COVID-19 support available for tourism industry

We are working on initiatives to support Yukon’s tourism sector through the impacts of the COVID-19 pandemic and industry recovery. Find support resources for tourism.

Apply for funding to market a tourism business

The Tourism Cooperative Marketing Fund (TCMF) helps Yukon’s tourism industry attract visitors and gain international exposure. These marketing activities help strengthen the territory’s tourism brand.

Support related to COVID-19 pandemic impacts

To help address the impacts of the COVID-19 pandemic on Yukon’s tourism sector, there will be a $1 million increase to this fund for the 2020–21 fiscal year. This brings the total available funding to $1.7 million.
 
In addition to the increased funding, we are making the following one-time changes to the program:
  • Applicants will be eligible for 100% of the costs of their marketing initiatives. Previously, the fund covered up to 50% of their costs.
  • Under the new criteria, initiatives targeting people who are already in Yukon will also be eligible. Previously, the TCMF was for marketing initiatives targeted outside of Yukon, with the intent of attracting visitors to the territory. This change will help support businesses targeting Yukoners while the other markets recover.
These changes will help support more Yukon businesses this summer and when the pandemic subsides.
 
More information on these changes will be communicated in the coming weeks.
 
We’ll post revised guidelines and application forms on this page beginning May 1, 2020. Approved applicants will be able to claim for eligible activities retroactive to April 1, 2020.
 
If you have questions, email tcmf@gov.yk.ca

Eligibility

Updated eligibility criteria will be posted here on May 1, to reflect the COVID-19 support changes. 

For reference: Past criteria for the 2019–20 fiscal year

Applicants who are Yukon-based and who want to promote their tourism product or experience to prospective visitors. This includes:

  • tourism businesses;
  • destination marketing organizations (DMOs);
  • municipalities;
  • non-government organizations; and
  • First Nations governments.

Eligible projects

Advertising and marketing projects that target potential visitors.

  • Traditional advertising placements such as:
    • magazines;
    • national newspapers; or
    • travel guides.

      Publications must be mass-distributed outside Yukon on a regular basis.
       
  • Online advertising such as:
    • web banner and social media ads;
    • AdWords; or
    • listings in online directories that focus on visitor services.
       
  • Hosting media or trade familiarization tours that highlight tourism experiences.

Travel-based activities, including but not limited to:

  • Attendance at approved trade and consumer shows
  • Destination Marketing Organization (DMO)-led sales missions
  • Sales calls
  • Bid presentations for events

Additional requirements

  • We must receive your application before the activity takes place.
  • You must complete all activities in the same fiscal year as your application (April 1 to March 31).
  • Applicants must be market or trade ready, and have all necessary licensing in place.

Apply for funding

We’ll post revised guidelines and application forms on this page beginning May 1, 2020. Approved applicants will be able to claim for eligible activities retroactive to April 1, 2020.
 
If you have questions, email tcmf@gov.yk.ca