Newfoundland and Labrador Product Development Strategy

- 117-There are always risks in converting cultural features into tourism products. Failing to overcomethem usually leads to failure. The process has to respect the cultural sensitivities involved, andtake care with respect to the following issues and needs:o Preserving our rural communities and rural-based cultureo Finding the right fit between the community and tourismo Preserving cultural integrityo Delivering high quality experiences; finding ways to make sites and programs comealive, ando Collaboration among the stakeholders involved - communities, cultural and heritageorganizations, private businesses and governmentsOne of the needs is for a planning framework to assist communities with developing culturaltourism projects and programs, one that addresses the challenges and opportunities in anappropriate fashion and also assists them with tourism-informed land use management in termsof celebrating built heritage, preserving special places, etc. This need for municipal planningwith a tourism orientation is discussed in more detail later.Professional Programs and Community-Based ProgramsBoth professional and community-based experience providers have roles to play in cultural andheritage tourism, but different ones. To be sustainable and meet traveller expectations, livecultural performances have to be professional, with committed and trained performers, who arepaid to show up, on time, all season long. Volunteers and community organizations simplycannot achieve this on a consistent basis.Professional ProgramsProfessional troupes and individual entertainers have been achieving success across the provincein locations such as Stephenville, Cow Head, Trinity and St. John’s and there are aspirations ofestablishing troupes in several other locations.As with other attractions, it is important that a few good ones be supported and supportedadequately to become successful and be sustained over time. Too many undermines the marketpotential of each one, plus spreads the funding support too thinly, with the result that a lot getstarted, but inadequately, then flame out because of inadequate operational funding, littlemarketing and volunteer burnout.The recommended approach therefore is:o Do a few really well, keep them fresh and ongoing, buto Close the funding support door to others until the market catches up and there is clearneed and opportunity for more, theno Move forward selectively.THE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study