October 17, 2025 marks René Trépanier’s 20th anniversary as Executive Director of Croisières du Saint-Laurent. A career driven by an unwavering passion for the river and a unique ability to share that passion with everyone he meets.
The River as a Common Thread
Before cruises, there was the river. René began his career in 1984 as a naturalist for the Canadian Wildlife Service, interpreting snow geese at the Cap Tourmente reserve. Then came the Gaspé Peninsula, where he worked at Bonaventure Island and Percé Rock Park, still closely connected to seabirds.
“My common denominator is the river.”
In 1985, he founded the Atlantic Salmon Interpretation Centre, which he led for ten years. As a consultant, promoter of the Gaspé, and later founder of Québec maritime, René became an ambassador for the Saint Lawrence on international markets.
The Call of Cruises
In 2005, a headhunter reached out: they were looking for someone to speak on behalf of cruises on the Saint Lawrence. René accepted—despite never having taken a cruise himself.
“My job was to promote the Saint Lawrence. I kept doing what I was doing, but with a different audience. During the interview, they asked if I thought it was a big challenge to build a network in the cruise industry. I said: there are 50 companies, I need two buddies per company—a network of 100 people. That’ll be easy!”
René may not have had cruise experience, but he knew how to build a network. He implemented a targeted strategy, courted cruise lines, attended trade shows, and organized familiarization tours. Most notably, he introduced the concept of “sympathetic harassment.”
“It was about making clients smile, reminding them we were here.”
From regionally flavored jams to hand-blown Christmas ornaments and singing holiday cards—each gift was designed to leave a lasting impression. And the formula worked.
“We innovated in our approach. We partnered with Canada/New England to gain better market penetration. We stuck to the recipe: meet in person, attend trade shows, organize familiarization tours, and launch the Symposium. It worked incredibly well. We went from 100,000 passengers 20 years ago to around 400,000 today.”
Defining Moments
Among the most memorable events, René highlights the symposiums held across Québec (2000: Montreal; 2003: Québec City; 2006: Montreal; 2009: Saguenay; 2012: Québec City; 2017: Montreal; 2023: Québec City)—with a special fondness for the Saguenay edition, the first held outside major urban centers—and the familiarization tours. But one anecdote stands out: the beaver story.
During a tour with an English-speaking audience, René mimed and explained how to shave a beaver—unaware of the word’s slang meaning in English. The story went viral, echoed in conferences, dinners, and even during an award ceremony in the U.S.
“People started laughing uncontrollably! I thought, wow, I’m really funny! So I added more details… Until someone explained the meaning of ‘beaver’ in English the next day. I started sweating! I’ve told that story at least 150 times.”
Winter Cruises: A Dream Come True
After ten years of hard work, René finally saw the launch of the first winter cruises on the Saint Lawrence in January 2025. Inspired by a conversation with Priscilla Nemey from the Saguenay port, he began dreaming of winter navigation. After three familiarization tours and a pandemic-induced delay, Ponant agreed to pioneer the adventure.
René speaks with emotion about the experience—the camaraderie on board, the pride in seeing the ports deliver top-quality service, and the international media coverage.
“I felt like an explorer. It was an immense privilege.”
The Sustainable Shift: A Necessity Turned Vision
The pandemic marked a pause, but also a turning point for Croisières du Saint-Laurent. Under René’s leadership, the organization adopted an ambitious sustainability strategy, recognizing that the river’s future depends on our ability to protect it.
“We can’t have purely economic objectives. The Saint Lawrence is a fragile environment.”
René emphasizes that the river is an inland waterway, unique in the world, and therefore particularly vulnerable. It’s not enough to comply with environmental regulations—they must be promoted, embodied, and clearly communicated to all stakeholders.
“Our strategy helped tie threads between all partners, to sell a shared vision with five-year orientations.”
This shift transformed the organization’s culture. Ports of call, partners, and local stakeholders were all sensitized, better equipped, and engaged in a collective approach. The strategy also structured dialogue, creating communication mechanisms so everyone could understand their role in this high-impact industry.
“We’re dealing with a partner we don’t control: cruise lines. But we must be vigilant as a destination.”
René envisions a future where the Saint Lawrence is no longer just an open destination, but a protected territory—one that requires a true commitment to sustainability.
“Not just anyone will be allowed to come to the Saint Lawrence.”
Looking Ahead
René dreams of a more vibrant Saint Lawrence, with river cruises, niche ports, and a global organization that goes beyond the cruise sector.
“The Saint Lawrence belongs to many stakeholders. There should be a dedicated sector to take care of it.”
A Man, A Passion
René concludes with humility and generosity:
“I’ve shared my passion for the river with international clients, but more importantly, I’ve met others who are just as passionate. Passion means nothing if you can’t share it.”
He also takes a moment to thank his team and board members—past and present—made up of people who shared his passion and helped make the destination what it is today.
