The Honourable Bernard Davis, Minister of the Minister of Tourism, Culture, Industry and Innovation, addressed delegates at the Hospitality Newfoundland and Labrador (HNL) Annual Conference and Trade Show in Corner Brook on Wednesday.
During the event, Minister Davis presented the Cultural Tourism Award to the Bell Island Community Museum and No. 2 Mine Tour which is the only one of its kind in the province, and has been celebrating Bell Island’s connection to mining for nearly 20 years. The Cultural Tourism Award is awarded to an individual or organization that recognizes and promotes the pursuit of cultural expression within the tourism industry. HNL’s Annual Conference and Trade Show is the largest gathering of tourism stakeholders in the province.
Newfoundland and Labrador Tourism designed a fully integrated multimedia campaign ‘Place of Stories’, to position and differentiate the province as a destination of stories that comes alive through its people and places. Highlights of Newfoundland and Labrador Tourism overall tourism marketing performance in 2019 include:
- Total visits to all web properties were up over six per cent;
- Traffic to the operator/outfitter detail pages increased more than eight per cent;
- ‘A Tangled Tale’ television ad ran nationally as part of a 15 week campaign; and became the most-viewed spot in the brand’s history with nearly 700,000 views on YouTube;
- Trip-planning activity reached nearly 2.5 million sessions on NewfoundlandLabrador.com;
- Over 3,200 articles from North America travel media, resulting in over $22 million in related ad value; and
- A 324 per cent growth in room night sales across all tour companies, outpacing other province’s in Atlantic Canada.
Since 2006, ‘Find Yourself’ continues to be recognized as one of the most successful tourism campaigns in the country, receiving 367 awards to date, including the 2019 Tourism Industry Association of Canada Marketing Campaign of the Year.
The Provincial Government, in partnership with HNL, Destination Management Organizations, and the Tourism Board, are aligned on a strategic tourism approach guided by Uncommon Potential.
The tourism industry generates over $1.14 billion in visitor spending each year, and is responsible for over 20,000 jobs, representing 2,800 businesses in Newfoundland and Labrador.
“Tourism is an economic driver in this province, and our government works closely with Hospitality Newfoundland and Labrador, the Tourism Board, and the regional Destination Management Organizations, to ensure our province is a competitive destination. In support of tourism business, we continue to invest $13 million annually to market Newfoundland and Labrador’s people, culture and natural environment and the experiences that travellers are seeking.”
Honourable Bernard Davis
Minister of Tourism, Culture, Industry and Innovation
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Newfoundland and Labrador Tourism
Tourism, Culture, Industry and Innovation