Mr. Speaker, the new Tourism Product Diversification and Marketing Program was officially launched by the Department of Industry, Tourism and Investment on January 7, 2008.
This program will provide N.W.T. operators with the knowledge and means to reinvent or expand their tourism products and operations, to capitalize on changing markets, and to better meet the trends and demands that we anticipate will provide growth for our tourism industry in the future.
As part of the investment outlined in the Tourism 2010 strategy, Industry, Tourism and Investment and Northwest Territories Tourism have been engaged for two years in gathering research and analysis on tourism trends, product development, potential markets, and the capacity of our own tourism industry.
We have learned there is a large and growing market among high-income baby boomers in Canada and around the world for authentic travel experiences that will put them in touch with nature. The rugged, pristine and isolated nature of the Northwest Territories is a perfect fit for these travellers — our wilderness, wildlife, aboriginal culture, fresh air and country food all appeal to this targeted audience.
The new Tourism Product Diversification and Marketing Program will provide N.W.T. tourism operators with funding for business planning, product and product package development as well as marketing support, to position their businesses to meet this future market.
This program has been developed in close consultation with the entire N.W.T. tourism industry and reflects our Assembly’s commitment to a diversified economy and to the development of sustainable local economies through the development of small businesses.
More importantly, Mr. Speaker, it is a real take-it-to-the-bank example of our government’s ongoing commitment to the men and women who make up the tourism sector in the N.W.T. and who are the face of N.W.T. tourism to the world.
