Premier Brian Tobin
Speaking Notes

I am delighted to be here this afternoon, at the Annual General Meeting and Conference of the Viking Trail Tourism Association, notably the largest AGM in your organization�s history.

This is a significant meeting for the VTTA for a couple of reasons. First of all, it takes place in a year when we, as a province, are inviting the world to join us as we commemorate a legacy of 1000 years since the time in history when Viking Leif Ericson made his historic voyage to North America.

He and his Viking crew landed on the shores of Newfoundland and Labrador 1000 years ago, and founded the first European outpost in North America at L�Anse aux Meadows, designated by UNESCO as a World Historic Site

Secondly, this is your first AGM of the new millennium, and it looks like the year 2000 will be another year of sound economic recovery for the province and a banner year for the tourism industry in Newfoundland and Labrador. We have, in this province, good reason to feel optimistic about what the future holds

I will talk more about the Vikings! 1000 Years celebrations in just a moment, but I would first like to talk about the great things happening in our province and more specifically, the tourism industry which has become a cornerstone of this province�s economy.

Over the past four years our tourism industry has grown at a staggering rate. Since 1996, visitation to this province has grown by an astounding 31%. To put that level of growth into context, from 1987 to 1996 Newfoundland and Labrador averaged just 1% growth per year. Now, in three short years, we have expanded our visitation by nearly one-third, tripling the rate of the previous decade in just three years!

In 1999, for the first time ever, we reached the 400,000 mark in non-resident visitation and these visitors pumped $260 million into the economy, up from $238 million in 1998. Although official figures have not been released, it is forecasted that this number combined with resident tourism expenditures will total $600 million in 1999. These numbers represent a terrific boost to the economy and I have every confidence that the trend will continue.

There were also some great indicators for this region of the province in 1999. Boarding and deplaning passengers at Deer Lake Airport increased 3% over 1998 levels to 135,800 passengers. Gros Morne National Park also had increased visitation in 1999. Overnight camper�s increased 6%, motorcoach and motorcoach visitors were up 14% and 21% respectively and boat tour usage was up 19% in 1999 over 1998 levels.

Cruise ships made 22 port calls to the Gros Morne and Viking Trail region in 1999, up from just 15 in 1998. And visitation to L�Anse aux Meadows and Red Bay was up 22% and 31% respectively. Clearly, 1999 was a great year for the tourism industry on the Viking Trail and we are very confident that the numbers will increase again in 2000.

All over Newfoundland and Labrador, the tourism industry is growing and expanding at a rapid pace, and is emerging as a very important part of our overall development as a province as we enter the new millennium.

During the recent Jobs and Growth consultations, tourism was one of the sectors chosen for special examination, including an intensive tourism forum. This process will culminate in a month or two with a renewed economic direction for the province which builds on successful approaches, such as those at work in the tourism industry in this province.

We have accomplished great things in this industry, but challenges and greater goals still remain. In 1999 the tourism industry played a major role in the Gulf Ferry Forums, as the province came together to address this critical issue. The resulting report On Deck and Below, delivered substantial and informed recommendations to Marine Atlantic and the federal government, in an effort to meet improved capacity and customer service needs.

We have remained in close contact with Captain Sid Hynes and Ottawa, and I am very optimistic about the steps currently being taken to address our concerns. While no official announcement has been made, we are anticipating that the additional vessel currently being acquired, will provide an increase in capacity of at least 25% by this summer.

Government is also very pleased with the Apollo vessel which was recently tendered to service the St. Barbe - Blanc Sablon run. This state-of-the-art vessel will increase the capacity for service and enhance the experience for users. The expansion of this ferry service will provide a vital transportation link between Southern Labrador and the island, and will complement the Trans Labrador Highway system.

This is fantastic news for the Viking Trail, as it provides the traveling public with an improvement of the service which links Labrador and to the Great Northern Peninsula, and will facilitate increased tourism traffic.

I am sometimes accused of being overly optimistic about Newfoundland and Labrador, but I believe very strongly that our province is riding an economic wave which we have not experienced for many years, perhaps never before in our long history, and the tourism industry is playing a significant role.

Government is wholeheartedly committed to this industry, which is why last year we injected an additional $1.8 million into the province�s tourism marketing budget, so as to build the Newfoundland and Labrador brand in the market place. We firmly believe that we must continue to focus on a solid brand image and our core attractions.

While special events are critical promotional tools, we must continue to employ a consistent, targeted marketing strategy and brand message. Back in 1994, the "Imagine That" campaign was inaugurated, establishing a strong brand identity for Newfoundland and Labrador and creating awareness of the province�s core attractions.

It has been five years since that campaign was unveiled and while we still have confidence in its strategic direction, it was decided that this year was the time to refresh and update the advertising material with revised and new ads, including the addition of a new ad for L�Anse aux Meadows, launching this National Historic Site as a new brand icon to be added to our list of traditional icons such as icebergs and whales. This is a clear reflection of the historical and cultural significance of the Viking sagas in our province and its importance to our tourism promotional efforts.

We firmly believe that a continued focus on our solid brand image, combined with the promotion of special events like Vikings! 1000 Years, will result in an expansion and maturation of the industry.

Although significant challenges remain, I am sure that you all agree with me about the prospects for our tourism industry, and its role as a driving force in our new economy.

As we continue to develop our tourism industry, we will continue to rely on strong participation and partnerships among government, industry, communities, businesses and the people of the province. We have proven many times in this province that when these groups come together in a spirit of cooperation, anything is possible.

Back in 1994, a group of individuals with a great vision for this region came together with a common goal. That goal was to establish a six-year, comprehensive strategy to develop the tourism potential of the Viking Trail by engaging communities in common educational, social and economic goals.

The result was a document I am sure you are all familiar with, the Viking Trail Tourism Accord. This accord was signed by all partners and stakeholders, including the VTTA, federal and provincial governments, all of the municipal governments on the Viking Trail and community groups. The vision was grand and the resolve firm.

One of the principles in that document was, "to build a world-class heritage tourism destination on the Great Northern Peninsula and the Labrador Straits, of international calibre in both visitor experience and service delivery."

I was involved in this endeavour, at the time as the Member of Parliament representing the region. That is one reason why it so satisfying today, as the Premier of this great province and your Member of the House of Assembly, to say that this long-term plan for economic growth and development through a spirit of cooperation has been realized.

The Grenfell Interpretation Complex, Interpretation Centres at Red Bay and Port aux Choix, the Discovery Centre in Woody Point, new and upgraded bed and breakfast and accommodation facilities, top-quality adventure lodges and cross-country ski and trails in Gros Morne and snowmobile trail throughout the Peninsula, are just some of the many projects outlined in the 1994 Accord which have been completed or are currently under construction.

Six years ago the concept looked very good on paper, and today the reality looks even better. Working together with government and the community, the VTTA have made fantastic strides in promoting the Viking Trail which has indeed become a "world-class heritage tourism destination."

I wish you all sincere congratulations for achieving the goals you outlined back in 1994!

I would like to give full credit to all of the organizations across this province which work with government in an effort to promote Newfoundland and Labrador to the world, and especially to the group gathered here today as you will be a key component to a successful tourism season, and the ultimate success of Vikings! 1000: Make the Journey!

We have this year, another unique opportunity to drive home our tourism messages once again. The Vikings! 1000 Years promotion has been a thousand years in the making. It is an internationally important milestone that will build on the perception of Newfoundland and Labrador as a unique and culturally rich travel destination.

Vikings! 1000 Years has already been recognized by the American Bus Association as one of the top 100 events in North America this year, and a documentary about Leif Ericson on the Life Channel reached millions of households, building on the existing interest of an international audience.

I read in a recent article that through media tracking the VTTA realized approximately $10 million in editorial value in 1999, of which $270,000 was derived directly from stories related to Vikings! 1000 Years. The coverage has been both national and international, and is expected to increase significantly in the first half of this year.

This type of media coverage is invaluable to the industry and it looks like it is paying off already this year. To date, the average number of inquiries through our Tourism Destination Management System is 17% higher than in 1999 and 20% higher than in 1998. The volume of reservations at Destination Newfoundland and Labrador to mid-January almost matched the number of reservations for the entire month of January in 1998.

At the same time, government is working hard with the VTTA to ensure that there is room at the inn. One of the challenges identified for industry is the issue of capacity and potential problems accommodating the high volume of visitors we anticipate to the Viking Trail this summer. In my opinion this is actually a very positive problem, but no less one that must be addressed very quickly.

The Department of Tourism, Culture and Recreation has completed with you a Capacity Assessment for the Great Northern Peninsula. It concluded that there will be a short fall of accommodations this summer in the St. Anthony and Gros Morne area during the peak season.

The province is now working with you to explore options for temporary accommodations which will help us through this period and ensure that all visitors that travel to this area of the province have a positive experience. We are monitoring this issue very closely, and are confident that working together with you, resolutions will be found prior to peak season.

I want to emphasize, as well, a message that we need to send to all of our customers - and we will be telling this to tourists over our toll-free information line and in our visitor centres - that Vikings! 1000 Years can be experienced all summer long and throughout the whole Viking Trail. We need to move people around to times and places when the room capacity is available. This will serve a dual role, as it eases the capacity situation and maximizes the economic benefit of the Viking celebrations.

There will be many highlights throughout Vikings! 1000 Years: Make the Journey. Events such as the Grand Encampment at Norstead and the memorable exploration of the Viking knarr Snorri along the Viking Trail coastline this summer, will provide visitors with unique once-in-a-lifetime experiences.

The 2600 square foot Viking museum exhibit Full Circle - First Contact: Vikings and Skraelings in Newfoundland and Labrador and the voyage of the Islendingur will also capture the imagination of those who experience them.

To date, there are plans for more than 16 events that will bring the Viking theme around the province this year and next, and we anticipate the announcement of these additional events in the near future. I am both excited and anxious to see what this year has to bring!

Many of the projects planned, such as the Grand Encampment at Norstead, have been designed as legacy events which means that they will remain intact and functional long after the Viking celebrations for 2000 conclude. These events will have a lasting presence in the province for years to come, and will serve as a constant reminder of the Viking history in Newfoundland and Labrador.

I am very pleased to announce here today that the Provincial Government has approved the remaining $2.3 million required for several events planned by the Viking Trail Tourism Association scheduled this year. The events include : Viking Sail 2000, Snorri Explores Vinland , Sno Tour 2001, and the VTTA Marketing Program. The funding is coming from the province�s contribution of the Canada/Newfoundland Agreement for the Economic Development Component of the Canadian Fisheries Adjustment and Restructuring Initiative or more commonly kown as FRAM-ED. This is in addition to the $620,000 already approved and announced from FRAM-ED for The Grand Encampment at Norstead.

Aside from the many Viking events, there are also dozens of annual community events which draw tourists to this region every year. The Grenfell Snowmobile Ride from St. Anthony to Main Brook takes place later this month, and is the largest one of its kind in the province, with more than 700 snowmobilers participating.

Newfoundlanders and Labradorians love to come together to celebrate our rich cultural heritage, and do so with annual events like the Englee Caplin Festival, the ever popular Labrador Straits Bakeapple Festival, Come Home Year celebrations and community regattas. In May, Deer Lake will celebrate the 50^th anniversary of the town�s incorporation.

The Gros Morne Theatre Festival will continue to entertain visitors and residents again this summer with dinner theatres and a newly-developed play to mark the Viking millennium. The successful Soirees and Times program, from our Soiree �99 celebrations will continue this summer in communities around the province including L�Anse aux Meadows. Indeed, there will be something for everybody on the Viking Trail in 2000 and beyond.

I would like to take a moment to recognize a very important group of individuals, who make these events and festivals possible. Those are, of course, the hundreds of volunteers who sacrifice their personal time and energy for these endeavors. I am always touched, but never surprised by the extensive and dedicated volunteer core in this province. I applaud each and every volunteer who gives so generously of themselves, for the benefit of their community.

In 2000 this entire region will mobilize as one large community as the world comes to visit. There is no doubt that due to the international significance of the Vikings story, the eyes of the world will be on the Great Northern Peninsula and the Viking Trail.

Heads of State, the Governor-General and the Prime Minister of Canada are just some of the dignitaries who will visit the area this year. The result will be national and international attention, and extensive coverage from the Nordic countries who have a vested and sincere interest in our Viking celebrations.

One can only imagine the intense planning and work which have gone into organizing this event, and working with government the members of the Viking Trail Tourism Association have been an integral part of this endeavour. We have now reached a cross road and are moving from the planning stage to the implementation stage. The time has come for us welcome the world onto our doorsteps, as we honour this most significant event from our history.

The Board of Directors of the VTTA have certainly invested a great deal of time and energy into plans for this year. Your President, Barb Genge has proven throughout the years to be a dedicated and tenacious promoter of the Viking Trail. Aside from the special events planned for this year, the Viking Trail is already on the map in terms of tourism appeal around the world, and full credit is to be given to the VTTA under her leadership and those who came before her.

The staff of the VTTA also work daily to cultivate the tourism industry in this region. You have all demonstrated a clear and unequivocal commitment to your cause, though your unwavering dedication and hard work. On behalf of government and the people of the province, I would like to personally thank you for the work you have done to promote this great region.

I am confident that our tourism numbers and industry as a whole will continue to grow, especially if we stay the course and build on the awareness and interest generated by increased marketing, our special celebrations strategy, and the growing size and maturity of our tourism industry.

Newfoundland and Labrador is blessed with vast and rich natural resources. I can tell you today that I firmly believe that our most precious natural resource is without question, our people. The individuals who serve daily to grow our economy and develop our industries, are the same individuals who deserve recognition for the headlines which read "Newfoundland and Labrador leads the country in economic growth!"

The people who operate and manage our tourism industry should stand up and be proud of the success the industry has enjoyed in recent years. I applaud you for the great things you have accomplished, and specifically for putting the Viking Trail on the map as a travel and tourism destination!

I am delighted to be here with you all today, and I look forward to the coming months when together we will welcome the world to the best place on earth, for the experience of a lifetime.