Tourism, Culture and Recreation
January 21, 2008

Winter Tourism Campaign Encourages Residents
to Take Advantage of the Season

The Department of Tourism, Culture and Recreation has launched its 2008 resident winter tourism campaign, which encourages Newfoundlanders and Labradorians to take advantage of events and activities the season has to offer.

The Honourable Clyde Jackman, Minister of Tourism, Culture and Recreation, said the campaign promotes winter recreational activities, focusing primarily on snowmobiling and skiing, but also reminds people that there are many varied, affordable and exciting winter holiday options available.

"It is not solely about participating in outdoor activities," Minister Jackman said. "It is also about generating travel in winter for weekend getaways, participation in cultural events, shopping, or entertainment purposes." 

The campaign combines radio and direct mail with advertisements from 25 participating tourism industry operators. The advertisements, which feature winter holiday packages, can be found in a brochure that will be mailed to every household this week.

"The campaign encourages residents to stay active and take advantage of all there is to see and do during the winter months," Minister Jackman said. "It is designed to help us achieve our goal of extending the traditional tourism season and increasing winter tourism business in this province."

Promoting resident travel has become an important initiative for the Provincial Government. Latest statistics indicate that resident trips make up 86 per cent of total trips and account for 62 per cent of total expenditures. The total resident and non-resident tourism industry contributes about $840 million to the provincial economy.

The Provincial Government has committed to spending an additional $$1 million on tourism marketing in 2008, effectively doubling the marketing budget from $6 million to $12 million since taking office in 2003.

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Media contact:

Heather May
Director of Communications
Department of Tourism, Culture and Recreation
709-729-0928, 697-5061
heathermay@gov.nl.ca 

2008 01 21                                                     10:30 a.m.

 


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