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May 27, 1997
(Tourism, Culture and Recreation)

The following is being distributed at the request of Hospitality Newfoundland and Labrador:

Minister Launches Tourism Awareness `97 In Labrador

Labrador took centre stage last night when Sandra Kelly, Minister of Tourism, Culture and Recreation, officially launched Tourism Awareness Month province-wide, at a wine and cheese reception held at the Labrador West Arts and Culture Centre, Labrador City. Tourism Awareness Month is Hospitality Newfoundland and Labrador's (HNL) annual tourism awareness campaign that promotes tourism and educates individuals and businesses about the industry's economic significance to the province.

"The campaign is an excellent way to promote tourism in Newfoundland and Labrador," said the minister. "Never before has it been so important for Newfoundlanders and Labradorians to recognize the value of this province's tourism industry, and to take an active role in enhancing it. It is essential that each and every one of us learn about the events and activities taking place in 1997 so that we can become knowledgeable ambassadors of our province."

This year's theme is "Do it! - Let's Welcome the World with our Homemade Charm!" HNL Executive Director, Cathy Duke, explained that the theme was selected in order to motivate all Newfoundlanders and Labradorians to participate in tourism.

"We all have a role in the tourism and hospitality industry and a responsibility to ensure that each visitor returns home with an impression of our province as a friendly, pristine, and unique destination," said Ms. Duke. "People should be especially aware of the events and attractions available in their region, and in this way become better ambassadors of hospitality for the province."

Hospitality Newfoundland and Labrador board member John Dicks presented the annual Ambassadors of Hospitality Awards to Kathy Crotty, President of Destination Labrador, and to Nick McGrath, President of the Labrador West Tourism Development Corporation, in recognition of their outstanding work in promoting and developing Labrador's tourism industry. Mr. McGrath also received his Professional Certification, the national occupational recognition, for food and beverage service.

Labrador's first annual Gwen Ryan Ambassador Award was also presented to Joan Stamp on behalf of the Twin City Seniors Group. This award is in honour of a woman who did a lot to promote tourism in Labrador.

The evening featured local musical entertainment by Labrador Black Spruce, the Labrador West Community Choir, and Collage.

Tourism Awareness Month was also kicked-off in each of the regions: Eastern /Avalon, Central, and Western Newfoundland. Celebrations will continue until June 20 and include tourism open houses, trivia contests, dinners, receptions, guided tours...any activity that helps promote the province's tourism industry.

Hospitality Newfoundland and Labrador initiated the tourism awareness campaign 11 years ago as Tourism Awareness Week. Due to its success, Newfoundland and Labrador now celebrates Tourism Awareness Month.

The Labrador Launch, was organized by the Labrador West Tourism Development Corporation, the Labrador West Craft Guild, and the Labrador West Visual Arts Association. Nick McGrath said, "A good time was had by all."

Contact: Nick McGrath or Diana Parsons, Labrador West Tourism Development Corporation, tel. (709) 282-3337 or Vanessa House, Tourism Awareness Co-ordinator, Hospitality Newfoundland and Labrador, tel. (709) 722-2000