2016
Department of Tourism, Culture, Industry and Innovation
Scott Andrews, Brent Decker, Sheila Earle, Natalie Falk, Carol Ann Gilliard, Linette Moores, Andrea Peddle, Michelle Power, Jamie Pye, Paula Roberts, Gillian Skinner, Paul Taylor, Chris Tuck.
In 2013 the Destination Development Planning Opportunity Management Team was created to develop a comprehensive strategy to guide tourism destination development in the province. The team prioritized recommendations from five regional tourism destination visitor appeal assessments.
In the five regions, key development opportunities were identified and developed. The team achieved this through close contact and input from over 280 stakeholders, taking into account each region’s unique challenges and opportunities. Using this information, they helped find the best means for developing this province’s most viable and enticing tourism opportunities. The process was instrumental in ensuring that all relevant stakeholders had direct input into the growth of the tourism sector.
Ultimately, their efforts lead to a regionalized tourism plan, taking into account the unique products and opportunities of each region involved. The team worked with staff in Tourism, Culture, Industry and Innovation as well as Hospitality Newfoundland and Labrador, the Nunatsiavut Government, Legendary Coasts, Destination Labrador, Go Western, Adventure Central and Destination St John’s. Now, each of these groups has a clearer vision for developing their own brands.
With so many partners - federal and provincial governments, industry and other stakeholders - involved across the province, transparency and collaboration were imperative for success.
Throughout the process the team faced a number of issues, including the scope of the work and tight timelines to cover far-reaching regions. They needed to inject innovative solutions as there were few models to follow from other jurisdictions. Much of the team’s work was also done as departments merged within government. They navigated this challenge by maintaining existing relationships and creating new ones while meeting expectations across the board.
The work done by the Destination Development Planning Opportunity Management Team will help inspire, support and cultivate local tourism businesses, create jobs and further build Newfoundland and Labrador as a leader in tourism, worldwide.