Business, Tourism, Culture and Rural Development
December 24, 2014

Tourism Industry a Major Contributor to Province’s Economy

Tourism Industry Shows Positive Growth in 2014

With more than 17,000 people employed in the tourism industry, and non-resident visitation having grown steadily over the past several years, the Provincial Government’s strategic investments in the industry have firmly established Newfoundland and Labrador as a premiere tourism destination. Preliminary year-to-date 2014 estimates show that non-resident visitation to the province continues on a growth path, reaching 487,400 visitors between January and November, which represents an increase of two per cent compared to the same period last year.

“Tourism is a labour intensive sector that is producing good jobs in both urban and rural communities. With the tourism industry’s share of employment in the province remaining consistently at approximately eight per cent of provincial jobs, it is clear that tourism is a significant part of building our business community. Newfoundland and Labrador has become a tourism destination that others watch and imitate, this level of awareness has led to increased visitation and thereby a more vibrant tourism industry in our province.”
- The Honourable Darin King, Minister of Business, Tourism, Culture and Rural Development

Non-resident visitation includes travel by air, automobile and cruise ship, with air travel representing the largest traveller segment. Along with the above noted visitation increase of two per cent for 2014, between 2009 and 2013, non-resident visitation has increased 19 per cent while non-resident tourism spending has increased 30 per cent, reaching $467 million in 2013, the highest level of non-resident spending ever in the province.

“We are clearly in the best position we have ever been in as an industry. Our brand is stronger than ever and our Find Yourself campaign has become one of the most recognizable advertising campaigns in the country. Tourism spending reached $1 billion for the first time in 2011, putting us well ahead of schedule for achieving our Vision 2020 goal.”
- Minister King

The Find Yourself tourism campaign has received over 220 awards to date, including a Grand Prix CASSIE for Canadian Advertising Success Stories. The CASSIES not only recognized the province’s creative design, production and content on our campaign, but also rewarded the tangible results Newfoundland and Labrador has experienced through increased tourism visitation and spending.

QUICK FACTS

• The Provincial Government’s strategic investments in the industry have firmly established Newfoundland and Labrador as a premiere tourism destination.
• The Find Yourself tourism campaign has received over 220 awards to date, including a Grand Prix CASSIE for Canadian Advertising Success Stories.
• The number of non-resident automobile and air visitors travelling to the province reached an estimated 395,522 visitors for the period ending September 2014, an increase of 2.9 per cent over 2013.

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Media contact:

Tansy Mundon Director of Communications Department of Business, Tourism, Culture and Rural Development 709-729-4570, 693-1865 tansymundon@gov.nl.ca

2014 12 24                                    9:25 a.m.