A Federal Tourism Strategy, a national tourism revenue target, air access to Canada, and increased border security were among the topics of discussion Thursday as Canada�s federal, provincial and territorial tourism ministers met in Toronto to discuss ways to strengthen the country�s competitive edge in the global marketplace.

The Honourable Clyde Jackman, Minister of Tourism, Culture and Recreation, said the meetings provided an opportunity for jurisdictions to have input into the development of the new Federal Tourism Strategy; to discuss opportunities to develop tourism potential (such as during the Vancouver Winter Olympics in 2010), and to generally share ideas and information.

Minister Jackman also took the opportunity to drive home the point that Newfoundland and Labrador�s growing tourism industry relies heavily on the affordability and reliability of the Gulf ferry service � and that it is the Federal Government�s responsibility to support this province�s industry by addressing fleet renewal for Marine Atlantic.

"Without a safe, reliable, affordable, modern ferry service, it is difficult to encourage more visitation � particularly when problems with the service routinely make regional and national headlines," said Minister Jackman. "High ticket costs, an aging fleet, and associated service issues certainly do not support stability or potential tourism growth in this market."

The minister noted, meanwhile, that it is also important to recognize the importance of tourism within a national context � particularly during a year when many jurisdictions are feeling the negative effects of the world-wide recession.

"The ability of Newfoundland and Labrador to successfully weather the economic recession this year; our continued industry growth, and our innovative tourism marketing efforts, have all been recognized on the national level," said Minister Jackman. "We know, however, that our provincial success is tied to the recognition of Canada as a global destination of choice � and, like other jurisdictions, we are also affected by broader, national and international issues over which we often have little control."

The minister said one national issue that should be addressed is Canada Border Services Agency (CBSA) regulations and practices that are limiting the growth of the cruise ship industry in Newfoundland and Labrador. There are currently two Cruise Ship Operation (CSO) ports in the province � Corner Brook and St. John�s.

"In order to stimulate the cruise industry, CBSA must review its cost-recovery formula for providing personnel to process cruise ships entering the province at other ports of call, with a view to eliminating cost recovery completely, reducing the costs significantly, or adding a third Cruise Ship Operation in Labrador to encourage more activity in the northern region of the province," said Minister Jackman.

A key outcome of the meeting was an agreement to work together towards a national tourism revenue target of $100 billion by 2015. Ministers also heard from industry representatives during the meetings, and acknowledged that tourism is an economic driver that creates jobs and generates economic activity across the country. Jurisdictions also shared information on positive measures adopted to help alleviate the impact of the current economic climate and advance the long-term potential of the tourism industry.

The ministers plan to meet again in 2010 to take stock of progress in their respective jurisdictions and toward the $100 billion revenue target.

- 30 -

Media contact:

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