Tourism, Culture and Recreation
February 18, 2011

Tourists to the Province Top Half-Million Mark

For the first time in its history, the province has welcomed more than a half-million non-resident visitors to Newfoundland and Labrador. In 2010, non-resident visitors totalled more than 518,000 and non-resident expenditures topped $400 million.

The Honourable Terry French, Minister of Tourism, Culture and Recreation, spoke about this milestone and other tourism highlights in St. John’s today at the 2011 Hospitality Newfoundland and Labrador (HNL) Lookout! Tourism Summit, the industry association’s annual conference and trade show.

“The extraordinary milestone of a half-million visitors is a testament to the Provincial Government’s continuing focus on strategically marketing this province as a global destination,” said Minister French. “We are working with our partners to improve our research capabilities, develop new tourism products and experiences, and focus on quality assurance.”

Minister French also announced today that the department is moving forward with its online marketing efforts. The re-designed tourism website has been live for the past month and has already won a Canadian E-tourism Award for Best Website, to be officially presented next month in Toronto. The website incorporates new navigation and design, and social media. In addition, the re-designed tourism website reflects a new focus on regional content.

“We have entered into a new partnership with our Destination Management Organizations (DMOs) which is reflected on the regional website pages,” said Minister French. “DMOs now have the ability to update timely happenings in their region. The re-designed website will reduce duplication of effort and provide better service to users.”

Since 2003, the Provincial Government has more than doubled its annual investment in tourism marketing, from $6 million to $13 million. The tourism industry contributes over $850 million to the Newfoundland and Labrador economy and employs approximately 13,000 people. Uncommon Potential: A Vision for Newfoundland and Labrador Tourism was launched in 2009 and can be viewed at: www.tcr.gov.nl.ca/tcr/publications/.

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Media contact:
Diana Quinton
Director of Communications
Department of Tourism, Culture and Recreation
709-729-0928, 631-8155
DianaQuinton@gov.nl.ca

2011 02 18 1:40 p.m.