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Innovation, Trade and Rural Development
Tourism, Culture and Recreation
July 21, 2009

Newfoundland and Labrador a Trans-Atlantic Cruise Destination

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 of call.

"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 industry."

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 2009.

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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Media contacts:

Scott Barfoot
Director of Communications
Department of Innovation, Trade and Rural Development
709-729-4570, 690-6290
Heather May
Director of Communications
Department of Tourism Culture and Recreation
709-729-0928, 697-5061
Yvonne Power
Cruise Association of Newfoundland and Labrador

Ports of Call in Newfoundland and Labrador

Ports of call throughout the province include:

Argentia Hebron Rigolet
Battle Harbour Hopedale Saglek Fjord
Bonavista L'Anse aux Meadows St. Anthony
Bonne Bay Lewisporte St. Bride�s/Cape St. Mary's
Botwood Nain St. John's
Cartwright Norris Point St. Pierre et Miquelon
Conception Bay South North West River Stephenville
Corner Brook Port au Choix Terra Nova National Park
Fogo Port aux Basques Trinity
Francois Ramea Twillingate
Happy Valley-Goose Bay Red Bay Woody Point

2009 07 21                                                     10:50 a.m.

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