Catie Owen got the true Québécois experience at the winter edition of Incentive Canada 2023 Whether you’re thinking about its unique style of French or a decadent plate of poutine, Québec has many reasons behind its international fame. Snow-covered stone houses and winding alleys reminiscent of a small European town hide bountiful itineraries for MICE events. But, for delegates attending February’s Incentive Canada 2023 – Winter Edition, Québec City’s MICE adventures were only the tip of the iceberg. Catching up with Canada Run biannually by Destination Canada, both the winter and summer editions of the exclusive event have both networking and incentive aspects. A crucial opportunity to connect at the event is at the Incentive Canada Marketplace. It’s also the best place to get the latest in Canadian MICE news. Towns like coastal Whistler, which are known as skiing hubs, have been attracting MICE visitors through investing in their infrastructure. The town spent the pandemic period renovating the 16-room Conference Centre and adding its pedestrianised structure to its allure. 
Known for its turquoise glacial lakes, it would follow that a place of spectacular natural beauty like Banff, Alberta, would invest heavily in sustainability efforts. Banff’s unique concept, the Community Impact Program (CIP), provides delegates with a pre-paid card to spend in Banff’s local businesses, hotels, restaurants, and so on. Having covered the cost of creating the card, Banff and Lake Louise Tourism (BLLT) donates 3% of each individual card to either a local foundation or a charity of the client’s choice. Charlevoix municipality’s sustainable investments have also focused on giving back to the community. ‘Eating local’ is a crucial focus, which promotes Charlevoix’s family businesses, restaurants, and incentives (such as its ‘flavour trail’) – all of which reduce the region’s environmental impact. Locally made treats that tend to attract delegates include gin, fresh honey, and wine. Meanwhile, Rockies-based Kananaskis is making strides in both cultural and environmental sustainability. Kananaskis’ land acknowledgement (formal recognition of traditional land originally occupied by Indigenous peoples) combines both by including a ‘Pledge to the Peaks’ for visitors, asking that they:
- Respect the local culture,
- Leave no trace, including leaving rocks, plants, and artefacts in place,
- Watch wildlife at a distance and travel mindfully.
As with several Canadian destinations, Indigenous peoples are brought into Kananaskis’ tourism industry through incentives, such as Indigenous-led experiences like medicine walks and soapstone carving. Prince Edward Island is another stand-out destination also investing in its Indigenous peoples, offering authentic experiences run by the Mi’kmaq. These focuses on environmental and cultural sustainability are clearly at the very heart of Destination Canada’s ethos. At the Marketplace Jennifer Attersall, director of incentive travel, told CMW that destinations want to immerse MICE visitors in authentically Canadian experiences while respectfully enjoying the scenery around them. It’s an ethos which has paid off; feedback from organisers has been overwhelmingly positive, she says. Meet Québec City As the oldest city in North America, and the only fortified city north of Mexico, Québec is particularly proud of its historic district. However, like Whistler and Mont-Tremblant, Québec reports a great increase of interest in its modern summertime activities, such as hiking and biking. The city is surrounded by green parkland and trails which have been attracting more and more outdoorsy visitors – especially adventurous incentive groups. Incentive Canada’s very own adventurers had some wintery fun of their own, having narrowly missed the cold snap which plunged parts of Canada into temperatures below -40°C. One group experienced the chill of ice climbing on Montmorency Falls. A fully fledged waterfall in the warmer months, the ice wall is one of Québec’s most climbed routes in the winter, as it is only five minutes from the city. Also nearby is the St Lawrence River, where blocks of ice float down the tidal waters. For some of the group, watching wasn’t enough. A popular winter sport in Québec is ice canoeing, which provides the ultimate opportunity for delegates to bond through teamwork.
Groups can get their fill of maple syrup at a sugar shack experience PHOTO: DESTINATION CANADA
Representing Canada as a year-round destination is important to Destination Canada, as Chantal Sturk-Nadeau, executive director of business events (pictured left), explained. A large part of that involves the allure of Canada’s outdoor activities, Sturk-Nadeau told CMW: “We do a lot of focus groups and surveys which have shown that incentive delegates are much more interested in Canada’s outdoors side. So, our open spaces really resonate. “We don’t put all our eggs in one basket: the outdoors, health, and wellness, make Canada interesting. It’s refreshing because it’s a change from the cosmopolitan.” From business to Bonhomme In Quebec, visitors will find that Canadians’ welcoming natures go beyond the stereotype. Wellness abounds, a particular stand-out star being Old Québec’s riverside Strøm Nordic Spa; a small, cosy spa without the hustle and bustle of large tourist groups. In the winter, it stays open with a blanket of snow – making watching the icy river flow by from the comfort of a hot pool even more satisfying. For MICE organisers, creating a true balance between work and play starts at the hotel check-in. Picking the right accommodation is crucial, and thankfully Québec’s most famous hotel is impossible to miss. The towering Fairmont Le Château Frontenac claims to be the most photographed hotel in the world, and a particular favourite of superstar Celine Dion. The heritage hotel is a step back in time with all of the modern necessities required of a conference hub. Indeed, the Château Frontenac can operate as a kind of all-in-one MICE resort. Going from one of the hotel’s 23 meeting spaces to the shops or spa is an effortless journey – especially with the added treat of dinner in the Alfred Hitchcock-approved ballroom. In the winter, the Château Frontenac is only a stone’s throw away from Carnaval, where delegates can meet the iconic Bonhomme himself in his very own ice castle.
