CanNor funding: $2,000,000
Yukon government funding: $1,411,000
Total: $3,411,000
The Harper government will provide $2,000,000 through the Canadian Northern Economic Development Agency (CanNor) and the Government of Yukon's Department of Tourism and Culture will provide $1,411,000 to carry out a four-year marketing initiative to promote Yukon as a travel destination, which will allow overseas visitors to create their own “Larger Than Life” experiences.
The project's aim is to increase the awareness of Yukon travel opportunities to overseas markets in Europe, Australia, Japan, and South Korea. The campaign will target those tourists seeking scenic outdoor locations, challenging outdoor adventures and unique cultural experiences.
Key activities planned over the four years include:
- Researching Yukon's key audience segments in targeted overseas markets;
- Expanding the Yukon government's Visiting Journalist Program, in partnership with the Canadian Tourism Commission;
- Establishing an annual tour with overseas tour operators to introduce them to Yukon products, suppliers and experiences;
- Increasing targeted print and online marketing campaigns;
- Organizing trade missions to key overseas markets.
The Yukon Department of Tourism and Culture's core mission is to develop Yukon's tourism industry. This is done primarily through marketing and awareness campaigns to potential visitors.
CanNor Programs
Federal investment for this project is made possible through CanNor's Strategic Investments in Northern Economic Development (SINED) program which focuses on long-term economic growth, economic diversification and capacity building in all three territories.
SINED is one of several economic development programs within CanNor which is responsible for coordinating and delivering Canada's economic development across the North, and for related policy development, research, and advocacy.
