NWT - After pouring millions into tourism marketing, the territorial government has found it can't deliver what it sells.

Bob McLeod says aboriginal training a priority in boosting tourism sector. - NNSL file photo

Many tourists come to NWT looking to visit fish camps or go out on the land with an experienced guide, only to discover the NWT's aboriginal-culture tourist opportunities are few and far between, despite splashy posters and ads to the contrary.

Seeking feedback from tourist operations across NWT, the Department of Industry, Tourism and Investment released a discussion paper and survey for its upcoming Tourism 2015 plan. The document highlights aboriginal culture and parks promotion as two of the department's main focuses for the new strategy.

The purpose of the Tourism 2010 plan, which expires in March 2011, was to set up funding partnerships, mainly with the federal government. In partnership with the federal government the GNWT poured 40 per cent of its tourism dollars -- $1.6 million -- into marketing for a total combined investment of nearly $5 million over four years.

Now, the department's discussion paper pledges its updated tourism plan will create more tourism opportunities, because "marketing has created expectations that cannot be currently met."

Kyle Kisoun-Taylor, owner of Inuvik-based Up North Tours, said this false advertising needs to stop.

"There's a weird policy here in the Northwest Territories of advertising things that don't really exist," he said. "Especially in the Inuvik area. People want to go out on the land, they want to see our way of life, but there isn't really anything like that available."

"We need to build those tours before we advertise them, instead of having people come here expecting things that don't exist."

His company offers boat rides from Inuvik to Tuktoyaktuk – but despite what many tourists expect after seeing the government-issued ads depicting drum dancers and rows of dry fish – there are no dance performances, dry fish making lessons or visits with elders included.

"I know there's a big market for it – I get calls – but there's such a short season here to make any kind of money that all the operators, we're tapped. We don't have any money to put into new products," Kisoun-Taylor said, adding much of tour operators' work is seasonal and they don't have an Employment Insurance-like program to help keep their businesses afloat.

But that's not to say residents aren't interested in setting up their own tourism operations.

"The problem is, just because you have a camp and a boat doesn't mean you can be a tourism operator," he said. "People in this area don't necessarily have the expertise to run their own business. There's a lot of other things behind the scenes that need to get done or it won't work. So the people that want to do it, can't."

Gerry Kisoun is one of those who wants to, and can. The Inuvik resident obtained a business licence after rounds of consultation with Hunters and Trappers Committees and now runs tours by dog team and snowmobile. He's hoping to break into the boating business, too.

"I get out every so often, whenever I can, but it's good to have something on the go. You need to have something for people to do, and there's lots of good stuff here," he said, adding more money for aboriginal tourism training would be a step in the right direction for the GNWT.

"They should, because lot of people enjoy going out and visiting with our people, especially going out on the land."

Private wildlife guiding courses have already started in the Mackenzie Delta region, and Bob McLeod, minister of Industry, Tourism and Investment, said the GNWT has marked aboriginal training a priority in boosting its tourism sector.

The GNWT pledged in its 2010 plan to increase government spending with the aim of boosting total tourism revenue to $145 million annually. Currently, tourism contributes about $130 million a year to the NWT's economy.

"I'm very interested to see if aboriginal tourism can be given a higher priority and also I think about how we can tie our network of parks and recreational areas more closely into our 2015 strategy," McLeod said.

McLeod said the sector suffered during the recession as employees made fewer business trips than usual.

"Our leisure tourism numbers have gone up, but our business travellers numbers have gone down, probably because of the downturn in the economy," McLeod said.

McLeod said it's likely business travel will recover soon, so the upcoming Tourism 2015 plan will put more focus on leisure visits, with emphasis on attracting tourists from overseas.

"It will depend on the input we receive, but I think this time around, (considering) the fact that China has designated Canada as one of its most favoured destinations, I think it'd be good if we looked at what we can do with regards to China and India," McLeod said.

"It's important to keep the leisure numbers up."

The Tourism 2015 discussion paper notes hardships outfitters have faced since the 2010 plan was written, with polar bear bans and caribou conservation. It also recognizes the potential in outdoor adventure, though that sector grew only slightly: three per cent in the past five years.

The department is accepting input on the discussion paper until the end of November. Then it plans to draft an updated tourism strategy and present it to the legislative assembly in February.

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