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NLIS 4
July 30, 2001
(Tourism, Culture and Recreation)

 

Province poised for growth in cultural travel tourism market

Newfoundland and Labrador is poised to be marketed in the United States as a choice destination for American travelers seeking enrichment travel learning experiences based on culture and natural history experiences. A distinguished group representing 15 top U.S. academic travel operators are touring Newfoundland and Labrador for 10 days on an assessment trip that will garner new business to the province.

"Our government has recognized and driven the agenda to strategically develop these market opportunities and we are proud of the fact that this trip is viewed as the most significant tour for this market sector within all of Canada for this year," said Kevin Aylward, Minister of Tourism, Culture and Recreation. "We are pleased to have taken the lead in bringing this prestigious group to the province."

The delegation includes American Museum of Natural History, National Audubon, Oakland Museum of California, Philadelphia Zoological Society, Purdue University, Brooklyn Botanic Gardens, University of Maryland, University of Colorado, Zoological Society of San Diego, Wetlands Institute, Washington and Lee University. These groups offer academic group tour travel programs throughout the world.

The World Tourism Organization reported that the cultural tourism sector has been growing at a rate of 15 per cent a year and the market is expected to increase with aging populations of highly educated, well-travelled baby boomers.

"Learning travel is an important niche market among this audience and Newfoundland and Labrador is uniquely positioned to capitalize on this demand, particularly in the U.S. market and we are proud of the partners who have supported this initiative,"said Minister Aylward.

The trip is a partnership initiative lead by the Department of Tourism, Culture and Recreation in cooperation with the Canadian Tourism Commission, Air Canada, Canadian Cultural Landscapes and local partners including the Avalon Convention Visitors Bureau, the City of St. John�s, the Viking Trail Tourism Association and the Cruiseship Authority of Newfoundland and Labrador.

 

"Newfoundland and Labrador offers an unquestionably impressive list of world class distinctive tourism experiences that fit the market demand for today�s academic travel groups," stated Barry Lane, vice president of Canadian Cultural Landscapes - Canada�s leading tour operator for global academic travel groups.

Frank La Fleche of the Canadian Tourism Commission in Washington indicates that, "Newfoundland and Labrador is clearly on the leading edge of provinces that can provide enrichment travel experiences to this market and is being perceived as one of the most exciting off- the-beaten-track new destinations.  With highlights such as two UNESCO World Heritage Sites along the Viking Trail, Gros Morne National Park and L�Anse aux Meadows, Attractions Canada award winning Cape St. Mary�s Ecological Reserve, the Witless Bay Ecological Reserve, Memorial University of Newfoundland and a plethora of cultural and archaeological experiences, the province offers such distinctively unique, rich and rewarding experiences."

Both La Fleche and Lane will be joining the tour along with officials from the department from July 28 - August 6.

Media contact: Catherina Kennedy, Communications, (709) 729-0928.

2001 07 30                 3:25 p.m.

 


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