The tourism industry in Newfoundland and Labrador continues to be a vital economic contributor. The Department of Tourism, Culture, Arts and Recreation supports the industry and it’s over 2,300 businesses and 23,000 jobs by working to grow non-resident visitation and spending, to maximize economic benefits throughout the entire province.

Prior to 2020, tourism was one of the fastest growing sectors in the world. Tourism expenditures in Newfoundland and Labrador consistently exceeded $1 billion annually from 2011 to 2019.  Over a 10-year period from 2009 to 2019, tourism spending by residents and non-residents in Newfoundland and Labrador grew by approximately 3.6 per cent annually.

The global pandemic greatly impacted tourism world-wide. In December 2022, Government released Transition, Transform, Thrive – A Tourism Vision and Strategy for Newfoundland and Labrador. Also known as Vision 2026, this five-year strategy will transition the tourism industry through recovery from COVID-19 and transform the industry into a thriving tourism destination.

There is incredible opportunity for Newfoundland and Labrador, but the stakes are high in the competitive landscape to build destination awareness and attract visitors.

To help achieve the industry’s potential, Newfoundland and Labrador continues to work hard to build a differentiated brand. Whether we are telling the story of our people, our unique culture, or experiences related to our natural environment, we celebrate the fact that we see things differently here.  And we continue to stay true to who we are – a natural, yet surprisingly exotic destination that is truly unlike any other place on earth.

The strategic marketing approach speaks to the huge potential that exists for Newfoundland and Labrador in building a sustainable competitive advantage for the tourism industry, and in continuing to drive growth in visitation and revenue.