GOVERNMENT INVESTS IN
SCENIC DRIVES INITIATIVE

Whitehorse – Tourism and Culture Minister Elaine Taylor is pleased to announce an investment of $350,000 towards a marketing campaign highlighting the Alaska Highway Scenic Drive.

“ As a result of increased interest and the efforts of Yukon communities, First Nations and industry, and in recognition of the importance of highway travel to the Yukon’s economy, the Yukon government has provided new funding,” Taylor said. “Scenic Drives will incorporate tourism marketing and product development initiatives to promote distinct driving experiences to and through the Yukon’s cultural and transportation routes.”

The Scenic Drives effort for this year is designed to attract additional highway travellers to the famed Alaska Highway and to increase the length of stay by those visitors. The government will take immediate steps to stimulate market interest in both long-haul North American and fly/drive European vacations during the summer and shoulder seasons.

“ The Scenic Drives Initiative will showcase all regions within the Yukon over the next few years, and will be of value to every community,” Taylor said. “This year’s funding will focus on marketing the key Alaska Highway corridor and will provide long-term benefits to the Yukon economy. Consultation with Yukon communities and First Nations along the Alaska Highway will be an important part of the initiative.”

This initiative complements discussions held last month in Dawson Creek at the Alaska Highway International Forum. Government, First Nation, municipal and business officials joined their counterparts from British Columbia and Alaska in discussions on tourism, resource routes, and intergovernmental co-operation.

The Alaska Highway Forum followed last summer’s Alaska Highway Legacy Tour, which travelled from Dawson Creek, British Columbia to Fairbanks, Alaska.

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