Transition, Transform, Thrive – A Tourism Vision and Strategy for Newfoundland and Labrador (Vision 2026) is a five-year strategy to transition the tourism industry through its recovery from the Covid-19 pandemic and transform into a thriving tourism destination.

The development of Vision 2026 was led by the Newfoundland and Labrador Tourism Board, a private-public leadership board, in partnership and collaboration with countless tourism industry operations, stakeholders and partners throughout the province.

Plans for the next five years will take a three-phased approach:

• Transition 2022-2023 – A short-term strategy that transitions tourism to more solid footing, building capacity to grow visitation to pre-2020 levels. 

• Transformation 2024-2026 – A comprehensive medium-to-long-term strategy that transforms tourism on a sustainable path of consistent and responsible annual visitation, spending and employment growth. 

• Thrive 2026 and Beyond – A long-term strategy focused on guiding and supporting tourism development with an equal focus on both economics and the well-being of people and places, also referred to as regenerative tourism. In this phase of Vision 2026, tourism is thriving by constantly monitoring and adapting to the dynamic tourism environment.

With Vision 2026, private and public stakeholders will strive to not only grow tourism’s contribution to the economy, but also to the sociocultural vibrancy and environmental well-being of the province.

To view the Vision 2026 strategy. Click here.

To view a lower resolution version, click here.