The NWT’s tourism minister says a new five-year plan to guide the sector will have a focus on growth “that delivers real benefits to communities.”
The territory’s last tourism strategy was released mid-pandemic in April 2021. Reflecting that, it was dubbed a “roadmap to recovery.”
A new version titled Tourism 2030 will be released in April, minister responsible Caitlin Cleveland said on Thursday.
Tour operators have told Cabin Radio the industry has now recovered from the existential crisis of Covid-19, which saw the NWT effectively close its borders for the better part of two years.
Cleveland told the legislature more than 75,000 people visited the NWT last year, matching figures for 2017-18 that were declared a record at the time. Tourists spent $155 million in the territory last year, she said, adding that around one in 12 jobs in the NWT is linked to tourism.
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The minister said Tourism 2030 follows “extensive engagement” and will prioritize five things:
- building industry capacity;
- enhancing visitor experiences;
- expanding sustainable tourism products;
- strengthening marketing and communication; and
- making better use of data.
Cleveland said each of the above will come with “concrete actions, timelines and measurable outcomes.”
The new strategy will “focus on workforce development so operators and communities can capitalize on new markets and the right types of visitors,” she said.
Meanwhile, data will be “embedded into all decision-making” to better track progress, adapt and “remain accountable to residents and industry.”
