Tourism, Culture, Industry and Innovation


In 2009, the Tourism Industry and the Department of Tourism, Culture, Industry and Innovation launched its Vision for Tourism. Uncommon Potential - A Vision for Newfoundland and Labrador Tourism PDF (11.6 MB).

The Newfoundland and Labrador Tourism Vision 2020 (Vision 2020) provides a blueprint for extraordinary growth. It addresses the real and perceptual barriers facing our industry with innovative strategies and actions. And it challenges us to come together as entrepreneurs, industry partners, and Government to grow our industry to new heights: to double the annual tourism revenue in Newfoundland and Labrador by 2020.

To achieve this vision, the Tourism Branch works with entrepreneurs and industry partners to market Newfoundland and Labrador as a top-of-mind travel destination and works with the tourism industry to develop high-quality, competitive products, facilities and services and a professional tourism industry.

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