Newfoundland and Labrador Product Development Strategy

- 14-Activity Marketso Meetings, Conventions and Incentive Travelo Hunting and Fishingo Outdoor Adventureo WinterThe touring and explorer markets are leisure tourists who participate in sightseeing and softadventure activities, seeking a broad range of experiences including cultural heritage, softadventure such as hiking and birdwatching, nature viewing, cultural activities and exploringrural areas and small communities. Within this segment, the province’s priority targetmarkets are residents of Ontario, the Maritimes and Western Canada due to the relative easeof access, affinity or personal connection to the destination and the province’s appeals. Froma demographic perspective, the province is targetting those in the 35 to 54 age group, as wellas 55 years plus, highly educated and with above average income, as well as travellers withactive lifestyles.Newfoundland and Labrador’s recent provincial budget include a $1 million increase in thetourism marketing budget, bringing the total annual budget to some $7 million.THE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study