Newfoundland and Labrador Product Development Strategy

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- 105-Exhibit 5Rating of Potential for Shoulder and Winter Season Demand InfluencingProduct Development and Market DevelopmentDemand Influencers Summer Late Spring(Mid May,June)Early FallLate Fall,Winter, EarlySpringWeighting/Importance 1 3 3 2Attractions, Activities & Niche ProductsMajor Natural Attractionsincluding Selected EcologicalReservesBirds,WhalesIcebergs, BirdsGros Morne National Park 19Terra Nova National Park 13Heritage Attractions X 14Provincial parks 10St. Pierre Partnership Projects ? X 4BirdsMajor events: theatre, culturalentertainment events/shows X St. John’sCorner BrookCommunity based culturalprograms X 14Professional Theatre/Entertainment 17Major events – Sports X 16Resorts, lodges, cottage, innsClose to St. John’s or DeerLake13Destination Hiking Trails X 11Guided Snowmobile Programs &PackagesX X X 4Skiing at Marble Mountain X X X 4Other Winter Activities X X X 2ATV Trails 9Golf X 11Lighthouses X 7Outdoor Adventure activities andoutfitters – hiking, kayaking, etc. 13Local sightseeing tours/cruises X 8Packages Air Only25GetawaysSt. John’s 17Marble/Corner BrookLearning programs/packages X 14Points1914THE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study
- 106-Demand Influencers Summer Late Spring(Mid May,June)Early FallLate Fall,Winter, EarlySpringWeighting/Importance 1 3 3 2Pre and Post Meeting &Convention PackagesX 17Special Interest Products: Birds(other than at key EcologicalReserves) 10Special Interest Products: Geology(other than at key EcologicalReserves)Special Interest Products:Archaeology (other than at keyEcological Reserves)Special Interest Products: SubFlora & Fauna (other than at keyEcological Reserves)Points X 8 X 10 X 8Expedition style cruising X 11Market SegmentsTouring X 11Explorers ? 17Motorcoach X 10FIT 23Meetings X St. JohnsCorner BrookTransportation InfrastructureSt. JohnsCorner BrookGros Mornearea?St. JohnsCorner Brook 16Car rentals X X 6Ferry service/Schedule, capacityX 11Argentiacapacity,servicescheduleexpansionCoach rentals X 11Air serviceLegendconsolidator?consolidator? 9Some limited potential to influence demand in this seasonStrong potential as a demand influencer in this season; some potential to generatenew demand Good potential to generate new demand in this seasonX Little or No potential in this seasonTHE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study
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Table of ContentsPage No.Section 3
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Table of ContentsPage No.Section 6:
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Page 14 and 15:
The Top Ten Conclusions (continued)
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Section 1IntroductionTHE ECONOMIC P
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- 2 -Objectives and Scope of the St
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- 4 -" Preparation of several backg
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- 5 -Section 2Newfoundland and Labr
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- 7 -There are expectations that th
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- 9 -A recent National Geographic T
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- 11-“changes to exchange rates a
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- 13-• Family (41%)• Learning (
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Section 3Situational AnalysisTHE EC
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- 16 -o Outdoor activities availabl
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- 18 -The province’s tourism prod
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- 20 -Market perspectives on Newfou
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- 22 -o Transportation to and from
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- 24 -Exhibit 1Satisfaction Levels
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- 26 -RoofedAccommodationsSupply of
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- 28 -Nova Scotia and Prince Edward
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- 30 -Hotel/Motel Occupancy by Star
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- 32 -o There are examples of rooms
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- 34 -pricing, rate structures, dis
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- 36 -A few participants reported s
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- 38 -Exhibit 2Extent to which Acco
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- 40 -Clearly the vast majority of
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- 42 -o Growing use of upscale B&Bs
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- 44 -o Not enough 4 star plus prop
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- 46 -As illustrated in thegraph, t
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- 48 -campsite. The rate for sites
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- 50 -o There appears to be an incr
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- 52 -A niche market within the rec
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- 54 -Argentia facility closes at t
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- 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 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
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- 151 -But with demand generating a
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- 153 -To be more explicit, the nee
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- 155 -to assess this. What occupan
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- 157 -o Has evident potential in o
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- 159 -o Accessible by roado Archit
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- 161 -of a feasible proposal by th
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- 163 -The criteria here are relati
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- 165 -significant gaps, such that
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- 167 -We have used scores of low,
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- 169 -o Also, some level operating
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- 171 -Preference should be given t
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- 173 -If this sort of advice is to
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- 175 -some suggestions that the da
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- 177 -only be given in destination
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Section 10Other Product Development
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- 180 -As part of the shoulder and
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- 182 -flexibility in this regard.
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- 184 -from this process has been s
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Section 11Strategies for Market Rea
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- 187 -o Brochure and other marketi
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- 189 -considered in the mystery sh
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- 191 -them of the career opportuni
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- 192 -Section 12LabradorOverviewLa
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- 194 -Tourism Business Support Fun
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- 196 -" Principles and policies fo
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- 198 -Changes Since Completion of
Page 228 and 229:
- 200 -are currently looking at the
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- 202 -development of the Labrador
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- 204 -" Identify Business and Prod
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- 206 -" Some have been long-held f
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Section 13ImplementationTHE ECONOMI
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- 209 -barrel for government handou
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- 211 -In the second case, the appr
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- 213 -General ConclusionsOther con
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- 215 -o Econo-museum/learning prog
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- 217 -across the province - museum
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- 219 -Newfoundland and Labrador To
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- 221 -Exhibit 11Functions of the A
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- 223 -The challenge here is the ne
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- 225 -The first iteration of the a
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- 227 -other organizations the team
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- 229 -Given the kind of budget req
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- 231 -FundingWe recommend that the
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- 233 -Linkage with the Tourism Mar
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- 235 -Hospitality Newfoundland and
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PART IIOpportunities for Product De
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- 237 -Section 14Avalon RegionOverv
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- 239 -Exhibit 13Avalon Region - Oc
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- 241 -Destination AreasThe discuss
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- 244 -believes that there is an op
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- 246 -of those interview indicated
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- 248 -Opportunities and NeedsPoten
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- 250 -Opportunities and NeedsWith
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- 252 -Zone 17:Mariner (Baccalieu T
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Section 15Eastern RegionTHE ECONOMI
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- 255 -EASTERN REGIONNumber Number
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- 258 -Trinity Bight (Trinity/Port
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- 260 -Accommodation Supply, Demand
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- 262 -Opportunities and NeedsThe p
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- 264 -° The fall season of Rising
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- 265 -Section 16Central RegionOver
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- 267 -perform better than the lowe
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- 270 -Suggested Tourism Developmen
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- 272 -primarily of the hotel/motel
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- 274 -but demand outside this peri
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- 276 -Demand° Overall occupancies
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- 278 -100%90%80%70%60%50%40%30%20%
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- 280 -100%90%80%70%60%50%40%30%20%
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- 281 -Section 17Western RegionOver
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- 283 -Destination AreasThe discuss
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- 286 -° Raleigh - consider propos
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- 288 -Codroy Valley/Southwest Coas
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Demand- 290 -ZONE 6 - NordicNumber
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- 292 -ooGMNP, this is a significan
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- 294 -Demandoo100%90%80%70%60%50%4
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- 296 -oThere may be some future op
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Section 18Labrador Accommodation As
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- 299 -Supply of Accommodations in
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- 301 -100%90%80%70%60%50%40%30%20%
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- 303 -Zone 5: Labrador StraitsSupp
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- 305 -As with Zone 4, activity in
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Qualmark - New Zealand's official q
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- i -Appendix IIOther Tourism Proje
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- iii -Change and Fogo Islands - Th
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Appendix IIIMap of Regional Economi
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- 1 -Appendix IVGlossary of TermsAC
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- 3 -Geographic Markets: Market seg
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- 5 -Regional DMO: Regional destina
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