by Richard Gleeson
Northern News Services

NNSL (Dec 24/97) - Hopes are high that 1998 will bring an end to a slide in tourism numbers over the last few years.

Answering questions about 1997 and what lies ahead for Yellowknife, Mayor Dave Lovell made one prediction for 1998 -- "This is going to be a big year for the city as a conference and tourism centre."

One reason for optimism is a more co-ordinated approach to tourism promotion, said Northern Frontier Regional Visitors Centre general manager Jacqueline McLean.

McLean noted the centre, the city and the North Slave office of the Department of Economic Development have combined forces more this year than ever before.

That makes sense, since all three have essentially the same goal: convincing people to come to the Yellowknife area.

"If you want people to come up here you have to promote it and you have to have a product to sell," said McLean.

Following up on input gathered from the Future Focus sessions hosted by the city last year, the Northern Frontier Regional Visitors Association has developed a marketing strategy designed to boost tourism in the city.

The $80,000 campaign will include advertising in tourism publications, presence at a minimum of three trade and consumer shows, the development of a media package highlighting new and expanded tourism products, a Web site and assistance to businesses in developing new tourism products.

The allure of the Northern Lights and tourism operators' promotion of Yellowknife as a locale to view them continue to be boons to Yellowknife. Seiji Suzuki of Canadian Ex Aurora Tours reports a 30 per cent rise in business this year.

"The numbers are going up," said Suzuki. "We expect there will be more next year, too."

In spite of the increasing number of winter visitors, mainly from Japan, tourism has sagged slightly over the last three years.

The number of tourists stopping in at the visitors centre dropped from 12,616 in 1995 to 11,986 the following year, reported McLean. Up to November this year, 11,572 visitors were counted at the centre.

Catherine Phillips, assistant manager of the Explorer Hotel, said it's still too early to tell how 1998 bookings will shape up.

"They look about the same for us right now," said Phillips, noting the hotel is so far hosting five or six conferences next year.

Phillips said the numbers could jump in January, customarily a popular month for booking hotel services for the year ahead.