Handling Complaints and Dissatisfaction

Whether it be for lack of communication, malfunctions, poor service coordination, varying application of standards, unfairness, inappropriate behavior, or any other issue, a complaint is an expression of dissatisfaction with services that have been received.

Customers that are struggling with an unresolved issue or did not receive what they deem as appropriate answers, turns to an authoritative body for help.



The systematic management of complaints is part of a comprehensive approach for quality improvement as well as the development and maintenance of a world-classtourism offer. Businesses in Québec’s tourism industry are committed to providing a positive experience to their customers. Responding to customer complaints, whether through a regulation or a timely follow-up, has proven to be an excellent means for continuous improvement.

Based on the processes and track records of larger organizations, complaint management allows stakeholders to collect information that will help to eliminate sources of potential customer issues for all new tourism services.

Besides improving customer satisfaction, complaint management also reduces the direct and indirect costs of poor quality services, improves customer-provider relations through good communication and transparency, avoids judicial remedies, and empowers employees to deal more effectively with sensitive situations..


In Québec, the governing authority that handles all customer complaints is Alliance de l’industrie touristique du Québec (Alliance), in accordance with its guidelines and principles. The Alliance, which works at promoting Québec’s tourism industry, is responsible for receiving and handling all customer complaints, except for those related to campsites.

  1. The Alliance receives a complaint regarding a Québec tourism company or organization.
  2. The Alliance responds to the consumer, informing him or her that his or her comments have been sent to the concerned establishment which evaluates them and responds directly to the customer, while copying the Alliance on all correspondence.
  3. If the company has not responded within 10 business days from the date it received the complaint in writing from the Alliance, a first reminder is sent.

In order to fully indicate the gravity of the situation, all relevant sectoral and regional tourism associations also receive copies of the correspondence between the company and customer.

This complaint management process is not a judicial remedy. It rather encourages a conciliatory resolution between parties to the issue at hand.

Companies that are subject to a complaint usually give an answer within a reasonable timeframe. However, some of them sometimes choose not to follow-up, despite the two reminders sent by the Alliance.

Complaints can be reported to the Alliance:

  • By email
  • By telephone
    1 877 686-8358, option 7
  • By mail
    Alliance de l’industrie touristique du Québec
    871, Grande Allée Ouest, RC 20
    Québec (Québec) G1S 1C1
  • By fax
    450 686-9630