Newfoundland and Labrador Product Development Strategy

- 192 -Section 12LabradorOverviewLabrador is treated differently in this document from other regions of the province. As theTourism Destination Development Plan for Labrador was prepared in 2001, the Study Team wasasked to address how to build on that Plan rather than rework it. Secondly, the team was askedto address the accommodations sector in regional economic zones 4 (Aurora) and 5 (LabradorStraits) but not the remaining three zones in Labrador.In this section, we take a look at the Tourism Destination Development Plan, particularly itsProduct Development aspects, with some updates and comments, given the three years and turnof events that have elapsed since its completion. The results of the accommodations analysis forZones 4 and 5 are found in Part II of the report.Tourism Destination Development Plan for LabradorDestination Labrador existed as a marketing organization with a Board of Directors and anExecutive Director in the early to mid 1990s. It ceased operation in 1996/97. The DestinationDevelopment Plan was produced in 2001 in order to take a comprehensive look at productdevelopment and marketing in Labrador and to then re-institute the Destination Labradororganization. The Plan was prepared following an extensive program of community consultationby a team of consultants.The Vision produced by the Plan was as follows:The lure of Labrador for tourists is the unique adventure experience with a culturaloverlay that is largely unknown. In 2006, we see Labrador as a premier frontierdestination of choice in the year-round wilderness, heritage, cultural and outdoor touristmarkets in North America and Europe.Following is a summary of major issues and initiatives raised in the document regarding productdevelopment, with some commentary added.Destination AreasThe Plan divides Labrador into three destination areas; West, Central/Northern and Southern.THE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study