Minister announces provincial tourism marketing strategy

Minister of Tourism, Culture and Recreation Julie Bettney today released the results of the provincial tourism marketing strategy review. The 2001 Speech from the Throne called for a review of the provincial marketing strategy in order to build on the tourism momentum of the past five years. Its goal is to ensure that the current strategy is appropriate for the opportunities and challenges of the next three to five years in the tourism industry.

"Over the past decade, our tourism industry has grown steadily," said Minister Bettney. "This report will assist us in building on this momentum. It reviews current marketing strategies, and it identifies opportunities for government and industry to work together to strengthen the tourism industry. This industry is a great economic driver in the province."

The review was conducted by the Economic Planning Group of Canada, with the assistance of the Kelsh Company, Economic Growth Solutions, Perry and Butland Communications and McQuinn and Company Marketing. The consultants held interviews with key industry stakeholders, government staff and tour operators throughout the province. They conducted industry stakeholder consultations and, as well, comprehensively reviewed tourism marketing efforts in other jurisdictions.

The report concludes that the province has made progress in identifying and targeting our markets. The Maritimes and Ontario should remain our central focus. It also emphasizes the importance of our activity markets such as hunting and fishing, adventure markets and the need for a stronger Internet presence in marketing the province as a whole.

One of the most significant recommendations in the report is for government to create an industry-led Tourism Marketing Council. The mandate of the council would be to help prepare strategic plans and annual marketing plans, and to monitor their implementation. The council would also assist the Department of Tourism, Culture and Recreation with industry marketing partnership programs and report annually to the minister on the status of these programs.

Hospitality Newfoundland and Labrador (HNL) strongly supports the creation of this council. Sheila Kelly-Blackmore, president of HNL, thinks this is a very positive step for the tourism industry in this province. "This initiative is a significant milestone for our tourism industry," said Ms. Kelly-Blackmore. "The implementation of the industry-led partnership will allow industry and government in a more cooperative manner to move tourism to the next level."

Within the next few days, government will appoint a transitional committee to help in presenting the information in the report to the industry at large for feedback. The committee will travel the province in the new year to bring industry stakeholders up-to-date on the findings of the report. The committee will also consider suggestions from industry to fine tune the marketing plan.

"I am pleased with the results of the tourism marketing review overall," said Minister Bettney. "I look forward to establishing the Tourism Marketing Council early in the new year."

Newfoundland and Labrador Tourism Marketing Strategy Review - Final Report (PDF) 
A Review of the Newfoundland and Labrador Provincial Tourism Marketing Strategy - Executive Summary Report (PDF)

Media contact: Melony O�Neill, Communications, (709) 729-0928.

2002 12 12                                        9:40 a.m.