The Strategic Priorities for the Industry Services Unit for include:

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2 Executive Summary Tourism in the Yukon represents a forecasted 300,000 + visitors to the Territory in The 2012 Yukon Economic Outlook identifies an increase in private sector business revenues in 2012, increased confidence in planning in 2013 and growing interest in investment in existing or new tourism products and experiences. In 2012, the Yukon purchased the Explorer Quotient (EQ) license, a competitive segmentation marketing tool of the Canadian Tourism Commission, designed to narrow the focus of Yukon s marketing campaign to more efficiently reach target audiences. EQ has not only changed the way Yukon markets and sells experiences, it also creates a focus on the visitor experience. This shift in approach translates to a new orientation for Yukon products, entrepreneurs and operators to consider their experiences and related EQ types. This Strategy culminates the knowledge from forecasted growth, greater confidence in business revenues and investment, priorities of the Branch and Marketing Unit, changes in marketing approaches and the need for business development information and supports for entrepreneurs and communities to respond. The Industry Services Unit (ISU), formerly known as the Product Development and Research Unit, provides a link between Yukon s tourism industry and other stakeholders to the programs, services and information designed to help tourism entrepreneurs and existing businesses make better business decisions and increase revenues. The Strategic Priorities for the Industry Services Unit for include: 1.0 Provide industry and entrepreneurs with the education and training they need to make better business decisions. 2.0 Support industry development in consultation with non-governmental organizations and industry stakeholders 3.0 Ensure tourism interests are represented and communicated

3 In identifying these priorities we balanced the following input: Key drivers to this strategy; Specific role that the ISU plays within the Tourism Branch and in relation to the Marketing Unit; Interviews and workshops with stakeholders; Interviews with other destination management organizations regarding their approach and best practices; and These three priorities will guide us to respond and support our clients and stakeholders with the tools, resources, and facilitation needed to advance the industry.

4 Strategic Priorities for Yukon Product Development ISU Influenced by key drivers listed in the Introduction, this Strategy identifies three strategic priorities (SP) with related key objectives (KO) and anticipated outputs. For the Industry Services Unit to effectively support and complement Yukon tourism product development, the three Strategic Priorities for are: 1. Provide industry and entrepreneurs with the education and training they need to make better business decisions. 2. Support industry development in consultation with non-governmental organizations and industry stakeholders 3. Ensure tourism interests are represented and communicated This Strategy proposes a concerted focus on enhanced communications, collaboration, training and resources that those stakeholders and clients of the ISU have identified as services they need to grow their businesses. These focused activities will also set the stage for future growth in the industry, where EQ is a driver to help shape products for visitor experience development. Strategic Priority 1.0: Provide industry and entrepreneurs with the education and training they need to make better business decisions. Note: This priority is about providing information and services that increase the knowledge base of current and potential operators such that they are able to make better, more informed decisions related to the development of new tourism experiences or the enhancement of existing product offerings. The core objectives related to this priority are to: 1. Increase the number and type (topic areas) of educational and training opportunities the unit provides to the industry 2. Increase the methods by which training and education are offered as a means of increasing coverage across the territory

5 3. Ensure the information and training is relevant and meaningful to operators The key actions related to SP1.0 are to: Develop new, EQ oriented, training programs incorporating Yukon-focused information and material; Assess the need for additional information and training related to general tourism knowledge, business standards and best practices, use and application of market and visitor research, etc.; Determine and evaluate program delivery options that will provide for increased coverage without a substantive increase in the cost of delivery; and Track the effectiveness of the materials and programs provided by the unit. Strategic Priority 2.0 Support industry development in consultation with non-governmental organizations and industry stakeholders. Note: This priority is about supporting the industry in developing new networks, sharing of information and or partnership development and potential new tourism experiences. Additionally this priority addressed facilitating or leading engagement and collaboration by ISU representatives as appropriate. The core objectives related to this priority are to: 1. Create resources and information that support the industry in understanding the broadbased opportunity areas for product development in Yukon. 2. Support opportunities for co-development of experiences (e.g., at the community or theme level). The Key actions related to SP 2.0 are to: Develop a database of experiences and products/assets that highlight what the experience is, how it is offered, where it is offered, and to whom it is targeted in order to provide an understanding of what is available;

6 Conduct a review of the available research and provide an assessment of the experiences that the current (and future) visitor is looking for in order to provide an understanding to tourism and the industry of what the market seeks. Support or facilitate opportunities for co-creation of tourism experiences. Strategic Priority 3.0 Ensure tourism interests are represented and communicated Note: This priority is about using communications in order to develop awareness, understanding and cooperation at the inter-governmental, inter-departmental and inter-agency levels, as well as between the tourism industry and the various levels of government (First Nations, Municipal or Federal). The core objectives related to this priority are to: 1. Increase the awareness, interest and opportunity for industry s voice to be heard on issues that effect tourism (two-way dialogue); and 2. Strengthen current and build new relationships between various areas of government. The Key actions related to this priority are to: Develop a communications strategy and plan to provide information to the industry regarding government decisions that will affect them (including information regarding opportunities to present their views); Support a common language and understanding of visitors to Yukon throughout all areas of government and the industry; and Build awareness regarding the role of Industry Services in the Tourism Branch.