Thank you, Mr. Speaker. Investment in the Northwest Territories tourism industry is vital to our goal of a diversified economy that provides all communities and regions with opportunities and choices.
Like our resource industry, the tourism industry has many spin-off benefits and is on the brink of tremendous growth. The Government of the Northwest Territories continues to work to improve the visitor experience and encourage tourism.
Investment in our territory’s world-class network of parks and campgrounds further enhances our tourism product. Improvements this past year included new playgrounds, new and expanded washroom or shower facilities, parking lot expansions and on-site cultural interpretation sites.
These have been key to improving the visitor experience and we are recognizing return on our investment. This past summer, camping was extremely popular in nearly every region. Over 23,000 camping nights were recorded in territorial parks based on on-line reservations. Several parks received same-day visitors, so this number is expected to increase even higher after the department receives final visitor numbers from all campgrounds in the territory. Last year 23,500 visitor nights were recorded and we are pleased to see that camper numbers are remaining consistent.
For the first time, we conducted a visitor satisfaction survey to guide planning, programming and park infrastructure development. Over 600 responses were received and preliminary results indicate that, overall, campers were very satisfied. Over 91 percent of respondents rated their visit to a territorial park as “good” or “excellent”.
Our investments are paying off. Mr. Speaker, the additional $1 million annually provided through the Tourism 2015 Strategy has helped prepare our tourism operators to take advantage of the opportunities that increased visits will bring. Research, training and product development initiatives have resulted in new partnerships and tourist package products, as well as new products aimed at both business travellers and leisure markets.
Our spectacular landscape, vibrant Aboriginal cultures, and beautiful arts and crafts are proving to be marketable attractions for visitors from around the world.
This includes visitors from China, Canada’s fastest-growing tourism market. The recent trade mission undertaken by Premier McLeod was well timed to capitalize on Chinese interest in NWT tourism, and representatives from the NWT’s tourism industry built relationships with their counterparts.
China is Canada’s fastest-growing tourism market and Chinese tourism added $1.5 million to the NWT economy in 2011. With the granting of approved destination status in 2010, the number of visitors travelling from China to Canada is growing 25 percent per year. We want to ensure many of these visitors include the NWT as part of their travels.
The GNWT has also provided significant investment over the last year to support efforts to grow the Aboriginal tourism sector. The Aboriginal Tourism Champions Advisory Council hosted a forum last spring in Detah.
The council provides strategic advice on the responsible development of Aboriginal tourism in the NWT, and is currently working on an Aboriginal Tourism Framework Strategy. The strategy will be put in place in the summer of 2013.
With increased media exposure of the NWT around the world, and an increased desire for outdoor adventure products and authentic Aboriginal tourism experiences, tourism numbers are expected to remain strong in the coming year.
A direct link to the NWT arts website has also been added to the NWT Tourism website, “spectacularnwt.com”. Now web visitors can go directly to the NWT arts page to find out more information about NWT art and artists, upcoming festivals and events, and where to buy arts and crafts made in the NWT. I would like to thank the Members for that suggestion and am confident it will result in increased exposure for our northern artists.
Mr. Speaker, I would like to recognize the board, staff and members of NWT Tourism, who, in its role as our Destination Marketing Organization, is an important and valued partner in our efforts on behalf of the tourism sector. I would also like to express my appreciation for the ongoing cooperation and support that the Department of Industry, Tourism and Investment has received this past year from the Tourism Marketing Advisory Committee. As a government we rely on their input to develop and advance programs and initiatives that are relevant to the tourism industry.
A strong tourism industry is a key element in achieving our Assembly’s goal of a diversified and healthy economy that provides all regions and communities with opportunities and choices. We must continue to do all we can to drive growth of tourism across the territory. Thank you, Mr. Speaker.
