Newfoundland and Labrador Product Development Strategy

- 93-The categories of proposed tourism product development activity to follow are presented in orderof expected long-term impact on strengthening the tourism product mix in Newfoundland andLabrador. However, that doesn’t mean that they necessarily should all be of the same priority,not at all. Some of the more valuable initiatives will be very expensive and therefore difficult toaccomplish and long-term in their realization, while others of less import may be easy toaccomplish and have immediate effects. The prioritization of actual initiatives is dealt with insucceeding sections of this report. Here we are simply setting out the different kinds ofdirections the overall product development effort should involve.The ‘front of the house’ strategy for tourism development, that involving the tourism industry,communities and other groups that deal with tourists, is proposed to have nine complementarystreams of effort, as follows:1. Protecting the natural environment and culture of the province and its people2. Strengthening and building on tourism demand influencers – the ‘experience’ products -the attractions, activities, leisure-style accommodations and packages that will contributeto growing tourism volumes, visitor length of stay and spending3. A focus on shoulder and winter season opportunities to utilize latent capacity, improveyield and generally improve industry viability4. Strengthening and building on destination areas, communities and attraction/activityclusters that, because of a mix of compelling scenery, attractions, activities and travellerservices similarly have the power to influence travel behaviour, length of stay andspending in the province5. Strengthening touring corridors and community hubs that support touring, demandgenerators and tourism destinations6. Filling gaps in the supply of accommodations, campgrounds and other traveller services(quantity, character and/or quality) that are constraining tourism growth in an area7. Generally upgrading and enhancing the market readiness of tourism products andservices8. Improving traveller services and transportation infrastructure, most particularly ferryservices and highway signage.9. Strengthening the industry and government organizations and their resources to get thejob done.Generally, the strategy is designed to:o Enhance the experiential features of tourism products and of travel within the provinceo Strengthen the ability of tourism enterprises to take their products to marketo Generally improve the viability and sustainability of tourism enterprises, both privatesector and community/not-for-profit groupso Overcome traditional barriers for the development of travel related programs by travelindustry professionals, tour operators, meeting planners, etc.Special emphasis is given to shoulder and winter season needs and opportunities that can takeadvantage of underutilized tourism capacity and enhance the viability of tourism enterprises.THE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study