Newfoundland and Labrador Product Development Strategy

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- 144 -Section 8Strengthening Touring Corridors and HubsWhile attractions, activities and other demand influencers, and destination areas are vital parts ofthe tourism product mix, attention also needs to be given to communities in their other roles insupporting tourism, to touring routes and touring infrastructure.Communities as Service/Accommodation Centres, Hubs andGatewaysCommunities located within defined destination areas also commonly play a more general role asaccommodations and traveller service centres for both visitors to the area as well as those whoare touring or simply passing through.There are, however, a number of other communities in the province that also function as servicecentres for travellers, en route overnight stops, hubs for day tripping/touring and/or gateways totravel regions, and are the next category of tourism product needing attention. These arecommunities that are perhaps not demand influencers themselves to a large degree, but they arestrategically located, have a mix of traveller services, and/or can handle group tours. They aretherefore key parts of the tourism mix.In this case, the focus should be on strengthening the role that hubs play as service centres wherenecessary, by improving access to visitor information (this does not necessarily mean visitorinformation centres – information could be provided through point of sale displays and attourism businesses, for example), filling gaps in services and the like. They would also becandidates for new attractions, particularly those involving evening programs of appeal totourists. Having early evening entertainment definitely makes a community more appealing as astopover point.Being a hub for tourism services and activity (or a gateway to a region) can provide numerousbenefits to the community. For example, accommodations and therefore overnight stays wouldtend to be concentrated in hubs, thereby generating significant economic impacts to thecommunity. As well, group tours are more likely to stay in these locations than in smallercommunities due to the range of services provided and the easy access to transportation routes.Being a hub or service centre also provides an opportunity for the community develop activitiesand programs for visitors, and to encourage visitors to spend more time in the area, therebybenefiting the community even further. Hub and service centre communities should workclosely with other tourist destinations in their area to ensure that the visitors are provided with anappropriate mix of facilities and services, and to encourage visitors to spend time in the area. Thegraphic on the following page illustrates when it is appropriate to partner and when it isappropriate to compete.THE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study
- 145 -The Partnership Model – When to Partner, When to CompeteNewfoundland & LabradorDemand Influencing Product -Touring, Experience, SpecialtyPartnersTrip PlanningToolsMarketingNewfoundland &LabradorPartnersPartnersIn-Province MarketingPartnersIn Region MarketingPartnersIn CommunityMarketing,HostingIndividual BusinessOffersPartnersCompetitorsTHE 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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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
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- 58 -The Department of Tourism, Cu
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- 60 -the province was about 48% hi
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- 62 -A related issue is recreation
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- 64 -HNL also offers a wide range
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- 66 -" Its core programs include:-
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- 68 -Federal Government ProgramsAt
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- 70 -The tourism industry in Newfo
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Section 4Product Development Initia
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- 73 -Key Issues/Opportunities/Chal
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- 75 -Key Issues/ Opportunities/ Ch
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- 77 -o Product Committee scans cur
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- 79 -o Development of mutual respe
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- 81 -The province has recently int
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- 83 -One of the signature areas id
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- 85 -o Ontario’s Product Allianc
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Section 5Overall Strategic Approach
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- 88-This is not to suggest that we
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- 90-Newfoundland’s major tourist
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- 92-Federal government:o National
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- 94-The approach focuses on buildi
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- 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 126 and 127: - 105-Exhibit 5Rating of Potential
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 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
Page 176 and 177: - 151 -But with demand generating a
Page 178 and 179: - 153 -To be more explicit, the nee
Page 180 and 181: - 155 -to assess this. What occupan
Page 182 and 183: - 157 -o Has evident potential in o
Page 184 and 185: - 159 -o Accessible by roado Archit
Page 186 and 187: - 161 -of a feasible proposal by th
Page 188 and 189: - 163 -The criteria here are relati
Page 190 and 191: - 165 -significant gaps, such that
Page 192 and 193: - 167 -We have used scores of low,
Page 194 and 195: - 169 -o Also, some level operating
Page 196 and 197: - 171 -Preference should be given t
Page 198 and 199: - 173 -If this sort of advice is to
Page 200 and 201: - 175 -some suggestions that the da
Page 202 and 203: - 177 -only be given in destination
Page 204 and 205: Section 10Other Product Development
Page 206 and 207: - 180 -As part of the shoulder and
Page 208 and 209: - 182 -flexibility in this regard.
Page 210 and 211: - 184 -from this process has been s
Page 212 and 213: Section 11Strategies for Market Rea
Page 214 and 215: - 187 -o Brochure and other marketi
Page 216 and 217: - 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
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- 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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Newfoundland and Labrador Product Development Strategy

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