Product Development
Delivering Strategic & Sustainable Traveller Experiences
Newfoundland and Labrador has continued to strengthen its position in the national and international tourism marketplace. Our unique natural attractions, our distinct cultural heritage, and the colourful character of our people are tremendous assets for our industry, enabling us to capitalize on emerging travel trends, and build upon them for future growth.
As travellers become more discerning about their ability to get involved in, experiment, and explore authentic and unique destinations, they are looking for experiences that can be customized to meet their specific needs. Newfoundland and Labrador is an exotic, largely unspoiled destination. As such, it is well-positioned to respond to the growing interest of travellers in products and experiences that evolve from a unique culture and heritage, and outdoor activities supported by a rugged, natural landscape.
However, on the road to successful product development, we must address the following challenges:
- Ensuring a critical mass of authentic attractions and experiences with supporting infrastructure and service in the right locations, to respond to market demands and expectations.
- Developing multi-season tourism demand to help achieve sustainable, viable tourism products. And mitigate unrealistic expectations that many of our demand-generating attractions can be financially self-sustaining.
- Balancing people’s desire to travel with the need to protect our natural environment in the face of climate change.
These challenges also provide opportunities for Newfoundland and Labrador to develop a consistent and high-quality traveller experience through product development, infrastructure, and environmental sustainability.
Traveller Experiences
Sophisticated travellers expect vacation experiences that tell the true story of the destination. Experiences that let you emotionally connect to a place, and at the same time, make a self-discovery. Our ‘Find Yourself Here’ campaign reflects this through the advertising’s strong and deliberate ‘experiential’ focus.
Through careful and strategic development of experiences that are true to our distinctive natural and cultural character, we ensure our sustainability as a tourism destination.
Product Development
The 2004 Product Development Strategy remains a relevant guide to Newfoundland and Labrador’s product and infrastructure priorities. However, increased focus is also required on the products, experiences, and infrastructure that generate return-on-investment and enhance our social and environmental values. Roles and responsibilities to address current product and infrastructure gaps also need to be identified.
Infrastructure
Our visitors expect good roads, public transport networks and facilities such as rest stops, rental cars, parking, clear signage, and easy access to information. Investment in high-quality infrastructure that enables the tourism industry to meet and exceed visitor expectations must continue.
Working collaboratively, we must focus on the products, experiences, and infrastructure that enhance economic return, and preserve our natural and cultural assets for future generations.
