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In light of the recent uncertainties arising from the United States, more focus is shifting toward sustaining the Yukon’s economy. We know that mining and mineral exploration is our number one industry.
But after that? Tourism.
I have heard concerns from colleagues in the tourism industry about the 2025/2026 Yukon Budget showing a spending decrease of 4.25% in Tourism and Culture.
This reduction affects a number of department programs, including a significant cut to marketing dollars.
Many of us in the tourism sector are surprised the Liberal government has chosen to reduce tourism investment during a year we are facing dramatic economic upheaval across North America.
Tourism is a vital industry in the Territory. It helps diversify our economy while boosting demand for local goods and services. Communities across the Yukon rely on tourism as a key economic driver.
Much of the conversation regarding the turbulence emerging south of the border has been reactionary and focused on retaliation and preparing Yukon businesses for unforeseen costs and changes.
However, uncertainty can also create opportunities for nimble businesses willing to adapt and adjust their strategies. As Winston Churchill said, “Never let a good crisis go to waste”.
With some creative effort, we can position the Yukon as a leading destination for Canadians and others who are looking for travel options outside of the US and who want to proudly support Canada. Local companies can tailor marketing campaigns promoting Yukon getaways to Canadians seeking rewarding travel experiences within our own borders.
A Yukon-specific plan developed in collaboration with key industry leaders and companies, along with rural communities, can ensure we are attracting the clientele that sustains high bookings for operators, fills hotels, restaurants and stores and keeps people in airplane seats.
At this uncertain time, it’s critical for the Liberal government to invest in tourism marketing initiatives while empowering Yukon businesses to do what they do best - welcome our visitors and customers to the magic and the mystery of our beautiful territory.
Additionally, the Liberal government has the capacity to promote local opportunities for Yukoners to visit communities, like Haines Junction and Dawson City, which significantly rely on tourism.
And for those Yukoners wishing to travel outside the Territory while remaining in Canada, there is much potential to collaborate with local airlines and partners to build packages to Canadian gateway cities for prominent festivals and events.
Tourism marketing is an investment in a strong, diversified economy and its concerning the Liberal Government has chosen to cut back on marketing at this critical period of uncertainty and opportunity.
Adam Gerle
Yukon Party Candidate for Porter Creek South
