Tourism, Culture, Industry and Innovation

Tourism Marketing Strategy

The Accidental Tourist

"For Newfoundland and Labrador, there's no such thing as an accidental tourist. It takes deliberate planning and determined effort to visit here, compelled by curiosity and the promise of what's unique and different in our people, culture, lifestyle, and dramatic scenery."

Barriers & Opportunities

Travel distance, access, and cost continue to be significant barriers for visitors, and a competitive disadvantage for the tourism industry in Newfoundland and Labrador. A short peak season, capacity constraints during peak season, and increasing problems and delays at border crossings and in airports make increasing tourism visitors and revenue even more difficult. Competing with well-known tourism destinations that are well-funded and heavily advertised makes the job even tougher.  Despite these barriers, there are opportunities open to Newfoundland and Labrador Tourism.

Baby boomers are entering the empty nest stage of the family lifecycle. They have money, time, and keen interest to explore destinations that are off the beaten track, unusual and unspoiled places where few have gone before. Places like Newfoundland and Labrador. Ontario, our largest non-resident market, still remains largely underdeveloped for Newfoundland and Labrador tourism. Our greatest opportunity may lay in the launch of the new Tourism brand positioning and personality for Newfoundland and Labrador – and the creative strategy which we use to express it. Our coastline, rich history, unique culture, people, and natural environment remain our key strengths.

Marketing Objectives

The marketing objectives for Newfoundland and Labrador Tourism are to increase non-resident visitation and expenditures from our core markets, thereby increasing the tourism industry's annual contribution to the economy.

The strategies and campaigns created to achieve these marketing objectives will also be guided by the desire of government and the Tourism Board to extend the tourism season beyond the core summer season in order to increase the economic benefit and the long-term viability of the industry.

Marketing Strategy

Newfoundland and Labrador Tourism will take a growth-strategy approach to marketing Newfoundland and Labrador as a tourism destination. Advertising will reach and persuade visitors to come to Newfoundland and Labrador, rather than to other destinations in their evoked set. Public and media relations will reinforce the key messages, delivering a consistent and relevant brand image of the province, while sales and online initiatives will "close the loop."

The tourism product – in the form of attractions, experiences, and infrastructure – has a larger role to play in increasing length of stay, amount of money spent per trip, and overall tourism revenues.
To be successful in attracting customers from competitors, it's essential that we focus and concentrate our resources on the best opportunity – and create programs and campaigns that are fully integrated.


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