Newfoundland and Labrador Product Development Strategy

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Table of ContentsPage No.Section 13 (cont’d):B Sector Alliance and Regional DMO Program Reviewin 3 to 5 Years....................................................................232B Human Resources and Skills Development Support(HRSD) to Industry Organizations .....................................232B Linkage with the Tourism Marketing Council ....................233B Regional/local Tourism Development Associations/Committees (RTDAs) ........................................................233B Participating and Supporting Industry Organizations ..........234o Tracking and Performance Measurement .................................236PART II:Opportunities for Product Development, and forAccommodations, by Region and ZoneSection 14: Avalon Region ................................................................237" Overview .................................................................................237B Accommodation Supply and Demand ................................237" Destination Areas ....................................................................241B St. John’s and Area ............................................................243B Brigus/Cupids/Port de Grave..............................................243B Rest of the Baccalieu Trail .................................................244B Irish Loop ..........................................................................244B Cape Shore.........................................................................245" Accommodations Supply, Demand, Needs and Opportunities byZone ........................................................................................246B Zone 20: Irish Loop...........................................................246B Zone 19: Capital Coast (St. John’s & Area)........................248B Zone 18: Avalon Gateway.................................................250B Zone 17 : Mariner (Baccalieu Trail) ..................................252Section 15:Eastern Region...............................................................254" Overview .................................................................................254B Accommodation Supply and Demand ................................254" Destination Areas ....................................................................256B Trinity Bight (Trinity/Port Rexton Area) ............................258B Bonavista / Port Union.......................................................258B Burin Peninsula/St. Pierre-Miquelon..................................259THE ECONOMIC PLANNING GROUP of CanadaTourism Consultants
Table of ContentsPage No.Section 15 (cont’d):" Accommodations Supply, Demand, Needs and Opportunities byZone ........................................................................................260B Zone 16: Schooner (Burin Peninsula) ................................260B Zone 15: Discovery...........................................................262Section 16: Central Region ...............................................................265" Overview .................................................................................265B Accommodation Supply and Demand ................................265" Destination Areas ....................................................................267B Terra Nova/Eastport Peninsula/Salvage (Road to theBeaches) ........................................................................... 269B Twillingate/Notre Dame Bay..............................................269B Wesleyville/Newtown (New Wes Valley) ..........................270B Change and Fogo Island – The Island Experience...............270B Baie Verte Peninsula ..........................................................271B Bay of Exploits/Exploits Valley .........................................271" Accommodations Supply, Demand, Needs and Opportunities byZone ........................................................................................272B Zone 14: Kittiwake Coast..................................................273B Zone 13: Coast of Bays .....................................................275B Zone 12: Exploits Valley...................................................277B Zone 11 : Emerald.............................................................279Section 17:Western Region..............................................................281" Overview .................................................................................281B Accommodation Supply and Demand ................................281" Destination Areas ....................................................................283B Top of the Viking Trail (St. Anthony and North, centred onL’Anse aux Meadows) .......................................................285B Gros Morne National Park and its communities..................286B Corner Brook/Marble Mountain/Humber Valley ................286B Stephenville and Port au Port Peninsula .............................287B Codroy Valley / Southwest Coast .......................................288B Central Viking Trail – north of Shallow Bay ......................288THE ECONOMIC PLANNING GROUP of CanadaTourism Consultants
Page 4 and 5: Table of ContentsPage No.Section 3
Page 6 and 7: Table of ContentsPage No.Section 6:
Page 14 and 15: The Top Ten Conclusions (continued)
Page 16 and 17: Section 1IntroductionTHE ECONOMIC P
Page 18 and 19: - 2 -Objectives and Scope of the St
Page 20 and 21: - 4 -" Preparation of several backg
Page 22 and 23: - 5 -Section 2Newfoundland and Labr
Page 24 and 25: - 7 -There are expectations that th
Page 26 and 27: - 9 -A recent National Geographic T
Page 28 and 29: - 11-“changes to exchange rates a
Page 30 and 31: - 13-• Family (41%)• Learning (
Page 32 and 33: Section 3Situational AnalysisTHE EC
Page 34 and 35: - 16 -o Outdoor activities availabl
Page 36 and 37: - 18 -The province’s tourism prod
Page 38 and 39: - 20 -Market perspectives on Newfou
Page 40 and 41: - 22 -o Transportation to and from
Page 42 and 43: - 24 -Exhibit 1Satisfaction Levels
Page 44 and 45: - 26 -RoofedAccommodationsSupply of
Page 46 and 47: - 28 -Nova Scotia and Prince Edward
Page 48 and 49: - 30 -Hotel/Motel Occupancy by Star
Page 50 and 51: - 32 -o There are examples of rooms
Page 52 and 53: - 34 -pricing, rate structures, dis
Page 54 and 55: - 36 -A few participants reported s
Page 56 and 57: - 38 -Exhibit 2Extent to which Acco
Page 58 and 59: - 40 -Clearly the vast majority of
Page 60 and 61:
- 42 -o Growing use of upscale B&Bs
Page 62 and 63:
- 44 -o Not enough 4 star plus prop
Page 64 and 65:
- 46 -As illustrated in thegraph, t
Page 66 and 67:
- 48 -campsite. The rate for sites
Page 68 and 69:
- 50 -o There appears to be an incr
Page 70 and 71:
- 52 -A niche market within the rec
Page 72 and 73:
- 54 -Argentia facility closes at t
Page 74 and 75:
- 56 -expressed views concerned sig
Page 76 and 77:
- 58 -The Department of Tourism, Cu
Page 78 and 79:
- 60 -the province was about 48% hi
Page 80 and 81:
- 62 -A related issue is recreation
Page 82 and 83:
- 64 -HNL also offers a wide range
Page 84 and 85:
- 66 -" Its core programs include:-
Page 86 and 87:
- 68 -Federal Government ProgramsAt
Page 88 and 89:
- 70 -The tourism industry in Newfo
Page 90 and 91:
Section 4Product Development Initia
Page 92 and 93:
- 73 -Key Issues/Opportunities/Chal
Page 94 and 95:
- 75 -Key Issues/ Opportunities/ Ch
Page 96 and 97:
- 77 -o Product Committee scans cur
Page 98 and 99:
- 79 -o Development of mutual respe
Page 100 and 101:
- 81 -The province has recently int
Page 102 and 103:
- 83 -One of the signature areas id
Page 104 and 105:
- 85 -o Ontario’s Product Allianc
Page 106 and 107:
Section 5Overall Strategic Approach
Page 108 and 109:
- 88-This is not to suggest that we
Page 110 and 111:
- 90-Newfoundland’s major tourist
Page 112 and 113:
- 92-Federal government:o National
Page 114 and 115:
- 94-The approach focuses on buildi
Page 116 and 117:
- 96-on its investment. The $300 mi
Page 118 and 119:
Section 6Strengthening and Building
Page 120 and 121:
- 99 -Demand Influencers - Natural
Page 122 and 123:
Exhibit 4Evaluation of Attractions,
Page 124 and 125:
- 103-Top Priority Influencers (10
Page 126 and 127:
- 105-Exhibit 5Rating of Potential
Page 128 and 129:
- 107-Based on this evaluation, act
Page 130 and 131:
- 109-o Staging a spring or fall ev
Page 132 and 133:
- 111-1. Develop pricing ‘tools
Page 134 and 135:
- 113-Cultural and Heritage Attract
Page 136 and 137:
- 115-o Exhibit 7What Does ‘Cultu
Page 138 and 139:
- 117-There are always risks in con
Page 140 and 141:
- 119-Aboriginal and Acadian Cultur
Page 142 and 143:
- 121-Criteria for SupportThe kinds
Page 144 and 145:
- 123-Other Provincial Initiatives
Page 146 and 147:
- 125-The question arises, however,
Page 148 and 149:
- 127-Provincial/Regional Itinerari
Page 150 and 151:
- 129-o A serious shortage of renta
Page 152 and 153:
- 131-This is another sector of the
Page 154 and 155:
- 133-Walking and hiking is one of
Page 156 and 157:
- 135-The Green Bay Trail Guide pro
Page 158 and 159:
- 137-get them developed. We have n
Page 160 and 161:
- 138 -Section 7Strengthening and B
Page 163:
- 140 -Established Destination Area
Page 166 and 167:
- 143 -Some suggestions:o Build on
Page 168 and 169:
- 144 -Section 8Strengthening Touri
Page 170 and 171:
- 146 -Currently established servic
Page 172 and 173:
- 148 -o The absence of Provincial
Page 174 and 175:
Section 9Strategies for Accommodati
Page 176 and 177:
- 151 -But with demand generating a
Page 178 and 179:
- 153 -To be more explicit, the nee
Page 180 and 181:
- 155 -to assess this. What occupan
Page 182 and 183:
- 157 -o Has evident potential in o
Page 184 and 185:
- 159 -o Accessible by roado Archit
Page 186 and 187:
- 161 -of a feasible proposal by th
Page 188 and 189:
- 163 -The criteria here are relati
Page 190 and 191:
- 165 -significant gaps, such that
Page 192 and 193:
- 167 -We have used scores of low,
Page 194 and 195:
- 169 -o Also, some level operating
Page 196 and 197:
- 171 -Preference should be given t
Page 198 and 199:
- 173 -If this sort of advice is to
Page 200 and 201:
- 175 -some suggestions that the da
Page 202 and 203:
- 177 -only be given in destination
Page 204 and 205:
Section 10Other Product Development
Page 206 and 207:
- 180 -As part of the shoulder and
Page 208 and 209:
- 182 -flexibility in this regard.
Page 210 and 211:
- 184 -from this process has been s
Page 212 and 213:
Section 11Strategies for Market Rea
Page 214 and 215:
- 187 -o Brochure and other marketi
Page 216 and 217:
- 189 -considered in the mystery sh
Page 218 and 219:
- 191 -them of the career opportuni
Page 220 and 221:
- 192 -Section 12LabradorOverviewLa
Page 222 and 223:
- 194 -Tourism Business Support Fun
Page 224 and 225:
- 196 -" Principles and policies fo
Page 226 and 227:
- 198 -Changes Since Completion of
Page 228 and 229:
- 200 -are currently looking at the
Page 230 and 231:
- 202 -development of the Labrador
Page 232 and 233:
- 204 -" Identify Business and Prod
Page 234 and 235:
- 206 -" Some have been long-held f
Page 236 and 237:
Section 13ImplementationTHE ECONOMI
Page 238 and 239:
- 209 -barrel for government handou
Page 240 and 241:
- 211 -In the second case, the appr
Page 242 and 243:
- 213 -General ConclusionsOther con
Page 244 and 245:
- 215 -o Econo-museum/learning prog
Page 246 and 247:
- 217 -across the province - museum
Page 248 and 249:
- 219 -Newfoundland and Labrador To
Page 250 and 251:
- 221 -Exhibit 11Functions of the A
Page 252 and 253:
- 223 -The challenge here is the ne
Page 254 and 255:
- 225 -The first iteration of the a
Page 256 and 257:
- 227 -other organizations the team
Page 258 and 259:
- 229 -Given the kind of budget req
Page 260 and 261:
- 231 -FundingWe recommend that the
Page 262 and 263:
- 233 -Linkage with the Tourism Mar
Page 264 and 265:
- 235 -Hospitality Newfoundland and
Page 266 and 267:
PART IIOpportunities for Product De
Page 268 and 269:
- 237 -Section 14Avalon RegionOverv
Page 270 and 271:
- 239 -Exhibit 13Avalon Region - Oc
Page 272:
- 241 -Destination AreasThe discuss
Page 275 and 276:
- 244 -believes that there is an op
Page 277 and 278:
- 246 -of those interview indicated
Page 279 and 280:
- 248 -Opportunities and NeedsPoten
Page 281 and 282:
- 250 -Opportunities and NeedsWith
Page 283 and 284:
- 252 -Zone 17:Mariner (Baccalieu T
Page 285 and 286:
Section 15Eastern RegionTHE ECONOMI
Page 287 and 288:
- 255 -EASTERN REGIONNumber Number
Page 290 and 291:
- 258 -Trinity Bight (Trinity/Port
Page 292 and 293:
- 260 -Accommodation Supply, Demand
Page 294 and 295:
- 262 -Opportunities and NeedsThe p
Page 296 and 297:
- 264 -° The fall season of Rising
Page 298 and 299:
- 265 -Section 16Central RegionOver
Page 300:
- 267 -perform better than the lowe
Page 303 and 304:
- 270 -Suggested Tourism Developmen
Page 305 and 306:
- 272 -primarily of the hotel/motel
Page 307 and 308:
- 274 -but demand outside this peri
Page 309 and 310:
- 276 -Demand° Overall occupancies
Page 311 and 312:
- 278 -100%90%80%70%60%50%40%30%20%
Page 313 and 314:
- 280 -100%90%80%70%60%50%40%30%20%
Page 315 and 316:
- 281 -Section 17Western RegionOver
Page 317:
- 283 -Destination AreasThe discuss
Page 320 and 321:
- 286 -° Raleigh - consider propos
Page 322 and 323:
- 288 -Codroy Valley/Southwest Coas
Page 324 and 325:
Demand- 290 -ZONE 6 - NordicNumber
Page 326 and 327:
- 292 -ooGMNP, this is a significan
Page 328 and 329:
- 294 -Demandoo100%90%80%70%60%50%4
Page 330 and 331:
- 296 -oThere may be some future op
Page 332 and 333:
Section 18Labrador Accommodation As
Page 334 and 335:
- 299 -Supply of Accommodations in
Page 336:
- 301 -100%90%80%70%60%50%40%30%20%
Page 339 and 340:
- 303 -Zone 5: Labrador StraitsSupp
Page 341 and 342:
- 305 -As with Zone 4, activity in
Page 343 and 344:
Qualmark - New Zealand's official q
Page 345 and 346:
Page 347 and 348:
Page 349 and 350:
Page 351 and 352:
- i -Appendix IIOther Tourism Proje
Page 353 and 354:
- iii -Change and Fogo Islands - Th
Page 355:
Appendix IIIMap of Regional Economi
Page 358 and 359:
- 1 -Appendix IVGlossary of TermsAC
Page 360 and 361:
- 3 -Geographic Markets: Market seg
Page 362 and 363:
- 5 -Regional DMO: Regional destina
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