Newfoundland and Labrador Product Development Strategy

- 99 -Demand Influencers - Natural Attractions, Outdoor Adventure,Cultural and Heritage Attractions, Events, ‘Leisure-Style’ andCharacter Accommodations, and Package ToursSeveral product types/sectors warrant special attention in product development because of theirability to influence travel on their own to varying degrees. The province’s icon attractions -icebergs, whales, seabirds and other marine life, seascapes, wildlife, natural areas and dramaticscenery all contribute strongly to generating tourism – motivating travel, extending stays andspending.Similarly for outdoor adventure products – outfitters, guided trips, learning packages - there aremarket segments that will travel for these experiences, and others that will add them to theiritineraries.Cultural and heritage attractions, events and programs are also important in influencing travelbehaviour, most particularly in extending stays and spending of visitors. In fact, suchexperiences are sought out by most leisure travellers, as well as by other market segments,including meetings/conventions, business travel, etc.Leisure-style accommodations, particularly resorts having a mix of accommodations and leisureamenities, and to a lesser degree ‘character’ accommodations such as heritage inns, country inns,heritage bed and breakfasts can influence demand in a similar fashion, mainly extending staysand spending.Finally, packages and tours, including local, regional and province-wide, play an important rolein both generating travel to the province as well as extending stays and spending.Evaluation Criteria for Establishing PrioritiesWe have established the following criteria in identifying those products that merit priorityattention and support as demand influencers:o Fit with the unique appeals and character of Newfoundland and Labradoro Level of relevance and interest to the province’s marketso The scope of the tourism market potentialo Currently having a critical mass of product that influences demando Potential contribution to visitor spending and economic benefitso Shoulder/winter season potentialo Sustainability, viability of the product/sectoro Identified opportunities and future potentialExhibit 4 presents an evaluation matrix for these products. Each was scored and priorities forfuture development attention have been assigned as follows:THE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study