Tourism Product Diversification and Marketing Program

Tourism operators in the Northwest Territories who are looking to refresh their offerings, reach new visitors, or strengthen their business foundations may find meaningful support through the Tourism Product Diversification and Marketing Program. Designed for the realities of northern tourism, this initiative helps small and medium-sized businesses respond to changing market demand by investing in planning, product upgrades, marketing, and safety improvements that enhance the visitor experience.

Delivered by the Government of the Northwest Territories through the Department of Industry, Tourism and Investment, the program offers non-repayable funding that can add up to roughly a quarter-million dollars when multiple streams are combined. Support can be used to develop or refine a tourism business plan, create or enhance a tourism product, package new experiences, or upgrade infrastructure and amenities. Marketing assistance is also available to help businesses promote their services, build or improve websites, launch campaigns, or attend key travel trade and consumer events. For operators running guided activities, there is additional funding to support safety-related upgrades and maintenance.

The program is structured to support tourism businesses at different stages of readiness, from early planning to trade-ready operations, and is currently accepting applications under its updated format. For NWT tourism businesses considering growth, diversification, or repositioning in the market, exploring the full details of this program can help determine how it fits with your next steps.