Tourism, Culture, Industry and Innovation

Internet Strategy

As the web is the top source of trip planning information for travelers, Newfoundland & Labrador Tourism must continue to strengthen its presence online. By providing content that is engaging and interactive, Newfoundland & Labrador Tourism seeks to evoke an emotional connection with would-be travellers. Every piece of content online – from opens new window to YouTube opens new window videos to comments on Facebook opens new window - must standout in a busy online world and should also encourage travellers to journey off the beaten track to Newfoundland & Labrador.

Newfoundland & Labrador Tourism has a broad Internet Strategy which includes:

  • Website
  • Social Media
  • Online Display Advertising
  • Search Engine Marketing (Paid and SEO)
  • Email Marketing

Tourism operators can leverage their online presence with Newfoundland & Labrador Tourism by participating in online marketing opportunities on and within our social media networks. It is critical that tourism operators participate in a way that enhances visitors' online experiences and that will ultimately bridge the gap between trip decision and trip purchase. There are a number of ways for tourism operators to get involved.

Newfoundland & Labrador Tourism's consumer website opens new window is a trip planning website. It is the call-to-action throughout Newfoundland & Labrador Tourism's advertising and communications activities such as TV advertising, online pay-per-click ads and travel media stories. opens new window has high visitation and engagement rates, measured by analytics such as unique visitors, time on site and pages per visit.

Specific website objectives include:

  1. Increase website traffic.
  2. Act as a complete tourism service portal for business-to-consumer and business-to-business marketing.
  3. Increase website conversions, i.e., encourage users to take predetermined actions and measure the results.
  4. Extend market reach/reach global markets.
  5. Build/strengthen customer relationships.
  6. Reinforce the brand positioning and personality.
  7. Improve cost efficiencies.
  8. Be responsive and relevant.

The website provides rich and engaging content that connects would-be travellers with tourism operators. Online activities on the site include tourism operator listing search, eNews subscription, travel guide and brochure order pages, travel packages, interactive maps, regional and activity based content, and links to social media channels.

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Social Media Marketing

Newfoundland & Labrador Tourism uses its social marketing tools opens new window (Facebook, Instagram, Twitter, and YouTube) to engage with visitors and to build its online presence and brand awareness.

Specific objectives of the social media campaign include:

  1. Build brand awareness
  2. Increase website traffic to
  3. Increase engagement, customer, and brand communications to positively influence brand perceptions/travel/trip planning
  4. Improve overall web presence within the context of a larger SEO and link-building framework

Newfoundland & Labrador Tourism aims to provide engaging and shareable content that provokes discussion and contribution to online travel discussions. It leverages social sharing tools to share content from, the regional Destination Management Organizations (DMO), and individual tourism operators.

Through social media, the Newfoundland & Labrador Tourism industry can collectively provide travellers with something to talk about and to share. Fueling these online travel conversations will lead to increased traffic on and will motivate trip-decision making, thereby increasing leads back to tourism operators.

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