Good morning and thank you for the opportunity to address you here today.

As many of you are aware.  I began my career as a parks officer for the GNWT.  It was something I really enjoyed - and to this day - the tourism sector is one that I hold a great interest in – and passion for. For the past year, some of the most satisfying and enjoyable elements of my work as a Minister have been the opportunities I have had to promote and represent our spectacular Territory to people in other parts of Canada and the US.

I am continually impressed by the degree to which people are captivated and enthralled by our North, the attraction to things like our northern lights, the midnight sun - and especially the fact that I might know Alex Debogorski or Mikey McBryan.

Our Territory has a lot to offer to the world travel industry - and as easy and enjoyable as it is for me to promote the NWT through my own stories about how much I enjoy fishing at Hottah Lake or how much I am looking forward to the opportunity to play in the Billy Joss Open in Ulukhaktok - I am also appreciative of opportunities like this event today.

It’s a chance to meet face to face, roll up our sleeves and address some of the nuts and bolts of our approach to tourism here in the NWT.

 Because at the end of the day, tourism – at its heart – must be about business.  

For the NWT, it is a $100 million a year industry - and a critical foundation on which to grow and strengthen our economy.  More importantly, it is your livelihood - a means to put food on the table, gas in the boat and earn a return on your life's investment.

In the past few years, our tourism industry has been tested. We have faced many changes and challenges.  I want to congratulate each of you on your resilience and perseverance.  The NWT's tourism industry has stayed the course - especially through a time of global economic recession - and we're starting to see a return, this year, of some stronger visitor numbers. 

With interest in our Territory at an all-time high, the Solar Max looming and our Aurora product poised to peak, we are actually positioned to grow and expand.  The theme of your conference this year is well chosen! "The Sky’s the Limit” 

However, as I say that – I also know that beneath this sky, there is a bottom line.  In part, it's what we have gathered here this week to discuss and what I would like to offer some thoughts on this morning.

The GNWT has a vision of a strong and sustainable future for our Territory, and tourism is a critical element of this plan. Not everyone can – or wants to – work at a diamond mine. And we can't build a prosperous economy solely on the strength of our mineral and oil and gas sectors.  Healthy economic development in our Territory is going to hinge on diversity. The potential of our tourist industry - in particular – is one that needs to be developed alongside that of our resource sector.

A vibrant tourism environment will mean more tourists – more income for tourism operators and more jobs for residents.  More jobs means more income for our communities and more economic opportunities for the business and service sectors that support them.  A vibrant tourism environment equals greater diversity – and a more sustainable economy.

This annual conference represents - and brings together - the three essential elements of a business formula that we have identified to invest in - and grow - our Territory's tourism industry and our economy: 

 First  -  the research and market intelligence that enables us to identify, shape and define the tourism product that will best meet the current and future demands of today's travel marketplace;

 Second, the individual investors – you - that create, develop and then deliver this product;

and third, the expertise and tools to get the word out - to tell our story - and market our Territory to the world. Three equally important parts of advancing a healthy and vibrant tourism sector.

And behind each of them, you'll find the investment and support of your territorial Government.

The GNWT continues to invest heavily in gathering and developing the market research, surveys and measurements that guide and inform our - and your – strategic planning and decision making.

We know - for instance - that an estimated 100 million tourists are expected to travel from China by the year 2020.  Research tells us that a vast majority of these tourists want to visit national parks, enjoy scenery and wildlife - and participate in active outdoor-adventure activities.  Almost 80 percent have expressed a desire to experience Aboriginal culture events and local lifestyles.

The NWT can fill that market demand - and more.

We have in the next few years an incredible opportunity to take our tourism industry to a new level.  The world’s eyes are looking north and we need to make the most of increasing interest in the Northwest Territories – by translating this interest into higher visitor numbers and increased visitor spending.

In September Premier Bob McLeod delivered this message over and over again as part of the Council of Federation mission to China. He made it a priority to speak at the Shanghai Tourism Bureau and at a Canadian Tourism Commission event in Beijing - to help increase awareness of our Territory's tourism products and the presence of our very-own established Chinese operators and promoters

We have the themed tours, winter activity packages, Aboriginal culture and resort experiences, wildlife adventure trips, souvenirs, luxury wildness accommodations and translation services that our target market is looking for. 

We know where to reach our visitors. We know what they're looking for.  Now we need to build the product.

We need those of you who make up our tourism industry - to create, develop and deliver the tourism programs and services that will be sought and purchased by the thousands of tourists that we foresee are on the way. You are the all-important second part of our formula for tourism growth. 

You will need support and investment – and the GNWT recognizes that. 

I have said it before: we need people in the communities across the territory who are willing to take those risks and get involved in business. If people are willing to do that, we have programs and services that will help them get to where they need to be. 

Through its Tourism 2015 strategy, ITI is already investing a million a year in tourism-skills development, training, strategic planning and infrastructure projects.

For those of you who want to adapt or expand your existing operations to attract new customers, funding is available under the Tourism Product and Marketing Diversification Program. 

If you are transitioning from a sport hunting or outfitting operation there is additional support that we can provide.

For those looking to start a business, improve capacity, develop skills, purchase equipment or support a special event - ITI's SEED policy offers five program areas in which we can offer financial and administrative support. And through our five regional offices, we supply guidance, support, advice, and assistance at the community level.

One initiative that we are focussing heavily on right now is developing our Aboriginal Tourism Product.  We have established and are working closely with the Aboriginal Tourism Champions Advisory Council. 

Under the leadership of Jenni Bruce and Ria Letcher, this council is overseeing the planning, development and implementation of an Aboriginal Tourism framework strategy.  A strategy that will set the stage for those of you who can meet the anticipated demand for cultural and Aboriginal tourism product in your individual regions.

All of you here today represent a wealth of knowledge and experience in the North and in the NWT tourism industry. It is a foundation of wisdom that this Government has every intention of retaining, using and expanding - for the collective good of our industry and our Territory. 

With an identified market - and a growing number of products, the final step of our three-part formula is to get the word out.

Responsibilities for destination marketing are expertly accomplished on your behalf - and on behalf of our Territory as a whole - by Northwest Territories Tourism. I want to recognize the continued partnership that the GNWT has with NWTT - and also the Tourism Marketing Advisory Committee.

Today’s global tourism market is far more discerning than it used to be.  Travel tastes are becoming more sophisticated.  Today’s travellers don’t want to gamble with their travel dollars.  They want the sure bets – must sees – and they do their research.

We know that the current market potential for Canada – from China alone - is about 2.7 million visitors.  Earlier this year, we worked with NWT Tourism to support the visit of a Chinese reality show to our Territory and used the opportunity to highlight some of our greatest tourism attractions. In China, the show has an audience of over 300 million viewers – a viewership almost eight times the entire population of Canada.

We need to capitalize on this opportunity and bring visitors here to see our top tourist attractions. We have a full inventory of awe-inspiring and unforgettable attractions that are, not only comparable - but in many cases - unmatched or found anywhere else in the world. The Nahanni National Park Reserve with its abundance of rivers, canyons and UNESCO world heritage status; Virginia Falls at twice the height of Niagara, and the challenging Canol trail – all can easily rival top Canadian tourist destinations such as Banff National Park, Niagara Falls and the Cabot Trail.

With spectacular natural phenomena and a deeply rooted traditional culture, we have an opportunity before us to help our industry grow and flourish – and to take our industry to a new level.

The formula is amazingly simple: 

• You identify a market,


• You create the product,


• And then you sell it.

 

As the owners, operators and service providers that make up our Territory’s tourism industry, the programs and services that each of you deliver day in and day out is critical.  But our industry is successful because of the collaborative efforts of everybody in this room and our partners across the NWT. 

As your Government we have and will continue to look for ways to diversify the economic base of the NWT tourism industry - to identify and find ways that we can improve or expand our NWT product to capitalize on changing market conditions and demand. And, as we do, we will continue to find ways to get the word out.

The Government of the Northwest Territories has high expectations for its tourism industry. We are working and investing in its growth and diversity. In our minds, it makes good business sense: for our territory – for our industry – and for your bottom line.

I want to thank you for the hard work, commitment and passion that each of you contributes and invests in our tourism industry 365 days a year.

I believe we can come together to make the next few years some of the best ever for tourism in the Northwest Territories.

As Minister I will work with you to make the tourism industry the best it can be. Tourism is very important to me and with my first year under my belt, I can confidently say Tourism is one of most satisfying and enjoyable responsibilities of my portfolio.

When it comes to developing new and exciting tourism products, seizing the opportunities to grow the tourism industry and boost our economy, and being the “go-to” place for unforgettable tourism experiences in Canada, the sky really is the limit here in the Northwest Territories.

Thank you for your time today. Enjoy the rest of the conference.