A tour guide playing the role of the wife of an executioner during the colonial times. [Photo provided to China Daily]

Speaking about the province's tourism push, Julie Boulet, Quebec's minister of Tourism, who recently visited China with a delegation from Quebec's tourism industry, including the Quebec Tourism Industry Alliance, says: "We are striving to strengthen our cooperation with Chinese tourism operators and travel agencies. It is also crucial to promote Quebec's rich tourism resources via China's online tourism platforms."

During the visit, the alliance signed agreements with Ctrip and Tuniu, two of China's leading online travel agencies, to better tap the potential of Chinese market.

Martin Soucy, president and CEO of the alliance, says that they have put up posters in Shanghai's metro to promote Quebec's whales. But, besides the traditional advertisements, they hope to promote Quebec as a destination for young Chinese through short videos and social media.

According to the alliance, if one excludes the United States, the top inbound tourism markets for Quebec are France, Germany and the United Kingdom, while China is Quebec's biggest market in Asia.

Last month, Air Canada started direct flights between Shanghai and Montreal.