Created in 2000, the Yukon Tourism Marketing Partnership (YTMP) is a conduit for tourism industry professionals to interject their ideas and vision into the programs, initiatives and campaigns designed by the Yukon Government’s Department of Tourism & Culture to position the Yukon as a 4-season destination. This partnership between government and industry is the first of its kind in the Yukon.
From its original organizational structure of 120 members, the YTMP evolved into a smaller organizational structure to improve communications and accountability and better represent industry. From 2002 to 2013 the YTMP was represented as the Senior Marketing Committee. From 2013 – 2016 the Senior Marketing committee became the Tourism Marketing Committee (TMC) and in January 2017, the Senior Marketing Advisory Council (SMAC)
The Strategic Marketing Advisory Council is comprised of up to 12 tourism industry members with substantial marketing experience and skills related to tourism. They are tasked with making recommendations on behalf of industry to the Department of Tourism & Culture on tourism strategies and plans regarding marketing, performance, product development, research and budgets; and to report to the Tourism Industry Association of the Yukon (TIA Yukon) Board of Directors. Their crucial role provides the link between industry and government as both entities continue in this partnership to work towards continued development of a successful and sustainable tourism sector in Yukon.
In addition to scheduled meetings with the Department of Tourism & Culture throughout the year, the SMAC also participates in strategic planning sessions, providing an opportunity for members and government partners to brainstorm ideas and engage in dynamic planning for the future of tourism marketing for the territory.