Today, the Honourable Steve Crocker, Minister of Tourism, Culture, Arts and Recreation, met with provincial tourism leaders for the biannual Tourism Leadership Summit. The group of tourism leaders meets in the fall and spring each year to collaborate on the industry’s progress and ways to address industry challenges.

At the meeting, Minister Crocker provided an update on the 2024 tourism season.

The tourism industry in Newfoundland and Labrador officially reached recovery in 2023, reaching tourism visitation numbers from pre-pandemic 2019.

In 2024, notably, air services have increased significantly with a 21 per cent capacity boost compared to 2023. Inbound non-stop air capacity numbers have consistently surpassed 2019 levels for several months.

Overall, the tourism and hospitality industry is making significant strides toward achieving the goals outlined in Vision 2026. To date, enhancements in air access capacity, the launch of a comprehensive tourism research plan, and a revised marketing strategy in collaboration with industry partners have been implemented.

Additionally, sustainable tourism practices are being promoted, targeted training for hospitality staff is underway, and local business partnerships are being strengthened to enhance visitor experiences, all while engaging with stakeholders to refine strategies for future success.

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Quotes
“2024 has been a pivotal year for tourism in Newfoundland and Labrador and we have officially reached recovery in terms of surpassing the pre-pandemic visitation numbers. We remain optimistic about our growth and potential and, together with our stakeholders, will continue to showcase the unique beauty and culture of our province.”
Honourable Steve Crocker
Minister of Tourism, Culture, Arts and Recreation

“Vision 2026 is tourism’s plan to rebuild and regrow our industry so we can continue to be a major contributor to the provincial economy. Despite facing a number of challenges this season, Hospitality Newfoundland and Labrador and its members are encouraged by the return to 2019 pre-pandemic numbers. We continue to work toward and advocate for tourism growth and achieving the goals outlined in Vision 2026.”
Deborah Burden
Chair, Hospitality NL

Learn more
Vision 2026

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