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Good Afternoon!

……the Turtle the Turtle or theor the Hare: Hare: FedNorFedNor’’ss Role in Role in

Promoting Promoting EcotourismEcotourismin Northern in Northern

OntarioOntario

North American Ecotourism Conference 2007September 27, 2007, Jane Karhi, FedNor

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OutlineOutline• Who We Are…• Tourism in Northern Ontario…• FedNor’s Tourism Strategy

– Approaches to Ecotourism…

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Who We AreWho We Are……• Regional economic development

“initiative”• Mandate: Job creation, diversification,

sustainable communities / attractions• Tourism: Share jurisdiction with the

Province / “leading from the side”

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•840,000 people

•90% land mass

•12% tourism

•10% Native Americans

Tourism in Northern OntarioTourism in Northern Ontario

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Tourism in Northern OntarioTourism in Northern Ontario9.8 Million Visitors

$1.7 Billion

Hotels Restaurants/StoresTourism Attractions/

Outfitters

18,000 Direct Jobs

3 in 5 Visits Outdoor Activities

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FedNorFedNor’’ss Tourism StrategyTourism Strategy1. Strengthening

decision-making2. Developing Product:

improve existing, new and innovative and viable clusters

3. Marketing with the power of the Internet

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FedNorFedNor’’ss Tourism StrategyTourism Strategy1. Support strong tourism industry decision-

making through increased access to tourism consumer research, relevant planning tools, and professional development opportunities.

• Eco-North 2002/2004 Éco-NordConferences

Ecotourism to nature-based tourismExclusiveness to inclusiveness

• Foundation building…one step at a time

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FedNorFedNor’’ss Tourism StrategyTourism Strategy2. Support development of tourism product

to meet consumer demand through strengthened, refreshed and repositioned existing offerings, new and innovative products, and viable tourism clusters stimulating economic growth.

• Product alliances, e.g., Paddling Ontario• Attractions• Leap of faith º industry realities

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FedNorFedNor’’ss Tourism StrategyTourism Strategy

www.eaglesearth.com

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FedNorFedNor’’ss StrategyStrategy3. Support bringing the Northern Ontario

tourism product to market to increase visitation through consumer-based, pan-Northern, and regional marketing efforts, leading with the power and reach of the Internet.

• Marketing clutter, competing brands, all things to all people, scarce resources

• Lead with our strength º nature-based

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What is tourism?

www.ontariooutdoor.com

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ConclusionConclusion• Incremental Change• Inclusiveness• Patience• Respect the

Realities

www.fednor.ic.gc.ca