Northwest Territories Tourism has a new partnership with China-based creative agency, Flow Creative, to amplify tourism opportunities to Chinese consumers.
The partnership was formed during a trade mission led by the Canadian government, with the Northwest Territories at the top of the agenda, said Wally Schuman, Minister of Industry, Tourism and Investment.
Trade in the NWT more than tripled between 2013 and 2017.
In 2013 and 2014, 1,800 tourists visited the territory. In 2016 and 2017, the number of visitors grew to 6,200, said Schuman.
The memorandum of understanding means that the NWT will get get better promotion and exposure in the world's largest outbound tourism market, with 142.7-million trips in 2017.
The Great Firewall of China – expansive censorship of social media sites – means traditional advertising tools on Facebook, Twitter and Instagram won't work.
Understanding the Chinese market, which relies less on traditional social media advertising and more on apps like WeChat, will be integral to reaching potential tourists, said Schuman.
Flow Creative has offices in Beijiing and Vancouver.
“Flow creative has shown us how they'll market to the uniqueness of China. They know the ins-and-outs of how to market in that country,” said Schuman.
The partnerships will help the NWT with meaningful marketing in a country with 1.5-million “high net worth” travellers, said Schuman.
Every year, 651,000 Chinese tourists come to Canada, he said and it's important to learn what Chinese tourists expect when they arrive, he said.
The trip was “worthwhile,” said Schuman, adding it was beneficial to have local tourism operators present for the delegation.
Delegates from the NWT included tourism operators from Aurora Village, Blachford Lake Lodge, Tundra North Tours and Yellowknife Tours Ltd.
“Having this opportunity to travel with our federal and territorial ministers is very valuable for our territory and industry,” said Cathie Bolstad, executive director of NWT Tourism.
“We are excited to have established in-market representation in China, but are also pumped about working with the broader business community in the NWT when we are home,” said Bolstad.
NWT businesses can boost Chinese visitation territory-wide and increase spending in the territory, she said.