uncommon potential: a vision for newfoundland and labrador tourism

8/14/2019 Uncommon Potential: A Vision for Newfoundland and Labrador Tourism

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Uncommon Potentia V s r n w u d d d l b r d r t


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th bs wy prd h uur s v a


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contentSFoReWoRD

intRoDUctiona Bd Vs r h FuurBkgrud: th turs Vs Pg Prss

ReneWeD DiRection: 10-Yr Vs r tursVstrgmssGudg Prps

PlanninG conteXtturs nwudd d lbrdr:

th ey & Fuur Grwhmrk cx: ergg Gb trdsour chgs & opprus

ViSion 2020: SeVen StRateGic DiRectionS

StRateGic DiRection 1:Prv Pub ldrshp

a Prrshp r turs Grwh & Dvp

StRateGic DiRection 2:Susb trspr nwrk

a trspr Srgy Grw our idusry

06

0809

10101010

131417

22

25

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StRateGic DiRection 3:

mrk ig & Rsrh Srgya Frwrk r assb& ty Rsrh

StRateGic DiRection 4:Prdu Dvp

Dvrg Srg& Susb trvr exprs

StRateGic DiRection 5:turs thgy

Srghg our ir& cus thgy

StRateGic DiRection 6:mrkg our Brd

Budg h Suss our crv mrkg cpg

StRateGic DiRection 7:Dvpg our Wrkr

Grwg our Pp r Dy idusry

tHe JoURneY BeGinS


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FoReWoRDMessage om the Premier

as Prr nwudd d lbrdr, i psd prs Uncommon Potential A Vision for Newfoundland and Labrador Tourism. ths s g-r vs d p whh p

wrk gud bh h Prv Gvr d ur dusry prrs s w ghr dv urs nwudd d lbrdr hrugh 2020.

as rsds, w kw ur prv s sp p, uk y hr. Sry, w rh h pprus d hgs w r uqu nwudd d lbrdr. ths p s d ddrss h hgs d k h s ur pv dvg h gb urs rkh h w r uqu rv xprs vsrs rsd kg xg dvur b rk.

i nwudd d lbrdr, surprss w rud vry rr d h pssbs r dshkg h sug ss, dg svs brg vryhg bubrrs squd, xprur rh d vbr uur d hrg, wssg ur wdrs suh s whs d brgs, d

srgrs wh quky b ds. lvg hr, s ss sy s sgh h h hs dd, u xprs.

ths s dusry whh hs h s srd d s psd r rdus grwh. W hv ry rrvdd w w r rdy v rwrd.

ths urs vs hgs d urgs us ghr - s rprurs, dusry prd gvr - grw h urs dusry w hghs. W xp hs p w gud h wy s wwrds kg nwudd d lbrdr h wrds dg rv dss. i k rw h yrs hd d h us rsug h p hs bd vs r h uu

Dy Ws, Q.c., Prr


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Message om the Chair o Hospitality Newoundland and Labrador

as chr h urs dusry ss, Hspy nwudd d lbrdr,i dghd wh wh w hv hvd h dvp Uncommon Potential

A Vision for Newfoundland and Labrador Tourism.

as brv r bw h Prv Gvr d h urs dusry,h Vs ws drd s g-r p dub urs rvu by 2020. ths w

b s ; hwvr, h wrk udd h Vs w prvd gud Gvrd ur dusry prrs sur suss.

nwudd d lbrdr s vb ps g d r dss. ourpp d ur p, ghr, brd uur s hk h gus us d ur rvrs. our ur duurd hrr bd wh g hsry srgh d brvry pus rdb rv srk knwudd d lbrdr rvrs prds. as urs prrs, s ur rspsby r ur vr d h hr rz h pprus h wh ur surrudgs. Wh

rwrd hkg, w hv h by r rv xprs h r uqu d u.

th urs dusry nwudd d lbrdr s s yuhu d hs hug grwh p bu hrs wrk b d. t hv wh s ud h Vs, w b ssry r gvr d dusry wrk sr h vr br wrds g. thrugh h vsg prss, gvr, dusry,d skhdrs hv dvpd h ud r r prrshp. By wg hs ud urs , w ddrss h ssus dry d p srgs r suss.

as dusry, w r d bg pr h su r h grr gd h urs dusryd nwudd d lbrdr. W r rdy k h x sps. i k rwrd brg wh yu k hs Vs ry.

Bru Sprks, Hnl chr


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a BolD ViSion

FoR tHe FUtURe

turs s nwudd d lbrdrs grs drvrs. Fr 2003-2007, -rsd vs rsd by15%, d grd pprxy $357 (2007) uprv rvu.

as wh, h dusry rbus s $790 (2007) ur y h yr, supprs 12,730 dr jbs urs,d grs sg d uur sp.

Byd h bs, urs hps prsrv d pr

ur ur hrg, uur, d hsry. ad gvs rg s d vs h py pr r h rgr us r bh rsds d urss k.

is s dusry wh hug uppd p.

th nwudd d lbrdr turs Vs 2020 (Vs 2020)prvds bupr r xrrdry grwh. i ddrsss h rd prpu brrrs g ur dusry wh vv srgsd s. ad hgs us ghr s rprurs,dusry prrs, d Gvr grw ur dusry whghs: dub h u urs rvu nwudd

d lbrdr by 2020.

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a r wh y


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BacKGRoUnD:

th turs Vs Pg P

Vs 2020 s h rsu sdrb rsrh, yss, dsu udg:

Government and Industry Leadership. th vs ws dvh gud h Vs Srg c wh rprsvDpr turs, cuur d Rr, d h ursss, Hspy nwudd d lbrdr (Hnl).

Consultant Expertise. a dpd sus rxr urs vs sur ur vs ws gudd by

rds, pv xpr rgs, d bs prs.

Industry Consultation. Prv-wd su wrkshdvdu gs wr hd wh dusry prps, urd dusry rgzs, d gvr rprsvdy prry ssus d pprus. th dgs u h ud r Vs 2020.

Vs 2020 prvds vrvw h gudg prps d bp h urs vs dvp nwudd d lbrx d dg rv ds. i s prdu h suss d ws prprd udr h gud h Vs Srg c

bu r wh yu ud b. lus Hr


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ReneWeD DiRection: 10-Yr Vs r turs

Vision

nwudd d lbrdr w b dg urs dsrg uh d x xpr hrugh h rvybrd prs ur pp, uur, d ur vr.

Target

Dub h u urs rvu nwudd d lbrdrby 2020.

irs h vu urs ur vsrs, ur rsds, ur

bussss, ur us, d ur vr rud h svsrg drs dd hrugh h rsrh d suprss. th srg drs r h ud h srgyd p b dvpd d pd.

Mission

ispr rvrs hrugh uh xprs h br urur rvy, vr, d uqu uur r h susbb ur pp d ur prv.

Guiding Principles

th wg prps w gud us hrughu ur jury 20

Respect or our Home. Dvp urs xprs h suppr,pr, d h susb sy, y, d vr

Respect or our Residents. cbr wh urs prrs gur v kwdg d xpr r h b ur ppd ur prv.

Respect or Travellers. Dvr ppg, rb, d quyxprs r ur rvrs vry sg hr jury.

Respect or Prot. mk vs dss bsd h by sus grwh d prspry ur prv.

Respect or Communication. c gg, psv, dsruv dgu wh ur dusry s rrs r hvur vs.

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Vs s h r sg wh s vsb h

J


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turs s h ss grwg sr h wrd, dg hwy rg xhg rgs d jb r. is s h wrdsrgs xpr rr.

i nwudd d lbrdr, urs s s v dusry. i s rg d grwg sr h s pr sur pyr ur prv, d ru pr ur uur prspry.

Udubdy, nwudd d lbrdr s vb ps.our ur, y surprsgy, x ds rs uqu, pgxprs h r drd rd rv dss.our ruggd dsp s wh 20,000 s dr s,usd wh rh s whs, brgs, d wd. is p spd rvy wh vbr spr, ggg uur, d hsry.

a p whr yu , h s , s yurs d d yurs.

Bu rsgy pv gb rkp, hr s r rpy. W us srv b h bs by rg dvrsy uqu,hgh-quy xprs h pp ur vsrs ss prs drwrdg jury. W us s u suppr, dvp, d vs ur urs dusry s w w d uur hgs dpprus.

Tourism has many advantages or Newoundland and Labrado

turs brgs sg j w y nwd lbrdr. i 2007, sd 490,100 -rsdrbud pprxy $357 ur y. arsd vs hs rsd by 15% s 2003.

th rsd rk s s subs p ur dusry, rprsg vr 55% urs spdg prv (2007). ths rk us py jr rsusg urs busss usd pk ss.

turs s ky drvr gu jbs, rg vr 12,73rd jbs uy. i us prv grwh, burg prd, d rs py pprus h bh urb d rur rw. i hps drv vs srr, d uur s h b bh rsds

ad supprs 2,400 s bussss h rbu ur d grs x rvu hp y suppr v srvs hh r d du.

PlanninG conteXt

turs nwudd d lbrdr: th ey & Fuur Grwh


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thugh nwudd d lbrdr s h s uqu dpg urs dss h wrd, w r u hgs h rkp. our uur suss dpds ur by p d dp gb rds d rk hgs.

exsg d rgg dss r pg vgrusy r rg dvrs xprs d vs rsgy sphsdrvr. trrws rvrs w dd hghr vs r,r, sury, d prsz hr rv xprs.i h rsd gb p, wg h hrs d ds rvrs hs vr b s r.

Srg ds d prs dsps w rjr urs drvrs. e vy s h bggs ur rvdd s rss hgs surs dsrry spdgprs.

ogg pr uus u d xhg rs w s pv rv dss. exhg rs, prur, p vs s w s hw uh vsrs spd durg rv.

t sus d grw ur pv ps, nwulbrdr us ddrss h wg ky rgg r

Increased Global Competition. a rsg ubdss h r w-udd, hvy dvrsd,

w-kw r vyg r rvrs d hr . Gb p s srgy ud by hur prs spd rkg d h dvpprdus d xprs.

Online Planning and Booking. ir hhv rvuzd h wy pp rsrh d bk tdy, vr 80% rvrs du gr rp prsrh . th grwh h r hs s xpudd h ps, vs, d brg rvrs.

Quality Service. th urs rkg b s shpv prg grwg dd r srv qupp rv, h r hy xp hghr vs srvr quy, vu, d uh xpr hs vr b

maRKet conteXt:

ergg Gb trds

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i s h srgs h sps h survvr h s g h survvs. i s h

h s h s dpb hg. chrs Drw


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Environmental Consciousness. c hg hs rgd s sg- vr r d rvrs r bg r sus hr pr. thr s s rsd dd r susbpprhs prsrv h ur d uur hrg ds.

Saety and Security. thr s grwg dd r s d sur vxprs h r ur dssrs, v urs, d rrrshrs. mr h vr, rvrs r kg r pu hv whrprs sy s r.

chgs sur bhvur d dgrph shs kg p h wdr rk w s py ky r uur urs rds.ths ud:

The Changing Traveller. a gg d v ppu, rd rsd dsrry , d grwg rd wrds -rdhushds hv pd pps sur d h vs.is s d rsd sur rs xprg w, h bph ps, d rds suh s rgr rv grups.

Experience Travel. trv s drv by dp vxpr w pp, uurs, d ps, d prhps dsvshg wh ursvs g h wy. thr s grwg duqu, hgh-quy xprs, v pru pr, s wuur d ur-bsd vs.

Individualism. mr d r, rvrs r skg uszd,ggg, d rg xprs h hv ss uprdbd uhy. nur d x dss r h rv h prpkgd, d s ps urs dss.

Redened Holidays. Pp r kg r wys jy quy wh ds d y rps h r sy pd, shrr, d qu h h rd yr, w-wk v. thr grwg rvr pp r sbb vs r rp

i rsgy pv rkp, hs rgg gb rprs nwudd d lbrdr wh ppruy p ds d dsrs uur rvrs hrugh h wy w uh, d hrugh h uqu xprs w r.

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oUR cHallenGeS & oPPoRtUnitieS

Dvpd ruy, urs b susb dusry whr-rhg , s, d uur bs. i hs h by urhr gr subs rurs g r -rwb rsurs hv b xrd ur prv.

our dusry s hs v r py ddrssg h hgs urbz. Rur us r h hr d su ur prv,d h ud ur rv xprs. By vsg ururs dusry, w r vsg rur nwudd d lbrdr,d kpg ur us v d vbr.

thr r y pprus sdr d hgs vr ur jury dubg ur dusry p d rvu by 2020.thy ud:

cHallenGeS

Travel Barriers. R d prpu rv brrrs bsru ur rs rs -rsd rvr vs d urs rvus rnwudd d lbrdr.

th ry s h ks dbr pg d drd vs hr. Fr nwudd d lbrdr, hrs suh s d urs.

trv ds, rv , rv s, d rv ss r sgbrrrs r vsrs, d jr pv dsdvg r udusry. our hgs d d hr. a shr pk ss,srs durg pk ss, sruur d y dd udrdvpd urs prdus d xprs k

jb v r dfu.

Access Issues.lg-sdg ss ssus us s b rsvds, vby, d quy r, d, d wr ss sg pds h grwh ur dusry. Wh wr h busss dss rg ss, w hp dp sus bsd up brv busss-s ph s rv r rspr prrs d h urs du

Slowed Growth. Wh ur urs dusry grw by 15% s hs grwh hs w swd. Gb rds, rspv dsp, d shg sur dgrphs ddds hv pd ur grwh.


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th pg urs rvrs by xprssg ur ur rvy, h upd d swh spru g yu g wh yu nwudd d lbrdr. ad vks rh rspd dsr vs hs ury x d uxpdy dr p

i xpdg gb rkp, hwvr, h hg grwh d rs rk shr s urg. as prs sg rsurs h hr rkg pby, h bss r shr--v vr-ud wrd.

Our Target. cud suss rqurs vs ur rh, d hghy drd brd g h spks ur rg udour bggs ppruy grup d s hsvs s urss, bursgy sphsd d xprd rvrs skg r ups d xprs h b rk.

Development. ag wh ss brd dr, dvpur xsg urs rsurs rs v urhr ppruy r g

wh ur dusry. ths vub rsurs ud:

Dsp hs rdb brrrs d hgs, hr r sgpprus p nwudd d lbrdr; pprus h

w d ggrssvy pz sgurd ur dusry d sur uur grwh d suss.

oPPoRtUnitieS

Marketing Our Brand. th Fd Yurs Hr rkg ddvrsg pg hs pu nwudd d lbrdr hghr hvr rvrs rdr s bg dsv ds. ad s rdxp, vub buzz g ur bggs ppruy grups.

as rsu, nwudd d lbrdr hs b d h pw d udsvrd rv dss svr ky rv ss dusry drs k ly P d Fdrs.

our ds brd psg d prsy, d h rv srgyd xu h rs, rs, d xprsss , hs purd hhrs d ds rvrs, d srgy drd ur prv pg dss.

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Hghy skd, dy, d prss wrkr hgrwg dd r h dvry quy srvs, prdus, dxprs.

Wrd-ss sruur dvr ur brd prs,wg r quy rv xpr, d sug rvhrughu h prv.

esy ssb prdus d xprs h r ur uquur d uur hrg d rss wh rvrs.

advs hgy d us sruur

prv sgs vsr gg.

a brd pr r rvrs byd h vr dsd ur rgs, us, d ps busss.

Investment. nw, r h vr, srg vs s rqurd rvrs dds r rh xprs h dvr ur rvy brd prs.

Prrshps h g d us bh gvr d urs vs dss r ss.

W us vs rsg prr us wb d bhgy kp p wh h hgy dvs dby h rk. irsd us hgy w s b ssr d rsurs pr prr sss.

W us s vs vg h g h urs dusthr s grwg prd ur uqu uur, hrg, d ur buy, whh urs hps prsrv d pr. W d kdvg h pprus dp z d ugg d wrshp h vu urs. W d surs s vbr d susb dusry wh dy ppprus r ur pp.

mg h hgs d xpg h pprus grw dusry rqur srg drshp d sd prrshps bwpub sr, busss uy, d h pp nwudd lbrdr.


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i s rzd h jury rrs russ, s xds h wrd rud us,

gs qu ds h wrd wh. l Sh


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Vs 2020 sbshs ubr prrs d brd s gud h dvp nwudd d lbrdrs urdusry vr h x dd.

i s us h sv srg drs h d h kduur w w bud r nwudd d lbrdr. ad h vu w w hv.

Suss dpds ur r urs dusry, bh pub prv sr, kg rspsby r hvg ur rg. orgz, gy, uy, r rprur s ug

W d wrk ghr, wh h suppr Gvr, h s dr d hv suss rs h v

t dvr h bus rg h h nwudd d lbrurs dusry hs s r s, h sv srg drs r:

ViSion 2020:Sv Srg Drs


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ths srg drs r dd gud vp r urs d prvd h pr r shrdud . ogg d wdsprd u dusry skhdrs w b r suss rps sv srg drs.

i rsps h gb rk rds d h uquw , w r d hs srg drs wur u g dubg ur urs vu by 2s hgs ur rud us. Vs 2020 w b rgrd d, whr ssry, sp gs d

b dd hgg xr ds.

our vs r 2020 s xg y hgg. Bu h u rvu ur urs dusry s w wpby.

thrs vr b br v h uur nwudd d lbrdr.

PRiVate PUBlic leaDeRSHiPa Prrshp r turs Grwh & Dvp

SUStainaBle tRanSPoRt netWoRKa trspr Srgy Grw our idusry

maRKet intelliGence & ReSeaRcH StRateGYa Frwrk r assb & ty Rsrh

PRoDUct DeVeloPmentDvrg Srg & Susb trvr exprs

toURiSm tecHnoloGYSrghg our ir & cus thgy

maRKetinG oUR BRanDBudg h Suss our crv mrkg cpg

DeVeloPinG oUR WoRKFoRceGrwg our Pp r Dy idusry

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4

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StRateGic DiRection 1: Prv Pub ldrshp

A Partnership or Tourism Growth & Development

Rzg ur vs r prsprus urs dusry, h w s hvu h sr dubd by 2020, rqurs sg sh hkg,d rsr h wy gvr d dusry wrk ghr.

our g s susb urs sr h ps ur grwhp d dvrs xu , s, d uur vu.Gvr, pub gs, dusry, d us d wrkvy wrds . Sg kgs bw us w b v ur uur suss.

Wh ggrssv rg dd, ur srgy frs h d r pr-rshp wrkg uprdd v. a shrd drshp bwgvr d dusry s ru sur prp d rr- dusry gg h dvry h srgys p.

i h urr dsp, hr s y h s uy rspsbd ub r dg h grwh d dvp hghyrdpd urs dusry. turss urr sruur s hrdpb r rspsv. Furhr, s hghy gd.

Wh hr r psv rshps g gvr, dd -pr rgzs bud up, hr s srg br rgz d us ur rs.

a gvr dprs d gs wh urs-rd d srgy g d gr. ad gvr dusry skhdr pu sur srg us wrds shrd g.

i dd, rg urs rgzs suh s dsrgzs d -pr urs xpr prvdrs,

w-dd rs, rspsbs, d suppr sruad drshp hrughu h dusry ds b srghurhr rg d dvp.

thrugh h vsg prss, gvr, dusry, d skhdrs hv dvpd h ud r r prour w turs Brd w hp h p

vs d d h wy 2020.


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The Boards immediate key priorities will be to:

D d drv urs vs d dvp dssusd h rsrh, rkg, prdu dvp, d vsrxpr prrs Vs 2020.

ag gvr d dusry rs by budg srg kgshrughu h prv d dr gvrs; d h rs,rspsbs, d suppr sruurs r ur ursrgzs; dvp sr ks wh us d rgs;d srgh h drshp py wh ur dusry.

Us vry vb u d vu uVs 2020 d srgh br g skhdrs.

th brd w b ru prv pub prrshp prsd gvr d dusry drs d w vv h dgrgz r urs nwudd d lbrdr.

Initially, the new Tourism Board will be comprised o:

4 urs dusry drs.4 Ds mrkg orgzs drs.

4 sr gvr drs.

th Brd w hv ss dd xprs s dd hvur vs d srgy, d w b supprd by dusry srr prr py, dsrv, d u us.

i s r h h drs h w Brd hv h sks d bssry rry u hr d. mbrs w b sr d

wh hr w busss, dpr r rgz, d rgdrs wh ur dusry. thy w hv sd udrsdg h hgs d pprus ur dusry, d h prrs Vs 2020.

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For Newoundland and Labrador to instill a shared government

and tourism industry leadership model, the ollowing is required:

tHe WaY FoRWaRD: Prrs & as r Shrd ldrshp

Establish a Private Public Tourism Board

(tg: Wh 3 hs)Actions:

D d u skhdr rs d sursuppr s prvdd r hs rs. (tg: Q2, 2009)

Dvp d prrz 3- 5-yr turs vsp. (tg: Q3, 2009)

c h ssry rsurs b h Brd psh h hgs d sks h w b rqurdvr h x dd sur grwh.(tg: cg Q1, 2009)

esur h pprpr rkg d ubyhss r p r d sur suss pg Vs 2020.(tg: cg Q1, 2009)

Strengthen Stakeholder Communication

Actions:

esbsh r, qurry rdpr dprs wh v r urs. (t

Us vb u s d vus vs d srgy, gg skhdrs, d rsrd bw rs gvr d (tg: Q2, 2009)

Lead through Best PracticesActions:

idy d suppr bs prs r drshp dvp. (tg: Q3, 2009)

cu rs h bs du dv prrshp wh h du d rg sks bw bussss, rg prvdrs, d dr uur pprus. (tg: Q3, 2009)

idy d uv w dusry drs hrughpg bs prs. (tg: ogg)

GOAL 1.1

GOAL 1.2

GOAL 1.3


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StRateGic DiRection 2: Susb trspr nwrk

A Transportation Strategy to Grow Our Industry

Fr nwudd d lbrdr, hrs suh hg s durs. i ks dbr pg d drd r vs hr.th rspr ssus g urs nwudd d lbrdr r

w udrsd d quy rud g dusry skhdrs. ishr, rv , , d rud h prv, whhr by s, r, r rds srd by ssus rdby, py, sruur, d quy.

t p vy rsgy ggrssv gb rk, w d hby brg rvrs h prv sy, s-v, d psur-

b r by s, by r, d by d. thr s d rqurr prvd, rdb, d f ss d wh h prv.is h s r su bud urs. ad w hvsdrb u ur dusry vr h x dd.

Access by Air. ar pssgr rv us r pprxy w-hrds -rsd vss h yr. our rsps srg rspr hgsdd h Gvr nwudd d lbrdrs ar assSrgy d hrugh hr rus s v h uur suss ur dusry.

Access by Land & Sea.Vsrs rrvg nwudd d lbrdrby s d rd r pr pr ur dusry. Rprsg

s 27% bud rvrs, hy sy gr (13.6 ghs v9.3 ghs), d hy sprd h bs urs ur rur d rgs.mg grwh h drv rv rk rqusg, rdd r srs gvr dusry suppr h srg dvp ur rry srv

ag wh -rsd u rv, rus vs s s p grr; 2007 ws rrd yr wh 55,500 rus psd rw vsg vrus prs. t rus grwh, w g rus rv hgs rg pr rk rdss cuss srvs d rgus.

In-Province Inastructure. W-dvpd d f -prvrspr sruur us s p vr s h ds. ths uds w-d rds, dqu rdr sgg, pub rspr, d hr sruur ds rvrs. i w hp h dusry xz h vu rsd (d rsd) vsrs by kg sr r h xpprv r wdy, d spd r durg hr rvs. Fr prspv, d u ur p, s ss h wdvp d prv rspr sruur sdrd h xsg vsr ds d suppr uur grwh.

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To address the access, capacity, and eciency gaps that exist in our transportation inastructure, the ollowing actions must take place:

tHe WaY FoRWaRD: Prrs & as r iprvd trspr

Build strong relationships with key transportation

alliances that provide access to and om our

province to meet the demand or afordable,

accessible, and quality transportation

Actions:

Wrk prrshp wh gvr d ky dusryskhdrs p ar ass Srgy r-ds wh h prv srv, d bud quyd py nwudd d lbrdr.

adv r dr uds b mr a rrysrvs k sg prvs wrds rdb,f, d hghr quy ss.

Wrk wh gvr k h r rry sys psurb xpr r usrs.

cu wrk prrshp wh ky rsprprrs p prv rkg prgrs r

r d rry ss.

Ensure ecient and easy travel

in, and around, the province

Actions:

iprv gr dr sgg d prd dr sgg (toDS).

esur wy-dg hgy, suh s Gb PSyss (GPS) s uzd.

addrss h ssu r r py d rspr srvs.

GOAL 2.1 GOAL2.2


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StRateGic DiRection 3: mrk ig & Rsrh Srgy

A Framework or Accessible & Timely Research

th urs dusry s s-hgg, dy rk. Sud kwdgd sghu rsrh r ssry pv dvg ddrv v.

Fr bh gvr d h prv sr, wrss rk rds sw s rgg pprus d hgs s r r uur pgd grwh.

th Dpr turs, cuur d Rr hs gg

pprh dug urs-bsd rsrh; spy, ursdrs, rk pprus, urs ssus, gs, d psd prgrs. th Dpr s s v rv/ursdbs r vrus rkg, usr rshp, d rsrhpurpss. Hwvr, wrk r bg d dssg vubrk g, d rg hgh quy, ssb, d yrkg rsrh r h b dusry skhdrs s ss.

ty, quy rsrh s ud r urs prrhp shp srg dss d hv busss bjvs. a srsrh srgy d rdd pprh r shrg ss g skhdrs. i prvds b ru vbrdr urs ssus, d shr r bu urr rdw rk pprus, d hgg rvr prs.

Rsrh s bs h urs dusry k rd vsdss rgrdg prdu d xpr dvp, d

p. ad s sg p rg h su vs dss ky rqur Vs 2020.

as dusry, w us k dvg pprus shr rsdgs, pz xsg rsrh, d sbsh w rshpsdd rk g. t pz hs pprursrh gd us b rd, prrshps us b rd, skhdrs us hv ss y d rv r

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To ensure accessible, timely, high-quality market intelligence and research relevant to uture planning and growth, the ollowing actions must ta

tHe WaY FoRWaRD: Prrs & as r mrk Rsrh Frwr

Develop and implement a research strategy and

plan that provides industry and government with

relevant and timely inormation and analysis

Actions:

idy d prrz rsrh drv srg drsrgrdg rk rds d pprus, hggrvr prs, d sur bhvurs.

eh rsrh pbs hrugh h dvp rsrh prrshp wh d sus d hrrd d -rd prrs.

esur hgh-quy rsrh s rdy vb urhrd srg dusry ds kg hrugh d g xsg rsrh d gg yss wb rs.

cu rsrh dgs y r suppr sud busss dss.

Establish perormance indicators

to annually measure the success

o Vision 2020

Actions:

esbsh s prr drs d rk prr u bss.

auy rpr prr skhdrs d

GOAL3.1 GOAL 3.2


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StRateGic DiRection 4: Prdu Dvp

Delivering Strategic & Sustainable Traveller Experiences

nwudd d lbrdr hs ud srgh s ps h d r urs rkp. our uqu urrs, ur ds uur hrg, d h uru hrr ur pp r rdus sss r ur dusry, bg us pz rgg rv rds, d bud up h r uur grwh.

as rvrs b r dsrg bu hr by g vvd, xpr, d xpr uh d uqu dss, hy rkg r xprs h b uszd hr sp ds.

nwudd d lbrdr s x, rgy uspd ds.as suh, s w-psd rspd h grwg rs rvrs prdus d xprs h vv uqu uur d hrg,d udr vs supprd by ruggd, ur dsp.

Hwvr, h rd sussu prdu dvp, w us ddrssh wg hgs:

esurg r ss uh rs d xprs whsupprg sruur d srv h rgh s, rspd rk dds d xps.

Dvpg u-ss urs dd hp hv susvb urs prdus. ad g urs xps h ur dd-grg rs b y s-sus

Bg pps dsr rv wh h d pr ur vr h hg.

ths hgs s prvd pprus r nwudd dvp ss d hgh-quy rvr xpr hrdvp, sruur, d vr susby.

Traveller ExperiencesSphsd rvrs xp v xprs h h h ds. exprs h yu y h s , k s-dsvry. our Fd Yurs Hrrs hs hrugh h dvrsgs srg d dbr xp

thrugh ru d srg dvp xprs h r ur dsv ur d uur hrr, w sur ur sus urs ds.


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To ensure the development o strategic and sustainable tourism p

tHe WaY FoRWaRD: Prrs &

Develop and implement an experience strate

resonates with sophisticated travellers, rein

unique brand, and increases our return-on-

Actions:

Uz rsrh d bs prs dvp xprprdus h h h rgg dds h our rvr xprs us rr d sus uuur sss, d pp vsrs skg pru

wh p dr, rhr h h v

idy ky rv grrs r susb dvpd vs. cu vrg h 2004 Prdu Dvpgud g d prvg h prdus h ur ky rg ud d gr rv.

cu prdu dvp, spdrv prdus h r susb, vv, rss p, d rv ur rh rs, uur,

Product Developmentth 2004 Prdu Dvp Srgy rs rv gud nwudd d lbrdrs prdu d sruur prrs.Hwvr, rsd us s s rqurd h prdus, xprs,d sruur h gr rur--vs d h urs d vr vus. Rs d rspsbs ddrssurr prdu d sruur gps s d b dd.

Inastructure

our vsrs xp gd rds, pub rspr wrks d ssuh s rs sps, r rs, prkg, r sgg, d sy ss r. ivs hgh-quy sruur h bs h

urs dusry d xd vsr xps us u.

Wrkg brvy, w us us h prdus, xprs,d sruur h h rur, d prsrv urur d uur sss r uur grs.

GOAL 4.1

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experiences, the ollowing actions have been identied:

r Prdu & expr Dvp

Continue to improve government-ownedtourism inastructure

Actions:

eh xsg urs sruur suh s rprvss d dr sgg.

assss d p r h p h trs-lbrdr Hghwy.Wrk wh h dr d prv gvr dyd ddrss sruur gps suh s hd u-s hgy.

Be a visible leader o environmental susta

Actions:

adp vr d du guds urs dvp.

Wrk wh h urs sr sur bussspby d kwdg k v r pd hg h vr.

ip wrss, du, d h supprs vr susby.

ar rvrs wh shr ur vus rsps, uur, d vr surrudgs.

GOAL4.2 GOAL 4.3


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StRateGic DiRection 5: turs thgy

Strengthening Our Inormation & Communications Technology

a wdsprd, dr r d us sruur sud ur pv dvg d ur suss s dg urs ds.

ardy, dvs hgy hv rvuzd ur dusry, dhgd h wy rvrs rsrh d bk hr rv. ovr h xdd, w udubdy s v urhr dvs. Psgnwudd d lbrdr r grwh rqurs dg srgy hsurs w hv h hgy d sruur p d busss

d gg rvrs sgs pg d rv.

th rg h sphsd dg sur h gb ursdusry rrs h pr hg sruur whur prvs urs dusry.

tdys rvrs xp sy ss r, bkg u-y, d s ss r. thg sruur s

v sgs vsr gg. o s d hgs husr h sur xpr d hp rvrs p d bk rpshv rdy hd sg p ds s.

t kp p wh hs hgg rvr bhvurs, ur r dus br urr urs rkg srgs by usg r prvd rv r, g usr rs, prss rv bkgs.

our xsv Vsr ir cr wrk, bsd up rr dsrbu d, rs d r pby u gwy rs. nw wys prvdg vsr r grd r -dd d rv r.

Dsp dr d prv gvr s prvd br

ss hrughu h prv, sg gps ss hh by vrg hgy r. turs bussssggrph rs h prv d ss brdbd srvprvd quy wbss, dg r, d bkg sky rkg s gg p rvrs.

cvy wh h dusry s ss. Whu , ur urs r pv h rpdy hgg vrr vsrs wrd-ss xpr. irsg hgy srd ss w b v kgs bw skhdrs.

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To develop a modern and strong inormation technology inastructure within

our tourism industry, the ollowing actions need to take place:

tHe WaY FoRWaRD: Prrs & as

r turs thgy isruur

Ensure all tourism partners and operators

embrace technology as critical elements in

attracting visitors and enhancing their

experiences and services

Actions:

Suppr prrs b rk-rdy wh hgy

d dg rkg s udg quy wbss, dgr suh s brhurs, d bkg srvs.

adv prvy d dry r prv-wd vby brdbd r srv.

lvrg xsg d rgg hgy s dusrywrkg d r sur.

Dvp d p h s suppr sgrs s d phys srvs r dd rv hgy-bsd srvs.

GOAL 5.1


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StRateGic DiRection 6: mrkg our Brd

Building on the Success o Our Creative Marketing Campaign

nwudd d lbrdrs Fd Yurs Hr pg hs bhugy sussu psg h prv s uqu d xds. th pg hs w y rg, , d r- rkg wrds, d hs rd h ds bg h s uqu ds rkg pgs h ury.

i 2007, ur rkg pg w h turs idusry ass cds (tiac) mrkg cpg h Yr awrd, wrd hrgzs ur rvy d x rkg.

i s d h mrkr h Yr awrd h a cd iceawrds, dvrsg wrds p h hurs v,rvy, d rprs. ad, nwudd d lbrdr ws sd tp 30 rv ds r 2008 by ly P, h wrds s rspd rv gudbk pubshrs.

ths hghd v rs ur ds d ur rkgrs s rsu ur wrd-wg rkg pg,ur rsd rs shws ur prv h r rvd, d h h ur dusry s prvdg rv xprs hr hgh dd.

th pg hs r rg rk sphsd rvrs k ur d x xpr h b ph. a vs hr s ur pp, r wh ur dr d rrkb d xpr h rvy ur uur rs-hd. th d shwss wh w ry r ur, y surprsgy, x dsh gs byd h pkgd, ps kd urs hr dsr. i s h b ur pp, ur uur, d ur drruggd dsp h gvs nwudd d lbrdr s uqu s urs ds.

W d bud hs suss d vr rs rsd v. t hv hs, w us rs srv r urhr udrsdgrvrs ds d ws, d hr ds ds-kg r

as dusry, w us hv h urg hg v w sur w r g rk ds, d r p w, vd -rd rs rkg. W us us ur rsurh rg uds d rks h r h bs ppruy r rur--vs.

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turs prrs hv r rvrs, bu dvdu v b hgg gr dqu xpsur. th swr s rg prv rkg prrshps bud srgr, rddpgs usg h bd rsurs h prv d h dusry.lvrgg ur v d rsurs rk h ds wrsu rsd spdg, x drs, jbs, d vs hrughuh prv.

equppg ur urs dusry d dvdu prrs wh h ssry

brd s d rkg suppr w hp rr h brd vs vsr gg, d rs ss xpr h s

vsr xps.

Dvrg ss brd ssg d xpr vs hurs sr w hp dr nwudd d lbrdr pg urs dss. ad w rs ur rg gur ky rg uds kg r d h prdb d hps.


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To build on the success o our marketing eforts or uture growth, the ollowing actions have been identied:

tHe WaY FoRWaRD:Prrs & as Bud our Brd

Continue to build a successul, diferentiated tourismbrand and leading tourism marketing position

Actions:

exp -rd prrshps u pp w, rgg rvr dds d rk pprus.

esur rsurs r uy vsd bud rkpprus d p w rk sgs.

lvrg ur rkg rsurs hrugh b r-shps wh dr d prv gs d dprs.

Identiy and pursue new and emerging market

opportunities

Actions:

Dvp u-yr srg rkg p h wp h vrrhg urs srgy.

mr h vu w rkg s d hgydvs sur nwudd d lbrdr rs dg ds.

Ensure there is a clear understanding o theroles and responsibilities o all stakeholders

in promoting the province as a destinationActions:

cu wrk wrds rkg bs prs dvr h rvy brd psg dvrsxus d rkg us.

Prvd dv d rkg ps h r sy prrs us d p, udg urs bgud d ks.

Wrk wh dusry prrs g rkg ddvrsg rs h 1) brgs h rvy ur pd uur , d 2) hps bud prprry brdr.

Wrk wh Ds mrkg orgzs (Dm sr rkg h zs dup d xzs ur v brd v d p.

GOAL 6.1

GOAL 6.2

GOAL6.3

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StRateGic DiRection 7: Dvpg our Wrkr

Growing Our People or a Dynamic Industry

turs s hghy bur-sv, srv-bsd dusry. ad ppr ur jr ss ur dusry urry supprs 12,730 dr jbs nwudd d lbrdr.

t hv h grwh ud Vs 2020, d h vvgds rvrs, ur sr ds skd, kwdgb s d suprrrg. our pp d us us udrsd h pr urs h prvs d s w-bg, d hpr hr w rs budg ur uqu brd srv.

a h s , ur dusry us d wh h prvs gh burrk, kg dfu r prrs r, r, d r gd

pp. ths su s xpd s wh ud dusrygrwh, d shrkg rp p du dg brh rd rrg gr bby brs, s w s u-gr hr jursds wh hghr wgs.

th dd r skd wrkrs s h urs pyrs p wh h hr bu s wh pyrs hr d ps. thrr, w us wrk ghr d susw bur-rk dsp. as dusry, w hv

whu skd d pb wrkr.

Bu w r whu srghs.

thr s grwg ppr h r d vu urs dvdus d us. W r kw r ur dsur wrh, hspy, d hrr rbu h drd xprs ur rvrs. a vs hr s h

ur uh, dy pp, xpr ur uqu uur d r wh ur rrkb dsp.

W r wrkg urhr v h g urs, s prd, d r h rgh pp r g-r urs pprus. trg d dvp s hs r r h grwh d suss ur dusry.


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To attract, train, and develop a skilled, sizable tourism workorce, the ollowing priorities and actions have been identied:

tHe WaY FoRWaRD: Prrs & as ar, R & Dvp our W

Instill a sense o pride, encourage a spirit o

hospitality, and oster a positive relationship

between our industry and the communities

who will help us achieve Vision 2020

Actions:

Dvp rkg pg h dsrs h d s vu urs, d ss prd

ur pp.

lvrg xsg u hs dpuby hghgh h gd ws srs d susss ur dusry.

Focus eforts on attracting and retaining a

tourism workorce

Actions:

Pr urs s xg d dy dud vb rr ppruy wh xb wrkpr- ps, d rg py pp

eurg urs prrs rs us rg, d dvp sur ur pp hh sks, usr-srv sks, sryg, pr sks dvr ur rvy brd

cu vy wrk wh, d dd xh urs du d rg sr; sk urg sus bw bussss, du d hr dusry rg rgzs.

GOAL 7.2GOAL 7.1


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tHe JoURneY BeGinS

th grwh h urs dusry s v h w-bg nwudd d lbrdr. th srgh ur dusry s bsd rwb rsurs ur d, ur uur, d ur pp.mgd rry, urs ursh, prsrv, d sus uruury-rh urb d rur us hrughu ur prv.

our wrd-wg urs rkg pg hs hpd us r g h prv h s rv, vv, d us-sds. W r ru hv bud rrkbur d uur rsurs h rvrs w xpr. thv h bus grwh ud Vs 2020, w d r

vs d srgy b us xz h d svu urs. th srg drs hs vs d srgy rdd gud vs p, shrd us, d ud .

Uprdd prrshp s r h grwh urs nwudd d lbrdr. Gvr, g wh h tursidusry ass d Ds mrkg orgzs,rgz h vu wrkg ghr hv gs. thsbsh turs Brd wh vry r gud h dvp d pr urs s h rssp ur jury. mvg rwrd, hs rgz us gg

us d urs skhdrs dvr hprs ur vsrs.

Vs 2020 prvds h vrrhg guds r dvpur urs dusry. Gvr d dusry wrkg ghrugh h turs Brd, w dvp h pudg rs, rspsbs, prrs, d s ur vs ry.

ths s h s hrughy sdrd d wdy rsrhurs vs vr rd r nwudd d lbrdr.

Dsp h rk hgs d rdb brrrs, hr sg pprus p us. Vs 2020 gvs us wrk rg vbr uur, d grw dusry

w b srg, g-r grr r ur prv

Fr nwudd d lbrdr, h jury 2020 w bhgg d xg. Bu ghr, w w r shgrr h wh y prs r rgz ud d

ad s w prpr w rrws rvrs r wd, w w h wrd kw h ss h bs dsvr jus h b ph.


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t psh gr hgs, w us dr s w a


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uncommon potential: a vision for newfoundland and labrador tourism

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