Thank you, Madam Speaker. Tourism in the Northwest Territories plays a vital role in our economy. Each year the industry contributes over $100 million in visitor revenue and attracts upwards of 70,000 visitors from across the world. Tourism is also one of the few industries capable of creating economic opportunities in every region.

Because of this importance, and the industry’s potential, we must develop comprehensive and effective plans to market our spectacular tourism product to the world. I am very pleased with NWT Tourism’s 2014-2015 Marketing Plan, which outlines what the GNWT’s tourism marketing agency is undertaking to promote the NWT as a tourism destination of choice.

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, who have marketing expertise, as well as GNWT representatives. They provide strategic direction to NWT Tourism each year in the development of this plan.

I would also like to thank 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 unique tourism experiences. Just recently, NWT Tourism launched its new “Aurora Capital of the World” mark in support of its Spectacular NWT

brand. This title positions the NWT as the ultimate aurora viewing destination.

Of course, aurora is only a small piece of the tourism pie. We are known for our sport fishing, road touring, hunting and other outdoor activities, and this plan emphasizes these pursuits. We are also becoming a choice destination for hosting small and medium-sized meetings and conventions, like the highly successful Energy and Mines Ministers Conference held in Yellowknife last year.

Aboriginal tourism continues to grow, and the demand for cultural products and authentic experiences continues to increase. This is a demand that we can fully satisfy through the strong culture and natural hospitality of our people. Last year’s marketing plan introduced funding of $50,000 per region to develop regional marketing and promote local and cultural attractions. This program was so successful, it will continue in this year’s marketing plan.

The tourism industry is incredibly competitive, and we need to continue to position ourselves to new and existing markets as a choice travel destination.

North America remains our main marketing focus. A new sport fishing brand and campaign will launch this year, targeting specific demographics in southern Canada and the United States.

The 2014-2015 Marketing Plan contains initiatives to broaden our global reach and targets China as a key new market. This interest was also bolstered by our trade mission to China last month, where we made and strengthened relationships with key contacts in the Chinese travel trade. Promotion of the NWT during this trip was well-received, with 100,000 potential Chinese visitors showing a great interest in the North, with aurora tourism and authentic cultural experiences being identified as the main draw.

In the past two years, NWT Tourism has become more active in the Chinese market. China is Canada’s fastest-growing tourism market, and with the number of Chinese visitors to the country doubling since 2010, we need to capitalize on this. Over 1,000 Chinese visitors have been visiting the NWT annually, and that number continues to grow. Aurora tourism continues to be the strategic focus of our Asia-Pacific region promotional campaigns, with an emphasis on markets in Japan, China and South Korea. The Japanese market, in particular, continues to show incredible promise, with most of the over 15,000 aurora visitors we had last season arriving from Japan.

This year’s plan also looks at expanding marketing efforts in other emerging markets such as Germany and Australia.

Due to support from this government, NWT Tourism has been able to enter new markets due to the doubling of its marketing budget to nearly $2.4

million. With this funding, NWT Tourism will be able to reach out into uncharted territory and penetrate further into existing markets.

This will result in increased visitor numbers, more revenue for small businesses and new opportunities for the private sector to expand tourism products, or develop new products, to reach a wider market and to serve this growing industry.

Madam Speaker, the NWT has much to offer to potential visitors, and a prosperous tourism industry must build on these resources. The 2014-2015 Tourism Marketing Plan will give us continued focus on supporting developing tourism opportunities in the territory.

By marketing and showing off the spectacular range of tourism products and experiences, it will help us ensure a diversified and healthy economy that benefits all of our regions and communities. Thank you, Madam Speaker.