Newfoundland and Labrador Product Development Strategy

- 113-Cultural and Heritage Attractions, Events and ProgramsNewfoundland and Labrador has great resources on which to build cultural and heritage tourism,including both modern cultural expression through music, literature and the arts, as well asunique cultural heritage.Contemporary Cultural ExpressionResearch has made it clear that ‘people’ are a major part of what makes Newfoundland andLabrador appealing to tourists. Newfoundlanders and Labradorians have endearingcharacteristics and a sense of humour that pervades all aspects of life.They also have a strong ‘sense of place’. This is an abstract concept that is almost spiritual.Essentially it means having a psychic connection to your homeland, that most Newfoundlandersand Labradorians clearly have, to a greater degree than most other people today. The evidenceof this comes through their desire to live and work in the province rather than move elsewhere,or if they have to move for work, they return as often as they can. It also comes through in theircamaraderie with others, including visitors. And it comes through in their entertainment andtheir arts.Other values that define the lifestyle of Newfoundlanders and Labradorians include a powerfulsense of community and caring, and a trusting nature.Today, the province harbours one of the last participatory cultures (cultures in which thepopulation is widely engaged in traditional arts, crafts and cultural activities) in the westernworld. For centuries, art was made by “the people” rather than by professionals. This applies tomany fields of creative endeavour such as hooked mats, folk songs, musical instruments,traditional furniture, clothing, stories and dance.The intellectual and artistic capital of the province has been growing at a faster rate than almostanywhere else in Canada, with writers, painters, musicians and theatre artists makingNewfoundland and Labrador’s special history and character known on the national andinternational stage as never before, and creating an attraction that is bringing artists here from allover the world.The extraordinary bond between people and place continues to be expressed and reinforced inmany artistic forms; for example, the songs of Harry Martin, the paintings of Gerry Squires, thesculpture of Luben Boykov, the carvings of Gilbert Hay, the novels of Kevin Major and the stageplays of Robert Chafe.The unique, contemporary culture of the province’s residents is therefore a powerful feature onwhich to build tourism.THE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study