January 29, 1999
(Tourism, Culture and Recreation)

Province increasing tourism marketing efforts

Premier Brian Tobin today announced that commencing April 1, 1999, the provincial government will double its tourism marketing budget from $1.8 million to $3.6 million to further establish Newfoundland and Labrador as a distinct and appealing destination in the tourism marketplace. The premier made the announcement today at the annual convention of Hospitality Newfoundland and Labrador held in Gander.

"Much of government's focus in the past has been to develop world class infrastructure, including: interpretation centres, attractions and historic sites," noted the premier. "It is now clear that we must shift the emphasis to marketing our world class attractions. We all know how much this province has to offer as a tourist destination. Our challenge now is to tap into the lucrative tourist markets of Europe and North America."

The premier pointed out that Hospitality Newfoundland and Labrador has been a strong voice in advocating greater promotion and tourism marketing efforts.

"In the tourism industry, success is directly correlated with a destinations's presence in the marketplace," said the premier. "A strong marketing program, therefore, is essential for competitive purposes."

Media contact: Elizabeth Matthews, (709) 729-0857.

1999 01 29 3:55 p.m.