Zimmermann argues territory not on tourists' map
Malcolm Gorrill
Northern News Services
Inuvik (Nov 10/00) - More co-operation from businesses and government is needed to promote the North as tourist destinations.
That's the view held by Dennis Zimmermann. The manager of Inuvialuit Tourism and Arctic Nature Tours was elected to the board of the NWT Arctic Tourism Association at a recent meeting in Yellowknife.
Zimmermann said that while in Germany on a sales mission, he found that the largest German tour wholesalers didn't know where the NWT is.
"We have to differentiate ourselves," Zimmermann said. "We have some very unique cultural and physical attributes, the Arctic Ocean, the pingos, you know, Inuvialuit culture, the Delta, caribou, etc., but it takes a lot of time and money to market that.
"People in Germany or in the States don't know the Northwest Territories. If you say, 'where's Alaska,' they know. If you say, 'where's the Yukon,' they might know. So we're not even on the map."
Zimmermann said a lesson could be learned from Yukon, which has been engaged in an aggressive marketing campaign. He said their tourism marketing budget is about four times as large as the GNWT's.
"We tend to just flop around and market different things,"he said.
This is Zimmermann's first time on the board of the NWT Arctic Tourism Association. He was elected to a two-year term.
"In the association's defence, they've had to do a lot with very little. And the cost of getting into some of these markets is very expensive," Zimmermann said.
Strong board
"We have a very strong board now. I'm hoping with the marketing organization we can strategically position the NWT as a premier Canadian tourism destination.
"That means really knowing our markets, knowing our strengths:the Dempster Highway, the Arctic Ocean, the Richardson Mountains, Inuvialuit and Gwich'in culture," Zimmermann said.
"I hope to push them and get them to be creative and dynamic in how they spend their money, and lobby for more money from the Canadian Tourism Commission."
The association is not involved in product development or training.
"It's up to the private sector, people like Arctic Nature Tours, to pull the slack and to deliver the product to the consumers," Zimmermann said.
"We're optimistic we can increase the priority of tourism in the government's mind."
Zimmermann attended a trade show in the Yukon not long ago, and was amazed by the cooperation between Yukon delegates.
"We are too competitive here," he said. "We have to work together."
