Print the Plan

Double Tourist Spending in Our Province

Significant Progress

Way Forward Commitment:

Almost ten years ago, a target was set with industry to double resident and non-resident tourism spending to $1.6 billion by 2020. Our government remains committed to this target. In 2016, combined resident and non-resident visitor spending was $1.13 billion and 2017 saw the highest non-resident visitor spending our province has ever seen, at an estimated $575 million.

In 2018-19, our government will continue its creative and award-winning tourism marketing campaigns. Under the Atlantic Growth Strategy, we are also working with the Maritime Provinces and the federal government on a new market focus in China and Germany.

Building on the actions of the Provincial Tourism Product Development Plan released in 2017, our government will implement initiatives aimed at creating new tourism experiences and business opportunities. In 2018-19, we will partner with tourism stakeholders to connect prospective and existing tourism businesses with the tourism growth opportunities available throughout the province using Tourism Opportunities Sessions.

What We’ve Accomplished:

  • The NL Tourism Board established a research working group, led by the Department of Tourism, Culture, Industry and Innovation (TCII) Sector Research team and comprised of tourism sector representatives.
  • TCII released results of the 2016 Provincial Visitor Exit Survey. In 2016, non-resident visitors spent $562 million in Newfoundland and Labrador. Residents made nearly four million trips within the province and spent more than $560 million. As a result, total tourism spending was over $1.13 billion. Estimates show that in 2017 we welcomed over 553,000 visitors for the first time – an increase of three per cent over 2016. Non-resident visitor spending reached an estimated $575 million in 2017, an increase of two per cent over the previous year. This is the highest non-resident spending the province has ever seen. Compared to 2015, non-resident visitation increased eight per cent and spending 11 per cent. Based on the 2016 exit survey results, TCII completed additional research to develop detailed traveller profiles to support targeted marketing activities and experience development. In addition due to the growing interest in shoulder season, TCII developed specific traveller profiles of the spring and fall shoulder season traveler.
  • A Wi-Fi identifier logo has been released online as of March 27, 2017. To enhance visitor services, the Provincial Government aims to improve awareness of public Wi-Fi locations through the use of an universal identifier. A simple, easy to display decal has been designed for distribution to locations throughout the province offering public access to Wi-Fi service. Decals can be easily adhered to establishment’s windows, doors or signage.
  • In partnership with Target Marketing and Communications, Newfoundland and Labrador Tourism launched the Find Yourself campaign in 2006, and it has become one of the most successful and recognized tourism campaigns in the country, receiving 323 regional, national and international awards to date. In 2018, prestigious honours such as Best of Show at Hospitality Sales and Marketing Association International (HSMAI) Adrian Awards;  Best of Show at the Innovation, Creativity and Enterprise (ICE) Advertising Awards; Silver at the Canadian Marketing Awards (CMA); and, Bronze at Strategy Magazine’s Marketing Awards were added. The Best in Show is HSMAI’s highest honour and is selected from platinum winners in the advertising, digital marketing and public relations categories. This is the second time Newfoundland and Labrador Tourism and Target Marketing and Communications has received this honour.
  • On June 6, 2018, the Provincial Government announced significant new features and enhancements to IcebergFinder.com, the leading online channel for tracking icebergs off of Newfoundland and Labrador. Enhanced features include a responsive design that allows travellers to access the site on mobile devices and upload photographs of icebergs using #IcebergsNL in real-time, sharing viewing location with other users.
  • In December 2018, Newfoundland and Labrador Tourism launched the NL Tourism Operators Portal, a new online service designed for provincial tourism operators to self-manage important information about their businesses, in order to participate in promotions with Newfoundland and Labrador Tourism. The new NL Tourism Operator Portal enhances service delivery using the “digital-by-design” concept introduced in The Way Forward Vision‎.
  • TCII partnered with Destination Canada on the 2017 Canadian Millennial Campaign to increase marketing activities targeting the millennial market in Canada. The Campaign was launched in April 2017 for Canada’s 150 Celebrations, and content developed is used more broadly in Destination Canada’s Millennial campaigns in Europe and parts of Asia.
  • Far and Wide was part of the Millennial Travel Campaign, which ran from July 1 , 2016 – July 1, 2017 and reached 89 per cent of Canadians aged 18-34 and boosted this demographics’ interest in Canadian travel by 16 per cent.
  • Aligning with Canada 150, TCII wanted millennials to develop a sense of pride that comes from a deeply personal experience of Canada’s people, geography, and history. Our Millennial Travel Program aimed to make millennial Canadians become lifetime ambassadors for Canada both at home and abroad.
  • On July 19, 2018, the Provincial Government announced $71,000 for nine Regional Visitor Information Centres located around the province. This funding will help facilitate the development of tourism experiences, services and attractions across Newfoundland and Labrador.
  • In 2018, TCII parnered with Destination Canada on the 2018 Connecting America Program. To October 2018, this program has had total online content views of 9.9 Million with an engagement rate of 2 per cent.
  • In partnership with regional DMO’s, TCII has hosted 19 Tourism Opportunities Sessions throughout NL. Sessions were held in Red Bay, L’Anse au Clair, St. Anthony, Port au Choix, Norris Point, Corner Brook, Deer Lake, Port au Port, Isle au Mort, St. John’s, Grand Bank, Twillingate, Fogo Island, Springdale, Baie Verte, Gambo, and Conne Rive, Grand Falls-Windsor and Gander.

News Releases

Provincial Government Investing in Destination Management Organizations

Provincial Government Invests in Season Extension Program

Newfoundland and Labrador Tourism Launches Inflight Content Channel on Air Canada

Provincial Tourism Campaign Big Winner at 2017 Adrian Awards

Provincial Government Launches Enhanced Iceberg Finder Tool

Supporting Regional Visitor Information Centres Across the Province