Newfoundland and Labrador Product Development Strategy

- 154 -Strategies# 1 Focus on shoulder andwinter season opportunities# 2 Strengthen and build ontourism demand influencers# 3 Strengthen and build ondestination areas/communities# 4 Strengthen touring corridorsand hubs# 5 Fill gaps in supply oftourism products that arerestraining tourism growth inthe area# 6 Upgrade and enhancemarket readinessAccommodation Development Prioritieso Assist existing demand generating and demandinfluencing properties with programming, packagingand marketing to develop new markets and newdemando Pursue demand generating resort, lodge or nicheproduct development – expansions and new projects -where a strong business case existso Support upgrading and property transformations (seelater discussion on criteria)o Pursue demand influencing accommodationsdevelopment – expansions and new projects - inpriority destination areas where warranted (smallerresorts, lodges, cottage resorts, country inns, heritageinns, bed and breakfast inns, unique inns)o Support applications that can fill gaps in supply inpriority destination areas – in quantity, quality andtypeo Support upgrading and property transformations (seelater discussion on criteria)o Support applications that can fill gaps in supply in theimmediate area – in quantity, quality and typeo Support upgrading and property transformations (seelater discussion on criteria)o Support applications that can fill gaps in supply in theimmediate area – in quantity, quality and typeo Support upgrading and property transformations (seelater discussion on criteria)o Support professional developmento Provide business planning toolso Provide mentoring/coachingo Support upgrading and property transformationsAssessing Such Projects for SupportThe criteria and standards to be met differ for the three different types of accommodationsdevelopment. These are discussed below, and are intended to deal with both newaccommodations properties as well as expansions to existing properties. However, beforegetting into that, a few comments on occupancy rates as a criterion for considering the needfor more accommodations.Use of Occupancy Rates in Evaluating Accommodations Development OpportunitiesOccupancy rates prevailing in an area, used alone, are not a very good indicator of whetherthere is a need and opportunity for more capacity. In the first place, there is no magic formulaTHE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study