Actor Adam Beach will be the new face of tourism in the Northwest Territories.
He is now part of NWT Tourism's new marketing plan.
Television shows based in the territory, like Ice Pilots and Arctic Air, have increased the territory's profile.
Beach — the star of Arctic Air — could help attract even more travellers.
"I think a lot of people are missing this opportunity to see this part of Canada, this part of people that are out here. And I feel grateful that I am chosen to be the one to show the beauty of NWT, they say ‘Spectacular NWT’," he said.
The hit shows are giving the territory the tourism boost it needs.
Brian Desjardins, executive director of NWT Tourism, said survey results show that about 30 per cent of visitors to the North are because of shows like Arctic Air and Ice Pilots.
Negotiations between Beach and NWT Tourism are now underway to determine how the star will promote the North.