Premier Darrell Pasloski is leaving Tuesday on a nine-day European trade mission, leading the first premier-led trade delegation from a Canadian province or territory.

He will be accompanied by Tourism and Culture Minister Mike Nixon and 17 delegates representing 14 organizations from Yukon's tourism industry.

The group will travel to Hannover and Frankfurt, Germany and London, England.

"German-speaking Europe and the United Kingdom are two of our biggest overseas tourism markets,” Pasloski said. "It is important that we continue building relationships with partners who have a substantial and positive impact on Yukon's growing tourism sector, a sector that generates $200 million annually for our economy. The timing of this mission also allows us to meet key partners as the European economy continues its steady recovery from the global economic downturn.”

The delegation will meet with European partners to advance key tourism trade and investment opportunities in overseas markets during the nine-day mission.

"This is a great opportunity to recognize and reinforce our joint marketing efforts with the tourism industry in German-speaking Europe and the United Kingdom,” Nixon said.

"European travellers are among the highest spending and longest staying visitors to Yukon so it is very important that we nurture and grow this important relationship.”

Nixon said today he feels the mission is well-timed as the European markets continue to recover from the economic downturn.

"It's a good time to increase our profile in Europe and really reinforce joint marketing efforts with the tourism industry there,” he said.

In Hannover, delegates will meet with German tour operators, Canadian Embassy representatives, Canadian Tourism Commission representatives and government officials. Events at Hannover Zoo will include Yukon Gold Rush Days at Yukon Bay, an annual initiative that in 2012 attracted more than 27,000 visitors.

In Frankfurt, Pasloski and Nixon will meet with Goodyear-Dunlop (Fulda Tires) and Condor Airlines.

While in London, the delegation will meet with the Canadian Tourism Commission's U.K. branch, U.K. tour operators and travel media at a Yukon Lights event that will feature Yukon-themed foods and highlight Yukon's tourism products.

"One of the strengths of the Yukon tourism industry is the strong collaborative relationship we enjoy with our government marketing partners,” said Neil Hartling, the chair of the Tourism Industry Association of the Yukon.

"Any time we can join forces and travel together to meet with our tourism partners in overseas markets, we reinforce the concept that the Yukon tourism industry is a good investment and we are open for business.”

German-speaking Europe is Yukon's largest overseas market representing almost 10,000 visitors annually. The U.K. is Yukon's third largest overseas market with some 4,500 visitors annually. Australia represents Yukons second largest overseas market.

Each year approximately $13 million is invested directly into Yukon's economy by German-speaking Europeans and U.K. visitors.

"I know that it's going to be a successful mission, just the relationships that are being built between tourism operators and wholesalers and other organizations in Germany, this is a great investment for the Yukon to be participating in these missions,” Nixon said today.

"I think there's going to be some great announcements and there's going to be some great relationships built from this trip.”