Business, Tourism, Culture and Rural Development
June , 2015

Tourism Industry a Major Contributor to Province�s Economy

Sound Investments Support Strategic Growth in the Tourism Industry

The Newfoundland and Labrador House of Assembly unanimously passed a private member�s motion today which supported the Provincial Government�s decision to provide a $2 million increase to the provincial tourism marketing budget, bringing the total budget to $13 million. A core part of the province�s marketing strategy has been the Find Yourself campaign, whichhas won over 227 international, national and regional advertising and marketing awards, including a Grand Prix CASSIE for Canadian Advertising Success Stories.

�As a government, we are delighted with the ground-breaking success the Find Yourself campaign has garnered for the province. It has become one of the most recognizable advertising campaigns in the country, and we take great pride in knowing we have firmly established the Newfoundland and Labrador brand as a premier tourism destination. Tourism spending reached $1 billion for the first time in 2011 and our brand is stronger than ever, and the Find Yourself campaign is a significant part of that success.�
-The Honourable Darin King, Minister of Business, Tourism, Culture and Rural Development

2015 marks the halfway point of the tourism sector�s 10-year strategy Uncommon Potential � A Vision for Newfoundland and Labrador Tourism. A long-term strategy for the future development of tourism in Newfoundland and Labrador, Vision 2020 provides a blueprint for growth and addresses the real and perceptual barriers facing the tourism industry with innovative strategies and actions.

The province welcomed more than 1.5 million non-resident visitors from 2012 to 2014, while during the same period, residents made more than 10 million trips throughout the province. With almost 2,500 travel and tourism businesses in the province, 82 per cent of which are small businesses, tourism is a fundamental part of the Provincial Government�s continued focus on promoting economic growth and diversification.

�Newfoundland and Labrador has become known as a premier tourism destination and this level of awareness has led to increased visitation and a more vibrant tourism industry. Employment in the tourism industry represents approximately eight per cent of total jobs in the provincial economy, making the industry a significant part of building and sustaining the province�s business community.�
- Minister Darin King

Between 2009 and 2014, non-resident visitation increased 22 per cent, while non-resident tourism spending increased 36 per cent, reaching $491 million in 2014, the highest level of non-resident spending ever in the province.

QUICK FACTS

• The Newfoundland and Labrador House of Assembly passed a private member�s motion supporting a $2 million increase to the provincial tourism marketing budget.
• The Find Yourself tourism campaign has received over 227 awards, including a Grand Prix CASSIE for Canadian Advertising Success Stories.
• Since 2006, the Provincial Government has invested more than $100 million in tourism marketing.
• Information on Tourism statistics can be found by visiting www.tcr.gov.nl.ca/tcr/stats/index.html.

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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

2015 06 10                                                                   5:00 p.m.