DRAFT YUKON TOURISM DEVELOPMENT STRATEGY

Transcription

1 DRAFT YUKON TOURISM DEVELOPMENT STRATEGY Sustainable Turism. Our Path. Our Future Deadline fr feedback Octber 3,

2 Sustainable Turism. Our Path. Our Future. Table f Cntents Sustainable Turism. Our Path. Our Future Visin... 4 Gals... 5 Cre values... 6 Fur pillars fr success... 8 Next steps Appendix A Actin plans P a g e

3 Sustainable Turism. Our Path. Our Future. Sustainable Turism. Our Path. Our Future. At the request f the Gvernment f Yukn, turism industry representatives, Yukn First Natins stakehlders, municipalities and cultural rganizatins were brught tgether t frm a steering cmmittee t prvide strategic advice t the Minister f Turism and Culture n the develpment f a multi-year, gal riented turism develpment strategy. Our directin was t develp a strategy fr Yukn, a visin fr turism in which all Yukners culd see themselves. Tgether, we versaw the Department f Turism and Culture s largest ever public engagement. Thrugh a series f cmmunity engagements and an nline platfrm, turism stakehlders, Yukn First Natin gvernments and citizens, municipalities, develpment crpratins, the arts and culture cmmunities and the public shared their thughts n hw t sustainably grw turism. This transparent prcess ensured that the wealth f feedback we received infrmed the results f ur wrk and that the strategy is accuntable t Yukners. Turism prvides Yukn with sustainable, diversified grwth that balances ecnmic develpment with envirnmental, cmmunity and cultural values. Our turism industry is strng, stable and mature. We have the pprtunity t wrk tgether t take it t a higher level. The time is right t align ur effrts, and wrk tgether t create a bld new visin fr the future f Yukn turism. Wrking tgether, we will embrace sustainability and align urselves with leaders in the field wh are shepherding a new and better way frward arund the glbe. Gne are the days where jurisdictins chase increased visitatin at all cst we will prvide visitrs with reasns t stay lnger and spend mre, and give Yukners mre reasns t vacatin right here at hme. We will strive t find the balance between welcming turism develpment and supprting ecnmic grwth, while als enjying and prtecting ur natural envirnment, and celebrating Yukn s authentic cultures, heritage and identity, and ur Klndike Gld Rush legacy. Sustainability will be ur guiding principle as we chart this new path frward, and the value we return t when the path becmes unclear. 2 P a g e

4 Sustainable Turism. Our Path. Our Future. Yukn First Natins knwledge, values and cultures are the fundatin f Yukn s identity. Sustainable turism develpment will supprt recnciliatin and Chapter 22 f the Umbrella Final Agreement by prviding Yukn First Natins pprtunities t participate in the ecnmy. Tgether, we will wrk t share and celebrate Yukn s rich and diverse heritage in a meaningful and authentic way. Building strng, healthy cmmunities will be at the heart f ur wrk. We will ensure the benefits f turism exist beynd ur capital city and include any cmmunity that wishes t pursue turism develpment. Inclusivity will be the crnerstne f ur shared jurney frward, because nne f us can succeed alne. Nw is the time t encurage and welcme all stakehlders t jin us n this jurney. Tgether we will nurture ur lngstanding partnerships, build and strengthen new relatinships, and explre innvative appraches that supprt this essential and vibrant industry. Yukners will jin tgether and lead the way frward with a new visin fr sustainable turism in the territry. Our jurney will be uniquely Yukn a distinct visin fr ur future that recgnizes the challenges and triumphs f the past, and mre imprtantly, the prmise f a strnger future. A future that can nly be achieved by wrking tgether. Sincerely, The Yukn Turism Develpment Strategy Steering Cmmittee 3 P a g e

5 Sustainable Turism. Our Path. Our Future. Visin Our visin is fr turism t be a vibrant, sustainable cmpnent f Yukn s ecnmy and sciety fr the benefit f future generatins. This ten-year adaptive strategy lays ut the gals, values and strategic actins t realize this visin. T becme a leading sustainable turism destinatin, we must fster the cnditins fr a thriving turism ecnmy, sustainably develp turism in a manner that balances ecnmic, scial and envirnmental values, and blster supprt fr the industry by aligning ur effrts with the cre values f Yukners. Fur cnnected pillars utline the strategic actins that will be develped and implemented t bring this visin t life. While each gal, value and pillar is imprtant in and f itself, the strength f this strategy and the success by which it will be measured, is in the ability t ensure they are intercnnected and pursued in balance. 4 P a g e

6 Sustainable Turism. Our Path. Our Future. Gals Thriving turism ecnmy: A thriving turism ecnmy prvides pprtunities fr Yukn businesses t succeed and grw, which benefits Yukners thrugh stable, year-rund emplyment. Duble revenue t Yukn businesses attributable t turism t $525 millin. Priritizing revenues will fster the cnditins t advance Yukn as a year-rund turism destinatin. Leveraging and expanding existing seasnal and cmmunity capacity, while als develping new visitr experiences will supprt increased revenues, lead t higher emplyment, and strengthen the sectr. Sustainable turism develpment: Sustainable turism develpment ensures the balance between ecnmic, scial and envirnmental values. Establish a sustainable turism develpment framewrk. Becming a leader in sustainable turism develpment will ensure that turism grwth supprts healthy cmmunities and ensures turism benefits Yukners fr generatins t cme. Supprt fr turism: Resident supprt fr turism is an essential element f a strng and successful sectr. Ensure at least 80% f Yukners have a psitive attitude abut turism. Measuring Yukner supprt fr the industry will ensure that sustainable turism grwth aligns with Yukners cre values. Strng supprt fr the industry will lead t utstanding visitr experiences. 5 P a g e

7 Sustainable Turism. Our Path. Our Future. Cre values Lving Yukn Yukners are prud t call the territry hme. We are prud f what makes us unique and are eager t share it with the wrld. We value the wilderness, ur vibrant cmmunities and ur way f life, and want t ensure that it is preserved fr generatins t cme. Encuraging a thriving turism sectr Yukners recgnize that turism plays an imprtant rle in grwing and strengthening ur ecnmy. Businesses and rganizatins f all sizes supprt ur cmmunities, and prvide benefits that extend well beynd emplyment. Preserving and enjying ur natural envirnment Yukners lve being in the utdrs and value the vast expanses f the pristine wilderness. Our natural envirnment must be apprpriately managed s that visitrs and residents can explre ur wild and dynamic landscapes withut detracting frm them. Our wilderness is ur strength and a fundamental part f wh we are. Hnuring ur heritage Yukners are prud f ur living culture that hnurs Indigenus knwledge, traditins and values, cmmemrates ur mining and Klndike Gld Rush legacy and celebrates ur rich and diverse culture and natural envirnment. Our heritage frms a part f what draws visitrs t Yukn, and we will be respectful in hw heritage is integrated int the turism industry. Celebrating ur cultural diversity Peple frm all ver the wrld have chsen t call Yukn hme. This cultural diversity strengthens ur territry and makes Yukn a warm and welcming place. 6 P a g e

8 Sustainable Turism. Our Path. Our Future. Building healthy cmmunities Yukners appreciate that ur cmmunities are truly unique and believe they shuld be celebrated. Turism can play an imprtant rle in develping ur cmmunities thrugh jb creatin, strengthening cmmunity services and supprting infrastructure that benefits everyne. We want t ensure this is dne in a way that allws ur cmmunities t retain their authentic identity and character while benefiting frm turism develpment. Develping partnerships Turism tuches us all, s we must wrk tgether t harness the pprtunities and benefits that turism prvides. Every turism peratr, stakehlder, gvernment, cmmunity, citizen and resident brings their wn unique viewpint t the discussin and that must be encuraged and valued fr ur mutual success. Fstering innvatin Yukners value creative slutins and actin. There is excitement in the industry and acrss the territry abut the pprtunities turism can prvide, and Yukners want t see a bld visin fr the future supprted by the innvative and creative slutins that will help get us there. 7 P a g e

9 Sustainable Turism. Our Path. Our Future. Fur pillars fr success 1 Creating the fundatin fr generatinal change: Fr Yukn t realize its true ptential as a sustainable year-rund turism destinatin, a number f actins must be taken. With a strnger gvernance mdel, infrastructure t imprve access t and arund Yukn, and decisin-making framewrks t enable the industry t mve frward, Yukn will create a fundatin fr success that will be felt fr generatins t cme. Actin plans: 1. Gvernance Destinatin Management Organizatin a public/private partnership: The Gvernment f Yukn shuld get ut f the business f ding business and change its gvernance structure. Thrugh engagement, a Crwn Crpratin will be established t ensure the new Destinatin Management Organizatin is mre adaptable t the dynamic nature f the turism business envirnment, and fsters greater alignment and partnerships with industry. One Gvernment apprach t turism: The Gvernment f Yukn shuld develp a whle f gvernment apprach t turism and create ne windw fr turism industry partners t access gvernment services in a streamlined and efficient manner. This client-fcused mdel will supprt a thriving turism industry and make it easier t d business in Yukn. 2. Infrastructure Rads and cmmunities: Safe, reliable rads and cmmunity infrastructure are extremely imprtant t visitrs navigating Yukn. Maintain current assets while explring pprtunities fr new and imprved infrastructure such as pull uts, viewpints, waste management, wireless technlgy and cnnectivity. 8 P a g e

10 Sustainable Turism. Our Path. Our Future. Signage: Imprve signage t better supprt businesses, cmmunities and visitr experiences acrss the territry. Wrk in partnership t incrprate Traditinal Territries, languages and lcal artistry int signage. Airprt facilities: Cnvenient and affrdable air access is critical t the success f any destinatin. While leveraging Air Nrth, Yukn s Airline, as a cmpetitive advantage and wrking with ther lcal, natinal and internatinal carriers, ensure airprt facilities supprt air access frm key markets t Yukn, and prvide access t remte experiences. Wilderness and heritage assets: Better manage access and imprve infrastructure t Yukn s trails, lakes, rivers, histric sites and heritage resurces in a way that is respectful, sustainable and safe. 3. Decisin-making framewrks Establish a sustainable turism develpment framewrk: Wrk with glbal leaders t identify metrics that measure the link between turism grwth and healthy cmmunities. This will better quantify the impact turism has n Yukn and identify pprtunities t strengthen its benefits t Yukners. Imprve regulatry framewrk: Review legislatin, regulatins and plicies t ensure they are clear and fair, and prvide better tls t enable the sustainable grwth and develpment f the industry (ex: availability f land fr develpment). Evidence-based data fr decisin making: Establish a slid fundatin fr research and timely, accurate, reliable, relevant, transparent and accessible data t develp baseline metrics and perfrmance measures t infrm decisin making fr business and industry develpment. 9 P a g e

11 Sustainable Turism. Our Path. Our Future. 2 Outstanding visitr experiences: The develpment f utstanding visitr experiences, cupled with leveraging and expanding existing seasnal and cmmunity capacity, will create the cnditins fr Yukn t becme a premier year-rund destinatin. These custmer-centric experiences will attract tmrrw s visitr, while maintaining and celebrating Yukn s authentic cultures, identity, and cmmunities. Actin plans: 1. Making it easier t d business Align and leverage financing pprtunities t supprt turism develpment: Review financial prgrams, incentives and supprts t ensure they align with, and supprt, the strategy. Recruitment, retentin and training: Supprt industry access t a skilled and experienced wrkfrce by ensuring there are prgrams fr training and develpment, as well as attractin and retentin, and t infrastructure that supprts the labur market such as transprtatin and husing. Supprt the develpment and implementatin f industry standards: Supprt industry led-service and accmmdatin sectr standards that will imprve the quality f visitr experiences. 2. Experience develpment Wilderness turism: Pursue pprtunities fr new and enhanced wilderness experiences that discver Yukn s wild and dynamic landscapes. Arts, culture and heritage experiences: Pursue pprtunities fr new and enhanced, authentic arts, culture and heritage experiences that deepen visitr experience, including the Klndike Gld Rush, francphne culture and diverse cmmunities f new Canadians. 10 P a g e

12 Sustainable Turism. Our Path. Our Future. Sprt turism: Encurage hsting mre sprting events in Yukn, fcusing n the shulder and winter seasns and cmmunities where capacity exists. Meetings and cnferences: Prmte Yukn as a destinatin fr meetings and cnferences, fcusing n the shulder and winter seasns. Events and festivals: Supprt the develpment f shulder and winter seasn festivals and events that enhance visitr experience. Culinary turism: Pursue pprtunities fr culinary turism t supprt utstanding visitr experiences. Niche and emerging markets: Supprt the develpment f niche and emerging markets t strengthen the rle they play in blstering the shulder and winter seasns. Cmmunity visitr experiences: Supprt the develpment f visitr experiences in cmmunities that want t sustainably grw turism in their regin. 3 Vibrant First Natins histry and culture: Yukn is hme t furteen First Natins, each with their wn rich histry, culture and traditins. Supprting the develpment f Indigenus turism can prvide pprtunities fr Yukn First Natins t share and celebrate their stries in a meaningful and authentic way. Actin plans: 1. Yukn First Natins turism summit: Hst an event t bring tgether Yukn First Natins, develpment crpratins, Yukn First Natin Culture and Turism Assciatin and the Indigenus Turism Assciatin f Canada t discuss hw t wrk tgether t supprt First Natins turism develpment in Yukn. 2. Establish Yukn as a premier destinatin fr Indigenus turism experiences: Supprt new and enhanced visitr experiences and awareness fr Yukn First Natins turism, including the pprtunity fr better alignment f cultural and visitr infrmatin centres. 11 P a g e

13 Sustainable Turism. Our Path. Our Future. 4 Sharing Yukn s stry: Prmte authentic experiences in a market-driven, cnsumercentric manner that aligns with the values f Yukners. Actin plans: 1. Market Yukn as a year-rund turism destinatin: Prmte Yukn as a year-rund turism destinatin by highlighting the unique assets that differentiate the destinatin frm thers and maximizes available capacity in the shulder and winter seasn. 2. Explre pprtunities fr in-destinatin marketing: Develp and leverage pprtunities t encurage resident travel within the territry. 12 P a g e

14 Sustainable Turism. Our Path. Our Future. Next steps The strategy is a living dcument and will be reviewed regularly t ensure that it remains relevant and takes int accunt the evlving nature f the industry. Implementatin and review f the strategy will require nging engagement with stakehlders. Over the life f this strategy, all actin plans will be develped and implemented t supprt the visin, gals and values laid ut in this dcument. The Gvernment f Yukn will act as a cnvener and bring tgether partners t advance pririty actins that supprt the visin. Partners will wrk tgether t establish the bjectives, deliverables, financing mechanisms and perfrmance metrics t achieve the gals f the actin plan. The steering cmmittee has identified six pririty actin plans in the shrt term, as fllws. Hwever, this des nt preclude wrk frm beginning n ther actin plans. Destinatin Management Organizatin a public/private partnership One Gvernment apprach t turism Establish Yukn as a premier destinatin fr Indigenus turism experiences Signage Market Yukn as a year-rund destinatin Recruitment, retentin and training 13 P a g e

15 Sustainable Turism. Our Path. Our Future. Appendix A Actin plans Actin plan Template Actin plan Gal Cre Value Definable actins Lead Partner Partnerships Timeline Resurces Describe the bjective Describe hw this will supprt the gals f the strategy Describe hw this aligns with the cre values f Yukners Identify bjectives and deliverables Identify the lead Identify partners and define their rles and respnsibilities Prvide a timeline fr milestnes and deliverables Identify human and financial resurces required Define rles and respnsibilities Perfrmance metrics Definitins Identify data and targets t measure success Define key terms 14 P a g e