Tourism: the name “Les Cantons-de-l'Est” more effective than “L'Estrie” in attracting people

Tourism: the name “Les Cantons-de-l’Est” more effective than &laquo ;Estrie» to attract people


Changing the name of the administrative region “L'Estrie” to “Les Cantons-de-l'Est”, which currently designates this tourist area, would attract more people, according to a survey.

In collaboration with the Commission municipale du Québec, the Government of Quebec is currently conducting a consultation process on the official name change of the administrative region L'Estrie.

In parallel with this approach, the consultation body on regional attractiveness, Vision attractivité, recently presented the results of a study carried out in 2019, i.e. before the pandemic, on the brand capital of the names Estrie and Cantons-de -the East.

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The objective of this study was to understand which name is the most effective in attracting more residents and workers to the region.

In general, the Eastern Townships name is the one that generates the most emotions and makes it more different from other regions of Quebec.

While the two names are the pride of residents, 41% of Quebecers outside the region say that the name Cantons-de- Est is the one that is more related to quality of life compared to 18% for the name Estrie.

For its part, the name Estrie refers above all to the economic wealth of the administrative region.

“Despite the good migratory results of the past two years and the arrival of thousands of new residents in the region since the pandemic, the fact remains that we must continue our attraction efforts. The labor shortage remains and we still have vitality issues in our territories,” pleaded the director general of Vision attractiveness, Vanessa Cournoyer-Cyr.

For her, it is important that these efforts be concerted on a single message, therefore a single name.

“This study was not carried out from a political perspective on an official name change for the region. However, the results can feed the reflections of the various stakeholders,” she said.

The survey, conducted by the firm Dialogs, was conducted among 1,118 respondents, including residents of the seven former MRC de l'Estrie, residents of the Brome-Missisquoi and Haute-Yamaska ​​territories, Quebecers from outside the region and business people who are making significant recruitment efforts.


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