The Magdalen Islands, June 1, 2022 — With summer fast approaching, Tourisme Îles de la Madeleine unveils an innovative action plan to encourage visitors to embrace sustainable practices and to raise awareness of the importance of protecting the unique environment of the Islands, among other things.

Increasing the efforts put into finding solutions to the local environmental issues, the Magdalen Islands became, in 2021, the first tourist region in Quebec to adopt a responsible and sustainable tourism strategy, which addresses hospitality, promotion and the structure of the industry.

I care for Les Îles

"This invitation to commit reflects a desire to continue to position the Magdalen Islands as a destination that prioritizes sustainable and responsible tourism, to raise the visitors' awareness of the fragility of the archipelago and to encourage them to act responsibly while visiting," says Michel Bonato, general manager of Tourisme Îles de la Madeleine.

Inspired by the strategies of many other tourist destinations, visitors will be invited to use the online platform auxilesjemengage.com to learn about the archipelago's unique characteristics. The website also encourages them to confirm their commitment to following responsible and sustainable practices on the Magdalen Islands via twelve statements:

• I care for Les Îles de la Madeleine by living to the rhythm of the archipelago;
• I care for Les Îles de la Madeleine by properly sorting my garbage;
• I care for Les Îles de la Madeleine by steering clear of dunes and fragile ecosystems;
• I care for Les Îles de la Madeleine by making responsible use of drinking water;
• I care for Les Îles de la Madeleine by following marked trails and other signs;
• I care for Les Îles de la Madeleine by camping in the designated areas;
• I care for Les Îles de la Madeleine by bringing back what's mine;
• I care for Les Îles de la Madeleine by being careful near cliff edges;
• I care for Les Îles de la Madeleine by staying alert when on the water;
• I care for Les Îles de la Madeleine by saving energy;
• I care for Les Îles de la Madeleine by parking in designated areas;
• I care for Les Îles de la Madeleine by following the best practices for kite surfing.

The website ends with a short contact form and a box to check to agree with the final statement: I pledge to care for Les Îles de la Madeleine by committing to responsible and sustainable tourism.

A communication campaign will be implemented to reach the visitors upon arrival and during their stay. This campaign will be broadcast by the local media, namely CFIM, the weekly publication Le Radar, and the magazine Les Îles. The entry points to the archipelago will also present the campaign through the screens at the airport, on the ferry, and at the tourist information desk. Finally, the partners of the destination will publish various social media posts, which local businesses will be invited to share as well.

We Love It in Les Îles
In parallel to this communication strategy, the campaign "We love it in Les Îles" reminds residents (and visitors) of the importance of hospitality for our region as a destination, and of the necessity to uphold a friendly and harmonious relationship between visitors and residents. After all, we love to have company in Les Îles! The statements shared in radio segments, in various print media and on social media carry a positive and cheerful message:

• We love to host in Les Îles;
• We love creation in Les Îles;
• We love good food in Les Îles;
• We love all summer events in Les Îles;
• We love storytelling in Les Îles;
• We love to celebrate in Les Îles;
• We love the great outdoors in Les Îles;
• We love where we're from in Les Îles;
• We love music in Les Îles;
• We love to take our time in Les Îles;
• We love to meet people in Les Îles;
• We love seeing other people fall for Les Îles.

Initiatives such as these are only one of the many actions taken by Tourisme Îles de la Madeleine in the protection of the archipelago and in addressing the issues that matter for Magdalen Islanders and visitors alike.

About Tourisme Îles de la Madeleine

The mission of Tourisme Îles de la Madeleine (or Association touristique régionale des Îles-de-la-Madeleine) is to bring together its members and community to better welcome visitors and ensure the promotion of the destination and the development of tourism, all in harmony with the region and its residents. The association aims to provide visitors with a high-quality, authentic experience. For more information, please visit www.tourismeilesdelamadeleine.com.

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Source:
Frédéric Myrand
Communication and promotion
Tourisme Îles de la Madeleine
(418) 986-2245, extension 227
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For questions and interviews:
Jacky Poirier
President
Tourisme Îles de la Madeleine
daisyjack12@hotmail.com