Yukon Tourism Marketing Partnership

What is the YTMP?

In June 2000, the Yukon Tourism Marketing Partnership (YTMP) was born. The YTMP is a conduit for tourism industry professionals to interject their ideas and vision into the programs, initiatives and campaigns designed by the Department of Tourism to position the Yukon as a 4-season destination. This partnership between Government and Industry was the first of its kind in the Yukon.

The original organizational structure of the YTMP included 120 people from all sectors of the tourism industry and all regions of the Yukon sitting on 8 committees and 5 sub-committees. All YTMP committees were lead by an industry co-chair, chosen by TIA Yukon and a Government co-chair chosen by the Department of Tourism Yukon’s Marketing Branch. The five core committees (Research, Product Development, Travel Trade, Communications and Marketing) were made up of seven industry members, two Government members and one Parks Canada representative.

From 2000 to 2006, the YTMP has reached several important milestones:

  • Developed the first ever Yukon three-year marketing strategy in cooperation with Tourism Yukon;
  • Developed the first ever Product Development Strategy;
  • Approved a significant move towards stronger visual impact and enhanced profile for Yukon destination regions;
  • Provided recommendations to the Department of Community and Transportation Services for changes to the Sign Regulations and to tourist oriented directional signage;
  • Designed a training program for all individuals who will be attending consumer shows;
  • Provided recommendations to and reviewed final draft of Air Access Study.

The results of December 9, 2002 review process showed that the YTMP as an organization was too large and needed better communications. Members of the YTMP were beginning to feel unsure of their roles and responsibilities and as such began to attend fewer meetings. Other areas for improvement included communication and accountability. Once these problems were identified, TIA Yukon and Tourism & Culture set to work trying to figure out ways to overcome these obstacles.

On the issue of organizational structure, the following recommendations were carried forward:

  • New organizational chart needs to be smaller with more industry focus;
  • TIA Yukon together with input from Tourism & Culture will determine membership criteria;
  • Organizational chart shows priority to industry taking the lead contributing relevant skills from members;
  • Organizational chart will show one government representative as co-chair on the Senior Marketing Committee (Government resource people may be included as would be TIA Yukon’s Executive Director in resource/advisor capacity);
  • YTMP group is smaller, communications processes improved, and Terms of Reference are simplified; and
  • New Terms of Reference-one committee with function for role management of partnership.

 

Senior Marketing Committee

The Yukon Tourism Marketing Partnership of today (2010) is represented by the Senior Marketing Committee (SMC).  The committee members are appointed from industry based on marketing experience and skills related to Tourism.  They are tasked with making recommendations on behalf of industry to the Department of Tourism & Culture on tourism strategies and plans regarding marketing, performance, product development, research and budgets; and to report to the Tourism Industry Association of the Yukon (TIA Yukon) Chair.  Their crucial role provides the link between industry and government as both entities continue in this partnership to work towards successful, sustainable tourism in the Yukon.

In addition to SMC scheduled meetings throughout the year the committee has also participated in a Strategic Planning Sessions since 2006, providing an opportunity for members to brainstorm ideas and engage in dynamic planning for the future of tourism marketing for the Territory.

Senior Marketing Committee Members:

Industry
Neil Hartling (Chair) - Canadian River Expeditions & Nahanni River Adventures
Rod Taylor - Uncommon Journeys
Stephen Reynolds (on leave)
Robin Anderson - Ruby Range Adventure Ltd.
Patricia Cunning - MacBride Museum
Bill Holmes - Klondike Visitors Association
Torsten Eder - Northern Tales Travel Services Inc.
Deb Ryan - Air North, Yukon’s Airline
Bill Fletcher - Holland America Line
Rich Thompson - Zero Gravity Inc.

Yukon Government
Pierre Germain - Director of Tourism, Tourism & Culture

TIA Yukon
Sandy Hachey - Executive Director, TIA Yukon

SMC Meeting Highlights
Highlights: June 26th, 2006 – April 14, 2009 (240KB PDF)