Tourism, Culture and Recreation
February 6, 2007

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

HNL Launches Total Tourism Market Readiness Program

Hospitality Newfoundland and Labrador (HNL), in partnership with the Irish Loop Tourism Association (ILTA), is launching a new program, Total Tourism Market Readiness, to enhance the experience of visitors and the viability of tourism businesses in the province.

Funding for the two-year pilot project includes $119,000 from the Atlantic Canada Opportunities Agency (ACOA), and $70,000 from the Provincial Government through the Department of Tourism, Culture and Recreation and the Department of Innovation, Trade and Rural Development. The Irish Loop Development Board will provide $10,000 of in-kind support.

"Canada�s New Government is pleased to support the further development of the tourism industry in Newfoundland and Labrador," said the Honourable Loyola Hearn, Minister of Fisheries and Oceans and Regional Minister for Newfoundland and Labrador, on behalf of the Honourable Peter MacKay, Minister of Foreign Affairs and Minister of the Atlantic Canada Opportunities Agency. "This project will help ensure a professional, high-quality experience for resident and non-resident visitors alike, and will help operators adopt more innovative ways to run and market their businesses."

"This program is a dynamic and innovative approach to support and enhance economic development within the tourism industry for all areas of this province and it is one we are pleased to invest in," said the Honourable Tom Hedderson, Minister of Tourism, Culture and Recreation. "Our investment will benefit tourist operators, along with the communities of Newfoundland and Labrador, as we work together to further enhance the unique and memorable experience of tourists who make our province their destination of choice."

"Government has made substantial investments in growing our tourism industry and encouraging visitors to come to this province," said the Honourable Trevor Taylor, Minister of Innovation, Trade and Rural Development. "It makes good sense to launch an initiative to ensure our tourism operators and attractions meet or exceed the expectations we are setting for visitors. We are pleased to support this initiative and advance our provincial tourism industry to even greater success."

The Total Tourism Market Readiness Program is a series of development activities designed to assist tourism business operators to increase their individual standards of excellence, to develop a solid business brand that fits well within the region, and to refine, enhance and help focus the tourism-related aspects of their business.

"It is critically important that as a growing tourism destination, we are building our products and services so that they meet international standards and are responsive to the expectations of our visitors," said Bruce Sparkes, President of Hospitality Newfoundland and Labrador. "The Total Tourism Market Readiness Program is designed to assist tourism operators build their businesses with a solid foundation of quality standards and practices which will add to their long term success in the industry."

Martha Mullowney, President of ILTA said, "With more of our visitors seeking experiential travel opportunities, it is important that our attractions, accommodations and services maintain their responsiveness to the current market needs."

Throughout the program, benchmarks for measuring quality of the tourism experience with each business are used to inspire both short- and long-term improvements. In addition to encouraging and enabling tourism businesses towards improvement, the Total Tourism Market Readiness Program also provides suggestions for cross-selling, information-sharing and the pooling resources among colleagues who have successfully completed the program.

Funding from the Atlantic Canada Opportunities Agency for this project is through a two-year contribution from the agency�s Innovative Communities Fund (ICF). The ICF focuses on investments that lead to long-term employment and economic capacity building in rural communities.

The provincial Tourism Industry Association, Hospitality Newfoundland and Labrador  (HNL), is dedicated to the development and promotion of the tourism/ hospitality industry in Newfoundland and Labrador.

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Media contacts:

Carol-Ann Gilliard
Manager of Policy and Communications
Hospitality Newfoundland and Labrador
709-722-2224 (Ext. 22)
Julie Afonso
A/Director, Public Affairs
Atlantic Canada Opportunities Agency
709-772-2984
John Tompkins
Director of Communications
Tourism, Culture and Recreation
709-729-0928
jtompkins@gov.nl.ca
 
 

2007 02 06                                                 11:15 a.m.


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