Cultural Heritage Tourism Handbook - LinkBC

Yukon ShowcaseHighlighting Cultural HeritageAttractions through the Yukon GoldExplorer’s PassportA Rich Past, a Breathtaking PresentWith many hundreds of historic sites sprinkledthroughout the Yukon, there’s ample opportunity forvisitors to delve into its colourful past. The challenge isto entice travellers, many passing quickly on their wayto Alaska, to stop and experience as many as possible.Yukon’s culture and heritage come to life through roadsidehistoric sites and unmarked graves, and major attractionsand museums such as Fort Selkirk and the MacBrideMuseum. These provide numerous ways to learn aboutthe ancient land of Beringa, the complexity of First Nationsculture, the role of the RCMP, the drama of the AlaskaHighway construction and of course, the history of miningand the Klondike gold rush.A New Marketing Program Rises fromPrevious PromotionsThe Yukon Gold Explorer’s Passport program is a resultof combining two previous contests. Created by theDepartment of Tourism and Culture, it offers an incentivefor visitors, and provides a unique way to tour theregion. As promoted online, it’s “your chance to win somegenuine Klondike placer gold without, as Robert Servicemight say, ‘moiling through the muck’.”Tourism Yukon’s Denny Kobayashi, Senior Manager ofMarketing, was involved in the amalgamation of theoriginal Yukon Passport Program and the Yukon AdventureContest, and is encouraged by the growth in engagementfollowing the change in 2009.“Over time, the passport approach to enticing visitors tolearn about, and visit, unique Yukon cultural attractions,The Yukon’s heritage unites proud First Peoples’ cultures, World Heritage Sites,the thrill of the Klondike Gold Rush, and the majesty of Yukon wilderness.Visitors to this northern Canadian territory are invited by Travel Yukon to“step back in time, or just feel time stand still”, as they experience the Yukon’s“Larger-Than-Life” past and present.communities and natural wonders has been very effectiveat enhancing visitation and increasing revenues atparticipating sites,” explains Kobayashi.Operating during the Yukon’s short summer season (Junethrough to the end of August), guests visit museums,interpretive centres, and other sites, getting their passportsstamped as many times as possible for the chanceto win heritage-inspired prizes:“Collect 20 or more stamps for your chanceto win 5 troy ounces of Klondike placergold. Collect four from the featured sites –Binet House Interpretive Centre, CampbellRegion Interpretive Centre, Keno City MiningMuseum and John Tizya Centre – to enteron-site draws for 1 troy ounce of Klondikegold”.Prior to 2009, the government offered two separate heritage-basedcontests for Yukon visitors. The Cultural Services Branch promotedthe Yukon Gold Explorer’s Passport contest with prizes (gold andsilver, along with collectable posters or pins) to help promote theterritory’s museums. The Tourism Branch administered a YukonAdventure Contest, with prizes of gold and gasoline for visitors toa wider variety of heritage and other attractions.After two years of consultation with stakeholders, the streamlinedpassport contest was launched in 2009. “Consolidating the twocontests alleviated some level of confusion being experienced byvisitors, created efficiencies in advertising, promotion, collateral costs,and participation in the program increased overall,” says Kobayashi.Passport to a New Future for Yukon’s Cultural/Heritage TourismThe contest now features 33 heritage attractions from aroundthe Yukon. Recently competing its third year, the project hasbeen successful in increasing communication between branches.Stakeholders recognize the contest as the primary program forpromoting cultural tourism in the area. More work needs to bedone to measure the impact, but initial indicators are encouraging.According to Kobayashi, “participation has continued to increaseyear to year and attractions are reporting visitors are engaged andsharing their experiences with other travellers. Most importantly,they are reporting their most memorable experiences involvedtalking to locals about their lifestyle, environment, families, history,and special places.”Yukon receives approximately 300,000 visitors per year, and museums,interpretive centres, and first nation cultural/heritage centres attractabout one third of that volume. The previous contests had about1000 participants per year, many registering in both contests. In2009 this increased to 1700 people visiting at least 10 sites using thenew passport, and a further jump to 2700 individuals was noted in2010. With increased participation, Bruce Barrett from the Ministrycomments “this kind of incentive definitely creates an opportunityfor increased visitation at participating sites, and helps to providevisitors a connected set of experiences that bring to life the richsense of place that is Yukon”.Find out more: www.travelyukon.com/explorer-passportNow that we’ve seen evidence that cultural/heritage tourism canraise visitation rates to Canadian communities, let’s look at otherbenefits it can provide.12 13