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 or destination

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.

For the 2020–21 fiscal year, we have adapted the TCMF guidelines to include activities within Yukon. We have also expanded eligibility criteria.

TCMF is open for applications as of June 8, 2020.

Applications will be retroactive to eligible projects and activities undertaken April 1, 2020 until March 31, 2021.

Available funding and COVID-19 support

To help address the impacts of the COVID-19 pandemic on Yukon’s tourism sector, we increased this fund by $1 million for the 2020–21 fiscal year. This brings the total available funding to $1.7 million.

Applicants who offer tourism experiences or services may apply for up to:

  • $25,000 for Yukon businesses; or
  • $35,000 for Yukon municipalities, destination marketing organizations, non-government organizations and First Nations governments.

We have expanded eligibility to include visitor attractions, restaurants and bars and the requirement for applicants to provide 50% equity has been waived for 2020/21.

These changes will help support more Yukon businesses this summer and when the pandemic subsides. The interim guidelines will help industry to plan.

Read the interim guidelines.

Funding cap system

We have created a funding cap system for 2020–21. You may receive up to a maximum amount of funding per project, depending on the type of project or activity. This is to allow more applicants to access the fund.

Read the fund guidelines for a full overview of eligible projects and funding caps.

If you have questions, email tcmf@gov.yk.ca

Messaging for potential travellers

We want to help you develop informative and encouraging messaging for your customers. Read our messaging guide for recommendations and support. It can help you communicate with Yukon residents and potential visitors. We'll provide updates as we move through Yukon's re-opening plan.

Read the Tourism Industry Messaging Guidance.

Eligibility

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

  • visitor experience providers;
  • transportation providers;
  • accommodation providers;
  • visitor attractions;
  • restaurants and bars;
  • destination marketing organizations (DMOs);
  • municipalities;
  • non-government organizations; and
  • First Nations governments.

For 2020–21, you may use funds for initiatives targeting people who are already in Yukon. Previously, this fund was for initiatives meant to attract visitors to Yukon. This change will help support businesses targeting Yukoners while other markets recover.

All initiatives must adhere to the applicable travel restrictions, guidelines and regulations outlined by the:

  • Federal government;
  • Territorial and Provincial governments; and
  • Chief Medical Officers of Health.

Eligible projects

Advertising and marketing projects

These are projects such as:

  • Traditional advertising placements including but not limited to:
    • magazines;
    • radio;
    • newspapers;
    • digital display ads; 
    • travel guides; and
    • Out-of-home advertising.
  • Online advertising such as:
    • web banner and social media ads;
    • AdWords; or
    • listings in online directories that focus on visitor services.

Travel-based activities

These activities include but are not limited to:

  • hosting media or trade familiarization tours that highlight tourism experiences;
  • attendance at approved trade and consumer shows;
  • Destination Marketing Organization-led sales missions;
  • sales calls; and
  • bid presentations for events.

Additional requirements

  • 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

  1. Read the guidelines to learn more about businesses, projects and expenses are eligible. These guidelines will help you to plan.
  2. Complete the application form. You can submit through either:
    1. The online TCMF app. Submit your application with the button at the bottom of the form. You can't edit your application after you submit it; or
    2. The fillable PDF form. Download this form and submit it to tcmf@gov.yk.ca
      You only need to submit through one of these options, not both.
  3. We will notify you when your application is received. You may be contacted to provide more information or to clarify elements of your application.

Applications will be retroactive to eligible projects and activities undertaken April 1, 2020 until March 31, 2021.

 
If you have questions, email tcmf@gov.yk.ca
 

Application deadline

You can apply at any time starting June 8, 2020. We review applications on a first-come, first-served basis.
 
Applications will be retroactive to eligible projects and activities undertaken April 1, 2020 until March 31, 2021.