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NLIS 6
May 16, 2001
(Tourism, Culture and Recreation)


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

Tourism Awareness Month

I would like to inform my honourable colleagues that the month of May has once again been declared Tourism Awareness Month in Newfoundland and Labrador. This annual public awareness campaign is managed by Hospitality Newfoundland and Labrador to highlight the importance of the tourism industry in the province. Last week, I joined Mr. Roger Jamieson, president of Hospitality Newfoundland and Labrador, and signed a proclamation to establish May 2001 as Tourism Awareness Month.

The theme for this year, Tourism is Everybody�s Business, shows that everyone in Newfoundland and Labrador has a stake in the tourism industry. The unprecedented growth in visitation that we have been experiencing over the past five years has not only profited those directly involved in the tourism industry, rather the entire province has reaped the benefits of this lucrative industry.

Our most recent statistics reveal that over the past five years Newfoundland and Labrador has experienced close to a 40 per cent increase in visitation. In 2000, we reached a record 426,250 non-resident visitors, which is up 3.2 per cent over 1999 figures. Associated spending of these visitors was an estimated $290 million. Including resident tourism, total tourist expenditures in the province was more than $600 million.

I would like to highlight some other important tourism indicators to date for 2001:

  • overall air passenger travel at our six major airports is up 13 per cent;

  • direct international arrivals is up 17 per cent;

  • car rental revenue has increased eight per cent;

  • hotel occupancy rates have increased 13 per cent; and

  • motorcoach traffic on the Marine Atlantic is on par with last year, and an improvement in ferry services has resulted in increased capacity and consumer confidence.

Clearly these early indicators point to another successful year in 2001. With an increased awareness of the province, new meeting and convention capacity with the opening of the St. John�s Civic Centre, our Receiving the World celebrations and other new products and capacity coming on stream, we are well-positioned for continued growth.

It is no secret that the growth in our tourism industry is the result of hard work by many and the partnerships created in the industry. One of the most successful of these partnerships has been between Hospitality Newfoundland and Labrador and the Department of Tourism, Culture and Recreation. These two organizations have worked closely to strengthen the tourism product and ensure that we draw maximum benefit for the citizens of this province. Another important partnership is that with Human Resource Development Canada. Last year there was an impressive 72 per cent increase in registrations for professional certification in this province. Over 5,000 tourism professionals in this province have now participated in the SuperHost Atlantic program and increasing numbers are participating in new programs such as TaxiHost, Service Excellence, Value Added Customer Service and Teamwork Skills.

During Tourism Awareness Month, Hospitality Newfoundland and Labrador will present many awards. These awards are a key component of Tourism Awareness Month because they recognize individuals and groups who, through their careers, private lives or volunteer work, show dedication to the promotion of the province and tourism. One such group is the Junior Men�s World Curling Champions, the Brad Gushue Rink, who received the Ambassador of Hospitality Awards from Hospitality Newfoundland and Labrador last week. I would also ask my honourable colleagues to make an effort to recognize and applaud the individuals in their respective districts and throughout the province who are involved in our tourism industry, and encourage them to continue to be ambassadors for our tourism industry at home and abroad.

I would like to inform everyone that this year we have an award winning advertising campaign. This new advertising creative development resulted in a new Travel Guide, Outdoor Adventure Guide, print ads and an exciting television ad campaign. This campaign recently won a gold, a silver and two bronze medals at the annual Hospitality Sales and Marketing Association International Summit Awards held in New York.

All of these initiatives, along with the province�s Special Celebration program, our core destination marketing efforts and innovative advertising campaigns, have helped us reach a point where our competitors are starting to stand up and take a close look at how we are doing things right. We have the people, the product and province that will insure that our vibrant tourism industry continues to grow.

2001 05 16         2:25 p.m.


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