Tourism, Culture and Recreation
December 8, 2006

Canada�s Tourism Ministers Agree to a National Tourism Framework

At a meeting focused on the national tourism industry and the challenges faced by the provinces and territories, Canada�s tourism ministers pledged to work together with industry to encourage a healthy tourism sector and make Canada a more attractive destination for Canadian and international travellers.

The Honourable Maxime Bernier, Canada�s Minister of Industry, and the Honourable Fran�oise Gauthier, Quebec's Minister of Tourism, co-chaired the meeting in Gatineau, Quebec, on December 4, 2006, where they agreed with provincial and territorial tourism ministers on a National Tourism Strategy framework. This framework provides the basis for more cooperative approaches to addressing key challenges facing the industry.

The ministers agreed to establish a committee of senior officials to develop an action plan to implement the National Tourism Strategy. The committee will also focus on analyzing the investments that each government is making towards the effective implementation of the strategy's priorities.

The Honourable Tom Hedderson, Minister of Tourism, Culture and Recreation, emphasized the importance of the tourism industry in Newfoundland and Labrador and the need to make the most of the opportunities afforded by the world�s fastest growing industry. �The Government of Newfoundland and Labrador recognizes tourism as a viable, sustainable industry and this is reflected in our tourism marketing budget, which has a total investment of $10 million this year and has been increased by $4 million dollars since 2004,� said Minister Hedderson. �But global competition in tourism is heating up, and we will need coordinated investment and partnership to meet our challenges if we are to keep this engine of growth firing on all cylinders.�

Tourism ministers discussed specific challenges the industry is facing, such as the new border security measures being introduced by the United States under the Western Hemisphere Travel Initiative. They also expressed the need to reinstate the Visitor GST Rebate as a valuable incentive for international visitors. �The timing in addressing these concerns is crucial if the tourism industry is going to counter the challenges we face,� said Minister Hedderson. �We must be able to take full advantage of opportunities such as the province�s own 2010 celebrations of the 400th anniversary of the first British Colony in Canada at Cupids.�

Promotion of Canada as a tourism destination internationally is coordinated by the Canadian Tourism Commission, a Crown corporation of the federal government, which leverages matching funding from the private sector. Minister Hedderson noted especially the need to strengthen Canada�s destination marketing efforts. �Promoting Canada as an international tourism destination needs increased marketing dollars,� said Minister Hedderson. �We are facing increasingly tough competition from destinations that have much bigger marketing budgets. If we are going to grow our economy and create wealth, we have to start seeing tourism marketing as an investment, not an expense.�

The tourism industry has estimated revenues of more than $60 billion in Canada.
The ministers will meet again next spring to examine progress regarding the action plan for the National Tourism Strategy and to discuss challenges and opportunities facing the tourism industry.

For more information on the National Tourism Strategy, go to //strategis.ic.gc.ca/tourism.

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Media contact:
Glenda Power
Communications Manager
Department of Tourism, Culture and Recreation
709-729-0928, 728-7762
glendapower@gov.nl.ca

2006 12 08                               12:30 p.m.