, who is pleased with this partnership for the season’s launch.
“We all complement each other in the tourism offering. When tourists arrive, they want to eat well, see shows, and visit attractions. If we all work as a team, we can create a great tourist experience,” says Ms. Breton.
Marketing is geared toward young people using social networks. “We have to reach them where they are,” explains Ms. Breton.
The circuit includes 36 artisans. “Since we are a tourist region, it allows these artists to make a living from their art, unlike in other regions,” says Ms. Breton.
Awards
Tourisme Gaspésie took advantage of its meeting to highlight the contribution of two artisans in the tourism industry.
The owner of Manoir Belle Plage in Carleton-sur-Mer, David Comeau, received the 2025 Excellence Tourism Award, a repeat for the Comeau family, as his father has already received a similar award.
“The importance of making tourism more sustainable, of adapting to local people, Mr. Comeau is an example,” says Joëlle Ross, director of Tourisme Gaspésie.
Paule Ménard-Pelletier of Sainte-Anne-des-Monts based With Couleur chocolat won the 2025 Emerging Manager Award, which recognizes the dynamism and leadership of an individual seen as a driving force in the future of regional tourism.
“Yes, it’s fun to recognize excellence, but it’s also fun to recognize an entrepreneur who has had a business for several years and who works hard,” noted Ms. Ross.
Gaspésie Gourmande also presented awards at the event.
The Award of Excellence was awarded to Les Pêcheries Gaspésiennes in Rivière-au-Renard, owned by Olivier Dupuis and Simon Langlais, for its dynamism and innovative approach to marketing its products.
Founded in 1983, this family business has demonstrated great dynamism since its first years of operation. The groundfish processing plant quickly added the production of the unique Gaspé Cured cod to the manufacture of fish fillets for urban markets, and later opened a retail business with its fish market, which still exists today.
Over the years, Les Pêcheries Gaspésiennes has continued to diversify its activities while pursuing sustained growth.
This ability to adapt and diversify is one of its greatest assets, allowing it to weather more difficult times with resilience and vision.
Furthermore, the Paul-Hachey Award, presented to a chef working in the Gaspé Peninsula who uses products from the Gaspésie Gourmande line with pride and conviction, is awarded to Samuel Laverrière, chef and co-owner of Littoral Bistro Gourmand, located in Sainte-Anne-des-Monts. A 2016 graduate in French cuisine from Saint-Jean-sur-Richelieu, he arrived in Haute-Gaspésie in 2021, where he discovered a different reality, far from the abundance of readily available products to which he was accustomed.
He learned to work with the seasons, adapt to market availability, and adjust his menus to better showcase local products.
“Through his authentic approach, his creativity, and his respect for the product, Samuel Laverrière perfectly embodies the spirit of the Paul-Hachey Award and contributes to promoting the Gaspésie gourmet scene, one plate at a time,” notes Gaspésie Gourmande.
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