The mission of ARF is to:
“Bring together Quebec travel agencies and receptives that organize travel in Quebec for clienteles from Quebec and outside Quebec; build awareness among clienteles, governments and partners of the strategic and economic importance of the role of agencies and receptives; and aid members to achieve good performance in terms of service quality, customer traffic and profitability.”
The objectives of ARF are to:
- Build awareness among, and prompt support by, government authorities as to the importance of the issues specific to travel agencies;
- Develop support among other tourism sector stakeholders;
- Recruit as many regular members (agencies) and associate members (suppliers from the Quebec tourist industry) as possible in order to generate beneficial collaborations for Quebec’s tourism sector;
- Improve the professionalism of members and their product by developing a quality branding strategy for these agencies and their services;
- Take part in high-impact national and international promotional activities with regional and national tourism bodies;
- Develop the presentation of members and their products, on various Websites directed at international operators oflocal clienteles;
- Produce economic impact survey on the economic benefits of members’ business activities;
- Actively collaborate on any portal or Website designed to develop Quebec’s package offering;
- Contribute to the visibility and recognition of the Quebec tourism ministry’s branding program known as “Certifié qualité tourisme”;
- Achieve compliance with the Quebec Travel Agents Act.