Uncommon Potential
VISION 2020: SEVEN STRATEGIC DIRECTIONS
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 also outlines the seven strategic directions that indicate the kind of future we want to build for Newfoundland and Labrador. And the increased economic value we want to achieve.
Success depends on our entire tourism industry, both public and private sector, taking responsibility for achieving our target. One organization, agency, community, or entrepreneur is not enough. We need to work together, with the support of Government, to travel in the same direction and to achieve success in all areas of the vision.
To deliver on the ambitious target that the Newfoundland and Labrador tourism industry has set for itself, the seven strategic directions are:
Strategic Direction 1: Private Public Leadership – A Partnership for Tourism Growth & Development
Strategic Direction 2: Sustainable Transport Network – A Transportation Strategy to Grow Our Industry
Strategic Direction 3: Market Intelligence & Research Strategy – A Framework for Accessible & Timely Research
Strategic Direction 4: Product Development – Delivering Strategic & Sustainable Traveller Experiences
Strategic Direction 5: Tourism Technology – Strengthening Our Information & Communications Technology
Strategic Direction 6: Marketing Our Brand – Building on the Success of Our Creative Marketing Campaign
Strategic Direction 7: Developing Our Workforce – Growing Our People for a Dynamic Industry
These strategic directions are intended to guide an investment plan for tourism and provide the platform for a shared focus and unified action. Ongoing and widespread communication among all industry stakeholders will be a critical success factor that underpins all seven strategic directions.
n response to the global market trends and the unique challenges we face, we are confident these strategic directions will lead us to our ultimate goal of doubling our tourism value by 2020, even as changes occur around us. Vision 2020 will be regularly monitored and, where necessary, specific goals and actions will be modified to meet changing external conditions.
Our vision for 2020 is exciting yet challenging. But doubling the annual revenue of our Tourism industry is well within our capability.
There’s never been a better time to invent the future of tourism in Newfoundland and Labrador.
