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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