Tourism, Culture and Recreation
December 15, 2008

Newfoundland and Labrador Named World�s Top Travel Secret

Wanderlust, one of the United Kingdom�s leading travel magazines, has ranked Newfoundland and Labrador the number one "travel secret" in the world.

The Honourable Clyde Jackman, Minister of Tourism, Culture and Recreation, said the magazine�s cover story, entitled 100 Greatest Travel Secrets, lists this province at the very top of its choices of unique travel destinations.

"Living here, we sometimes lose sight of the fact that we are viewed throughout the world as an exotic location, particularly to the traveller who is seeking compelling experiences in places which are off the beaten track," said Minister Jackman.

"This latest recognition adds to the growing list of travel guides, travel publications, articles and websites which have featured this province as a distinct destination where visitors can have these extraordinary and authentic experiences," the minister added. "If Newfoundland and Labrador is still considered a �secret� in some circles � then clearly the secret is getting out."

Newfoundland and Labrador shares the top 100 list with destinations such as the Tarkine Rainforest in the north-west region of Tasmania; Porjus, a small village in Sweden, and the Vi�ales Valley in Cuba, among others.

Minister Jackman said the province�s award-winning marketing campaign has certainly contributed to an increased awareness of Newfoundland and Labrador as a travel destination of choice.

"In the past five years, the Provincial Government has doubled the tourism marketing budget from $6 million to $12 million," said Minister Jackman. "This investment is clearly paying off."

Since 2003, non-resident visitation to Newfoundland and Labrador has increased, on average, by three per cent each year � or 15 per cent overall.

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Media contact:

Heather May
Director of Communications
Department of Tourism, Culture and Recreation
709-729-0928, 697-5061

2008 12 15                                                    11:30 a.m.

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