Focusing on the bigger picture
Tourism businesses face challenges every day. Some are unique to a single business. Others affect an entire community, region or the industry as a whole.
Our role is to identify the systemic issues that influence the success of Yukon tourism businesses and work collaboratively with industry, governments and partners to improve the conditions that allow businesses to thrive. That means advocating for better policies, stronger partnerships, improved programs and long-term solutions that strengthen the tourism industry today and into the future.
At the heart of our advocacy is one goal: building a resilient, competitive and sustainable tourism sector for the Yukon.
Our current priorities
Our priorities evolve as the industry evolves. While we work on a wide range of issues, these are some of the major initiatives currently underway.
Arctic collaboration
Positioning tourism as a strategic part of the Arctic’s future.
Through the Arctic Canada Tourism Network (ACTN) and partnerships with the Arctic Europe Tourism Cluster (AETC), TIA Yukon is working with tourism leaders across the circumpolar North to advance shared priorities and advocate for tourism’s role in shaping the future of the Arctic. Together, we are strengthening collaboration, sharing knowledge and ensuring tourism is recognized as an essential contributor to resilient communities, sustainable development, economic prosperity and Arctic identity.
Destination improvement fee
Creating sustainable investment in tourism.
Through a CanNor-funded project, several tourism industry partners, including TIA Yukon, came together to explore the potential for a Destination Improvement Fee. Following industry engagement and research, recommendations have been developed, and TIA Yukon is working with government to ensure future decisions reflect industry priorities and support long-term destination development.
Emergency preparedness, response and recovery
A resilient tourism industry is one that can prepare for, respond to and recover from unexpected events.
Working alongside industry and government, TIA Yukon commissioned a territory-wide study, Towards a Prepared and Resilient Tourism Sector, resulting in a series of recommendations to improve emergency preparedness, response and recovery. Today, we continue to lead implementation through a joint working group focused on turning those recommendations into practical action.
Labour market development
Building the workforce tourism needs.
Addressing labour challenges requires long-term action. Guided by the recommendations of the TIA Yukon Recruitment and Retention Action Plan, TIA Yukon continues to work with partners to implement practical initiatives that strengthen workforce recruitment and retention across the tourism industry.
Land access
Supporting tourism businesses through responsible access to the places they operate.
Access to land is fundamental to many tourism experiences. TIA Yukon works with governments, First Nations and industry partners to improve understanding, planning and policies that support responsible land access while respecting Indigenous rights, stewardship and long-term sustainability.
Sustainability
Supporting a tourism industry that benefits visitors, businesses and communities.
Through initiatives such as Care for the Arctic, TIA Yukon is helping tourism businesses embrace responsible tourism practices while showcasing the Yukon as a welcoming, inclusive and sustainable destination for generations to come.
Listening to industry
These are only some of the issues we’re working on
Every community, tourism sector and business experiences different challenges. By listening to businesses across the Yukon, identifying common themes and gathering evidence, we can better understand where change is needed and advocate for solutions that have the greatest impact.
Share your challenge
The best advocacy starts with understanding what’s happening on the ground.
If you’re experiencing a challenge that’s affecting your business — or you’re seeing an issue that is impacting tourism more broadly — we want to hear from you. Every conversation helps us identify trends, build evidence and strengthen the case for action.
Together, we can build a stronger Yukon tourism industry.
info@tiayukon.com — or call us to talk it through on (867) 668-3331