Innovation, Trade and Rural Development
Culture and Recreation
July 21, 2009
Newfoundland and Labrador a Trans-Atlantic Cruise
The Cruise Association of Newfoundland and Labrador (CANAL), in
partnership with cruise associations in Greenland, Iceland, the Faroe
Islands, and Orkney Islands, is executing the second phase of its Cruise
North Atlantic marketing campaign. With the support of a $34,000
investment from the Provincial Government, the campaign positions the
province as a destination to trans-Atlantic cruise companies in an
effort to encourage economic development opportunities in various ports
"There is a common perception that the cruise industry primarily
focuses on larger, more urban ports, when in fact the majority of the
cruise visits in Newfoundland and Labrador target rural communities,"
said the Honourable Shawn Skinner, Minister of Innovation, Trade and
Rural Development. "Improving the competitiveness of our cruise
industry, through continued Provincial Government support, will help
attract interest in the province and grow the $10 million per year
The campaign funding is in addition to $55,000 in marketing funding
provided to CANAL through the Department of Tourism, Culture and
Recreation for its regular marketing efforts, which represents an
increase of $5,000 over 2008.
"This is expected to be a banner year for cruise activity in
Newfoundland and Labrador," said the Honourable Clyde Jackman, Minister
of Tourism, Culture and Recreation. "Many of the thousands of cruise
visitors who come here each year choose to return to Newfoundland and
Labrador for a more extended vacation, or to tell their family and
friends of their positive experiences here."
Project activities include developing a consistent brand identity
among partners, a regional cruise brochure highlighting market-ready
cruise itineraries, and a new website that enhances the province�s
image. This work builds on a recently completed study of opportunities
for Newfoundland and Labrador�s cruise industry.
"The Cruise North Atlantic partnership will help position
Newfoundland and Labrador as a key North Atlantic rim destination," said
Dennis O�Keefe, Chair of CANAL. "Investing in branding the destination
will increase the awareness of the region by cruise lines and their
consumers. New and expanded cruise itineraries will mean an increase in
the economic impact to the province."
Newfoundland and Labrador�s cruise industry has experienced
significant growth in recent years. The latest industry research
projects a 38 per cent growth rate since 2008 in the number of
passengers and crew visiting the province � to exceed 65,000 visitors in
Incorporated in 2002, CANAL markets the province�s cruise industry,
promoting more than 30 ports of call. Its mandate is to generate the
greatest possible volume of cruise activity and business in Newfoundland
and Labrador, meeting the demands of the global cruise market and
positioning Newfoundland and Labrador as a distinctive destination for
trans-Atlantic, Canada/New England, and adventure cruise lines.
This initiative was funded through the Regional/Sectoral
Diversification Fund (RSDF), which through Budget 2009: Building on
Our Strong Foundation was increased to an $8 million fund.
Administered by the Department of Innovation, Trade and Rural
Development, the RSDF provides non-repayable contributions to economic
development agencies and community groups for initiatives that address
regional and sectoral development and diversification.
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