Newfoundland and Labrador Product Development Strategy

- 15 -Section 3Situational AnalysisOverview of the Newfoundland and Labrador Tourism ProductNewfoundland and Labrador offers a range of natural features and attractions that gives itcompelling appeal as a destination to a variety of markets, and are the basis for a diverse mixof unique experiences for visitors. Some of these experiences are demand generators – that is,they are the reason that visitors select the province, or a particular region of the province, as adestination for their pleasure trip. These demand generating experiences include severalnatural icons and natural heritage appeals, cultural and heritage attractions and activities,outdoor adventures and products of appeal to specific niche markets such as the hunting andfishing product.The demand generating experiences are complemented by a wide range of demandinfluencers – activities, attractions and events that, in combination, help encourage visits tothe province and its regions, extend the stay and spending of visitors and contribute to overalltrip satisfaction.A large part of the tourism product is, however, made up of businesses that provide servicesto visitors – the accommodations, restaurants, craft shops, campgrounds, etc. In themselvesthey are not, for the most part, a reason or even part of the reason for selecting Newfoundlandand Labrador as a destination, but they are an essential and important part of the province’stourism industry.The fourth leg of the tourism product is the basic infrastructure needed by travellers – roads,signs, services such as gas and banks, as well as the transportation services needed to get themto and from Newfoundland and Labrador.Newfoundland and Labrador’s Tourism ExperiencesA discussion of Newfoundland and Labrador’s tourism experiences is best introduced by theprovince’s brand positioning – “An arresting and compelling destination because of the blendof our unique offerings – exclusive products, dramatic seascape and landscape, significanthistory, distinct culture and genuine people” 1 . Key elements of the province’s tourismexperiences include those things that make it special – its unique selling propositions orUSP’s:o Natural icons – whales, icebergs, dramatic coastal scenery and landscapes, birds, mooseand caribouo Parks and natural attractions such as Gros Morne and Terra Nova National Parks, Cape St.Mary’s Ecological Reserve, the East Coast Trail and numerous other outdoor sites1Department of Tourism, Culture and Recreation, Marketing Plan and Partnership Opportunities 2004THE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study