Dane Gibson
Northern News Services

NNSL (Aug 04/99) - Raven Tours owner Bill Tait found a niche market in Japan, and has seen his original venture grow from 80 tourists in 1989 to 5,400 last year.

In the Japanese culture, the Aurora Borealis is considered a wonder of the world. That's why they come to Yellowknife.

While he predicts the growth trend surrounding Northern lights tours will continue, he's now looking to find something in Yellowknife to market to tourists in the summer.

"I think people have to face the fact that summer tourism in Yellowknife is dead. It's a wasteland for tourism here," Tait said.

"We were blessed with the aurora tours in winter, but beyond that there's little to attract people up here. We have to realize that Ragged Ass Road and the Wildcat Cafe are not world-class attractions."

After scouting other Asian and European countries, Tait has found that interest in the Northern lights primarily rests with the Japanese. An economic crisis there would be a serious set back for Raven Tours, which is why he'd like to diversify.

"Anywhere you go in Japan, whether you're talking to a cab driver, cook or business man, the aurora borealis is treated with reverence and admiration," Tait said.

"Last year, the 5,400 Japanese clients that came here spent $4.5 million to do so. Almost all of that goes to local hotels, restaurants, shops, airplane and bus charter companies."

Tait calls the City of Yellowknife's response to tourism "apathetic," which is why he sees developing a summer industry as an uphill battle.

The North, Tait says, has so many potential marketing hooks that an organized drive could make Yellowknife a world-class destination, but it can't happen without political will.

"The City of Yellowknife doesn't seem to know what's going on here. Any other municipal government who didn't enjoy the fat-cat heydays that ours has would bend over backwards to find new tourism ideas to support," Tait said.

Some ideas Tait has include building a soft-adventure lodge on an area lake. It could act as a summer facility and as a Northern lights viewing centre in winter.

Developing Old Town culture, from the First Nations component through the pioneer theme could also draw international interest if it was done right. He also said there are ways to tie tourism into the diamond industry.

In the meantime, Tait purchased two Sail North Naocho Boats as a first step to tapping into a summer market.

"The boats are not what anyone would consider a world-class draw, but the idea is to build something around services like boating tours that might approach world class," Tait said.

"I don't want to be a missionary for tourism, but I think with the economy going the way it is and the decline in population, the city has to get serious about bringing fresh money in here."