Mr. Speaker, tourism is a vital industry here in the Northwest Territories. It is our largest renewable industry and attracted close to 70,000 visitors and over $100 million in new spending last year. Of all sectors, tourism presents the greatest likelihood of creating economic opportunities in each region, especially in the smaller communities.
Because of the importance and the potential of our tourism industry, it is critical that we develop effective plans to market the NWT’s outstanding range of tourism products.
Mr. Speaker, with that goal in mind, I am extremely pleased with NWT Tourism’s 2013-14 Marketing Plan, which will be tabled in the House later today.
Partnerships are a cornerstone of our tourism marketing efforts and I would like to thank the Tourism Marketing Advisory Committee for their guidance and leadership. This committee has representatives from the tourism industry and the GNWT, and provides strategic direction to NWT Tourism each year in the development of this plan.
I would like to thank the Tourism Marketing Advisory Committee and the board of directors of the NWT Tourism Association for their direction and advice in shaping this plan.
We have a lot to offer the world when it comes to tourism experiences. Our territory is known for its world-class sport fishing, aurora viewing, road touring, outdoor activities and hunting. As the marketing plan points out, the NWT is increasingly seen as a unique location for hosting small and medium-sized meetings and conventions.
We are also seeing increasing demand for Aboriginal cultural tourism products, a demand that we can satisfy through our strong cultures and natural hospitality of our people.
However, the tourism industry is extremely competitive and we need to continually position ourselves as a travel destination of choice. The NWT Tourism Plan will use the power of our iconic attractions to attract potential travellers to the NWT. The Aurora, our lakes and rivers, our parks and wilderness, our people and culture and our northern realities such as ice roads, and ice pilots all play a central role in the marketing plan.
The core marketing efforts will leverage interest in these attractions in key target markets in Europe, namely Germany; and the Asia-Pacific, namely Japan. Other parts of Canada will also be a major focus – Ontario, British Columbia, Alberta and Saskatchewan – as well as some areas identified in the United States. Also identified in the plan is the possibility of reaching into emerging markets such as Mexico, Australia and, as Premier McLeod proved last September during his visit to China, casting a wider net is important to help our tourism industry grow.
We are currently proposing to significantly increase the resources allotted to NWT Tourism to market the NWT as a travel destination. Subject to Legislative Assembly approval of additional resources for marketing in the amount of $600,000 for 2013-14, I will be asking NWT Tourism to amend their 2013-14 marketing plan to reach deeper into established markets and broaden the means in which they reach out to these markets. We will also be proposing a further additional $600,000 in marketing funding for 2014-15, which will allow NWT Tourism to expand their advertising promotions, attend more trade events, and increase media promotions in these markets.
Mr. Speaker, a prosperous tourism industry builds on what the NWT has to offer in abundance: a beautiful landscape, rich cultures and a willingness to share these with the world. The 2013-14 Tourism Marketing Plan continues to focus on and support NWT tourism development. Marketing the spectacular range of tourism products and experiences in our territory helps to ensure a diversified and healthy economy that provides all regions and communities with opportunities and choices. Thank you, Mr. Speaker.
