Newfoundland and Labrador Tourism Board

In February 2009, the Honourable Minister Clyde Jackman, former Minister of Tourism, Culture and Recreation, unveiled UNCOMMON POTENTIAL: A Vision for Newfoundland and Labrador Tourism (Vision 2020). Vision 2020 was developed over a three year period under the guidance of a Vision Steering Committee.  The Vision Steering Committee consisted of representatives from government and industry, consultant expertise and industry consultation. 

Vision 2020 establishes a number of priorities and broad actions to guide the development of Newfoundland and Labrador’s tourism industry over the next decade. It outlines seven strategic directions that need to be addressed to build this sector in Newfoundland and Labrador and increase its economic value. 

The first step in Vision 2020 was to create a Tourism Board; an industry-government team committed to ensuring that it reaches Vision 2020’s target of doubling annual tourism revenues by 2020. The implementation of this partnership would allow industry and government to work together in a more cooperative and cohesive manner.

The Newfoundland and Labrador Tourism Board was established in June 2009. The mandate of the Board is to advise on the implementation of Vision 2020. The Board will report annually to the Minister on the status of its developments and recommendations.

The structure of the Tourism Board calls for fourteen representatives; Chair, four industry leaders, five Destination Management Organizations leaders and four government leaders. Members will serve for two-three years and are selected/appointed in conjunction with Hospitality Newfoundland and Labrador (HNL), the Province’s five Destination Management Organizations and Government. The Board is further supported by an industry secretariat (Tourism Board Manager) to carry out policy, administrative, and communication functions.

Current Tourism Board Members:

Barry Rogers

Chair, NL Tourism Board

Barry Rogers is the owner and president of Iceberg Quest Ocean Tours in Twillingate and St. John's, recipient of the 2011 Tourism Atlantic Technology Award.

Barry brings experience from multiple industries to the NL Tourism Board. He is an award winning Enrolment Director with the Newfoundland & Labrador branch of Canadian Scholarship Trust Consultants Inc. For the past 34 years, he has pioneered the oldest and most successful RESP provider in Canada in multiple regions: Newfoundland and Labrador, Nova Scotia, Northwest Territories, Nunavut, and the Yukon. He continues to provide services that will enable post-secondary students across eastern and northern Canada to lead our country to a better future.

Descended from a long line of seafarers, Barry grew up on Twillingate Island where he learned to love and respect the ocean. This upbringing led him to start Iceberg Quest Ocean Tours in Twillingate in 1999. The honesty, conscientiousness, and friendliness he developed in the financial world uniquely prepared him for tourism. He has since dedicated himself to providing life-changing experiences and encounters with true Newfoundland and Labrador culture to all of his guests.  Barry has grown his business, with expansion into St. John's Harbourfront, into one of the province's largest and most successful boat tour operations. For over ten years, he has provided culturally immersive oceanic experiences to visitors as they search for icebergs and whales in two of Newfoundland and Labrador's most popular tourist destinations


Rex Avery

Chair, Hospitality Newfoundland and Labrador



Roger Jamieson

Hospitality Newfoundland and Labrador representative



Trevor Pilgrim

Hospitality Newfoundland and Labrador representative



Jane Pardy

Hospitality Newfoundland and Labrador representative


Todd Wight

NL Tourism Board Representative, Go Western Newfoundland



Larry Laite

Chair, Destination St. John's



Marieke Gow

Chair, Eastern Destination Management Organization


Carmen Hancock

Chair, Destination Labrador


Joanne Smyth

Manager, Community Development

Atlantic Canada Opportunities Agency, Newfoundland and Labrador office


Judith Hearn

Deputy Minister

Department of Tourism, Culture and Recreation



Carmela Murphy

Assistant Deputy Minister (Acting)

Department of Tourism, Culture and Recreation



Rita Malone

Assistant Deputy Minister (Regional Development)

Department of Innovation, Business and Rural Development