Newfoundland and Labrador Product Development Strategy

- 233 -Linkage with the Tourism Marketing CouncilThe TMC and the Marketing Division of DTCR will, of course, play a key role in this overalleffort, particularly in providing market-based direction to the product development effortgenerally, and, more particularly, in providing direction to the sector alliances and RegionalDMOs. They should be looked to as a resource in this regard and there should also be an annualevent at which the TMC could provide updates on recent research and the marketing directionsfor the province.The TMC needs to play a further role in reviewing and approving the annual marketing plans ofthe sector alliances and Regional DMOs in ensuring their fit with the provincial strategy.Regional/local Tourism Development Associations/Committees (RTDAs)For the reasons listed earlier in this section, the too-numerous system of RTAs across theprovince is unravelling in stages. Government and much of the tourism industry have littleconfidence in them. That is unfortunate in one sense but good in another. The good part is thatit should precipitate the development of a more viable and effective model for the future.Establishing Regional DMOs is part of that solution. The second part is resolving the situationwith respect to product development. For this we propose nine tourism associations to focus onthe following activities:o Pursuing demand-influencing product development at the local level, including facilities,programming and event development, with the assistance of the provincial tourismagency, ACOA and others as appropriateo Dealing with local signage, visitor services and tourism infrastructure issues, again withagency and ACOA supporto Liaising with the regional DMO with respect to local/regional tourism collateral andother such mattersWe are referring to these organizations as ‘ Regional Tourism Development Associations’(RTDAs). They would be established as follows:Avalon1. Irish Loop and Cape Shore2. Baccalieu PeninsulaEastern3. Heritage Run4. Discovery Trail and Eastport PeninsulaCentral5. Kittiwake Coast and Bay d’Espoir6. Exploits Valley & Bay, Notre Dame Bay, West/Green Bay and Baie Verte PeninsulaTHE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study