Newfoundland and Labrador Product Development Strategy

- 19 -activity but also to provide more value-added and higher yield experiences during thepeak season.o Quality assurance and market readiness were also identified as areas of concerns.Industry commented that many tourism products were not at an appropriate standard ofmarket readiness, and also identified a need for quality assurance efforts and/orcertification for types of tourism businesses other than the accommodations andcampground sector.o A need for more training and mentoring was identified at both management and stafflevels. A need to help tourism operators and not-for-profit groups involved in tourismunderstand the types of things the markets are seeking, and to develop plans that respondto market interests was also identified.o A number of industry players spoke of concerns regarding pricing, specifically that manytourism products, including accommodations, were under-priced for the quality ofexperience being offered and that low prices were hurting the ability of the industry todeliver the quality of tourism experiences expected by the marketplace.o The importance of being strategic in tourism development, in having a business case forinitiatives and building on existing and known destination areas and sites was identified.o Concerns were expressed about the quality of the visitor information services beingprovided in the province particularly with respect to staff not having sufficient productknowledge.o In some areas of the province, there is a need for more attractions and activities toencourage visitors to spend more time. These are addressed in the regional discussionincluded in Part II of the report.o Industry members expressed concern about the unrealistic expectations of fundingagencies that cultural and heritage tourism attractions could be financially self-sustaining,and identified the importance of treating these types of facilities as infrastructure, in needof ongoing public sector support.Opportunitieso Fall colour particularly in western Newfoundlando Coastal adventure cruising and home porting of smaller cruise ships in the provinceo Incentive travel packageso A major, coordinated effort around lengthening the summer tourism season at least to theend of September and into October, with a full mix of attractions, programs,accommodations and visitor services open for business, with appropriate programming.o Development of several major new spring or late fall festivals to help generate demand inthe shoulder seasons.o Expanded effort around events, particularly in the early/late shoulder and winter seasons,and including cultural, sports and winter activity-based eventso Expanded effort around the winter tourism product particularly in western Newfoundland,Central Newfoundland, and Labrador and including snowmobiling, downhill skiing atMarble and unique attractions such as the Northern Lightso Facilities to serve the growing recreational vehicle market, including RV caravans.o A major effort to develop and market packages, particularly during the shoulder and offseasonsTHE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study