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New guidelines for tourism
Project led by Nunavut organization will establish standards across the territories

Karen K. Ho
Northern News Services
Monday, May 18, 2015

IQALUIT
The territory is getting set to push tourism abroad and it's starting with new standards.

NNSL photo/graphic

A scenic shot near Grise Fiord. Nunavut Tourism is leading a pan-territorial project that seeks to establish standards and guidelines they can use to market more products to internationally. - NNSL file photo

With more local operators now being marketed internationally, there is a larger, strategic push for them to be "market ready".

"What that means is they have a commissionable product," Nunavut Tourism's chief executive officer Colleen Dupuis explained to Nunavut News/North. "We're working on a standard to help our operators understand what they need to market to international customers effectively."

Dupuis' team is working with marketing partners in the Yukon and Northwest Territories by heading up a collaborative group to develop these standards. The Pan North Tourism Marketing Consortium recently issued a request-for-proposals (RFP) for consultants, with Nunavut Tourism as the administrative lead and manager.

The multi-year project came out of the realization that many smaller operators, including ones in Nunavut, didn't realize what market ready meant or what was expected of them when commissioned.

"Everyone will know now and go into relationships with eyes open," Dupuis said.

The mandate for the new guidelines and expectations for the territory's tourism operators came out of Nunavut Tourism's need for more product they felt confident in bringing to international markets - be it tours, packages or other experiences.

"And also help encourage more outside tourism operators and wholesalers to have confidence in the products," said Dupuis.

She believes this initiative is something that will make a difference in the industry, help smaller operators to grow and explain exactly what has to be done to thrive.

And at large industry events like the Canadian Tourism Commission's Rendezvous Canada in Niagara Falls, Ont., Dupuis said that the market-ready standards being developed will definitely be used as a tool to attract new business.

Having standards will give Nunavut Tourism a stronger guarantee that the product they represent will deliver what is expected.

"It will make things a lot simpler and spelled out," she said. "We'll have more confidence in carrying different operators."

Nunavut Tourism expects the first workshop will take place in February and March of next year at a regional centre.

The project is being funded by Canadian Northern Economic Development Agency and the deadline to submit an RFP is May 19.

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