Newfoundland and Labrador announced the 2022-2026 tourism strategy on December 7, 2022, Newfoundland and Labrador released the 2022-2026 tourism strategy and Vision to transform the province’s tourism landscape. In the next five years, the strategy will take a three-phased approach.
First, the 2022-2023 transition phase will ensure a steady foundation for tourism so the province can rebuild and welcome more visitors than ever before. The 2024-2026 transformation phase is a reliable and sustainable annual strategy for boosting tourism through visitation, spending, and employment growth.
Finally, in the Thrive 2026 and Beyond phase, the strategy will focus on economics and supporting tourism development that benefits people and places equally. In this phase, the province will constantly monitor and adapt to changes in the ever-changing tourism industry.
This five-year plan, also known as ” Vision 2026,” will ultimately change the tourism industry in the province. It is the result of the efforts of the Newfoundland and Labrador Tourism Board, whose members are from both private businesses and the provincial government. The board also held many partner discussions across the province.
With the support of Vision 2026, both private and government stakeholders will work to increase the province’s tourism industry’s economic contribution as well as its intercultural diversity and environmental health.
Work on the phase has already begun, with the following activities underway for the years 2022-2023:
- investing in the growth of air access capacity.
- developing a fresh strategy for tourist research and improving visitor surveys.
- Completing an analysis of the province’s marketing strategy and improved marketing investments for two years.
- By means of the recently unveiled Tourism Experience Enhancement Fund, extraordinary experiences are being created.
- investing in projects to extend the season to encourage tourism outside of the peak summer months.
- establishing Celebrate NL to carry out a plan for event attraction.
- developing the leadership structure and concluding the evaluation of the private-public leadership strategy.
- investing wisely in signs at ports of entry and along designated routes across the province.
Honorable Steve Crocker Minister of Tourism, Culture, Arts and Recreation states
“We are proud to announce the official launch of Newfoundland and Labrador’s tourism vision and strategy for the years 2022–2026. It is the result of countless hours spent working together with the Department of Tourism, Culture, Arts, and Recreation and our numerous partners and stakeholders in the travel and hospitality industries. We appreciate the ideas, interest, cooperation, and support of all parties. Our ability to collaborate effectively is one of our key advantages as a destination for business travelers. We have demonstrated that we can accomplish great things if we cooperate to further our common objectives. We have so much appealing vision as a tourist destination, and I have nothing but hope for the future.”
Brenda O’Reilly Chair, Hospitality Newfoundland & Labrador states about the 2022-2026 tourism strategy
“Today’s launch of Vision 2026 brings in a new phase for the travel and tourism sector in Newfoundland and Labrador. The COVID-19 epidemic has created both opportunities and problems for our sector, which are discussed in The Vision. In order to make Newfoundland and Labrador a popular travel destination, we are eager to collaborate as an industry. In order for tourism to transition, transform, and grow, public/private partners—including government agencies, business associations, and, of course, travel and tourism operators—worked together to produce Vision 2026. Working toward this shared vision will guarantee that the tourism sector continues to make a significant economic contribution to our province.”
Roger Jamieson Interim Chair, Newfoundland and Labrador Tourism Board statement about the new Tourism Vision
“Several years of in-depth study, discussion, and collaboration, spearheaded by the Newfoundland and Labrador Tourism Board, have resulted in the release of Vision 2026. The Board wants to build on the successes of Vision 2020 and is very proud of its accomplishments. We are confident that everyone involved in the tourism industry, from business owners and employees to partners and stakeholders, will recognize themselves in Vision 2026 and feel renewed passion and hope for this province. We appreciate all of our partners and collaborators for their dedication and hard work in developing this new Vision.”
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