Tourism is the fastest growing industry in the world and it’s undoubtedly one of Newfoundland and Labrador’s success stories. It’s an economic driver, particularly in rural areas, and creates 20,000 much-needed jobs. Over the period of a decade, Newfoundland and Labrador’s tourism industry has grown ~3.7% annually and the Find Yourself marketing campaign has inspired millions of people to visit. Visitation continues to reach new milestones with non-resident visits and expenditures growing.

There is incredible opportunity within Newfoundland and Labrador for tourism, but the stakes are high in the competitive landscape to build destination awareness and attract visitors.

Newfoundland and Labrador is not for the ‘accidental tourist’. It’s an off-the-beaten-path destination, confronted by barriers of distance, time, and cost. It takes a determined effort and the promise of a uniquely different place and culture to visit here.

To help achieve the industry’s potential, Newfoundland and Labrador Tourism works to build a differentiated brand to fuel the engine that is a $1.1+ billion industry. Whether we are telling the story of our people, our unique culture, or experiences related to our natural environment, we celebrate the fact that we see things differently here.  And we continue to stay true to who we are – a natural, yet surprisingly exotic destination that is truly unlike any other place on earth.

The Marketing Strategy and Plan speaks to the huge potential that exists for Newfoundland and Labrador in building sustainable competitive advantage for the tourism industry, and in continuing to drive growth in visitation and revenue.