Implement a Provincial Tourism Product Development Plan

On-going

Way Forward Commitment:

Tourism product development includes the delivery of travel experiences that are desired by travelers and that highlight the unique aspects of a region to draw travelers to the destination. Our Government will lead the implementation of a new Provincial Tourism Product Development Plan that is based on research, industry input and the province’s core experience categories of nature and wilderness; people and culture; and, history and heritage.

In addition to the Provincial Plan, announced in Phase 1, our Government is also working with industry partners to implement five regional destination development plans. Our Government is preparing to release a Provincial Tourism Product Development Plan.

In 2017-18, our Government will:

  • Continue implementation of the priorities of the regional Destination Development Plans;
  • Establish brand experiences and tourism market readiness guidelines; and,
  • Establish task teams and networks, and provide development/market readiness sessions for strategic experience categories (such as anchor attractions, festivals and events, craft, artistic experiences, food and winter tourism).

What We’ve Accomplished:

  • Consultations were held with industry partners, including Hospitality NL and the five Regional Destination Management Organizations to develop the Provincial Tourism Product Development Plan.
  • The Provincial Tourism Product Development Plan was released on May 1, 2017, with a goal of increasing the number of tourism experiences available in the province.
  • Tourism Opportunities Sessions to provide Experience Development mentoring and guidance have been held with regional tourism stakeholders, including businesses, municipalities, non-profit organizations. As a result, the number of packages/experiences listed on Newfoundlandlabrador.com grew from 122 in 2016-17 to 236 in 2017-18.
  • Regional Destination Development Implementation Committees have been formed and are implementing activities for priority initiatives in each of the five regions.
  • Experience Networks and Task Teams have been established including the three UNESCO’s working group, Geological Treasures, Craft and Tourism Task Team, Artistic Experiences Network, Cultural Attractions Network; Music and Food Network, Winter Tourism stakeholders group, and Festivals and Events.
  • Market-Readiness Guidelines have been developed for Destination Trails, Attractions, Food tourism experiences and Sense of Arrival. These guidelines are actively guiding tourism and business investments.
  • Supports such as facilitation and coordination of priorities and opportunity management for five regional destination development plans are included (Labrador, Western, Central, Eastern and Northeast Avalon).
  • In 2018, the Department of Tourism, Culture, Industry and Innovation partnered with tourism stakeholders to offer tourism opportunities sessions. These meetings helped connect prospective and existing tourism businesses with growth opportunities throughout the province. The department and partners will continue to offer mentoring and training opportunities sessions in 2019.

News Releases

Experiences, Culture, and People Energize Provincial Tourism Product Development Plan

Provincial Government Investing in Destination Management Organizations

Provincial Government Invests in Season Extension Program

Governments Support Modernization and Growth of Tourism Business

Connecting to Grow Tourism Experiences and Opportunities