This paper examines Quebec's public concerns toward landscape. Three forms of interest are distinguished: discovery/invention (landscape pictorial art), consumption (tourism), and social demands for landscape (interests expressed through active attitudes toward landscape evolution). The authors suggest that some prerequisites related to knowledge, planning practices, as well as public awareness actions are still needed in Québec. Nevertheless, the emerging social demand appears to be closely related to environmental or heritage concerns and is supported by associative movements that share various interests (environment, heritage, rurality, recreation tourism, etc.). In fact, although landscape does not arouse in itself a clearly expressed social demand, many local and regional initiatives attest to the importance of landscape as a determinant element for the quality of the living environment.