Vision Target
A Bold Vision for the Future
Tourism is one of Newfoundland and Labrador’s greatest economic drivers. From 2003-2007, non-resident visitation increased by 15%, and generated approximately $357 million (2007) in annual provincial revenue.
As a whole, the industry contributes almost $790 million (2007) to our economy each year, supports 12,730 direct jobs in tourism, and generates significant economic and cultural spinoff.
Beyond the economic benefits, tourism helps preserve and protect our natural heritage, culture, and history. And it gives life to a range of facilities and events that play an important role in the regeneration of communities for both residents and tourists alike.
It’s also an industry with huge untapped potential.
10-Year Vision for Tourism
Vision
Newfoundland and Labrador will be a leading tourism destination offering an authentic and exotic experience through the ‘creativity’ brand pillars of our people, culture, and natural environment.
Target
Double the annual tourism revenue in Newfoundland and Labrador by 2020.
Increase the value of tourism to our visitors, our residents, our businesses, our communities, and our environment around the seven strategic directions identified through the research and consultation process. The strategic directions are the foundation of the strategy and action plan to be developed and implemented.
Mission
Inspire travellers through authentic experiences that embrace our natural creativity, environment, and unique culture for the sustainable benefit of our people and our province.
