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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. 


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