Professional Development Workshop

Building Aboriginal Tourism from the Ground Up

Sponsored by Yukon First Nations Culture & Tourism Association
Instructor: Jackie Frederick
Workshop Outline
Below is a brief description of the topics that were covered in this workshop.

"Growing Tourism - The Anatomy of a Tourism Program"
This session is a high level overview of how to recognize potential and cultivate a tourism program. This session is intended to get the audience to begin a basic evaluation of their own tourism opportunities

"Building Tourism from the Ground Up:  A Case Study"
In 2012, the small Hamlet of Deline, NT was at a turning point.  Battling high unemployment and trying to stave off the oil & gas industry and their generous offers to create jobs for the 300+ residents, local leaders began investigating a more eco-friendly economic generator.    With the goal of preserving their culture, language and traditions, the folks in Deline worked with tourism professionals to investigate the potential for cultural tourism for this small remote community on the shores of Great Bear Lake.  Once Deline discovered the economic potential of its' cultural assets and began to understand the international audience they could attract, Destination Deline was born.      

"Experiential Tourism - Building on Raw Assets"   
Today's tourist is a true explorer.  Eager to have authentic cultural experiences, travellers want to meet the locals and touch, feel, and experience the destinations they visit.  In Canada, our communities are rich in culture, traditions and unique experiences and this session is intended to inspire the audience to take advantage of the growing "experiential travel" trend by creating marketable tourism programs using existing cultural infrastructure and interesting local characters.  Given the tools to create an inventory of experiential opportunities, attendees will be equipped to begin building unique packages. 



Jackie FrederickJackie Frederick

The Hotkey Marketing Group (HKG) is a multi-faceted business that specializes in developing, diversifying, packaging and marketing tourism. Jackie Frederick and her team provide:

Sales Representation (GSA)
B2B Tourism Consultation
Training & Education/Keynote Addresses- Tourism Sector
Uncommon Canada Travel Collection- Exclusive GSA Services

Prior to creating HKG, Jackie Frederick worked for one of BC’s busiest regions. Overall responsibilities included driving visitation from the national and international travel trade and increasing meetings & incentive travel, stakeholder engagement, yearly trade show representation and communication to industry organizations such as the CTC and TIAC.

Jackie is considered an expert in the field of marketing and business development.  She is an energetic, resourceful and self-directed individual with extensive experience in Destination, Hospitality & Sports Marketing and Hotel Management & Sales. Jackie has a stellar track record in the North and a deep understanding of the tourism potential, and challenges of Aboriginal Tourism businesses.