Business, Tourism, Culture and Rural Development
December 1, 2016

The following statement was given today in the House of Assembly by the Honourable Christopher Mitchelmore, Minister of Business, Tourism, Culture and Rural Development:

Minister Provides Information on Increase in Tourism Numbers

Mr. Speaker, generating approximately $1 billion in visitor spending each year, the tourism industry is a pillar in our province’s growth, and is a key contributor to strengthening our economy. I am pleased to advise this Honourable House that tourism numbers based on all major travel indicators have increased this season.

Newfoundland and Labrador is known around the world for its scenic coastlines, traditional culture and friendly hospitality and it is easy to understand why so many travellers want to come here.

Our award winning “Find Yourself” tourism marketing campaign, which is one of the most recognizable and successful campaigns in the country, continues to deliver results. Mr. Speaker, I am proud to announce that just last evening our “Paint the Town” contest, launched in May, received the Tourism Industry Association of Canada’s Social Media/Digital Marketing Initiative of the Year Award.

We are continuing to develop tourism product experiences that entice visitors to stay longer, resulting in increased spending.

Based on the numbers, our efforts are working. Up to the end of October this year:

  • Marine Atlantic reported a five per cent increase in the number of non-resident automobile visitors travelling to our province;
  • More than 2.1 million people travelled by air, representing an almost four per cent increase over the same period last year;
  • Visits to provincial museums are up almost 34 per cent;
  • Provincial historic site visits grew by 16 per cent;
  • Over 130,000 travellers visited our information centres, an increase of almost nine per cent;
  • There were 2.1 million visits to the official tourism website, an increase of 17 per cent; and finally,
  • Referrals to tourism operator business listings are up 21 per cent.

Mr. Speaker, I look forward to continued energy, growth and optimism in our tourism industry. I applaud all those involved especially operators, partners, the tourism board and Hospitality Newfoundland and Labrador‎ for their ongoing hard work and commitment to making tourism in our province such a success as we strive to increase visitor spending to $1.6 billion annually by 2020.

Thank you.

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2016 12 01                              2:05 p.m.