Newfoundland and Labrador Product Development Strategy

- 1 -Section 1IntroductionNewfoundland and Labrador has made steady progress in strengthening its position in thenational and international tourism marketplace and the increasing volumes of visitors to theprovince over the past five years are indicative of this progress. The province’s uniquenatural attractions, its communities and its people, and its cultural heritage are powerful assetsfor tourism, they fit well with contemporary travel trends and they appeal to a number ofdesirable market segments, providing a strong base on which to grow tourism in the province.However, there continue to be a number of challenges in further growing tourism andoptimizing its economic impacts on the province. Building market awareness and promotingthe destination in a very competitive and expensive marketplace will continue to be achallenge requiring a significant investment. As well, there are a number of challenges withrespect to the province’s tourism product – ensuring that there are sufficient accommodationsof an appropriate character and type, and in the right locations to respond to market demandsand expectations; developing multi-season tourism demand to help achieve sustainable, viabletourism products and services; providing products and experiences that meet and exceedconsumer expectations and ensuring stable, convenient and affordable access to the province.Hospitality Newfoundland and Labrador (HNL) in partnership with the Department ofTourism, Culture and Recreation (DTCR) and the Atlantic Canada Opportunities Agency(ACOA), commissioned two companion assignments to address these product developmentchallenges – A Newfoundland and Labrador Tourism Product Development Strategy and AnAssessment of Accommodation and Campground Needs in Newfoundland and Labrador.The Economic Planning Group of Canada was retained as the lead consultant to undertakethese studies. D. W. Knight & Associates of St. John’s was a core member of the consultingteam. Other consulting team members included Colin Rusch of Rusch & Company whoassisted with interviewing tour operators and assessing needs and opportunities for thismarket segment; Market Quest Research Group of St. John’s who undertook the qualitativeresearch program and Conrad Mead of Tourism Excellence Inc. who completed much of theaccommodations and campground field research. We also acknowledge the assistance ofBristol Group who included questions related to product development in the quantitativeconsumer research program they are undertaking on behalf of the Tourism MarketingDivision of the Department of Tourism, Culture and Recreation.A Steering Committee comprising representatives of the three partners oversaw the study.Work was conducted starting in the early fall of 2003 through the winter of 2004.THE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study