Newfoundland and Labrador Product Development Strategy

- 111-1. Develop pricing ‘tools’ for the industry, particularly for accommodations, bothworkbooks and web-based2. Deliver workshops on pricing and revenue management techniques, and provide followupmentoring services. This might involve identifying local ‘champions’ who understandpricing and are prepared to work one-on-one with other operators to help them price theirproducts and services.3. Deliver more workshops on working with the travel trade and other group clients,including techniques of pricing for these clients4. Periodically research and post information other prevailing prices of tourism products atother destinations along with Statistics Canada data on average daily trip spending inCanadaNatural AttractionsThe province’s natural attractions are in the forefront of its unique selling propositions; icebergs,whales, seabirds, mountains, dramatic seacoasts and vistas at every turn.The key strategy here is ensuring that interpretation is provided; guidebooks, interpretive panels,guided tours and special programming.The strategic approach is to do a limited number exceedingly well, with the critical mass andsupporting business model to be sustainable over time, and avoid doing too many. Supportprograms need to recognize this. Close the door after the need/opportunity is fully exploited;protect the ‘franchise’ (market position) for each of them. ‘Me too’-ism needs to be avoided.Natural attractions don’t behave like commercial attractions. The icebergs don’t appear inAugust. We have to be careful to promote the right products for the right seasons, and showcasethe destination appeals differently for each of the seasons.Some specific opportunities worthy of pursuit include:o Development of a Natural History Guidebook for Newfoundland and Labrador, orpotentially several on different natural themeso A natural history interpretation centre in the Avalon in a central, hub location, based onand linked to the unique natural history attractions of the region, including the ecologicalreserves of Witless Bay, Mistaken point and Cape St. Marys, as well as Cape Race,Baccalieu Island, the Avalon Wilderness Reserve, etc. This could potentially be locatedat Butterpot Provincial Park in association with the proposed astronomy facility.o An interpretation centre for the Burnt Cape Ecological Reserve and a linked network ofexperiences and interpretation of the unique natural history features available in this areao A number of initiatives associated with icebergs, such as the following:- The proposed whale and iceberg interpretive centre in the Springdale areaTHE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study