Andrea Markey
Northern News Services

Yellowknife (Nov 09/05) - The first group of diamond tourists may come North in the next few months, drawn by promises of perfect gemstones, wilderness oases, Arctic char and bison delicacies.

Although the international media blitz around the "Rare in Nature: Diamonds of the Canadian Arctic" is only weeks old, a group of 10 women in Los Angeles are seriously considering a five-night package developed by Toronto-based Horizon & Co., said Andrew White, director of sales with the travel company.

NWT Tourism chair Robin Wotherspoon holds up a $50,000 US pendant that is part of the newly-developed Paul Hardy collection. The collection, which uses NWT diamonds finished at Canada Dene Diamonds, is part of the GNWT's Rare in Nature campaign to highlight Northern diamonds and tourism opportunities. - Andrea Markey/NNSL photo

"I expect a lot of interest this year, and even more next year," he said.

The $3,600 a person fee involves at least six Yellowknife businesses directly, featuring aurora viewing during two nights at Blachford Lake Lodge, one night at a luxury wilderness camp on a bed of spruce boughs and caribou skins near the lodge, two nights at the newly-renovated Explorer Hotel and a trip to Aurora Village.

Although the service and amenities at Blachford are considered high-end already, the lodge will need to ensure it is stocked-up on good wines, quality bed sheets and lots of pillows to meet the expectations of the affluent travellers, said Mike Freeland, owner of the lodge.

The diamond part of the package includes hands-on experience in cutting and polishing and a step-by-step guide through the process from rough to polished.

For those travellers with money to spend and who want to take home a souvenir, a certified diamond polisher will help them pick a stone, develop a design and then etch a name or phrase on the stone of choice.

The media campaign around diamond tourism was introduced in Toronto and New York last month by Brendan Bell, Minister of Industry, Tourism and Investment, resulting in media stories throughout the U.S. and Canada. The idea was also presented at the NWT Tourism conference in Hay River last week.

In addition to the four "C's" normally associated with quality diamonds (cut, colour, carat and clarity) there is now a fifth "C" - Canadian.

The campaign by the GNWT promotes the government-certified diamonds as a way to ensure "peace of mind" by avoiding conflict diamonds from countries such as Angola and Sierra Leone.

A jewelry line developed by Canadian fashion designer Paul Hardy uses NWT diamonds processed at Canada Dene Diamonds. The line is available through special orders, although the communications company hired by the GNWT to market the idea, Immedia, is looking for NWT retailers to carry the line, also.

Other lodge owners and tourism operators will be able to capitalize on the diamond tourism market by developing packages and capturing pre- and post-trips, said Heather Kirk of Immedia.

A portable diamond polishing wheel will be available for travel to festivals and special events.

"The possibilities are endless," she said.