ADVOCACY & RESEARCH
- Met with the Ministers of Tourism and Environment to inform and discuss issues facing wilderness tourism operators
- Worked cooperatively and extensively with Department of Tourism on issues affecting operators, including many of the following
- Extensive lobbying and meeting with Transport Canada for changes to the Marine Liability Act regulations and Special Vessel (Raft) Regulations
- Successfully lobbied BC government to retract onerous permit allocation plan for Alsek and Tatshenshini River operations
- Mapping of tourism assets to avoid conflict with other land and water uses, such as oil and gas development
- Conducting research and producing a report on Wilderness Tourism Capacity in the Yukon
- Identifying liability insurance problems and possible solutions
- Working with Lands Branch and Tourism Department to research and develop commercial wilderness land use policy
- Worked with Oil and Gas branch to draft mitigation measures
- Participated in the Three Rivers Journey organized by CPAWS
- Met with CPAWS to discuss proposed conservation area.
- Worked with Workers' Compensation Board to clarify rates and classifications
- Monitored Park and Land-Use Plans for conflicts with wilderness tourism operators
- Promoted a Dark Skies Initiative to maximize tourism for night sky viewing
- Worked with 11 organization to deliver nine seminars to a total 150 participants. Seminars included:
- Wilderness & Learning Tourism Business Basics
- Food Dehydration
- Dutch Oven Cooking
- Interpretive Skills for Guides
- Bear Safety and Awareness
- Bird Interpretation
- Introductory GPS
- Corporate & Learning Travel
- Best Environmental Practices on Rivers
- Partnered with the North to Knowledge Learning Tourism Product Club to promote educational tourism as a value-added component to wilderness tourism
- Upgraded members website to include reports & studies, helpful links, archived e-news & newsletters, member directory searchable by activity, area or name, as well as an online membership application and more prominent links to the Yukon Wild cooperative marketing website
- Delivered meeting, event and issue information in two print newsletters and more than 20 E-News Bulletins to members and affiliated organizations. Included notices from members and affiliates in E-News bulletins.
- Welcomed members to participate in Board meetings
- Developed a New Member's Package full of information
- Distributed Association information to non-members to encourage participation and membership
- Held the first WTAY Board Retreat to define goals and priorities for the year
- Represented WTAY Members at meetings and correspondence to Tourism Industry Association of the Yukon, Canadian Tourism Commission, Tourism Industry Association of Canada, CPAWS, Yukon Conservation Society, all levels of government and many other organizations.
- Represent the wilderness tourism industry on the President's Committee on Programming for the Tourism Management program at Yukon College
- Applied for and received Environmental Awareness Fund to develop a brochure on Best Environmental Practices on Rivers
- Organized a Gear Sale for members to sell outdoor equipment during AGM
- Formulating Best Environmental Practices Program
- Supported Three Rivers Journey
- Some notable successes of the program to date include:
- The website has received over 39,220 visitors since its start of February 1st, 2003, averaging approximately 180 visitors per day;
- A number of new marketing initiatives have been extremely successful including the "Yukon Wild@ Heart" Newsletter and Overture Keyword Purchasing;
- A number of operators have confirmed that Yukon Wild is their number one source of referral to their website. One operator stated that 60% of his referrals come from Yukon Wild.
- Leveraged Money US: WTAY through Yukon Wild was able to leverage an additional $100,000 from the Canadian Tourism Commission's Joint-Venture Marketing program for US marketing;
- Leveraged Money Canada: WTAY through Yukon Wild was able to leverage an additional $25,000 from the Canadian Tourism Commission's Regional Marketing Initiatives program for Canadian marketing;
- Industry Buy-In: Yukon Wild expanded membership into the buy-in marketing program by almost 100%, from 13 members in 2001-2002 to 24 in 2002-2003. Early correspondence with members suggests that the program is a success and more will buy-in next year;
- More equitable program: The program became more equitable and representative in 2002-2003 with the tiered buy-in approach. This encouraged participation from smaller or start-up tourism businesses at a minimum buy-in of $100. Last year, the program cost $1000 for all operators;
- More responsive program: The marketing program is increasingly becoming more responsive and creative with expansion into areas such as permission based marketing, key-word sponsoring, electronic newsletters, re-contact mechanisms, etc.. In addition, website offers operator information in an efficient way and encourages a more qualified consumer;
- Greater Recognition of the Marketing Program: There appears to be greater recognition and perceived value of the marketing program among industry, this bodes well for increased buy-in for 2003-2004.
- Increased Marketing Cooperation: There is increased marketing cooperation among all territorial and national stakeholders. Notable examples include a positive working relationship with the CTC, Yukon Tourism and the Yukon Convention Bureau;
- Reinforced Yukon Brand and Logo: All Yukon Wild creative features "Yukon Canada's True North" logo prominently on all advertising;
- Website Linkage: Yukon Wild has prominently linked the touryukon.com and Canadian Tourism Commission websites;
- Public Announcements: A press release was developed to promote this unique partnership among YTG and the Canadian Tourism Commission. An additional press release was placed on the Canadian Tourism Exchange (CTX website);
- Yukon Content and Benefit: There were 15 Yukon private sector businesses which generated revenue from the Yukon Wild marketing program;
- Value-Added Program: Numerous value-added initiatives generated for members through the marketing program, these include:
- Names and addresses generated for Yukon Tourism and CTC fulfillment;
- Spotlight Canada Update on Website;
- Effective placement on touryukon.com;
- On Yukon Time Day Product Inclusion;
- Stories posted on various websites;
- Distribution of market research to members;
- Free or discount marketing offers for members;
- Press Release (i.e. CTX Website Launch, CTC funding);
- War on Iraq contingency planning;
- Rendezvous Canada integration;
- Affiliations with Product Clubs;
- Develop Wilderness Tourism Image Protocols; and
- Operator Advocacy
- Government "Fam" trip
