The federal and territorial governments are walking their talk when it comes to tourism.

On Friday, as part of National Tourism Week, the two levels of government teamed up to hand out $1.95 million for a previously-announced tourism program in the Yukon.

Dan Vandal, the federal minister of Northern Affairs, PrairiesCan and CanNor; Ranj Pillai, the territory’s minister of Economic Development and Tourism and Culture; and Yukon MP Brendan Hanley introduced the Yukon Elevate Tourism Program (Elevate) at a news conference.

It involves another $25,000 from the Tourism Industry Association of the Yukon (TIA), which is managing the program. The total cost of the two-year project is more than $1.9 million.

The political representatives explained the purpose of Elevate is “to support tourism owners and operators as they adapt and grow beyond the pandemic.”

The program is “a unique partnership with Yukon First Nations Culture and Tourism Association (YFNCTA) and the Wilderness Tourism Association of Yukon (WTAY),” a statement said.

Pillai added, “Over the past two years, the Yukon’s tourism sector has had to deal with enormous challenges in order to navigate the impacts of COVID-19.

“As national and international travel resumes, the Yukon Elevate Tourism program will help tourism owners and operators grow and thrive.”

Vandal said, “The moment you lay your eyes on the Yukon, you know you’re somewhere beyond the ordinary.

“Yukon tourism organizations and operators are working hard to recover from the impacts of the pandemic and find new approaches to delivering world-class experiences that tell the stories of this territory and what makes it such a special destination to visit,” Vandal added.

“A resilient tourism sector means that the beauty, experiences, stories and cultures of this incredible land can continue to be shared with Canadians and visitors from abroad for generations to come.”

Hanley said, “Across the Yukon, tourism owners and operators are an incredible source of pride for communities and a significant contributor to regional economies.

“Elevate supports the diverse needs of the Yukon’s tourism industry as it evolves in response to the COVID-19 pandemic, while encouraging operators to rethink, restructure, and rebuild for new successes.

“This investment demonstrates our commitment to the recovery and growth of this sector so that it can continue to be progressive, impactful and sustainable in the long-term,” Hanley added.

In Hartling’s absence, Blake Rogers, TIA’s executive director, said, “The COVID-19 pandemic has disproportionately affected the tourism industry, and the continuation of the Elevate program was crucial to beginning the industry’s long road to recovery.

“Without this investment from CanNor, it would not have been possible,” Rogers added.

“Elevate provides Yukon tourism operators with a simple funding path to modernize their businesses and adapt to current realities, which helps maintain the Yukon’s reputation as a world-class destination.”

Charlene Alexander, the First Nations Culture and Tourism Association’s executive director, said, “In the Yukon, the development of Indigenous tourism businesses was starting to accelerate when COVID-19 stopped these business owners in their tracks.

“However, Indigenous people have always been resilient, and this has proven true time and time again throughout the pandemic.”

“The investment from CanNor towards Elevate has been crucial for enabling Yukon Indigenous tourism businesses to develop and enhance the experiences they offer,” Alexander added.

“These experiences are in high demand from travellers, and support for these businesses is crucial as we work towards recovery and establishing the Yukon as a premier destination for Indigenous tourism experiences.”

Sandy Legge, the executive director of the Wilderness Tourism Association of the Yukon, was also enthusiastic.

“The pandemic pushed the tourism industry’s support organizations to find innovative solutions to an unprecedented challenge,” Legge said.

“Partnering with TIA Yukon and YFNCTA allowed us to design, develop and implement the Elevate Program. It is an effective and streamlined funding program that supports WTAY operators in enhancing both their product and the destination as they move forward with recovery,” Legge said.