Tourism Promotion
Tourism
The Northwest Regional Service Commission (NWRSC) contributes to the development and promotion of tourism throughout its territory, which includes Edmundston, Grand Falls, Saint-Quentin, Haut-Madawaska, Vallée-des-Rivières, the Northwest Rural District, and the Madawaska Maliseet First Nation.
To ensure a coordinated approach, the NWRSC entrusts the role of Destination Management Organization (DMO) to OTEM, the Edmundston Madawaska Tourism Office. Working with municipal partners, tourism operators, and provincial and national stakeholders, OTEM implements promotional strategies designed to increase regional visibility, attract visitors, and generate sustainable economic benefits.
In 2025, the region’s primary focus was the repositioning of its tourism identity through the launch of the Destination Noroît brand. Previously promoted under the name “Northwest,” the region adopted a strong and unifying identity that highlights its vast landscapes, natural beauty, warm hospitality, and unique character. This new brand provides a shared vision for the territory and strengthens its recognition among visitors.
At the heart of this strategy is an approach built around touring routes, inviting visitors to discover the region as a whole. By showcasing local landscapes, communities, flavours, and authentic experiences, these itineraries encourage exploration, support longer stays, and reflect the very essence of Noroît: taking the time to travel and make meaningful discoveries.
Activities carried out under this mandate include the development of an annual marketing plan, support for tourism businesses and organizations, the creation of promotional tools, participation in tourism collaboration initiatives, partnerships with provincial and national organizations, and ongoing performance monitoring of implemented initiatives. Together, these efforts help strengthen the attractiveness and competitiveness of the Noroît region as a tourism destination.