Check against delivery

Good afternoon, everyone.

Thank you for having me here to deliver the keynote address. I would like to congratulate you on the election of a new Board of Directors who I had the pleasure of meeting yesterday. 

With a combination of new and returning board members, you have identified a strong mix of experience and enthusiasm.  The oversight and guidance this board will provide will be a key component to the continued growth of our tourism industry over the next year.  

I also want to thank the outgoing board members for their contributions. I recognize that these are volunteer positions, and can assure you the time, energy and dedication you have given over the past year is greatly appreciated.

I would like to acknowledge the incredible support that the NWT tourism industry receives from a number of partner agencies in attendance today. The Canadian Northern Economic Development Agency which has invested upwards of $1.3 million in our industry in the last two years alone; Destination Canada who support us with research and marketing at the national and international level; and the Tourism Marketing Advisory Committee for its continued guidance in the development of our programs and initiatives.

Last but not least, congratulations to Cathie Bolstad, and her staff at NWT Tourism, for putting together another terrific conference and event.  The topics and discussions at this conference are a testament to the high standard and quality that exists in our tourism industry, and how far it has come.

Our industry has broadened its horizons this year to reach new heights.  We have introduced a number of new programs, strategies and initiatives that will help our tourism industry continue to thrive and grow.   

The partnership between the GNWT and NWT Tourism to market and grow our tourism industry has brought the NWT tourism industry a long way in 20 years.

As you get around to setting new goals, making new plans, pursuing new markets, my message to you is that the GNWT is ready and committed to working with you for the next 20 years.

Our commitment and support to the NWT’s tourism industry is organized into three categories: our support for tourism in communities, our support for the people that work in tourism, and our support for the many small businesses and operators that make up our valued tourism industry.

I would like to speak briefly about each of these today. 

Supporting tourism opportunities in our communities is an important element of our five-year plan. Growing tourism beyond the boundaries of Yellowknife carries great potential, and it’s important we provide support for this growth to happen.

To facilitate that growth, we have formally identified community tourism development as an independent pillar in our new Tourism 2020 plan.  

By giving greater emphasis to our community-focused programs and services, we are committed to empowering communities to develop tourism opportunities. This commitment includes the development of a territory-wide events and festivals strategy.

The Northwest Territories is diverse, and we know what works in one region does not necessarily work in other regions.  For the past four years, the Department of ITI has allocated funding to NWT Tourism to support the marketing of regionally specific initiatives.  

In the Sahtu, this funding was used to develop videos promoting world class hiking, whitewater canoeing and cultural immersion. In the Beaufort Delta it funded the development of a website promoting the unique offerings of a road trip up the Dempster Highway.

The results so far have been inspiring, and these funds will continue to support regional marketing efforts.

I am pleased to say we will soon be introducing a support program for communities looking to install Community Tourism Coordinators to develop marketable product packages for sale directly to consumers and travel trade partners.

As we approach 2017, I would also like to recognize the tourism planning that is occurring around the opening of the Inuvik to Tuk highway and the nationwide Canada 150 celebrations.  Both will offer opportunities to showcase our spectacular North to the rest of Canada and the world.

The second area of targeted and invested support by your government is people.

NWT visitor numbers and spending reached all-time highs in 2015-16. This means growth for our industry, but in order to ensure continued growth we need to have a well-trained and knowledgeable workforce to support it.

We have put a number of programs in place to help build the skills and capacity of staff and businesses.  In addition to the ongoing delivery of our Northernmost Host and other hospitality training programs, we are offering two streams of mentorship opportunities.

The Youth Mentorship for Tourism Program is designed to give students and young professionals the opportunity to work alongside established tourism operators, empowering them to learn from your expertise and knowledge as they support the development of your programs and operations.

The Tourism Business Mentorship Program is administered in partnership with the Canadian Executive Service Organization, and is designed to support those of you who may be looking for personalized professional development to maximize your potential as successful and profitable tourism operators.

New to the GNWT's suite of supporting programs this year is the Aboriginal Tourism Champions program. Through it, we hope to advance opportunities, guidance and financial support to expand and improve authentic Aboriginal tourism products in our communities,  and to assist many of you in incorporating these products as a means to supplement and enhance your operations.

Finally, I would like to touch on our support for tourism businesses. 

The most empowering thing government can offer any small businesses is the opportunity to grow and expand.  More business means more jobs, more tourism products, and more opportunities to reach out to even wider audiences.

Since the NWT Conference Bureau opened its doors in January 2015, it has secured an estimated $1.8 million dollars in conferences and events in the NWT.  Hotel rooms are occupied, tours are being booked, shops and boutiques have seen an increase in customers, and restaurants and catering businesses are in demand.

With delegates bringing their spouses and families or adding extra days before or after their conference, the opportunities for tourism growth continues.

Resources are in place to help your business and our industry emerge and evolve,  policies and programs exist to support and protect your operations; research and statistics are available to guide and inform your decision making, and marketing tools and resources are working to promote our territory and its spectacular product.

Ladies and gentlemen, working in the tourism industry rarely allows a nine to five day.  It means being on your toes at all times - thinking creatively as well as strategically to ensure success. Above all else, it means delivering excellence and true northern hospitality day in and day out.

On behalf of the Government of the Northwest Territories, thank you for all that you do. You are the foundation of the industry that we are committed to growing.  We can’t do it without you.

Thank you.