May 31, 1996
(Tourism, Culture and Recreation)

The following statement was issued today by Sandra Kelly, Minister of Tourism, Culture and Recreation. It was also read in the House of Assembly:

Ministerial statement - Tourism Awareness Month

I rise today to inform the Honourable Members that today marks the beginning of Tourism Awareness Month. The theme for June's campaign is "Ready for '97".

Previously a week-long campaign, this year we now will have a month devoted to tourism awareness. This is a hospitality Newfoundland and Labrador initiative which works to promote and generate awareness for the economic and social benefits derived from the province's tourism industry. The Department of Tourism, Culture and Recreation is proud to be a partner with Hospitality Newfoundland and Labrador in its efforts to increase the profile of the province's tourism sector.

Tourism is the fastest growing segment of the global economy. For Newfoundland and Labrador, tourism expenditures account for more than $480 million annually. In realizing the objectives established by the Cabot Celebrations, next year government will grow expenditures by approximately $30 million and the number of tourists by 60,000.

This year's awareness campaign will focus on ensuring that our province's tourism industry is "ready" for the opportunities that will result from the 500th anniversary celebration year. Driven by this government, this celebration represents the greatest opportunity ever for the province's long-term development of our tourism and hospitality sectors. The fact that the Newfoundland and Labrador's 1996 campaign has expanded from a week-long agenda to a month-long calendar of events, is truly indicative of the interest in and value for building awareness about the tourism industry and its economic and social benefits.

This strong partnership between industry and government will work to ensure that the province recognizes the opportunities for 1997; that it is ready to act on those opportunities; and that it will maximize the return on investment for the benefits of all Newfoundlanders and Labradorians. This government participated with industry in Bristol, England last week in a highly successful public private partnership at the Festival of the Sea.

I encourage all Members of the House of Assembly to take part in Tourism Awareness Month and do their part to help promote awareness of this important segment of our economy.