Members of the new Arctic Canada Tourism Network want to make sure their industry has a voice in conversations about the future of the Arctic.

The Tourism Industry Association of the Yukon, Northwest Territories Tourism and Travel Nunavut signed a memorandum of understanding at the Arctic Summit in Whitehorse in February to establish the organization.

“The focus on the Arctic is clear right now with … [last week’s] announcement from the federal government,” said Caroline Anderson, the executive director of the Yukon association, referring to Prime Minister Mark Carney’s March 12 announcement of $35 billion for Arctic defence and infrastructure.

“So that really, you know, sparks us to … think about … what is the role of tourism in all of this?”

Carney told reporters during his March 12 announcement that Canada will no longer rely on others to defend its Arctic security or fuel its economy. 

His $35-billion announcement was accompanied by news that Ottawa has also referred four major northern projects to the federal Major Projects Office: the Mackenzie Valley Highway, the Taltson Hydro expansion and the Arctic Economic and Security Corridor, whose N.W.T. and Nunavut sections each constitute a separate project. 

Tourism industry has insight to share, network says

The new tourism network believes its industry has practical insight to contribute to conversations about the future of the Arctic, it said in a news release announcing its formation, because tourism operates across the North in places few other private-sector industries operate at scale.

The network’s initial goals are purely exploratory, the release said, though it is not advocating a policy position or committing to any specific course of action. 

The network was inspired by the Arctic Europe Tourism Cluster, which comprises tourism organizations from Sweden, Finland and Norway, Anderson said.

It was not, she added, a response to the “Buy Canadian” movement that has emerged in response to U.S. tariffs or threats by the U.S. president to make Canada the 51st state.

Nonetheless, some recent statistics suggest the North might be benefiting from the movement.

Data released by Flight Centre for the period Nov. 25, 2025 through Feb. 25, 2026 found domestic travel to the N.W.T. was up 150 per cent over the same period in 2024-25, while travel to Nunavut was up six per cent and travel to the Yukon was flat. 

International travel to Nunavut was up 300 per cent during the same time period, while travel to the Yukon was up 100 per cent and travel to the N.W.T. was up 37 per cent. 

The numbers reflect the total dollar value of bookings, including flights, accommodations, transfers, tours and cruises, a spokesperson said. The company did not provide dollar values but said they were in the tens of thousands. 

The Arctic is “definitely still a niche product,” said Flight Centre travel expert Heather Stephenson.

Canadian tourists embracing northern identity, company says

“It is kind of a bucket list, once in a lifetime type of experience for most people,” she said.

The CEO of Adventure Canada said the company has seen a 14 per cent increase in the number of Canadians travelling to the North during the 2026 travel season compared to 2025.

That contrasts with a two per cent increase in Canadians visiting other Canadian destinations such as Atlantic Canada, Sable Island and the Gulf of St. Lawrence. 

“It’s something that they’ve been aware of but now is the right time,” Cedar Swan said of the Canadians heading north.

“I’d say the story there is really that Canadians, at least when they’re travelling with Adventure Canada, are really almost embracing their northern identity and really wanting to explore the far, far northern reaches of our country.”

A spokesperson with the Yukon’s Department of Tourism and Culture said early indications suggest visits to the Yukon were up in 2025.

The president and CEO of Travel Nunavut said reports from members there point to strong bookings, occupancy levels and solid interest heading into the spring and summer travel seasons. 

However, Alex Stubbing said it’s hard for the organization to measure leisure tourism specifically since a significant portion of trips to and within Nunavut are made by Nunavummiut for work, family or medical reasons.

Nunavut’s Department of Community Services did not respond to CBC’s request for tourism data.

The N.W.T. Department of Industry, Tourism and Investment acknowledged CBC’s inquiry but did not provide any information for this story. 

A spokesperson for WestJet said the company only flies to Yellowknife during the winter travel season and has seen a modest increase in the number of travellers between 2025 and 2026.

Air Canada and Canadian North declined to share travel statistics for this story.