Newfoundland and Labrador Product Development Strategy

- 219 -Newfoundland and Labrador Tourism Development AgencyThis proposed new organization is essentially a joint venture between DITRD and DTCR, led byDTCR; with staff seconded from the two departments to form an integrated team dedicated totourism product development and market readiness support. That team would lead the tourismproduct development strategy implementation and provide support to key players andorganizations in that respect.The model for this agency discussed below is essentially the ultimate form it might take if all ofthe functions proposed were integrated into the one agency in due course. However, thepractical approach would be to start smaller and simpler, and proceed in an orderly, staged basisover time.A crown corporation may be the best form for this agency to take, as this will permit theorganization to do business directly with ACOA and other federal agency and receive fundingdirectly from them. It will also allow the agency to retain possession and reinvest revenues,which is another important requirement, and it will be able to call for proposals for strategicproject development, which is not possible for a line department of government. The best formfor the agency will need to be considered further, however, it will be important that, whateverform it takes, the agency needs to have these capabilities.Note also that most of what is being proposed here is already in place to some degree today, onlyhoused in different departments and, in some cases, underdeveloped relative to the need.Functions of the AgencyThe agency would be the lead organization for implementing the tourism development strategy,through the following programs:o Tourism Business Ventures Program – Pursue and support the development of keystrategic projectso Natural and Cultural Heritage Tourism Programs – Support the development and ongoingoperations of strategic non-commercial projects/programso Provide a coordinated funding support mechanism for five regional DMOs and fivestrategic sector alliances/teamso Provide advisory and facilitation support to the RTDAsIn addition, it is being proposed that this agency, in stages, take over the operations and staff ofthe Provincial visitor information centres, Provincial parks, Provincial historic sites, and thetourism facilities associated with Provincial ecological reserves. The idea of this would be to putthese important but under-funded tourism assets into an administrative structure that could bringother sources of funding, including revenues, federal dollars and potentially even donations tothe table as well, and to provide a focussed tourism approach to their operation.Exhibits 10 and 11 illustrate the proposed features of the agency and its program areas.THE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study