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Tourism, Culture and Recreation
April 30, 2010

Encouraging Start Bodes Well for Tourism Year

If first quarter results are any indication, 2010 is going to be a good year for tourism in Newfoundland and Labrador. The Honourable Terry French, Minister of Tourism, Culture and Recreation, said today that to the end of March 31, 2010, the province has recorded a whopping 7.8 per cent increase in non-resident visitation over the same period last year.

"We performed very well in 2009, recording an almost one per cent overall increase in visitation at a time when the national and international tourism industries were feeling the negative effects of the global recession," Minister French said. "We expected 2010 to be a good year, given our ongoing multi-media marketing efforts and the number of special events and opportunities available to us. But to have such encouraging numbers so early in the year bodes extremely well for the industry, especially since the impact of our promotion of Newfoundland and Labrador during the 2010 Vancouver Winter Olympic Games, the JUNO events held here earlier this month, and the upcoming 400th anniversary celebrations in Cupids, are not yet reflected in these numbers."

Minister French noted that in February 2009, the Provincial Government, in partnership with the tourism industry, launched Uncommon Potential — A Vision for Newfoundland and Labrador Tourism (www.gov.nl.ca/tcr/publications/2009/Vision_2020.pdf). The strategy outlined seven strategic directions to advance the tourism industry, and set a goal of doubling tourism revenue to $1.6 billion by 2020.

"In 2009, we took the first steps towards achieving that goal by establishing a public-private tourism board to guide the future direction of the industry, increasing our research capacity, and strengthening our marketing efforts — particularly through social networking, and an increased investment in international markets," said Minister French. "Clearly we're on the right track. People want to come here, and our focus now is on ensuring we become a more accessible travel destination, and that visitors have the kinds of positive experiences they expect and deserve."

John Dicks, Chair of Hospitality Newfoundland and Labrador, said the tourism industry association is very encouraged by the early numbers.

"It is definitely good to see that the provincial marketing efforts are positioning the province as a destination of choice, and that the efforts of the tourism board are yielding results," said Mr. Dicks. "As the tourism industry prepares for the busy summer months, I have no doubt that tourism operators throughout the province will be ready to deliver the quality products and services that make this province special."

Since 2003, the Provincial Government has more than doubled its investment in tourism marketing, from $6 million to $13 million. 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.

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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

2010 04 30                                                      9:40 a.m.
 


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