Quebec attractive, but not so much for its language

Despite poor perceptions of its “culture” and “cuisine,” Quebec manages to climb to the top of Sanctuary Counsel’s ranking of regional appeal.

Governance, education, influence, entrepreneurship…: Quebec is always among the front runners, which allows it to rank Ontario (2nd place)e rank), Bavaria (3e rank) and the Victoria (4e rank) in the overall ranking of the London-based consultancy, which examined 12 states from all angles – including 75 “objective” criteria such as student-teacher ratio, number of major museums or even flight routes accessible from the largest airport.

Quebec is in second place behind Bavaria in the ranking for “Governance”, “Education” behind Ontario and “International influence” in the shadow of Catalonia.

With 39 offices in 19 countries around the world, Québec enjoys a “solid” international influence. However, “it is considered that it is not making enough efforts in relation to the environment and the fight against climate change,” we can read in the report commissioned by the Ministry of International Relations and La Francophonie (MRIF), which costs almost 100,000 US -dollar costs , and like that The duty got a copy. “If Quebec’s policies, regulations and actions do not align with the rhetoric, it will have a negative impact on the light force of Quebec,” notes its author Jonathan McClory, while noting that Quebec has “great assets” in terms of light forceor power to persuade.

Also, Quebec lags behind Scotland, Massachusetts, Georgia and Wales on the digital front, continues the expert in persuasion, public diplomacy and brand image, who has never been impressed by high-speed Internet access, wired or wireless in Canada’s second most populous province. Without the online popularity of Premier François Legault — who, according to Sanctuary Counsel, “has implemented a solid digital communications strategy with good reach and far-reaching messages” — Quebec would not have lasted long at 5e Rank of 12 in the digital subclassification.

The objective indicators are green, but the subjective indicators are not.

perception problem?

The survey report was conducted among approximately 6,000 people living in one of the twelve states “of commercial importance to Quebec” – Germany, Australia, Belgium, China, Colombia, the United States, France, India, Japan, Mexico, Norway and the United States States Kingdom – debunks myths, including claims that Quebec’s culture and French language draw crowds.

To the question “How do you rate the cultural offer and the cultural products of each of the following 12 regions […] from 1 to 10”, the respondents gave Quebec an average of 6.67 points, thus achieving 8 pointse Rank of 12.

“For a non-French-speaking audience, the language is a barrier and not an open door to another culture”, specifies the author of theRegional Soft Power Index 2021. Assessing Quebec’s appeal in a global context. In his view, “It is important that French remains at the heart of the Quebec story and brand, but it is also important, in the context of Quebec’s appeal, to ensure that the international non-French speaking audience understands the added value of this distinctiveness and does not look at it as an obstacle preventing him from visiting Quebec”.

Distrust of the French language is hurting “Quebec’s reputation for being friendly to tourists from non-French-speaking markets,” observes Jonathan McClory, pointing to the 4the Place reserved by the international public in Québec for the “tourist reception” even before the echo of the law respecting the official and common language of Quebec, French (Bill 96), reached them.

Quebec is popular not only for its “culture” and “welcome to tourism” but also for its “cuisine” (June 6th).e rank) and his “political values” (4the Rank).

However, Quebec “has no shortage of world-class restaurants, particularly in its largest city, Montreal,” says Jonathan McClory after noting that Quebec’s chefs still haven’t managed to tickle the Michelin guide’s taste buds. “There is definitely an opportunity here to improve perception. Cuisine could play a bigger role in promoting Quebec internationally, and the MRIF should work as much as possible with food journalists and tasters abroad to ensure that the latest offerings and trends in Quebec cuisine are better known,” argues the author.

Combining all categories, Quebec gets its best results from the Colombians, Indians and Mexicans and its worst results from the Japanese, Australians, English and French. “France puts Hokkaido, Victoria and even Ontario above Quebec,” takes care of mentioning the British consultancy.

The deputy minister of the MRIF, Sylvie Barcelo, welcomed the results of the probing not without “surprise”. “In our own communications in this area, not just in Quebec, we need to highlight the presence of Quebec artists and forge links to musicography from here,” so that “Mr. and Mrs. Everyone” in South Korea or Germany, for example, are made aware of the presence and not just the industry representatives present there, she believes. To achieve this, Quebec will be seen and heard more around the world, particularly with the help of social media, the senior official promises.

The foreign policy tools in the hands of federated states like Quebec are mostly limited to those associated with attraction or attraction light force », a concept of the American professor Joseph Nye. “The most skilful provincial, state and prefectural governments in the use of light force will be best positioned to attract investment, tourists, students and talent, and to provide leadership on issues of global concern such as environmental sustainability and transnational rules and regulations,” argues Sanctuary Counsel.

Classification of regions according to their attractiveness

To see in the video

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