FEASIBILITY STUDY: FRANCO-YUKON CULTURAL TOURISM PRODUCTS

Transcription

1 FEASIBILITY STUDY: FRANCO-YUKON CULTURAL TOURISM PRODUCTS FINAL REPORT Prepared by: SYLVIE BINETTE In collaboration with: CHRISTIANE BOISJOLY & ASSOCIATES INC. LUIGI ZANASI Prepared for: RDÉE YUKON March 23, 2011 Produced with the financial support of the Canadian Northern Economic Development Agency

2 TABLE OF CONTENTS TABLELIST OF TABLES. iii INTRODUCTION...1 MISSION OF RDÉE YUKON...2 VISION OF RDÉE YUKON...2 OBJECTIVES OF THE STUDY...3 LONG-TERM RESULTS...3 BACKGROUND TO FRANCO-YUKON HISTORY, CULTURE AND TOURISM...4 CULTURAL TOURISM AND THE FRANCO-YUKON COMMUNITY...5 FRANCOPHONE CULTURAL TOURISM OFFERING IN YUKON: ANALYSIS OF THE SITUATION...6 Yukon...6 Access...6 National parks and historic sites...7 Main products...7 The overall tourism offering...7 Services (e.g., lodging, restaurants, visitor centres, transportation, security)...16 Adventure/outdoor recreation product...17 Circuits and attractions...17 Season and products...18 LIST AND CALENDAR OF EVENTS...19 INVENTORY OF FRANCO-YUKON CULTURAL HERITAGE...22 STRENGTHS AND WEAKNESSES OF THE FRANCO-YUKON TOURISM OFFERING...25 Issues and challenges...27 Strategies, strengths and opportunities...27 Strategies, weaknesses and opportunities...28 Strategies, strengths and threats...28 EVALUATION OF DEMAND...29 The current market...29 Profile of Francophone visitors to Yukon...30 Target markets...31 Trends for i

3 PRODUCT DEVELOPMENT: PROCESSES AND PRESUMPTIONS...33 Public consultations...34 Evaluation criteria...34 Theme-based products and offering...35 Feasibility study and assumptions...35 THE PRODUCTS: THEIR DESCRIPTION, THE FEASIBILITY STUDY AND THE MARKETING STRATEGY...37 FRANCOPHONE PACKAGE: DESCRIPTION, FEASIBILITY STUDY AND MARKETING STRATEGY...39 Description...39 Feasibility study of the Francophone Package product...40 Marketing strategy for the Francophone Package...42 Promotion...43 MIXED CIRCUIT: DESCRIPTION, FEASIBILITY STUDY AND MARKETING STRATEGY...45 Description...45 Feasibility study for the Mixed Circuit...47 Marketing strategy for the Mixed Circuit...49 INN/CULTURAL CENTRE...52 Description...52 Feasibility study of an Inn/Cultural Centre...53 Feasibility: the cultural centre...53 Feasibility: The inn...55 Feasibility: a café...59 ACTION PLAN...59 BIBLIOGRAPHY...62 APPENDICES...63 ii

4 TABLELIST OF TABLES Table 1.1 Inventory of Yukon s tourism product, by region, with service provided in French 9-14 Table 2.1 List of events, by month, with service in French Table 3.1 Materials related to Franco-Yukon tangible and intangible heritage 24 Table 3.2 Associations, museums and organizations.. 24 Table 4 Strenghts, weaknesses, opportunities and threats to Yukon s tourism offering. 26 Table 5 Numbers of parties of Francoiphone visitors..29 Table 6 Profile of Francophone visitors to Yukon Table 7 Criteria for assessing the selected products Table 8 Capital Costs for the Francophone Package. 41 Table 9 Marketing costs of the Francophone Package. 44 Table 10 Capital costs for the Mixed Circuit 48 Table 11 Marketing costs for the Mixed Circuit. 51 Table 12 Capital cost for the Cultural Centre.. 54 Table 13 Calculation of construction costs for an inn.. 56 Table 14 Calculation for total revenues from the inn 57 Table 15 Operating costs and pro forma results.. 58 Table 16 Construction costs-café Table 17 Calendar of activities for marketing the products iii

5 INTRODUCTION RDÉE Yukon, the economic development branch of the Association franco-yukonnaise (AFY), commissioned a team of consultants to conduct a feasibility study. The team included Sylvie Binette, Christiane Boisjoly and Luigi Zanasi. In this report, they present the stages involved in developing three Franco-Yukon cultural tourism products. The products were selected following consultations with partners and the community. The consultants mandate was to identify the factors that would be conducive to creating two Franco-Yukon cultural tourism travel products. To do this, they first looked to the past to the Francophone legacy in the territory and to the present to the vitality of Yukon s Francophone community in order to envision the types of exchanges that could be established between Franco-Yukoners and Francophone visitors. They then prepared a feasibility study and developed a marketing strategy. They met with Francophone and Francophile artists, artisans and entrepreneurs; AFY staff responsible for culture; the RDÉE Yukon; and Anglophone partners. The purpose of the consultations was to elicit ideas for projects. Three ideas were chosen; the feasibility of two of those ideas will be examined in this report. This report introduces the concept of cultural tourism in the Franco-Yukon setting and offers an analysis of the demand for and supply of Franco-Yukon tourism. It includes an exhaustive inventory of the Franco-Yukon tourism offering, a calendar of events that take place annually in Yukon, and an inventory of the Francophone community s historic heritage. It also provides an assessment of the current Francophone tourism market, market trends and a profile of Francophone visitors to Yukon. The report includes an analysis of the strengths and weaknesses of the current Franco- Yukon tourism offering, opportunities to expand it and threats to its development. It also proposes strategies intended to offset any weaknesses of these products and threats to them. The three products chosen (Francophone Package, Mixed Circuit, and Inn/Cultural Centre) are described in the second section of this document. This section contains the feasibility study and marketing strategy for two of the products identified. The study shows that it will be possible to introduce such products, but that a partnership with existing businesses and organizations will be necessary for both of the projects studied. It also makes recommendations for costs, prices, partners and themes to adopt in order to facilitate the products implementation. This section also contains a timetable for a three-year action plan to guide their execution. The consultants used a variety of resources and methods to present the most comprehensive analysis possible of the supply of and demand for Francophone tourism products in Yukon. More specifically, they: conducted mini-surveys at nature centres, Parks Canada, Yukon parks and selected museums; consulted with the Francophone community and partners in tourism; met one-on-one with entrepreneurs in the tourism industry; collected information from databanks; compiled information from the Canadian and international tourism industries; consulted with the Yukon Department of Tourism and Culture. 1

6 The following participants 1 were involved in preparing this report. The consultants would like to thank all those who participated: RDÉE Yukon Tourism partners of RDÉE Yukon Cultural branch of AFY Members of the Francophone community and partners in the Anglophone community who participated in the consultations Organizations that responded to the survey Business people who graciously shared information with us. MISSION OF RDÉE YUKON RDÉE Yukon s actions are founded on four main objectives: 1. Create conditions conducive to establishing, developing and expanding tourism businesses that offer service in French. 2. Improve Yukon entrepreneurs access to Francophone tourism markets by forging strategic partnerships with members of the tourism industry in Yukon and Francophone communities in Canada and around the world. 3. Develop and distribute tools to promote French-language tourism services in Yukon for the media, the tourism industry and anyone interested in obtaining information in French about tourist attractions in Yukon. 4. Ensure that Francophone visitors to the territory receive information and service in their language from the visitor information centres operated by the different levels of government. VISION OF RDÉE YUKON The Yukon Territory is one of the few places in the world where natural resources are still abundant and conditions are particularly good for developing tourism. The markets identified by RDÉE Yukon for developing Francophone tourism are Quebec, France, Switzerland and Belgium. Together with its many partners and members of the tourism industry, RDÉE Yukon works toward developing a long-term development strategy in order to create, promote and support initiatives that will benefit Yukon s French-speaking community and all of Yukon as well. 1 The names of the organizations, companies and individuals are not disclosed in this report. 2

7 OBJECTIVES OF THE STUDY The objectives of this feasibility study were to: 1. Strengthen the capacities of the Francophone community and entrepreneurs to offer Frenchlanguage services in Yukon. 2. Strengthen the territory s strategic positioning in Francophone tourism markets. 3. Highlight the historical and cultural heritage of the Franco-Yukon community. LONG-TERM RESULTS RDÉE Yukon expects this study to yield long-term results. In particular, it is hoped that: 1. Yukon s tourism industry will take a keener interest in incorporating Franco-Yukon heritage in its products and services. For example, museums could be allowed to include elements of Franco- Yukon heritage in their exhibits, or an inbound tour operator might be interested in proposing a Franco-Yukon cultural tourism package. 2. Tour operators and agencies that market Yukon as a destination to Francophone clients will be interested in including a Franco-Yukon cultural tourism product. 3. It will be possible to gain deeper knowledge of what is currently available on the market and the trends that are of interest to the target markets. 4. The number of Francophone tourists to Yukon will increase and benefit from quality products offered in French. 5. A Francophone cultural tourism product will encourage the Yukon Department of Tourism and Culture to continue its promotion efforts in Francophone markets. 6. The development of a Franco-Yukon cultural tourism product will help strengthen the Franco- Yukon community s identity and heritage, and ensure the vitality and survival of French arts and culture in Yukon. 7. The development of a Franco-Yukon cultural tourism product will stimulate economic development in the Francophone community and the Yukon community at large. «Avec la grande corneille, la lune et le soleil, ils se sont installés au-delà des glaciers. Tout à apprivoiser, tout à célébrer» (Le Yukon m appelle, Association franco-yukonnaise, 1991, audiocassette) 3

8 BACKGROUND TO FRANCO-YUKON HISTORY, CULTURE AND TOURISM Yukon s Francophone community can trace its roots back to the days of the early explorers and fur traders, before the Klondike Gold Rush. Letters, archived documents, reference works and literature attest to a Francophone presence in Yukon dating back to 1826 as part of the Franklin expedition. Stories of the lives of the earliest colonists and the roles they played in history, as well as the stories of those who followed after, hold enormous potential for building up Franco-Yukon tourism. Discoveries of trades and professions practised in the past also fit in very nicely with new trends in tourism. In 2007, the Government of Yukon proclaimed May 15 Yukon Francophonie Day to highlight the continued contributions of Francophones to the economic, social, cultural and artistic development of the territory. This official recognition is significant and further bolsters the development of the Francophone community. Although not a large segment of the population, the community is active in all spheres of activity throughout the territory. Today, the Francophone community is not only recognized, but it is also visible and ensconced in Yukon society. According to Statistics Canada s 2006 census figures, more than 3,550 people -- almost 12% of people living in Yukon -- speak French. Public shows, festivals and special events play an important role in extending the reach of Yukon s Francophone community. These events -- and there are many in Yukon -- are major tourist attractions and contribute to the community s cultural enrichment. Thanks to them, emerging artists can be discovered, and locals and visitors alike can enjoy unique opportunities to get together and discover Yukon s diversity. Efforts by the Francophone community and business people to play up the attractions, products and services offered in Yukon also yield opportunities to create a more innovative tourism offering and respond to market demand. The value added by a Francophone tourism product is apparent in its contribution to making Yukon a more attractive tourist destination for clients in the current target markets. What s more, an innovative and diversified tourism offering is better at meeting the needs and expectations of tourists and opens new markets. The cultural heritage and history of the Francophone community are integral parts of the life and landscape of Yukon and therefore merit as much consideration for local clients as they do for visitors. In fact, the legacy left by French visitors and residents over the years, the vitality of the community today, and the Francophone cultural tourism offering are all essential components for creating a cultural tourism product. 4

9 CULTURAL TOURISM AND THE FRANCO-YUKON COMMUNITY Cultural tourism was born in the 1980s, with the phenomenon of globalization, which led to standardizing customs and traditions throughout the world. In 1985, the World Tourism Organization (WTO) released a definition of cultural tourism. According to the WTO, the expression cultural tourism means: The movements of persons to essentially cultural motivations such as study tours, performing arts and cultural tours, travel to festivals and other cultural events, visits to sites and monuments, travel to study nature, folklore or art, and pilgrimages. In the broader sense, it is defined as: All movements of persons, because they satisfy the human need for diversity, tending to raise the cultural level of the individual and giving rise to new knowledge, experience and encounters. [Richards, Cultural Tourism in Europe, 2000, p. 23] The natural and cultural heritage of a place consists of historical sites, traditions, artistic performances and festivities, and includes the stories of the lives of both legendary and ordinary people. All these assets, which reflect the diversity of the territory s inhabitants, make for authentic experiences for visitors. Cultural tourism is therefore deemed to be an important source of economic development for any destination. It is said that cultural tourism has everything necessary for sustainable tourism. It is a form of tourism that will continue to be viable in the long term and will benefit the region s social, economic and cultural environment. Pairing tourism with Franco-Yukon culture would be a first for Yukon. A partnership of this type will generate significant spinoffs for the community and participating businesses. In terms of culture, it will offer numerous advantages for the Franco-Yukon community, cultural organizations, publishers and broadcasters, as well as artists and professionals working in the arts. These advantages include increasing audience size, gaining access to international markets, discovering and promoting local talent, possibilities for sponsorships and cost sharing in marketing campaigns. Cultural tourism will enable tourism businesses to use such an offering to their advantage by meeting the demand from this type of clientele. It will help those businesses stand out from other local businesses. Offering a cultural product will also create jobs and generate revenues for businesses and regions. Higher revenue makes it easier to apply for funding. Since cultural tourism is very closely linked to regional development, the assumption can be made that it will nurture a sense of belonging among the members of the community. In turn, it will spark a desire to project the image of the Franco-Yukon community to the rest of the country and abroad. Without a doubt, contact between visitors and members of a community, where creativity, a taste for adventure and a desire to share combine, can make for an unforgettable experience. In the process, there will be positive financial, social and cultural spinoffs. The value added through Franco-Yukon cultural tourism is that of developing a unique, authentic and sustainable offering. 5

10 FRANCOPHONE CULTURAL TOURISM OFFERING IN YUKON: ANALYSIS OF THE SITUATION The tourism marketing study prepared for RDÉE Yukon by consultant Marie-Andrée Delisle and associates in 2004 (Plan de marketing touristique pour le RDÉE Yukon) provides an exhaustive description of Yukon s complete tourism offering, including Francophone products. Delisle recommended strategic courses of action for each type of activity, potential markets, and a marketing strategy for a Francophone cultural tourism product. She also made recommendations for offsetting weaknesses in the Yukon tourism offering at the time of writing. The purpose of the current study is not to reproduce the Delisle report, but to assess whether the overall Francophone tourism offering has changed since We have prepared an exhaustive inventory of the offering and added a Franco-Yukon cultural offering and products associated with the territory s tangible and intangible heritage. The inventory of the current Franco-Yukon tourism offering is therefore comprised of touristic, cultural and historic components. Yukon Yukon is a territory connected to British Columbia and Alaska by highways. Many places are easily accessible by road, whether for hunting, fishing or adventure tourism. Most roads are in excellent condition and offer travellers exceptional scenic vistas. This makes it an ideal destination for those travelling by recreational vehicle. Yukon also has the advantage of being able to provide motor coach service to tourists en route to and from cruises along the Pacific coast. The territory s accessibility and reputation for its extraordinary scenery and the ever-authentic quality of its tourism offering make it a destination that still sparks the imagination of travellers. (Gestion-conseil J.-P. Corbeil inc., 2008) Access The largest airport is in Whitehorse; the 2nd largest is in Dawson City. Whitehorse is directly accessible by air from three major western Canadian cities (Vancouver, Edmonton, and Calgary) and from the European cities of Frankfurt and Zurich. Several seaplane and bush plane companies fly to all corners of the territory and to fly-in hunting and fishing lodges. The main highway, the Alaska Highway, crosses the territory and connects Yukon to Alaska to the west. To the north, Yukon is connected to Alaska by the Top of the World Highway. Another major highway, the Dempster Highway, connects Dawson City to the Northwest Territories as far as Inuvik to the north. It is partly paved, and there are many campgrounds along the way, as well as a service station/hotel, a restaurant at Eagle Plains and two small First Nations villages. Road travel is very popular with American and Canadian travellers who have recreational vehicles. 6

11 National parks and historic sites Yukon has numerous national parks and historic sites, the most famous being Kluane National Park, the Chilkoot Trail and the Dawson Historical Complex. Kluane National Park: Visitors can enjoy many activities, including hiking, whitewater rafting, climbing, cycling, mountain biking, canoeing, taking self-guided tours along nature trails. A UNESCO world heritage site. Chilkoot Trail National Historic Site of Canada: The Chilkoot Trail crosses the international boundary between Canada and the United States, and has been officially designated by Canada and the United States as a component of the Klondike Gold Rush International Historic Park. Dawson Historical Complex National Historic Site of Canada traces the story of the Klondike Gold Rush and portrays, among other things, the evolution of mining techniques and the remarkable stories of success and failure. Main products Hunting and fishing are very popular sporting activities. Adventure tourism is highly prized: canoeing, hiking, nature study, etc. Business tourism is important: mining, natural resources. The landscape is magnificent and the scenic vistas from the roads are breathtaking. Dog-sledding is also very popular. Watching the northern lights is a wintertime activity, but less so than in the Northwest Territories. The overall tourism offering It can be said that Yukon s overall tourism offering is still characterized by adventure, vast expanses and the accessibility of the wilderness. Certain regions capitalize on the Gold Rush and First Nations culture as themes. The list of products and infrastructures in each region shows that each region has exceptional sites for visitors to enjoy and activities for adventure-seekers and outdoor sports buffs. Table 1.1 lists, by region, the tourism products available in French and businesses that offer service in French. This list is based on up-to-date data from RDÉE Yukon, the 2011 Yukon Vacation Planner, and the directory of tourism businesses and services in Yukon (French guide published in 2008). The notation of services offered in French is broken down into services offered year-round (*) and services offered in season or on demand and based on the availability of employees (**). Yukon offers an attractive array of products and services in French in the following tourism categories: adventure, attractions, history and culture, as well as lodging and restaurants. Almost all natural attractions and cultural and historic sites are referenced in the French version of the Yukon Vacation Planner. However, since they are not businesses, it is difficult to assess capacity to welcome visitors in French. It is safe to say that the many sites operated by Parks Canada offer 7

12 products and experiences in French and the French version of Yukon s Wildlife Viewing Guide (Guide de l observation de la faune et de la flore du Yukon) published by Environment Yukon give visitors the opportunity to visit natural attractions and learn about animals and plants in French. While the Whitehorse and Klondike (Dawson City) regions offer the greatest number of tourism products in French, neither region offers a Francophone cultural tourism products. A few products (packages) are intended for a Francophone market. They are found primarily in and around Whitehorse, Dawson City and Kluane. 8

13 Table 1.1 Inventory of Yukon s tourism product, by region, with service provided in French (*year-round, **season/demand) Region Site Leisure and outdoor recreation Adventure Tourist attraction History and culture Lodging Restaurants and picnic areas Watson Lake Southern Lakes Wye Lake Liard Hot Springs Emerald Lake Spirit Lake Carcross Desert Swan Haven at March Lake Bove Island Quiet Lake Teslin Lake Observatory Nisutlin Delta Lucky Lake Recreation Site Rancheria Falls Recreation Site Albert Creek Bird Banding Station Bennett, Marsh, Tagish, Kookatsoon lakes California, Bennett and Army beaches Annie Lake Tagish Bridge Johnson's Crossing Teslin run on the Yukon River Nisutlin River and Delta Chilkoot Trail/ Parks Canada* Alayuk Adventures* Blue Kennel and Dogsled Trips** Visitors Centre Sign Post Forest BC Yukon Air Historic Hangar Carcross Visitors Centre** Matthew Watson General Store Watson Caribou Hotel Caribou Crossing Trading Post Venus Processing Mill Artisans of Teslin White Pass & Yukon Route Railroad Northern Lights Space & Science Centre** Caribou Crossing Trading Post Museum of Yukon Natural History George Johnston Museum Teslin Tlingit Heritage Centre** Belvedere Hotel** Gateway Hotel** Big Horn Hotel Downtown RV Park Northern Beaver Post Cottages Spirit Lake Wilderness Resort** Dunroamin' Retreat* Inn on the Lake** Tagish Stores, Café, Hotel & RV Park** Tagish River Bridge Campgrounds Morlay River Recreation Site Two hotels and a nature centre in the Watson Lake region offer service in French. Watson Lake is the gateway to Yukon for all tourists coming into the territory on land routes. Francophone visitors come from Quebec and other French-speaking regions of the country as well as from abroad. French service does not appear to be available at the Visitor Information Centre. Several businesses in the Southern Lakes region offer service in French during peak season and on request at the Visitor Information Centre, at one campground and by three adventure tour operators. 9

14 Table 1.1 (cont.) Inventory of Yukon s tourism product by region with service provided in French (*year-round, **season/demand) Leisure and History and Restaurants and Region Site outdoor Adventure Tourist attraction Lodging culture picnic areas recreation Whitehorse Canyon Miles Fish Lake Lake Laberge Miles Canyon and Grey historic trails with YCS** Fish Lake Gunnar Neilsen & Mickey Lammers Forest Research Millennium Trail Mountainview and Meadow Lakes golf courses Takhini Hot Springs** Canada Games Centre Swimming at Long Lake Alayuk Adventures* Boréale Mountain Biking* Casaventures* La Compagnie Boréale des guides* Sky High Wilderness Ranch* Nadventure Tourism* Shine Valley Yukon Sleddog* Yukon Fishing Adventures* Yukon Wings & River Cruises* Northern Tales Travel Services** Kanoe People** Muktuk Kennels** Nature Tours of Yukon** Ruby Range Adventure** Tatshenshini Adventures** Up North Adventures** Cathers Wilderness Adventures** Whitehorse Visitor Information Centre* Fish Ladder** Yukon Quest Int'l Race** Frantic Follies Yukon Wildlife Preserve Arts in the Park Trolley S.S. Klondike* McBride Museum** Beringia Interpretation Centre** Guided tours Yukon Historical and Museum Association** Yukon Transportation Museum Copperbelt Railway and Mining Museum Yukon Arts Centre Old Log Church Museum Yukon Archives Best Western Gold Rush Inn ** Canada Best Value Inn Riverview Hotel** High Country Inn** Westmark Klondike Inn** Westmark Whitehorse Hotel & Conference** Versleuce Meadows B&B** Takhini River Lodge* Lead Dog Backpacker Inn* Almost Home B&B* La Bicicletta B&B* Casey's B&B Home Bon accueil B&B* Sky High Wilderness Ranch* Sundog Retreat** Muktuk Adventures & Guest Ranch** Inn on the Lake** The Cellar* Bocelli's Pizzeria** The Chocolate Claim** The KEBABery** Antoinette Slow Food** Westmark Whitehorse Steele Street** Other services: Norcan* car rental Alpine Bakery** 3 Beans Natural Food** Gold Original By Charlotte** Latitude Destinations Mng./Yukon Adventures Company** (inbound) Synergie* (entrepreneur) Maxxim Vacations** (inbound tour operator) Nanuq Adventures inc.** (DMC outside 10

15 Table 1.1 (cont.) Inventory of Yukon s tourism product by region with service provided in French (*year-round, **season/demand) Leisure and History and Region Site outdoor Adventure Tourist attraction Lodging culture recreation Blue Kennels and Dog Sled trip** Anderson Vacations** Breath of Wilderness Adventures Tours** Cabin Fever Adventures** Taïga Journeys** Yukon River Cruises Ltd.** Caribou RV Park* Robert Service** Service Campground** Takhini Hot Springs campground** Restaurants and picnic areas Yukon) A-Zita Tours* (DMC outside Yukon) In terms of Francophone products and services, the tourism offering in the Whitehorse region is far more structured and diversified. Many places of accommodation offer service in French year-round (8) or on demand/in season (12). The Visitor Information Centre and one car rental company offer service in French year-round. Five restaurants offer service in French on demand/in season (5). There are adventure tourism products designed for a Francophone market (9), and a number of products are offered in French on demand/in season (14). Certain tourist, cultural and historic attractions (5) offer service in French only on demand/in season, whereas Parks Canada offers service in French at all times at all its tourist attractions. The availability of tourist, cultural and historic products in French is still limited, however: there are approximately 20 such products available in Whitehorse. In most cases, the overall product offering is limited to the summer season, but some adventure products geared to the Francophone market (4) are available in winter. The same can be said for most lodgings (7), not including campgrounds. 11

16 Table 1.1 (cont.) Inventory of Yukon s tourism product by region with service provided in French (*year-round, **season/demand) Leisure and History and Restaurants and Region Site outdoor Adventure Tourist attraction Lodging culture picnic areas recreation Kluane Campbell Region Kluane National Park* Kluane and Kathleen lakes Mount Logan Icefields Kusawa and Aishihik lakes Pine Lake Dalton Post Burwash Landing Faro Ross River Wildlife Fisheye Lake Quiet Lake Numerous hiking trails in Kluane N.P.* Fishing on Kathleen River and Lake with Dalton Trail Lodge* Whitewater rafting (Alsek and Tatshenshini rivers)* International cycling race Lapie Canyon Ross River Canol Footbridge Dena Cho Trail Tatchun/ Frenchman roads North and South Canol Road Sifton Air** Tatshenshini Expedition* Kluane Ecotours Kluane Visitor Centre** Tachäl Dhäl (Sheep Mountain) Interpretive Centre** Beaver Creek Visitor Information Centre** Village Bakery Silver City and the Arctic Institute Campbell Region Interpretive Centre** Mount Mye Sheep Centre Kluane Museum of Natural History** Village of Klukshu Bluegrass Music Festival Dä Ku Champagne and Aishihik Cultural Centre Crane and Sheep Festival** Tincup Wilderness Lodge* Silver City* Kluane B&B* Dalton Trail Lodge** Mendenhall Malamute B&B** Cabin B&B** Westmark Inn Beaver Creek** Westmark RV Park** Frances Lake Wilderness Lodge** John Connolly Campground & RV Park** Faro Studio Hotel No service in French No service in French The Kluane region offers tourists outdoor/nature experiences (hiking, wilderness camping, fishing, rafting and mountain climbing on Mount Logan). This offering is remarkable owing to the proximity of Kluane National Park. Few products are offered in French,* aside from lodging (8), visitor information centres (2), the tourist attractions at Kluane Park, and a few recreation and adventure products (3) 12

17 that are open only during summer. No restaurant offers service in French. In winter, visitors can cross-country ski along some of the trails in the park. Only the Kluane B&B in Silver City provides service in French* in winter. This inn also offers an adventure package in summer. The Campbell region offers very few products in French: one inn with adventure tourism in an area accessible only by water or air and one tourist attraction. The Frances Lake Wilderness Lodge is the only inn that offers a winter adventure product in this region. Table 1.1 (cont.) Inventory of Yukon s tourism product by region with service provided in French (*year-round service, **seasonal demand) Restaurants Leisure and Tourist History and Region Site Adventure Lodging and picnic outdoor recreation attraction culture areas Silver Trail North Yukon Milepost Stewart Crossing Moose calving area Old village of Mayo Mount Haldane Gardens Duncan Creek Loop Five Miles and Ethel lakes Old Crow Village Herschel Island (territorial park) Ivvavik National Park** Vuntut National Park** Ni'iinlii Njik (Fishing Branch) Ecological Reserve Blackstone Highlands Tombstone Mountain Interpretive Centre Bonnet, Plume, Peel, Wind and Snake rivers Alpine Ecology Panning for gold in the stream Dempster Highway to the to the Arctic Circle Tombstone Territorial Park (hiking) Arctic Circle Camping Rock River Mayo Air* Bear Cave Mountain Ecoadventures Keno City Alpine Interpretive Centre Art studio Mayo Midnight Marathon Tombstone Interpretive Centre Dempster Highway John Tizya Information Centre (Old Crow) Keno City Mining Museum Binet House Museum Friends of Dempster Country (natural history events) North Star Motel* Keno Cabins B&B Bensen Creek Wilderness Adventure & Retreat* Keno Snack Bar No service in French 13

18 The Francophone tourism offering in the Silver Trail region is very limited: one inn and one adventure product. Mayo is home to the Binet House Museum and Interpretive Centre, a Francophone heritage site. French service is not available at this site. The natural sites in northern Yukon are spectacular: two national parks that offer service in French on request and one inn that offers adventure tourism packages all year round. Table 1.1 (cont.) Inventory of Yukon s tourism product by region with service provided in French (*year-round service, **seasonal demand) Leisure and History and Restaurants and Region Site outdoor Adventure Tourist attraction Lodging culture picnic areas recreation Klondike Midnight Dome Top of the World Highway Five Finger Rapids Dawson City Top of the World Golf Course Ridge Road Trail Riverfront Boardwalk, Carmacks Agate Trails Dawson City Visitor Information Centre** Commissioner s Residence** Diamond Tooth Gerties Gambling Hall** Music festival Robert Service Cabin ODD Gallery S.S. Keno and Dredge No. 4 national historic sites* Guided tour of Dawson Parks Canada* Dawson City Museum & Historical Society* Discovery Claim National Historic Site* Dänojà Zho: Tr'ondëk Hwëch'in Cultural Centre** Jack London Interpretive Centre Big Jonathan Interpretive Centre Pelly Crossing Fort Selkirk Tagé Cho Hudän Interpretive Centre Carmacks Aurora Inn* Klondike Kate's* White Ram Manor B&B* Bombay Peggy's Downtown Hotel** Eldorado Hotel** Midnight Sun Hotel** Whitehouse Cabins** Triple J Hotel** Westmarks Inn Dawson City** Dawson City River Hostel** Klondike Kate's* La Table on 5th* Bonanza Dining Room** Riverwest Cappucino & Bistro** Other: Northern Wonders Gift Shop** Dawson City General Store** Wild & Woolly Klondike Visitors Association** Centre de la Francophonie de Dawson* 14

19 The tourism offering in the Klondike region is mostly cultural and explores the themes of the Gold Rush and First Nations culture. Francophone products and services are available at Parks Canada s national historic sites (4). French service is available on request at a few tourist attractions (4). The highest concentration of French services in this region during peak season is offered at restaurants and places of lodging, particularly in Dawson City. Photo: Josée Savard Photo: Government of Yukon 15

20 The inventory demonstrates that certain regions offer better products than others. It is essential to offer basic services before even contemplating offering Francophone cultural tourism products. Some businesses offer very high quality service, but most Francophone products are not ready for export (Market Ready/Trade Ready) 2 in accordance with the criteria established by the Department of Tourism and Culture. Those looking for a taste of the wild with a certain level of comfort can find some soft adventure products in French in Whitehorse, Yukon s northern region, the Kluane region and the Robert Campbell region. The Watson Lake region has nothing. Services (e.g., lodging, restaurants, visitor centres, transportation, security) Lodging, restaurants, visitor centres, security and transportation are all essential components of any tourism offering, regardless of whether or not service is available in French. It is clear that, in Yukon, the quality of these services and the Francophone tourism offering vary from one locality to another. The regions of Whitehorse, Dawson City and Kluane offer the most in the way of French services and products, especially for Francophone visitors. Whitehorse now offers very comfortable lodging for all budgets, and service is available in French at all times. According to the Répertoire des entreprises et services touristiques du Yukon published by RDÉE Yukon in 2008, out of a total 132 places of lodging (hotels, motels, B&Bs, campgrounds, RV parking sites) across Yukon, 11 offered service in French year-round, 32 offered service in French on request. This represents almost 30% of the entire lodging offering. Campgrounds operated by the Yukon Government and Parks Canada are not included in the data. Of the 22 restaurants included in the 2011 Yukon Vacation Planner, 22 offer service in French. These data do not seem to reflect a true image 3 of the number of restaurants that exist in Yukon, 2. Market Ready/Export Ready criteria according to the Yukon Department of Tourism MARKET READY: Maintain good standing of all applicable licenses, insurance and legislative requirements. Have marketing materials such as a brochure, rack card or website. Be able to respond to inquiries in hours or less and take reservations/booking requests within 24 hours during the operating season. Provide a telephone number or contact year-round. Provide automated response through voice mail and/or if closed for the season. Have an industry standard consumer billing, payment and cancellation policy. TRADE READY: Meet all the mandatory market-ready criteria. Have a trade-oriented billing, payment and cancellation policy for group and FIT (Free Individual Travellers; groups of 1 to 8 people) bookings. Have been market-ready for at least one year, or have successfully operated a tourism business working with the travel trade and with a proven track record for safe and professional operation. Offer wholesale (net) pricing to receptive (inbound) tour operators and international tour operators throughout the negotiated time period and prepared to provide those rates at least one year in advance of the selling season, e.g., May 2011 for the 2012 summer/fall travel season. Winter pricing should be ready in February 2011 for the winter season starting November to April Businesses that do not meet the Market-Ready/Trade-Ready criteria cannot be included in the Yukon Vacation Planner. What s more, inclusion is not free. This has an impact on the number of businesses that appear in the guide. 16

21 particularly in Whitehorse and Dawson City. What s more, no restaurants are indicated for certain communities, such as Mayo, Keno, the Dempster-Klondike highways crossroads, etc. Adventure/outdoor recreation product Yukon offers an abundance of the following types of products. Dog-sledding and ski-joring Hiking Canoe, kayak and rafting expeditions Pontoon expeditions Camping excursions Horseback riding Cross-country skiing and snowshoeing Wildlife and plant observation Northern lights observation Nature trails (with or without guides) Hunting and fishing Snowmobile and ATV expeditions Seaplane tours As mentioned in the 2004 Delisle Report, these types of activities are complemented by: educational wildlife experiences contact with First Nations peoples gourmet cuisine that is often inspired by wild and locally-sourced food products authentic experiences, i.e., contact with nature and local residents. At least 25 businesses in the Whitehorse, Southern Lakes and Kluane regions offer service in French on a seasonal basis. Of the approximately 60 adventure tourism operators (summer/winter), 13 offer service in French* and 12 provide service in French on request.** Circuits and attractions Circuit tourism continues to be the most popular form of tourism among visitors to Yukon, whether Francophone or not. According to the 2004 Yukon Exit Survey, the activities most popular with tourists during their visit to Yukon were visiting natural sites (58%) and visiting museums and historic sites (58%). The inventory of the tourism product offering in Yukon (Table 1.1) aptly illustrates the number of activities available and the number of attractions for which service in French is available at all times* or on request**: Sites: 50 mentions, including 1 that offers service in French* and 2 on request** Outdoor activities: 39 mentions, including 3 that offer service in French* and 2 on request** Tourist attractions: 35 mentions, including 1 that offers service in French* and 11 on request** History and culture: 30 mentions, including 5 that offer service in French* and 8 on request** 17

22 Thanks to the quantity of activities available, visitors can either follow a recommended route or prepare their own à la carte itinerary. Three packages developed for the Francophone market are offered in three Yukon regions. One package focuses on Dawson City s history, another package focuses on nature adventures in the Kluane region, while another focuses on health in Whitehorse. These packages last, on average, 4 days and 3 nights, and were developed in collaboration with Synergie Industries inc. and marketed by individual entrepreneurs (Klondike Kate s in Dawson City, Kluane B&B in Silver City, Dalton Trail Lodge in Haines Junction and Takhini Hot Springs in Whitehorse). The company P.R. Services also produces CD-ROMs for promotion. Adventure businesses provide à la carte guide services at tourist sites and some museums. However, the product offered at these tourists, historic and cultural sites where service is available in French could be improved. The tourism offering where service is available in French consists mainly of Parks Canada s historic sites and National Parks. A brief survey at non-government-run museums and nature centres revealed an interest in providing service in French. However, recruiting Francophone personnel or obtaining financing to translate exhibits is difficult. The Dawson City Museum is translating the content of its exhibit for the seasons. The guided tours offered in French by the Yukon Historical and Museums Association (YHMA) were very popular during the 2010 season. French-speaking visitors represented 30% of the total number of visitors (758). The consultations demonstrated that Parks Canada (in Dawson and Whitehorse) was enthusiastic about plans for Franco-Yukon cultural tourism. In 2010, 300 French-speaking visitors (2% of the total number of visitors) went on a guided tour of the S.S. Klondike and 474 Francophones (2% of the total number of visitors) toured the Dawson Historical Complex on their own. There are currently no cultural products or tourist attractions that deal exclusively with Yukon s French character and presence. Season and products Most tourism products in Yukon are offered in summer, when most tourists visit Yukon. Certain adventure tourism products and places of lodging that offer service in French are available in winter. These products are intended for a much smaller client segment. They are very appealing for Europeans. Of the 25 businesses that offer an adventure product in French* and service in French on request,** 10 offer a product in winter. In most cases, dog-sledding is very popular. Yukon hosts international events and competitions in winter (dog-sled races which draw many Francophone participants, snowmobile races, runs, ski competitions and festivals - see the Events section). 18

23 LIST AND CALENDAR OF EVENTS Table 2.1 lists Yukon s annual calendar of events, most of which attract only local residents, apart from international events such as the Yukon Quest, the Ultra Challenge, and the Yukon River Quest, which attract both locals and visitors. Events indicated with a single asterisk are events offered in French that are organized either by AFY in Whitehorse or by the Centre de la Francophonie in Dawson. Events that have a Francophone component are indicated with a double asterisk. Table 2.1 List of events, by month, with service in French Haines Mont Whitehorse Dawson City Mayo Faro Watson Lake Teslin Junction January February March Whiteout snowmobile racing Robert Service memorial dinner Robert Burns dinner Frostbite Music Festival Yukon Quest Int'l Sled Dog Race Yukon Arctic Ultra Sourdough Rendezvous Homestyle supper* Available Light Film Festival Fulda Challenge Yukon Heritage Day Sugar shack at Mount McIntyre* Rendez-vous de la Francophonie* Int'l Curling Bonspiel Burning Away the Winter Blues Yukon Quest Dawson City Layover Trek over the Top Percy DeWolfe Memorial Mail Race Thaw-di-Gras Spring Carnival New Year s Day Snow Machine Poker Run Alcan 200 Int l Snow Machine Road Rally KiKi Karnival Mini Rendezvous 19

24 Table 2.1 List of events, by month, with service in French Haines Mont Whitehorse Dawson City Mayo Faro Watson Lake Teslin Junction April Celebration of Swans** Rendez-vous Film Festival (Quebec)* Int l Short Film Festival May June July Volunteers Dinner* Yukon Francophone Day Courtepointes, courtes nuits (shortest night quilting invitation) Triathlon Saint Jean Baptiste Celebrations* Midnight Sun Golf Tournament Yukon River Quest Canoe and Kayak Race 24 Hours of Light Mountain Bike Canada Day festivities** International Storytelling Festival Softball Yukon Dustball Tournament Canada s Parks Day Yukon Golf Championship Yukon 1000 Canoe & Kayak Race Yukon Horse and Rider Summer Horse Show Opening night at Diamond Tooth Gerthies Annual Gold Show Opening of national historic sites in the Klondike, Parks Canada** Bird banding festival Weekend on the Wing (Dempster) Saint Jean Baptiste Day Celebrations* Commissioner s Tea and Klondike Ball Dust to Dawson Motorcycle Rally First Nations Day Midnight Sun Golf Tournament Gold Panning Championships Canada Day festivities Dawson City Music Festival Air North Midnight Dome Race Canada s Parks Day Alsek Music Festival Chilkat International Bike Relay Canada s Parks Day Mayo Midnight Marathon Crane and Sheep Festival** Faro Open Golf Tournament Mini Arts Festival and Wild Game Barbecue Summer Horse Show 20

25 Table 2.1 List of events, by month, with service in French Haines Mont Whitehorse Dawson City Mayo Faro Watson Lake Teslin Junction August Yukon River Bathtub Race Discovery Days* Klondike Harvest Fair Corn roast* Marathon Yukon River Trail Klondike Classic Horse Show Discovery Days Festival Visual Arts Festival Fireweed Festival Watson Lake Hotels Golf Tournaments and Skins Game September Klondike Trail of 98 Int l Road Relay Terry Fox Run Harvest Festival Weekend on the Rocks Int l Outhouse Race October Francophone Film Festival* Book sale at École Émilie-Tremblay* November Gala de la francophonie* December Francophone community Christmas dinner francophonie* Santa Claus Parade Festival of Lights Christmas in Dawson City* There is no shortage of events in Whitehorse all year long. In Dawson City and most communities, events take place mainly in summer, apart from the international Yukon Quest dogsled race. Some of these festivals and events are ideal for including Francophone legends like Joseph Ladue and Émilie Tremblay, from the days of the Gold Rush and the opening of Diamond Tooth Gerthies in Dawson City. 21

26 INVENTORY OF FRANCO-YUKON CULTURAL HERITAGE Cultural heritage is defined as an object or group of objects, scenery and intangible heritage that is considered to be worth sharing, preserving and safeguarding for future generations. It enhances the visibility of cultural identity and promotes respect for cultural diversity and human creativity (UNESCO, 2010). Cultural heritage can be classified in a number of categories, including the following: Tangible heritage, such as paintings, currency, musical instruments, historic sites, monuments, archeological sites, etc.; Intangible cultural heritage, such as oral traditions, performing arts, social practices, rituals, festive events, knowledge and practices concerning nature and the universe or the knowledge and skills to produce traditional crafts. The importance of intangible cultural heritage is not the cultural manifestation itself but rather the wealth of knowledge and skills transmitted from one generation to the next. (UNESCO, 2010); Natural heritage, such as attractive natural sites that lend a cultural aspect, including geological, biological and physical formations. There have been Francophones in the Yukon Territory for close to 200 years, as evidenced by the numerous French place names and key historic figures. The desire to transmit the knowledge and skills of the Franco-Yukon community is a far more recent phenomenon. In 2012, AFY will celebrate 30 years of officially representing Yukon s Francophone community. The very identity of Yukon s Francophone community today is diverse and, without a doubt, continually changing. The cultural branch of the Association franco-yukonnaise offers a variety of social, artistic and cultural activities, and contributes to promoting and supporting French-speaking artists in an effort to strengthen the French identity. Moreover, the team of professionals in the cultural branch has expertise in event management and excellent knowledge of the French-Canadian music industry. They work with local partners who are also involved in the arts and culture. Within the Francophone community, there are no fewer than 80 artists in a variety of disciplines: visual arts, music, film, theatre, literature, arts and crafts, and dance. The cultural branch has been organizing and hosting community suppers (Cafés-rencontres) weekly for the past 20 years. Every Friday, the community gets together to share a multicultural meal at the Centre de la francophonie in Whitehorse. The Centre de la francophonie is an important part of Yukon s French heritage, particularly as its walls are covered with the stories and exhibits of Franco-Yukon artists. The community has two Frenchlanguage media: the weekly radio program Rencontres (54 minutes of airtime on CBC), which has been produced by volunteers for the past 25 years, and L Aurore boréale, Yukon s only Frenchlanguage newspaper, published twice monthly since

27 Tables 3.1 and 3.2 represent, to the best of our knowledge, the community s tangible and intangible heritage; tangible materials related to tangible and intangible heritage; organizations, museums and associations that possess information about Franco-Yukon history and culture*; and others who could be partners**, either because of their interest or because of the information they possess. Photo: Aurore boréale Photo: Sylvie Binette 23