Northern Lights 2010 Business and Cultural Showcase Guide

Continued from previous page
‘World class’
Nunatsiavut is also making a name
for themselves in the tourism sector.
Since identifying with stakeholders
that tourism was a top priority in
2006, the Nunatsiavut Government
(NG) formed the Tourism
Nunatsiavut Committee, which led to
the development of a Strategic Plan.
“The basic goal is to make
Nunatsiavut a world class, exotic
tourism destination,” explains Kristy
Sheppard, NG’s Director of Tourism.
“Loosely translated, ‘Nunatsiavut’
means ‘our beautiful land’ – that
is one of our marketing initiatives
(for tourism).”
The NG has established some
partnerships within the tourism
sector, in particular, with cruise lines,
including Cruise North Expeditions.
“Two years ago, we had fi ve
Nunatsiavut youth working with
Cruise North, and last year we had
one youth working with them. We
have also partnered with other cruise
lines to offer knowledge-based
assistance.”
Sheppard added they have also
conducted “fam” (familiarization)
tours with Polar Star Expeditions in
July of 2009, which travelled to every
community within Nunatsiavut, as
well as Torngat National Park.
In addition to attending a variety
of trade shows and exhibitions,
developing internal communications
and education sessions, Sheppard
noted the NG is taking a passive
approach to promoting Nunatsiavut
as a tourism destination.
“We don’t advertise it in a, ‘fournight,
fi ve-day stay for just ‘X’
amount of dollars’, pre-packaged
kind of deal,” she explained. “We are
still developing (our product). We are
looking to create a new, in demand
Arctic destination, based on a low
volume, high-yield customer base.”
Sheppard noted this is why
partnerships with outfi ts like
Cruise North are so benefi cial.
“We are expedition-line focused,
offering hands-on, cultural
experiences.
“ We are showcasing
the wildlife, culture
and the landscape of
northern Labrador.”
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