September 23, 1998
(Tourism, Culture and Recreation)

Minister responds to media stories on tourism travel guide

Tourism, Culture and Recreation Minister Sandra Kelly responded today to recent reports that errors in the 1998 Travel Guide were causing problems for accommodations operators.

Kelly noted that the travel guide is the most important piece of travel literature prepared by the province, and provides a free listing for tourism industry operators throughout Newfoundland and Labrador.

"When errors were reported in the guide last spring, I immediately requested that a new system of double-checking and cross referencing be implemented for 1999," the minister said. "This system is in place, and should eradicate the types of errors or omissions found this year."

All information included on accommodations is provided by the individual operators.

"For 1999, every accommodation operator will receive a copy of their text back from the department so they can double-check and verify its accuracy before we go to press," Kelly said.

Kelly said for the process to be guaranteed success, the department will require the assistance of all operators to respond with their verified information in time for printing deadlines. As only 55 per cent of the province's accommodations operators have fax machines, the department will ensure that adequate time is allowed for the process to be handled by regular mail if necessary.

Hospitality Newfoundland and Labrador (HNL), the province's private tourism industry association, has agreed to become part of the process as well, says association president Stelman Flynn.

"The travel guide is a very important marketing tool." Flynn said. "It is critical to operators that all errors be eliminated. HNL will work with the department to ensure the process for gathering information is as accurate as possible."

The travel guide is a part of the province's international award winning campaign called "Imagine That", which has promoted Newfoundland and Labrador for over four years. In February of 1997 the province received a Gold Award from the Hospitality Sales and Marketing Association in New York for its complete campaign, including T.V. spots, magazine ads, and the provincial travel guide.

The guide was an instrumental part of increasing tourism visitation to the province by 22 per cent in 1997, and sustaining that increase into 1998, the minister added.

"Each year the department receives compliments from tourists on the quality and helpfulness of the guide," she said. "It is a document of which the department is very proud."

Media contact: Doug Burgess, Communications, (709) 729-0928.

1998 09 23                                                                              4:30 p.m.