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May 27, 1997
(Tourism, Culture and Recreation)

The following is being distributed at the request of Hospitality Newfoundland and Labrador

Eastern/ Avalon Region Kicks Up Its Heels to Launch Tourism Awareness Month

The Eastern/Avalon region of the province kicked off Tourism Awareness Month last night, with "Dance Up!", a night of traditional Newfoundland dancing at the Hotel St. John's. People were swinging their partners round and round as dance caller Tonya Kearley provided the dance instruction while musician Kelly Russell fiddled out the tunes!

Tourism Awareness Month is an annual awareness campaign organized by Hospitality Newfoundland and Labrador (HNL), to promote tourism and educate residents about the industry�s economic significance to the province.

This year's theme for Tourism Awareness Month is "Do It! - Let's Welcome the World with Our Homemade Charm!." Liam Sneyd, the president of Hospitality Newfoundland and Labrador, said the theme is especially relevant this year as we welcome the world during our Cabot 500 Celebrations. This evening's event sets the tone for tourism awareness month, as Newfoundlanders and Labradorians showcase their home-made hospitality and charm.

Guest speaker Edna Hall, provincial director of Canadian Heritage, officially launched Tourism Awareness Month in this region, noting Newfoundland and Labrador's tourism advantages, especially its culture and heritage.

"Our province has much to offer the visitor -- pristine wilderness, world-class outdoor adventure, a colourful and long human history and a culture that is as distinct as it is vibrant," Ms. Hall said. "Our culture is not only one of our most important provincial treasures and resources, but also one of our most viable tourism products. As we embark on Tourism Awareness Month, we have a wonderful opportunity not only to celebrate and to promote the rich culture and heritage of this great province, but to consider its role as a tourism product."

A surprised Kelly Russell, head of Pigeon Inlet Productions, was awarded an Ambassador of Hospitality Award. Russell has done much to promote cultural tourism in this province. The Ambassador of Hospitality Awards are presented to individuals or groups from Newfoundland and Labrador who, through their work, have demonstrated an exceptional role in the development and promotion of tourism and hospitality for this province. This year, there are a total of 12 recipients, who will receive the awards at various venues throughout Newfoundland and Labrador.

Sandra Kelly, Minister of Tourism, Culture and Recreation, officially launched the province-wide Tourism Awareness Month campaign at a ceremony in Labrador City. The Central and Western regions of the province also kicked-off the month in their areas.

HNL initiated the awareness campaign with Tourism Awareness Week 11 years ago, and it has since been adopted throughout Canada. Promotional activities will continue throughout the month until June 20.

Contact: Shelley Hynes, Hospitality Newfoundland and Labrador, tel. (709) 722-2000 or 1-800-563-0700, fax. (709) 722-8104 or Tonya Kearley, Pigeon Inlet Productions, tel. (709) 754-7324