How NWT Tourism will use a new source of money to promote Yellowknife

NWT Tourism is “dreaming big” when it comes to drawing more visitors and spending to Yellowknife.

The city signed a three-year agreement with NWT Tourism in September for the organization to provide Yellowknife-focused destination marketing services using revenue from a new accommodation tax introduced by the municipality in April.

Representatives of NWT Tourism told city councillors on Monday that they plan to improve tourism research, explore the idea of a year-round indoor market, and promote “the world-class experiences offered in Yellowknife,” among other efforts.

“This work translates directly to bookings for our business and accommodation providers, support for air routes, restaurants and retail businesses, and overall positive economic impact for the City of Yellowknife,” said Tyler Abela, NWT Tourism’s marketing director.

Abela and Donna Lee Demarcke, chief executive officer of NWT Tourism, said the organization’s approach will advance the four goals in the city’s tourism strategy.

Yellowknife: needs more MICE

Abela said work to build awareness of Yellowknife will include reaching potential visitors through direct-to-consumer promotion, the travel trade, travel media, and MICE – an abbreviation for meetings, incentives, conferences and events.

Abela pointed to a segment promoting aurora tourism in the NWT that aired on Good Morning America last year and was sponsored by Destination Canada.

“We heard from operators that were featured in it that they were inundated with inquiries as soon as it aired,” he said.

Developing tourism for meetings and conferences is beneficial, Abela explained, as it encourages travel in the shoulder seasons, fills venues, and business travellers spend at least twice as much as leisure travellers.

“They are also great ambassadors for Yellowknife because they will go home, they’ll tell their friends, and they’ll often come back and bring their families on leisure travel,” he said.

Kerry Thistle, the city’s director of economic opportunities and investment, said Yellowknife has “a lot more opportunity in that space than we’ve ever had before.”

She pointed to sovereignty, security and critical minerals as conference topics that could draw people to Yellowknife.

An NWT “Show Your Badge” program will provide an opportunity for visiting conference and event delegates to access special promotions with local businesses.

“The main idea here is to get information into the hands of delegates before they get here,” said Abela, “with the goal to extend their trip and spend more time in Yellowknife outside of the conference or event.”

Abela added NWT Tourism has booked a booth for Yellowknife at three Canadian consumer shows next year – and one in the United States – to connect with consumers face to face.

Wayfinding, partnerships and research

To enhance the visitor experience, Abela said NWT Tourism is working with the city to implement a multi-year wayfinding and signage project, including the development of information kiosks and interpretive displays.

He said the organization is also working with the airport’s visitor information desk on initiatives such as enhanced signage. There are plans to support events and programming throughout Yellowknife that draw on each neighbourhood’s “unique charm.”

Demarcke said NWT Tourism is working with Indigenous governments to support tour operators, with the city to develop pass options for transit, and rental car companies on highway safety materials.

She added the organization wants to partner with neighbouring provinces and territories on marketing initiatives, and is meeting with airlines to maintain and increase flights to the city

To develop support for Yellowknife’s tourism industry, Demarcke said NWT Tourism’s main goal in the first year is to invest in research to measure success.

Abela said research on target audiences is important to ensure “marketing dollars have the highest impact.”

The organization will also support the city on projects such as short-term housing for seasonal tourism workers, Demarcke said, and work with the NWT government and organizations such as CDETNO to promote training and workforce program delivery.

Related Articles