Newfoundland and Labrador Product Development Strategy

- 72 -Section 4Product Development Initiatives in OtherDestinationsThe product development efforts and focus of a number of other destinations was researchedas part of this study. The destinations examined included:o New Zealando Irelando Ontarioo Nova Scotiao New BrunswickWe also looked specifically at some initiatives around protecting the environment for tourismand ways destinations are ensuring that the tourism agenda is considered in planning forresource management.An overview of product development initiatives is provided below with a summary of lessonslearned from this research as well as from the consulting team’s experience with variousproduct development initiatives provided at the end of the section.New ZealandThe big focus in New Zealand is on the quality of the visitor experience – fulfilling thepromise of their international marketing message and positioning which is ‘100% Pure NewZealand’. New Zealand’s tourism industry has benefited from the international profile andawareness garnered through the Lord of the Rings trilogy and it has spawned a variety of newtourism experiences in the country.A number of organizations are involved in the country’s tourism effort, including TourismNew Zealand which is responsible for international tourism marketing, Qualmark which is thequality assurance agency undertaking a variety of programs including grading and qualityassurance programs for different types of businesses, and Regional Tourism Organizationswhich undertake destination management initiatives, and in-country/in-region marketing tovisitors (these latter groups are coordinated by Regional Tourism Organizations NewZealand). There are also Maori Regional Tourism Groups handling tourism for the country’saboriginal communities.The Ministry of Tourism has responsibility for tourism policy, tourism development,sustainability, infrastructure, and major events, and provides support for RTOs andcommunities. There is also a tourism industry association that includes professionaldevelopment and a tourism research council.THE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study