Tourism, Culture and Recreation
February 6, 2009
Provincial Government and Tourism Industry Unveil
Long-Term Vision for Newfoundland and Labrador Tourism
The Provincial Government and Hospitality Newfoundland and Labrador (HNL),
the province�s tourism industry association, today unveiled a new,
long-term vision for the future development of tourism in Newfoundland
and Labrador.
Uncommon Potential � A Vision for Newfoundland and Labrador Tourism
was launched in Corner Brook during the 2009 Lookout! Tourism
Summit, HNL�s annual convention and trade show.
The Honourable Clyde Jackman, Minister of Tourism, Culture and
Recreation, said Uncommon Potential is the result of extensive
research and unprecedented collaboration between the Provincial
Government and the tourism industry.
"This is not a government vision; not an industry vision, but rather
a collective vision," said Minister Jackman. "We have come a long way in
the development of our tourism industry. We are more mature, more
sophisticated, more knowledgeable, and more savvy when it comes to
strategically marketing ourselves in the global marketplace. We are also
becoming increasingly aware of how important it is that we deliver on
the promises we make � and that we meet, and exceed, our visitors�
expectations."
Despite the industry�s successes, Minister Jackman said there is
still much room for growth, and Uncommon Potential focuses on
seven strategic directions to guide the further development of the
tourism industry through to 2020:
establishing a formal public-private partnership � a Tourism
Board � to lead the implementation of an action plan to realize
the collective vision;
building stronger relationships with transportation providers
� airlines and ferry services � so as to address access and
service quality issues;
getting, and sharing, the research required to grow the
industry;
employing better use of technology to further common goals;
providing tourism operators with the brand tools and
marketing support they to build on the province�s marketing
success;
continuing to develop quality products and services which
meet the market�s demands; and,
elevating the image of tourism as a professional industry,
and developing a stable, skilled, client-focused tourism
workforce.
Bruce Sparkes, President of Hospitality Newfoundland and Labrador,
said he was proud of what the Provincial Government and industry
partners had achieved in the development of Uncommon Potential.
"Through this visioning process, government, industry, and all
stakeholders have developed the foundation for a formal partnership,"
said Mr. Sparkes. "By using this vision as our collective guide, we can
address the issues directly and develop and implement strategies for
success. The tourism industry association is committed to being a part
of the process for growing the tourism industry and Newfoundland and
Labrador."
The tourism industry contributes about $800 million to the
Newfoundland and Labrador economy each year, supports 12,730 direct jobs
in tourism, and generates significant economic and cultural spin-off.
Uncommon Potential � A Vision and Plan for Newfoundland and Labrador
Tourism, can be viewed at:
www.tcr.gov.nl.ca/tcr/publications.htm.
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Media contacts:
Heather
May
Director of Communications
Department of Tourism, Culture and Recreation
709-729-0928, 697-5061
heathermay@gov.nl.ca |
Lynn
Taylor
Policy Manager
Hospitality Newfoundland and Labrador
709-722-2224, Ext. 22, 691-0444
ltaylor@hnl.ca |
2009 02 06 1:45 p.m.