Tourism celebration announced for 2002

Kevin Aylward, Minister of Tourism, Culture and Recreation, Ernest McLean, Minister of Labrador and Aboriginal Affairs, with their federal colleagues Brian Tobin, Minister of Industry, and Robert Thibault, Minister of State for the Atlantic Canada Opportunities Agency, have announced a major tourism celebration, Access North ~ Labrador 2002. 

"Access North ~ Labrador 2002 will be the fifth in a series of celebrations held by the province of Newfoundland and Labrador since 1997," said Minister Aylward. "The timing for a Labrador celebration could not be better. The events we have planned will boost the prominence of Labrador on the world tourism stage; this celebration will also recognize the contribution of the Moravian Church to the people of Labrador's North Coast over the past 250 years. As of 2002, all is ready, including tourism attractions on the South Coast and in the Straits area, for the launching of Labrador as a tourism destination."

"Labrador is truly an extraordinary part of Canada. The land itself has challenged and inspired the people who live here, for many thousands of years," said Minister Tobin. "The Government of Canada, through the Atlantic Canada Opportunities Agency, will contribute $487,000 towards the development and promotion of the events planned for the year. I invite all Canadians to join us in Newfoundland and Labrador for this year's special celebration."

"This celebration will highlight Labrador's tourism product," said Minister McLean. "It will showcase Labrador's tourism potential by focussing on the region's culture, history and people. It will also allow the re-established Destination Labrador to promote Labrador as a tourism destination by raising awareness of the region's unique products and experiences. Labrador's integrated winter trails system and improvements to the Trans-Labrador Highway have made the region more accessible, thus allowing more tourists to take advantage of what this region has to offer."

"With the development of cultural attractions, improved transportation access and, of course, the natural and scenic beauty we have to offer, Labrador's time has arrived," said Labrador MP Lawrence O'Brien. "In 2002 we are inviting the world to Labrador, and we will aggressively build on our tourism potential this year, and for years to follow."

Cartwright L'Anse au Clair MHA Yvonne Jones said the celebration will enhance Labrador's profile, both nationally and internationally. "Combined with the development of the Trans-Labrador Highway and the National Historic Sites at Red Bay and Battle Harbour, Access North ~ Labrador 2002 will be another opportunity to bring Labrador's unique tourism product to the world," she said.

Torngat Mountains MHA Wally Andersen said he is pleased that some emphasis will be placed on celebrating 250th anniversary of the arrival of the Moravian Mission in Labrador. "The Moravian Mission played a huge role in the lives of people on the North Coast," Mr. Andersen said. "I am pleased that some emphasis will be placed on the Moravians, and that one of the objectives of the celebrations will be to try and create a lasting legacy to honour the lives and achievements of the people in Northern Labrador since the Moravians arrived on our shores 250 years ago."

Access North ~ Labrador 2002 is being planned and implemented by a team, well-experienced in the coordination of large-scale special events. Permanent staff at the Labrador Regional Office of the Department of Tourism, Culture and Recreation will be temporarily re-assigned to take charge of the program aspect of the celebrations and they will be supported by the department's special events staff in St. John's.

Media contact:

Heidi Bonnell
Director of Communications
Office of the Minister of Industry
(613) 995-9001 

Jennifer Savoy
Press Secretary 
Office of the Minister of State for ACOA
(613) 941-7291

Doug Burgess
Director, Public Affairs
Atlantic Canada Opportunities Agency
(709) 772-2935

Catherina Kennedy
Department of Tourism Culture and Recreation
(709) 729-0928

Bert Pomeroy
Department of Labrador and Aboriginal Affairs 
(709) 896-3099

BACKGROUND

Planning for the year-long Access North ~ Labrador 2002 celebration began in June 2000 with the establishment of a Planning Committee by the Government of Newfoundland and Labrador. Since then, consultations with key stakeholders, including community groups and local, provincial and federal government officials, have developed and modified the program as it is now presented.

The objectives of the Labrador 2002 Celebrations are:

• to create a permanent legacy to commemorate the lives and achievements of the people of the North Coast since the arrival of the Moravians in 1752.
  
• to develop a program to enhance the economic developments of the Labrador region through the tourism sector focussing on both resident and non-resident markets.
  
• to communicate to the province, the country, and the world the cultural legacy of the Labrador region.
  
• to celebrate the achievements of the Labrador Winter Trail Corporation and position the entire Labrador region as a prime destination for snowmobile-based tourism.

There are four elements to the 2002 program, each containing sub-events, projects and initiatives which focus on the element theme:

Element 1 - Moravian 250 is a celebration of the 250th anniversary of the Moravian presence in Labrador and consists of the following major initiative:

• Labrador Through Moravian Eyes: Historic Photographs from the Moravian Archives, a travelling exhibit containing photographs and select artifacts of the 18th to 20th centuries borrowed from the Moravian Archives in Herrnhut, Germany. Affiliated with the exhibit is a glossy, high quality coffee table book containing 100 of the exhibit photos and available for retail sale.

Element 2 - Labrador Winter Trails focusses on the promotion of the newly completed 1,500 kilometre long, groomed Labrador snowmobile trail system and consists of three initiatives:

• The Labrador Snow Safari, a Labrador-wide snowmobile trek which will see participants depart from three regions and travel the snowmobile trail to arrive in Happy Valley-Goose Bay in time to participate in the opening of Sno-Break 2002 on the weekend of March 9.
  
• The Labrador Passport Program, a legacy project of the Labrador 2002 Celebrations designed to recognize and award snowmobilers who tour the full Labrador trail system, either in one trip or over a period of time.
  
• The Snowmobile Festival Support Program, a grant program which will provide the major snowmobile festivals of Labrador with funding to make a legacy investment or implement a pilot project within their 2002 events.

Element 3 - Destination Labrador is a marketing and communications program which will promote Labrador as a tourism destination to resident and non-resident markets by raising awareness of the region's unique products and experiences, and highlighting the 2002 event program. It will build on the current provincial marketing strategy and integrate the approach currently being developed for Destination Labrador's new tourism development and marketing plan.

Element 4 - Regional and Community Initiatives is composed of two grant programs:

• The Community Events Support Program, offers financial assistance to projects or events which support the themes of the Labrador 2002 Celebrations. It will encourage communities to develop unique ways to participate in the celebrations at the local level.
  
• The Cultural Events Support Program, provides funding to regional cultural organizations to enhance existing events or to initiate new, viable events. The program aim is to develop high quality, larger-scale regional cultural initiatives to increase Labrador's capacity to attract and support future tourism. 

2002 01 10                         11:00 a.m.