iA+Tourism tour of the Eastern Townships: Our team’s highlights

On November 13, several members of Tourisme Cantons-de-l’Est’s in-house iA committee took part in the iA+Tourisme tour of the Eastern Townships, an event rich in exchanges and discoveries. We were looking forward to getting together with our members and various experts to discuss this subject that arouses both curiosity and questioning: artificial intelligence.

Presenters and panelists Pierre Bellerose (Groupe de travail iA+Tourisme), Jean-Philippe Duchesneau (Groupe Écorécréo), Lysandre Michaud-Verreault (Tourisme Cantons-de-l’Est), Christian Lefebvre (Station du Chêne rouge) and Samuel Anderson (Pal+) shared several cases and presented practical examples of the use of AI in their organizations. Thanks to the many demonstrations, popularized concepts and collaborative workshops, our members were able to learn and draw inspiration from successful initiatives in other organizations.

Here’s what struck us most:

Shared challenges and inspiring solutions

One thing quickly became clear: the challenges are many, but widely shared. In an industry where small teams often juggle repetitive and time-consuming tasks, such as answering emails or managing social networks, AI is emerging as a promising solution.

Among the tools presented, Make.com was particularly eye-catching. This simple yet powerful automation tool has opened a window on the productivity gains that can be achieved. For many of the members present, it was a real revelation: what if AI could free us from these routine tasks, allowing us to concentrate on what really matters?

Highly efficient personalized assistants

The audience was also fascinated by the potential of Custom GPTs, virtual assistants tailored to specific needs. These tools offer the flexibility to be adapted to the specifics of an organization, mandate or task, increasing the accuracy and efficiency of results. The example of a Custom GPT developed for Éco Récréo made a strong impression. Designed to integrate all the subtleties of the organization and its offering, it can, in a matter of seconds, produce deliverables such as an editorial calendar aligned with the company’s strategic objectives and key messages.

Accelerated and accessible creation

The creative aspect also generated a great deal of reaction. Tools such as MidJourney have demonstrated how it’s possible to design visuals with just a few clicks and limited resources: 3D models of projects in development, stylized logos or static images now animated as mini video clips to make content more dynamic and interactive. Quickly create multilingual videos for an inclusive welcome with HeyGenor build powerpoint-stylepresentations in seconds with Gammaleft the audience torn between enthusiasm, amazement and reflection.

Summary tools, such as NotebookLMalso attracted interest. The idea of generating a podcast or audio summary from a complex article, report or even daily news is an innovative way of optimizing time while facilitating access to information.

These innovations have also raised questions about creativity and authenticity: to what extent could the use of these tools dilute the human authenticity behind the creations?

Between enthusiasm and hesitation

The discussions thus revealed a diversity of perspectives on the integration of AI into tourism practices. On the one hand, there are the convinced enthusiasts, who see AI as a versatile solution and an opportunity for transformation and innovation at every level. Their energy and vision reflect a desire to exploit these new possibilities to the full, and are a source of inspiration…as long as they are aligned with the operational realities – budgets, human resources or technical capabilities – to ensure successful implementation.

On the other, he has the more cautious AI participants, whose concerns are often linked to a perception of complexity or a lack of resources to initiate such change. This group is more concerned with ethics and how to integrate AI at their own pace and in a realistic way, without losing their expertise or singularity.

However, these two visions are not opposed, but rather complementary. They reflect the diverse realities of tourism businesses, and underline the importance of open, constructive dialogue to move forward in this new reality. The key probably lies in a progressive, trial-and-error approach and curiosity. Pilot projects, tailored training courses and peer exchanges offer concrete starting points for reducing uncertainty and encouraging innovation.

Collective awareness

At the end of the day, one thing is certain: AI is not just a technological tool. It represents an opportunity to rethink our practices, optimize our operations, better connect with our visitors and enhance the customer experience.

Events like the iA+Tourism tour play a vital role in this process, popularizing concepts, showcasing real-life cases and inspiring the tourism community to explore these tools. These moments of collective learning allow us to transform ideas and concepts into concrete actions, adapted to each individual’s needs.

For our team, this tour has been a source of inspiration. She confirmed that Tourisme Cantons-de-l’Est can and must play a catalytic role in helping our members and employees navigate this transformation.

Together, we have a front-row seat to a technological revolution, but also a human one. And that’s where AI comes into its own: a lever for simplifying, enriching and, above all, imagining the future of tourism differently.