Northern Indigenous Tourism Lodge Network Corridor

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Overview

The Northern Indigenous Lodge Network Corridor is one of three corridors being supported through Destination Canada’s Tourism Corridor Strategy Program.

Learn more about the program through the following links:

As travel resumed post-pandemic, the desire for sustainable tourism experiences grew exponentially. Within Indigenous communities, ways of knowing and being have always been rooted in a connection with the land, consistently focused on sustainability and stewardship. The combination of these two factors contributes to the global demand for Indigenous tourism experiences, which is at an all-time high, and provides an opportunity for Canada’s Indigenous tourism sector to become a global leader.

Throughout Northern Canada in particular, the demand for authentic Indigenous tourism products and experiences is very strong; however, there is a chronic shortage of accommodations for guests, particularly outside of Whitehorse, Dawson City, and Yellowknife. The Northern Indigenous Lodge Network Corridor project seeks to create a strategy, financial plan, and implementation plan for the development of Indigenous lodges throughout the Yukon, western Northwest Territories, and northern BC.

This corridor project aligns with the vision, strategies, and political mandates guiding destination development in the Yukon. The Government of Yukon’s Department of Tourism and Culture is currently shifting its priorities from market development to destination development, making this corridor program especially timely and relevant to the region. The department’s direction on developing the Indigenous lodge network comes from the Yukon Tourism Development Strategy, created through the largest-ever public engagement on tourism in the Yukon.

The Indigenous lodge network concept is loosely based on similar networks in other parts of the world, including Paradores in Spain and Logis Hotels in France. To be successful, the Northern Indigenous Lodge Network will start small, expanding over time to become a marquis feature of the tourism economy in the north and attracting guests from around the world.

While the Northern Indigenous Lodge Network fits the general concept of a tourism corridor, it would be more than a linear travel route. The network would disperse guests throughout the region, offering the ability for travel itineraries to include stops in various communities, where tourism is welcomed and encouraged, thanks to the availability of accommodations. Ultimately, this will positively impact Indigenous communities in the region.

Northern Indigenous Lodge Network Corridor

Timeline

The Northern Indigenous Lodge Network Corridor project, which started in June 2023 and will wrap up at the end of December 2023, involves three co-created deliverables:

Corridor Strategy: Define vision, align resources, and engage stakeholders.
Implementation Plan: Plan execution, identify timeline/priorities, establish governance.
Financial Plan: Identify investment needed, suggest opportunities, identify potential funding sources.

These deliverables will be completed through a three-phase workplan:

Phase 1: The initial phase of the plan focuses on alignment and engagement. Existing data, plans, and strategies will be reviewed. A local Indigenous relations consultant will also be engaged for the project.
Phase 2: Research and analysis are the focus of the workplan’s second phase. This will include market research, assessment of demand, and in-market meetings such as interviews and focus groups.
Phase 3: The final phase will present the findings and outcomes of the project, including the corridor strategy and recommendations for the lodge network. The financial plan and implementation plan will also be developed during this phase.

Team

In partnership with Destination Canada, the Northern Indigenous Lodge Network Corridor project is co-led by the Government of Yukon’s Department of Tourism and Culture and Northwest Territories Tourism.

With the participation of the project leads, Destination Canada selected and engaged experts from global consultancy firm, JLL, to guide the project and co-create the key deliverables. The company’s tourism and destination advisory division specializes in a variety of areas including strategic planning, product development, and sustainable tourism. JLL’s team is made up of industry veterans who use their global reach to deliver customized solutions for the local communities they are working with.

If you have any questions about the Northern Indigenous Lodge Network Corridor, please reach out to Jennifer, Eduardo, or Donna Lee for further details.

Jennifer Horsnell
Senior Program Manager, Destination Development
Destination Canada
horsnell.jennifer@destinationcanada.com

Eduardo Lafforgue
Director of Tourism
Government of Yukon
Eduardo.Lafforgue@yukon.ca

Donna Lee Demarcke
CEO
Northwest Territories Tourism
executive@spectacularnwt.com

Additional Information

What is a corridor?

A corridor connects a concentration of similar businesses or institutions together, creating synergies that drive regional economies by leveraging each other’s resources and customers. Collectively, they create greater overall demand for the area and their experiences and give even more reasons for visitors to stay longer and travel through the area.

Why is Destination Canada focusing on corridors?

Destination Canada can play role in corridor development by facilitating connections and leveraging federal and national partners to encourage engagement and build a more robust network of resources. The cluster and corridor-based approach is informed by theoretical approaches and best-practices from around the globe. For more information, please see the following links:

Who is funding the strategy development for each corridor?

Destination Canada is funding the development of a strategy, implementation plan, and financial plan for each corridor in the program.

Who is leading the Northern Indigenous Lodge Network Corridor project?

How are Indigenous people engaged in this project?

The Northern Indigenous Lodge Network Corridor project is rooted in engagement with Indigenous communities. The Yukon Department of Tourism and Culture’s existing development strategy aligns with Yukon First Nations and was created through the largest-ever public engagement on tourism in the Yukon. To ensure the lodge network’s long-term success, it is imperative that the applicable Indigenous communities within the Yukon, Northwest Territories, and BC be involved and engaged in the corridor project.

Are there plans to include Indigenous communities from other parts of Canada in the lodge network?

Currently, the project is solely focused on developing the strategy, financial plan, and implementation plan for the lodge network within the Yukon, western Northwest Territories, and northern BC. As the project moves forward beyond the Tourism Corridor Strategy Program and into product development, opportunities may arise for other communities to replicate or join the network.

When will the strategy development process be completed?

The Tourism Corridor Strategy Program is scheduled to be completed by the end of 2023. Engagement opportunities related to the Northern Indigenous Lodge Network Corridor project will kick off in summer 2023, with the three key deliverables finalized by the end of December 2023.

Who is developing the strategies and plans for each corridor?

Destination Canada has contracted the services of industry experts who will co-create strategies and plans with the selected corridors and their stakeholders. JLL, a global firm with a division dedicated to tourism and destination advisory, is leading the provision of services for the Northern Indigenous Lodge Network Corridor.

Who is responsible for implementing the strategy?

The Implementation Plan will identify governance for the implementation of the strategy. Upon completion of the program, Destination Canada cannot fund infrastructure. Given the pilot nature of the program, Destination Canada will explore with the corridor leads on how best to advance the work.

Who will be included in the engagement process for the development of the corridor strategy?

JLL has an extensive engagement strategy that includes residents, business operators, government, suppliers and consumers. If you would like to contribute to the engagement process, please contact a member of the corridor team.