Yukon Wilderness Tourism Status Report 2008
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Yukon Wilderness Tourism Status Report Yukon Wilderness Tourism Status Report 2008 4OURISMAND#ULTURE ©2008 For more information contact: Department of Tourism and Culture Tourism Product Development and Research Government of Yukon Box 2703 Whitehorse, Yukon Y1A 2C6 Copies of the summary and technical report are available for download from the Yukon Department of Tourism and Culture’s website at www.tc.gov.yk.ca. Front cover photos, clockwise from top: Falcon at the Bonnet Plume (YG, Jannick Schoe); Kathleen Lake (YG); Dempster Highway (YG) ExEcutivE summary Yukon is one of the world’s pre-eminent who deliver outstanding wilderness adventure trips. wilderness destinations. Each year, thousands In 2004, 81 licensed operators guided over 35,000 of guided and self-guided travellers come here clients on day and multi-day trips year-round, outside — mainly from the United States, Canada and of national parks (Wilderness Tourism Licensing Act Europe — for wilderness adventures and to data). An additional 15 to 18, mostly non-Yukon, experience Yukon’s outdoors, wildlife, history operators guided about 1,500 clients a year in Kluane and natural phenomena. National Park and Reserve and Ivvavik National Park. Yukon’s wilderness tourism sector is growing, While guided motorboat day tours on the Yukon products are expanding and the season is becoming River out of Whitehorse and Dawson was the most year-round. In response to developments like the popular activity in terms of client numbers, day and multi-day canoeing, rafting, hiking, horseback riding Wilderness Tourism Licensing Act, internet marketing, non-traditional partnerships and various land and and dogsled trips were the backbone of the wilderness resource planning processes, the sector has also tourism sector. become more sophisticated, cohesive and needful Yukon is famous for outstanding displays of wildlife, of good sector data. TheWilderness Tourism Status wilderness mountains, remote rivers, breathtaking Report will help deliver this information. Data scenery and the opportunity to find solitude in an provided by licensed operators through the Wilderness unspoiled country. Yukon’s wilderness is renowned for Tourism Licensing Act were an important information supporting outstanding adventure activities. Its rivers source about guided visitors. The 2004 Visitor Exit provide some of North America’s longest canoe trips, Survey provided additional data on visitors who and the territory’s rafting trips are legendary. Hikers participated in wilderness and outdoor activities. and horseback riders look forward to uncrowded The wilderness tourism sector is a strong contributor trails, and most wilderness travellers expect to see to Yukon’s economy. Visitors who included wilderness wildlife, and are rarely disappointed. Visitors who stay or outdoor activities during their Yukon visit stayed close to the road can enjoy Yukon landscapes, wildlife longer and spent more, and reported a very high level and outdoor activities on day tours or on their own. (93%) of value-for-money satisfaction. That year, Wilderness tourism activities are built around features about 57,000 of Yukon’s 251,704 summer visitors such as wilderness landscapes, parks, wildlife and participated in a wilderness or outdoor activity and wilderness-based historic sites and events. Yukon is spent almost $34 million in total while in Yukon. one of North America’s major wilderness attractions: They comprised less than one-quarter of all Yukon only three per cent of the territory is developed, tourists, yet they represented almost half of all 77 per cent is wilderness further than five kilometres tourism spending in the territory (2004 Visitor Exit from highways, while another 20 per cent is open Survey). space within five kilometres of a road. Yukon wilderness guides have an international reputation as skilled and knowledgeable professionals Page i WildErnEss tourism Historic features and events are cultural elements rEsourcEs that complement the natural attributes of wilderness. Historic sites featuring palaeontology, First Nations, Wilderness landscapes are the foundation of the exploration, fur trade, gold rush, transportation and sector. Less tangible, but important wilderness settlement themes add interest and value to wilderness qualities include the freedom to relax and reconnect trips. Wilderness-based events like the Yukon Quest with nature. Wilderness tourists identify with the draw major media attention that raises awareness challenge and adventure of the Klondike Gold Rush of Yukon. and want to learn about Yukon First Nations’ culture and their special relationship with the land. Yukon Built infrastructure supporting Yukon wilderness has unique market advantages over other remaining tourism is generally good. A well-maintained road wilderness regions in the world. The territory is system knits Yukon’s tourism regions together, and readily accessible by air and road, yet few places are networks of trails, international and regional airports, so pristine, so remote and offer so many adventurous local air charter companies and wilderness lodges landscapes. round out the infrastructure. The quality of the Yukon wilderness is an important yukon’s WildErnEss tourism factor for travellers choosing a wilderness destination. sEctor Most of Yukon remains wilderness — a vast northern landscape of mountains, lakes, rivers, forests and Yukon’s wilderness attracts year-round visitors seeking tundra. Park areas are important to wilderness a wide variety of day and multi-day experiences. Self- tourism because they provide operators with certainty guided visitors conduct their own activities and trips, that high-quality wilderness landscapes will be purchasing goods, services and transport, and renting maintained. Parks can increase the marketability of equipment. Yukon equipment rental companies tourism products because visitors expect parks to rent approximately 2,000 canoes each year to self- contain special or significant features. Yukon has guided parties. three national parks and four territorial parks that In Yukon, licensed tour operators provide guided together comprise 10.3 per cent of the territory. wilderness trips. From 1999 to 2004, 81 to 101 Wildlife viewing is a valued experience for visitors. operators guided between 15,000 and 35,000 clients Yukon is home to species of international significance each year. In 2004, almost half of the guided such as grizzly bears, the Porcupine caribou herd and clients took motorboat day tours on the Yukon peregrine falcons, and seasonal home to millions of River. Although the number of licensed operators migratory birds. In 2004, 22 per cent of all Yukon declined during this period, the number of clients visitors identified wildlife viewing as a sought-after and user days increased. Current expenditures are experience. Among visitors on adventure trips, approximately $100 per client for day tours, and 99.7 per cent expected to see wildlife and 96 per cent $1,000 to $5,000 per client for longer tours. Multi-day were satisfied with their viewing experiences (2004 tours range from overnight to three weeks in duration Yukon Visitor Exit Survey). and can generate significantly more revenue per client than day trips. Page ii Wilderness Tourism Status Report Of the 81 operators licensed in 2004, over three- embrace more targeted strategies, and marketing quarters were Yukon-based and directly employed partnerships like Yukon Wild are becoming about 400 people. Thirty-nine operators were based increasingly important. Internet marketing continues in Whitehorse and 26 in other Yukon communities, to provide a significant tourism opportunity, and there were 16 non-Yukon businesses guiding particularly for the wilderness tourism sector. here. Wilderness tourism companies ranged from small owner- and family-run businesses to large Yukon’s most bankable wilderness tourism asset international companies (Wilderness Tourism is the territory’s pristine landscapes, wild rivers, Licensing Act data). parklands and healthy wildlife populations. As Tourism Yukon, the Wilderness Tourism Association wilderness diminishes worldwide, travellers will turn of the Yukon, communities and individual operators to destinations that can deliver an increasingly rare market wilderness tourism products to potential wilderness experience. visitors around the globe. The potential for growth in the wilderness tourism Yukon’s two current priority North American sector is promising. In 2003, 80 per cent of licensed wilderness tourism market segments are adventure operators had plans to grow. Since then, the challengers looking for a variety of adventurous availability of winter product has increased, and more wilderness-based activities and scenic outdoor companies have expanded into the shoulder seasons, travellers seeking more leisure outdoor activities in added new products and attracted new clients. a beautiful setting. Both segments seek wilderness adventure trips and activities like hiking, camping, Quality continues to be a key differentiator that canoeing and rafting. Yukon’s primary geographic presents opportunities to Yukon wilderness tourism markets are the U.S., Canada, Germany and the operators. The sector’s demonstrated desire to hold United Kingdom. itself to higher environmental, visitor experience The territory’s wilderness adventure experiences are a and safety standards makes Yukon stand out from primary pillar of Tourism Yukon’s marketing efforts competing jurisdictions. Partnerships among and