Monday, September 9, 2024 The Northwest Territories (NWT) government has commenced work on a long-term strategy aimed at shaping the region’s tourism industry for the rest of the decade. This effort, known as the “Tourism 2030” plan, is designed to guide the development of the NWT’s tourism sector, and it builds upon previous strategies that have been instrumental in revitalizing the industry, especially after the challenges posed by the COVID-19 pandemic. Tourism has always been a vital component of the NWT’s economy, offering visitors unique experiences ranging from aurora tourism to outdoor adventures in remote and pristine locations.
As part of the process for creating the new strategy, the NWT government is set to allocate up to $160,000 for consultants to draft the Tourism 2030 document, which will outline a five-year plan for the industry. The groundwork for this new strategy follows the Tourism 2025 plan, launched in 2021, which focused on reviving the tourism sector after pandemic-related travel restrictions severely impacted visitor numbers. The targets set by Tourism 2025 were ambitious, with expectations of attracting 103,000 visitors by the 2025-26 period and generating an economic boost worth $170 million.
However, it is still too early to assess whether these targets will be met, as the plan continues to run until early 2026. In a call for proposals from consultants, the Government of the Northwest Territories (GNWT) noted that visitor spending in 2022-23 reached just over $115 million. This figure, while promising, highlights the challenges the region has faced, including natural disasters such as floods and wildfires, which have complicated recovery efforts and disrupted tourism activities.
A key element of the Tourism 2030 strategy will be extensive engagement with tourism stakeholders across the NWT. The consultants who secure the project will be expected to lead a thorough consultation process, set to begin in October 2024, that will involve multiple methods to connect with various stakeholders in the region. The engagement phase will run through March 2025, with sessions planned in major communities like Fort Simpson, Hay River, Inuvik, Norman Wells, Łútsël K’é, Yellowknife, and the Tłı̨chǫ region.
The NWT government has specified that particular sectors of tourism, such as aurora tourism, fishing, hunting, outdoor adventure, accommodation operators, and general touring, will be consulted as part of the process. Additionally, other important contributors to the territory’s tourism industry—including airlines, festivals, chambers of commerce, funding partners, and Parks Canada—are expected to participate in interviews. This collaborative approach ensures that the strategy will be informed by the needs and perspectives of those most directly involved in the tourism sector.
By involving a broad range of stakeholders, the GNWT aims to develop a tourism strategy that not only revitalizes the industry but also provides sustainable growth opportunities for local businesses. This, in turn, will boost the local economy and help position the NWT as a premier destination for adventure seekers, eco-tourists, and cultural travelers from around the globe. The completion of the consultation phase by March 2025 will lead to the drafting of the Tourism 2030 strategy in collaboration with GNWT staff.
The entire project is expected to be finished by September 2025, though the final strategy may not be formally released until 2026. This extended timeline reflects the importance of creating a well-rounded, actionable plan that can guide the tourism industry through the challenges and opportunities it will face in the coming decade. While Tourism 2025 was not published until April 2021—later than initially planned—the GNWT hopes to expedite the Tourism 2030 process.
However, much like its predecessors, the development of the new plan will require careful consideration of external factors such as environmental challenges and global economic conditions, which could affect the territory’s tourism growth trajectory. For the travel industry, the development of the Tourism 2030 strategy presents significant implications. The Northwest Territories is known for its unique attractions, such as the Northern Lights, vast wilderness, and indigenous cultural experiences.
However, attracting tourists to this remote region requires careful planning, particularly regarding accessibility and infrastructure. The new strategy is expected to focus on creating sustainable tourism offerings that cater to eco-conscious travelers and adventure enthusiasts. Aurora tourism, which is a major draw for international visitors, will continue to be a priority, along with other niche markets like fishing, hunting, and outdoor adventures.
By improving infrastructure and enhancing the visitor experience in these areas, the NWT hopes to attract higher numbers of tourists, thereby increasing spending and supporting local businesses. Additionally, the strategy will likely include efforts to mitigate the effects of natural disasters, such as wildfires and floods, which have posed significant challenges to tourism operators in recent years. Preparing the region to handle these environmental factors will be crucial for ensuring the long-term sustainability of the tourism industry.
On a global scale, the Tourism 2030 strategy is expected to have several effects on travelers. For one, the Northwest Territories will likely become more accessible to international tourists as the strategy addresses transportation challenges and works to improve connections with airlines and travel agencies. Adventure tourism and eco-tourism are growing global trends, and the NWT, with its pristine natural beauty, is well-positioned to capitalize on these markets.
For international travelers, the development of a robust tourism strategy could make the NWT a more attractive destination. The plan is expected to highlight the unique cultural and natural experiences the region offers, encouraging travelers to venture beyond more traditional destinations. The Northwest Territories’ move toward crafting a Tourism 2030 strategy reflects the region’s commitment to developing its tourism industry sustainably.
By engaging local stakeholders and focusing on key sectors, the NWT aims to create a plan that fosters long-term growth and positions the territory as a leading destination for eco-tourism, adventure, and cultural experiences. For the global travel industry, this strategic move signals new opportunities for promoting the NWT as a must-visit destination..
