Regional Tourism Marketing Efforts to be Focus in 2010

Progress made since last year's launch of Uncommon Potential: A Vision for Newfoundland and Labrador Tourism, was highlighted in Gander today at the 2010 Hospitality Newfoundland and Labrador (HNL) Lookout! Tourism Summit, the industry association's annual conference and trade show.

The Honourable Terry French, Minister of Tourism, Culture and Recreation, said there has been concrete action taken this year on several key directions identified in the long-term tourism strategy, which was jointly released by the Provincial Government and HNL at last year's conference. With a public-private Tourism Board established, improved research capacity developed, and ongoing work being undertaken to address transportation-related issues, Minister French said the focus for 2010 will be to provide tourism operators with the marketing support they need to grow the industry at the grassroots level.

"We have built a strong provincial brand – a strong recognition of Newfoundland and Labrador as a travel destination of choice," said Minister French. "We must now ensure that regional marketing efforts are aligned with our provincial branding; that our online presence is co-ordinated, and that duplication of effort is reduced so that we are – collectively – more effective in reaching our potential customers. That means the Provincial Government, the industry association, Destination Marketing Organizations, regional tourism associations, and individual tourism operators must work together."

Budget 2009: Building on Our Strong Foundation provided an additional $1 million for tourism marketing, bringing the total annual budget to $13 million (from $6 million in 2003). The tourism industry contributed almost $850 million to the provincial economy in 2008 up from $790 million in 2007, and employs approximately 13,000 people.

Uncommon Potential: A Vision for Newfoundland and Labrador Tourism, can be viewed at: www.tcr.gov.nl.ca/tcr/publications/.

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Media contact:
Heather May
Director of Communications
Department of Tourism, Culture and Recreation
709-729-0928, 697-5061
heathermay@gov.nl.ca 

2010 02 19                                                    1:35 p.m.