February 24, 2012
Partnership Furthers Growth in Tourism
Three years after the launch of Uncommon Potential: A Vision for Newfoundland and Labrador Tourism, the Provincial Government and the tourism industry remain committed to the vision of becoming a leading tourism destination. The importance of working together to deliver authentic experiences offered by the province’s people, culture, and natural environment was highlighted in Gander today at Hospitality Newfoundland and Labrador’s annual conference and trade show.
The Honourable Derrick Dalley, Minister of Tourism, Culture and Recreation, said the public-private partnership established with the launch of Uncommon Potential was an essential step in moving the tourism industry ahead in Newfoundland and Labrador.
“We changed how we do business by establishing the Newfoundland and Labrador Tourism Board,” said Minister Dalley. “Through this partnership, the Provincial Government, Hospitality Newfoundland and Labrador, destination management organizations, and individual tourism operators work collectively towards our goal of $1.6 billion in tourism spending by 2020.”
Stan Cook, Chair of the Newfoundland and Labrador Tourism Board, said he is pleased with the results of work completed since the launch of Uncommon Potential in 2009. “The establishment of the Tourism Board has given industry a strong vehicle to communicate and collaborate,” said Mr. Cook. “This partnership is a great foundation for growing tourism in Newfoundland and Labrador.”
Resident and non-resident tourism spending in Newfoundland and Labrador was almost $880 million in 2010. New information regarding tourism spending and visitor numbers will be available later this year, when the results of the provincial exit survey are known. The survey was conducted throughout 2011 and collected information about non-resident visitors to the province, including their demographics, origin, trip purpose, expenditures, travel activities and experiences.
“We are excited about the upcoming year in tourism,” said Minister Dalley. “As an industry, we will be focusing on multi-season tourism opportunities and initiatives to raise the bar in the experiences we offer. We will be thinking strategically about how we invest to better meet the needs of our resident and non-resident tourists.”
Since 2003, the Provincial Government has more than doubled its tourism marketing budget from $6 million to $13 million. Budget 2011 Standing Strong: For Prosperity. For Our Future. For Newfoundland and Labrador invested $1.4 million to implement new tourism initiatives.
To view Uncommon Potential: A Vision for Newfoundland and Labrador Tourism, visit: www.tcr.gov.nl.ca/tcr/publications
Media contacts:
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Diana Quinton Director of Communications Department of Tourism, Culture and Recreation 709-729-0928, 631-8155 dianaquinton@gov.nl.ca |
Lisa McDonald Manager Newfoundland and Labrador Tourism Board 709-722-2000, Ext 227, 728-7913 lmcdonald@hnl.ca |
2012 02 24 1:45 p.m.