Melissa Vejins
Northern News Services

Yellowknife (Nov 19/99) - In comparison to Whitehorse and other Canadian cities, Yellowknife does not spend enough on one of its greatest resources -- tourism.

That's the view of the strategic tourism marketing plan recently released by the City of Yellowknife.

The plan notes that the Yukon spends approximately $6 million annually, as opposed to the NWT's meagre $830,000.

This, despite 1996 results, which show that at the end of a 10-year period, tourism outperforms all other economic sectors throughout Canada.

The plan was put together by the city in partnership with the Northern Frontier Visitor's Association, and The North Slave office of Resources Wildlife and Economic Development.

"There has always been some growth, question is, how can we accelerate it?" says Peter Neugerbauer, who heads the economic development division with the city.

James Smyth, a city economic development officer, says issues surrounding Giant Mine and diamond exploration have overshadowed the need.

The formation of the two territories dissolved the existing tourism zones, leaving Yellowknife out in the cold, he says.

Smyth says though the government is willing to provide funding, there must be more consistency amongst those involved.

"We acknowledge a need for a more co-ordinated approach," says Smyth.

The plan is calling on small businesses and other shareholders to join forces in order to eventually finance their own marketing.

The Old Town Business Association has done precisely that, publishing their own brochure, available at the visitor's centre.

The strategy also focused on getting people to extend their stay by providing tour packages and offering more services.

According to Rebecca Jaud, general manager of the visitor's centre, Banff's number one industry is tourism.

"The service industry gets people jobs. It is reflected in business hours of operation and it is reflected in attitudes."

Though there is no suggestion to extend store hours of operation, it is a consideration.

Another focus of the plan is to create an authentic and educational travel product.

Seiji Suzuki, general manager of Canadian Ex. Aurora Tours says he aims for quality over quantity. Starting in December, Canadian Ex. hosts tours for groups with a maximum of 30 people, which involve Dene and Inuit culture, as well as history about the territory.

Suzuki makes a point of sending his employees to Baffin Island in order to learn about Inuit culture.

According to the plan Northern lights sightseeing has been steadily increasing in the past few years and Suzuki anticipates that the trend will continue. The plan shows it is a stable contributor to Yellowknife's local economy, but not a primary focus in the city's tourism strategies.

The visitor's centre and the city are focusing mainly on broadening its market to summer travellers. As a result, the visitor's centre's exit survey plays a vital role in determining who is visiting and what their interests are. Jaud says that most visitors are friends and family of residents.

As part of its publicity campaign, the city has recently approved a final draft of its Travel Planner: a glossy magazine featuring Yellowknife's local attractions.

A new logo which comprises a large diamond, Northern lights and high-rises, will appear in Yellowknife's tourism ads.

When asked about their significance, Smyth said that high-rises reflect a Northern experience that includes all the amenities of a big city, and is one of Yellowknife's selling points.

The city plans to implement the Travel Planner on its Web site and 50,000 copies of the publication will be available in November, via the Northern Frontier Visitor's Centre.

According to Rebecca Jaud of the visitor's centre, there is an immediate need for awareness on the part of city dwellers.

"It amazes me that people have lived here for twelve years and didn't know the visitor's centre existed."