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Newsletter of the Tourism Industry Association of Newfoundland and Labrador

www.hnl.ca

Photo Credit: David Enstrom

SUMMER 2016

Sunset along the coast of Battle Harbour: a breathtaking example of the natural and cultural heritage that draws travelers from around the world to Newfoundland and Labrador.


Your Provincial Tourism Industry Association Tourism Times is a quarterly publication of Hospitality Newfoundland and Labrador. Opinions expressed by contributers and advertisers do not necessarily represent those of Hospitality NL.

Hospitality NL Board of Directors Dion Finlay Scott Hillyer Colleen Kennedy Darlene Thomas Terence Hickey Steve Denty Joe O’Brien Rex Avery Wayne Hallett Jerry Byrne Larry Laite

Chair Vice-Chair Secretary/Treasurer Director Director Director Director Past Chair Bed & Breakfast Association Restaurant Association Hotel/Motel Association

(Full board contact information available at www.hnl.ca)

Staff Listing Craig Foley Chief Executive Officer Juanita Ford Manager, Workforce and Industry Development Leslie Rossiter Manager, Policy and Communications Karen So Accountant Melissa Ennis Technology Coordinator Susie Greene Membership Coordinator Allie Bourden Training Coordinator

Head Office

71 Goldstone Street (Suite 102) St. John’s, NL A1B 5C3 Tel: (709) 722-2000 Toll Free: 1-800-563-0700

Desktop Layout

Image 4 Digital Printing & Design Inc. 1170 Topsail Road, Mount Pearl, NL A1N 5E8 T: 709-747-3850 E: brenda@image4.ca W: www.image4.ca

Hospitality Newfoundland and Labrador, established in 1983, is a non-profit membership association that leads, supports, represents and enhances the province’s tourism industry. Hospitality NL has been the voice of the provincial tourism industry since the association was founded. Its work on behalf of members and the industry itself has played a crucial role in developing the tourism industry into the flourishing economic driver that it is today. Hospitality NL is focused on advocacy, education, the adaptation of innovative technology and the promotion of a strong member network. Through forward thinking and fostering the growth of its members, Hospitality NL continues to be the leader of the tourism industry in the province.

SUSTAINABILITY

Hospitality NL believes that the industry’s sustainability for future generations is of utmost important. The preservation of our province’s natural and cultural integrity, and the economic sustainability of our businesses and organizations are vital to this end.

WHOLE INDUSTRY PERSPECTIVE

Hospitality NL recognizes, respects and responds to the diverse needs of our rural and urban members operating various types of businesses and organizations.

ENVIRONMENT

Hospitality NL believes that our environment is our most valuable tourism asset and an essential component of the tourism industry’s future. We are dedicated to the sustainable development of our natural and cultural resources and the protection of our environment.

TECHNOLOGY

Hospitality NL believes technology is an enabler. We encourage and support our members in the integration of technology to support their growth and profitability.

ACCESSIBILITY

Hospitality NL is committed to assisting our members, regardless of where they are located, to obtain the resources and tools they require.

VISION

Hospitality Newfoundland and Labrador is supported by the tourism industry and

Hospitality Newfoundland and Labrador, the voice of tourism, provides leadership and direction for the sustainability and growth of the tourism industry.

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Dion FINLAY

After a whirlwind six months, I now find myself being asked how I am settling in to my new role as CEO of Hospitality Newfoundland and Labrador, and to be honest, I am not quite sure how to answer. The past six months have been a wonderful experience that I have enjoyed more than I thought! What I have

It seems that each year, around this time, Hospitality NL can expect calls from the media concerning the “peak tourism season”. And while we are always appreciative of the opportunity to talk about the potential, and challenges, of tourism growth and development in Newfoundland and Labrador, the very idea of a peak season is somewhat of a double-edged sword... The fact that the “peak tourism season” is so easily, and readily, acknowledged points

learned is incredible but what I have come to realize is that, what is left to learn, is truly astonishing. Tourism is a complex industry with peak seasons, low seasons, shoulder seasons, season extensions and the list goes on; however, what is common to all seasons is the tremendous and continuous work that takes place behind the scenes. Countless hours of preparing, planning, strategizing and partnering have led to an end product so seamless that it appears almost effortless. This is something worthy of high praise and celebration and in early June, I had the pleasure of celebrating the success and potential of the tourism industry with stakeholders from across the country during Tourism Week 2016. The level of innovation and partnership is remarkable and those responsible for it, tourism operators in every nook and corner of our province, are recognized by their peers across Canada as industry leaders for their commitment to grow tourism in NL. Many of these tourism operators are currently experiencing their busiest time of year with great optimism about the season ahead as the depth and breadth of offerings continues to

to obvious signs of increased tourism activity: travellers milling about in communities and interacting with friendly residents, numerous summer festivals celebrating and sustaining a wondrous and unique culture, viral videos showing breathtaking natural beauty, and culinary delights enjoyed under canopies and umbrellas...the list goes on and on with obvious economic benefits to communities across all regions of the province. However, the term peak season infers, to me, that we have much work ahead of us as we strive to collectively develop Newfoundland and Labrador as a yearround, multi-season destination of choice. Expanding tourism shoulder seasons, and further developing winter tourism, is a key priority for our industry with the resulting benefits reaching far beyond increased revenues. New employment opportunities, community infrastructure development and the preservation of our natural and cultural heritage are just a few of the incredible benefits tourism development offers to communities across Newfoundland and Labrador. In early June, Hospitality NL was proud to join stakeholders across Canada to celebrate Tourism Week and draw attention to such benefits and the potential for tourism growth and development. And while there is much optimism about the future, there are challenges that must be met in

beckon travellers from across the globe. And just when I think I have somewhat of a grasp on tourism offerings and development projects in a region, I meet a new operator or learn of a new initiative or partnership and once again, I realize just how much there is to learn or in some cases, learn more about. While I do not honestly think I will ever truly know all I need to know about tourism, these past six months have confirmed some things I have suspected for a very long time, namely, that the innovation and passion for tourism found among members of Hospitality NL is second to none. And while I continue to ‘settle in’ to my role of CEO, I want our members to know I am extremely proud to be the CEO of the tourism industry association of NL and am always available to learn more about how we can all work better together to grow tourism in our province.

Craig Foley CEO, Hospitality NL @craigfoleyHNL

SUMMER 2016

Craig FOLEY

Settling In

Peak Season

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order to achieve our vision for industry growth and development. The recently unveiled Vision Refresh will help ensure we stay true to our path towards new heights of success that can, and will be achieved, through a collaborative effort. Despite the uncertain economic environment facing many businesses, tourism is proving to be a good news story with operators across the province anticipating a strong peak season. The reason for such optimism is not simply a result of early bookings; it is a result of collaboration, innovation, investment and hard work by tourism operators who, combined with iconic attractions and breathtaking natural beauty, are ensuring Newfoundland and Labrador is atop many bucket lists. I believe there are many reasons to be optimistic about the future growth of our provincial tourism industry. Peak season? Yes. But the reality is our provincial tourism industry has endless potential that has nowhere near yet reached its peak!

Dion Finlay Chair, Hospitality NL @HNLChair


Using technology to enhance the guest experience want and/or expect and providing them with a truly unique and authentic experience. While travel audience demographics vary, millennials represent a significant part of that audience. Born between 1981 and the late 1990s, millennials are often among the first adopters of new technology. Things like smartphones, constant connection and social media greatly influence most aspects of their lives and travel and tourism is no exception. As a result, guests are generating tonnes of great social media content that showcases tourism businesses. So how can businesses leverage that content and incorporate it into an overall marketing plan? Here are a few tips to help incorporate technology and user-generated content as part of your strategy.

SPRING 2016

The average millennial uses their smartphone for a total of

4

77 HOURS and

30 MINUTES

per month of millennials have connected their mobile device to hotel wifi

of travellers trust online reviews It is no secret that travellers today have become increasingly reliant on technology, especially their mobile devices, to enhance the tourism experience. And while various technology options can help reduce the stress of trip-planning or help document a trip in real time, they should not hinder one’s ability to enjoy a vacation or take away from the human interaction that oftentimes makes for the most memorable experiences. For many travel and tourism operators, it can be difficult to find a balance between giving the traveler what they

Incorporate technology where ever possible Businesses are familiar with using technology to help streamline business processes and make day-to-day operations run smoothly; providing travellers with opportunities to use technology or their mobile device is equally, and mutually, beneficial. Allowing guests to order room service, book a tour or even communicate with staff using a mobile device are great ways to encourage technology use in a tourism business. Technology options that simplify a transaction and/or improve the experience will leave travellers with a great feeling. Encourage social media use It is essential for tourism businesses to be present and active on social media, communicating with consumers via the platforms they are most active on. Travellers want to document many aspects of an experience and share it online with their friends and followers – tourism businesses should be a part of that online interaction. Ensure guests are aware of your social media handles (i.e. Facebook, Twitter, Instagram) as well as any hashtags you may be using or following with strategically placed signage or notes – at the front desk during check-in, near a balcony with a view, on a table at a restaurant, on an event/show program, etc. It is much easier to track and participate in conversations relating to your business, product or service when travellers include you in the conversation from the beginning. Another way to encourage social media use during a guest’s time with you is through a contest or promotion. While platforms have specific rules around social media contesting, a business can still offer an incentive for users to share parts of their experience online. Whether it’s a photo, video or testimonial, this type of content is ideal for sharing and showcasing your offerings for others.

Engage with guests who provide feedback (i.e. online reviews) Online reviews, whether on TripAdvisor, Yelp or a Facebook Business Page, are a major source of information for travellers during the trip-planning and booking process. Most tourism businesses are aware that these conversations are happening online and understand the importance of participating in them, not only to build brand loyalty and repeat customers, but to create a public dialogue that potential guests will use to make booking/purchasing decisions. There are many ways a tourism business can encourage online reviews, starting with simply asking. A reminder on a receipt, a follow-up email or links to popular reviews sites on a customized wifi homepage are all easy ways to encourage consumer reviews of your business. It is important to remember that many review sites like TripAdvisor, have an incentives policy that does not allow businesses to offer rewards in return for consumer reviews. In addition, review sites often reward businesses with certificates of excellence or traveller’s choice recognition. Not only are these awards encouraging to staff who work hard to provide guests with exceptional service, they are a great way to highlight best business practices and the quality of product/ service offerings. Ask for feedback/ideas from employees A source of information that is often underutilized in tourism businesses is the staff, many of which might be members of the target audience or demographic. Working on the frontline and interacting with guests provides unique insight into ways a business could better use technology to enhance the guest experience. Providing opportunities for staff to give suggestions and feedback and including them in the implementation process of a new idea will encourage a more collaborative work environment and as such, help the business succeed. While technology options are important to millennials, they still want to experience basic human interaction and personal attention. The difficult part for businesses is finding a balance that suits the needs of all guests. As you navigate the world of tourism technology, be sure to visit www.tourismtechnology.com to discover a number of resources relating to online marketing, social media, e-commerce, website development, etc. Contact Hospitality NL’s Technology Coordinator, Melissa Ennis, for one-on-one mentoring and upcoming training opportunities available to your tourism business.


TOURISM WEEK 2016

highlights

Along with industry partners and stakeholders, Hospitality Newfoundland and Labrador was pleased to celebrate the accomplishments and potential of the tourism industry in NL throughout Tourism Week 2016! Held from May 29 – June 4, Tourism Week in Canada is a grassroots initiative that brings attention to the tremendous value and economic opportunity available to Canada through travel and tourism and the public policy challenges preventing the sector from capitalizing on those opportunities.

Hospitality NL was proud to participate in special events, host meetings with government officials and new partners and most importantly, get out and thank some of the businesses that go above and beyond to ensure every guest experience is a wonderful one!

Kilmory Resort staff

Hospitality NL Chair Dion Finlay and Hospitality NL Vice-Chair Scott Hillyer meet with Minister Christopher Mitchelmore during Tourism Week.

MAY 29-JUNE 4

TOURISM WEEK 2016

In Newfoundland & Labrador...

8% of provincial jobs

Restland Motel staff

Reasons to Invest in Tourism Generates tax revenue Offers excellent growth potential Drives economic diversification Promotes natural & cultural heritage Supports other business sectors

$1.1 billion in annual spending

Sustains breaktaking natural environment Enjoyed by residents & travelers alike!

Experience tourism and support industry growth in 2016!

1/2 million visitors per year

2,500+ tourism businesses

Clarenville Inn staff

#TourismWeek #TourismMatters

GUIDING GROWTH

Gander Irving Restaurant staff


Tourism Quality Assurance NL

SUMMER 2016

Submitted by: Tourism Quality Assurance Newfoundland and Labrador

As we enter the 2016 tourism season, Tourism Quality Assurance of Newfoundland and Labrador (TQA) is looking forward to visiting many of the communities throughout the province, reconnecting with tourism operators who have been participants of TQA programs for years, and welcoming as many new operators as possible! Nancy McGrath, Program Manager with TQA has been visiting regions of the province, presenting on Tourism Quality Assurance’s newest program offering, Access Advisor,

a program that focuses on education and promotion of accessibility. As Canada and specifically Newfoundland and Labrador are experiencing changing demographics, there are many variations in accessibility requirements; Access Advisor will empower business owners to capture this growing market while managing customer expectations. Tourism Quality Assurance believes that validating levels of accessibility will benefit both travellers and operators, as travellers will know in advance what to expect in terms of accessibility thereby resulting in a more positive experience. The presentation is available online at www.tqanl.ca. Keep an eye out for Central, Avalon and Labrador regional visit dates to be announced soon! Gail Dick, Manager and Senior Rating Advisor with Canada Select has been busy conducting inspections throughout the province with 30 new properties inspected so

far this season. It is evident there are a lot of operators who take pride in their properties, going the extra mile to provide great products and experiences for traveller’s in Newfoundland and Labrador. If you are planning renovations and would like some advice on how to increase the quality of your establishment, feel free to contact Gail for information. Be sure to follow TQA on social media at www.facebook.com/tqanl and www.twitter. com/tqa_nl to learn more details and discover promotions from program participants! Did you know you could update your contact information, pay TQA invoices, and download your TQA Badge of Quality from www.tqanl.ca? Visit the website to sign up! TQA is looking forward to working with our partners in tourism to elevate the level of quality among tourism services and attractions in Newfoundland and Labrador and wish all operators a very safe and successful season!

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2016 SILVER ANNIVERSARY SCHOLARSHIP Applications now being accepted Presented annually to two deserving students, the Scholarship was established to assist recipients with their pursuit of post-secondary education. Proudly supported by the BOONE FAMILY and the SPARKES FAMILY, two scholarships in the amount of $1,500.00 each are available for the academic year beginning September 2016.

APPLICATION PROCESS

Deadline for applications is Friday, August 12, 2016. For full application details and criteria, please visit: www.hnl.ca/membership/membership-benefits/silveranniversary-scholarship.

DOWNLOAD Scholarship Application Here


Celebrating the Wins!

Here we are again, on the verge of another busy season! The province is buzzing with anticipation as guests begin to arrive. As the news of the provinces hard economic times continues to unfold through political channels, we can be encouraged by the bright light that the tourism industry shines. Visitation numbers appear to be up compared to the same period last year and operators are reporting a positive outlook for the entirety of the season. That’s a win. In the last few months, the NL Tourism Board released the Vision refresh, an updated provincial tourism strategy focused on what we have to accomplish if we are to reach the ultimate goal of the Vision by 2020. The first thing we did throughout that process was to look at what we had left to accomplish. But guess what? We also had to look at everything we have already accomplished! And we have accomplished a lot! So, why not celebrate those wins! Since the inception of the Tourism Board in 2009, we have made great strides. Our marketing campaign continues to remain the envy of the country and has driven the awareness of

Newfoundland and Labrador as a destination through the roof! We have established DMOs as management organizations in every region, ensuring we have a “connect” to operators on the ground throughout the province. The division of Tourism Research was created, placing a clear focus on the collection and dissemination of relevant tourism information. Quality assurance has been tackled with the roll out of the Tourism Assurance Plan (TAP) and will continue to be emphasized as Tourism Quality Assurance (TQA) gets its footing. The Destination Development Planning (DDP) process has provided a much needed base from which to establish regional development priorities and a provincial product and experience development strategy based on research and industry consultation. The provincial Skills and Knowledge Program is changing the landscape of training to provide operators with every opportunity to better themselves, their businesses and their employees. Alignment efforts continue to be a priority showing us that the desire to work together remains strong. Sustainability discussions are facilitating work that forces us

to ask hard questions that will strengthen the industry in the long-term. And we, as partners, are still moving forward, working together, and collaborating more than ever. Taking on the implementation of the 10Year Vision was always a lofty goal. At times, it has been hard to see our progress or determine how to move forward. After all, there is no ‘how-to’ manual so, we are very much writing our own script, in the best way we know how, with the resources that we have. Things are not perfect, nor will they ever be, however, we have had a lot of wins and we should be quick to acknowledge them more often! I wish you all the best of luck in the upcoming months. I wish you lots of wins, big and small. But mostly, I wish you the insight to see the positive. We are in a wonderful industry that brings so much joy to so many. We get to be part of people’s experiences and of memories that will last a lifetime. Now, isn’t that a huge win?

The right place. The right time. Whatever tomorrow brings – be ready for it.

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All the best, Darlene

SUMMER 2016

Submitted by: Darlene Thomas, Chair, Newfoundland and Labrador Tourism Board

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Destination Development Plans

SUMMER 2016

Submitted by: Strategic Product Development Division, Department of Business, Tourism, Culture and Rural Development

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Since 2013, Hospitality Newfoundland and Labrador (Hospitality NL), the Department of Business, Tourism, Culture and Rural Development (BTCRD), the Atlantic Canada Opportunities Agency (ACOA), and regional Destination Management Organizations (DMOs) have been engaged in Destination Development Planning in the five tourism regions. Through the development and implementation of five regional Destination Development Plans, the tourism industry is establishing and focusing on regional and provincial level tourism development priorities that will attract more visitors, get them to stay longer and experience more. An initiative driven by the Newfoundland and Labrador Tourism Board, the goal of Destination Development Planning is to focus investment in Tourism Product Development towards achieving the goal of Vision 2020, to increase annual tourism spending in Newfoundland and Labrador to $1.6 billion by the year 2020. There has been a tremendous level of engagement from tourism stakeholders to validate findings, establish priorities and implement initiatives in each of the regions. The Destination Development Planning process has followed a systematic approach by using a Tourism Destination Visitor Appeal Appraisal to understand the opportunities and gaps. Through a series of consultation sessions with tourism stakeholders in each of the regions, facilitated by Richard Innes of Brain Trust Marketing and Communications and Nancy Arsenault of Tourism Café, the opportunities and gaps in each region were defined. The final DDP reports are available for Eastern, Central, Western, Labrador, with Northeast Avalon to be released early summer 2016. Each report outlines recommendations that address the opportunities and gaps specific to the region. Many of the recommendations require individual operators, municipalities and other stakeholders to initiate, such as developing and packaging new experiences, increasing market readiness and advancing online technologies, while other recommendations require coordination among many different organizations. Each regional report has its own specific set of recommendations but there are common themes that represent province-wide opportunities that will help increase visitation, encourage longer stays and increase tourism spending. • Focusing on program- and people-based experiences, leveraging existing infrastructure and activities to build higher differentiation, higher yield experience offerings that focus on Newfoundland and Labrador’s target markets – Touring, Explorer. These are experiences that

offer deep engagement with locals, an understanding of the character of the people and places they visit and reflect the Newfoundland and Labrador brand. • Enabling individual operators to increase their competitiveness by advancing their market readiness, online presence, and experience development. • Collaborating from a visitor’s journey perspective to ensure there are differentiated experiences and quality services throughout the province. • Utilizing target market and other research to ensure there is performance- and evidencedbased decision making for priority tourism development initiatives. DDP Implementation Committees, made up of representatives from the DMO, Hospitality NL, BTCRD, ACOA and the NL Tourism Board, are established for each region (Northeast Avalon pending report), which will guide the report through its implementation. All tourism operators, potential operators and interested organizations are encouraged to connect with any of our partner organizations for guidance on opportunities and gaps and links to resources and supports.

All regional DDP reports are available at: http://hnl.ca/resources/destination-development-process-ddp/ddp-final-reports/


A Good Year For Domestic Tourism: The Conference Board of Canada’s 2016 Summer Travel Intentions Survey

a demographic that is generally strongly represented among vacation visitors to this province. Younger millennials (18-24) are least likely to be planning to vacation within Canada for their longest trip this summer but the most likely to be seeking out an international vacation. When it comes to travel research behavior among Canadians, the survey found that when researching the destination, domestic pleasure travellers are most likely to use websites like Expedia (32%) and destination websites (27%). At 15%, destination websites are also by far the most popular places used when travellers engage in other trip planning activities. For booking accommodations, hotel websites (20%) and Expedia (18%) are commonly used, with destination websites used by 9% of Canadian domestic travellers. Among those who intend to visit NL for their longest summer vacation, the activities respondents are most likely to participate in are visiting a national or provincial park (76% - highest among all provinces), participating in a city/sightseeing tour (67%), engaging in cultural activities (55%), and camping/hiking (52%). The survey found that the likelihood of participating in activities such as camping or hiking and visiting a national /provincial park decrease with age while the likelihood of engaging in cultural activities or taking part in a city/sightseeing tour increase in the older age brackets. Despite some regional economic challenges, a lower Canadian dollar and rising consumer confidence has positioned

Sources: Conference Board of Canada, Travel Exclusive: Summer Travel Intentions Heat Up, March-April 2016. Conference Board of Canada, Webinar: Canadian Travel Intentions – Economic Realities Hit Close to Home, May 11 2016. Conference Board of Canada, National Focus: Tourism Insights for Canada, the Provinces, and Yukon, June 2016. CBC News, Despite Economic Woes, Hospitality NL Chair Bullish on Summer Tourist Season, June 5, 2016.

Canada as a price competitive alternative to the United States for travellers this summer. With more Canadians poised to vacation at home, tourism businesses across the country stand to benefit. On top of the projected boost in domestic travellers this summer, the CBoC is also projecting solid growth of 5% in international arrivals to Canada. This upsurge in both domestic and international travel should translate into a strong summer for tourism in Canada. Provincially, the CBoC is forecasting tourism growth in NL, with growth in business and overseas travel leading the way. The re-opening of the convention centre in St. John’s is expected to continue to lift business travel to the province while increased air capacity from international markets like the UK is forecasted to boost overseas travel to the province. While there is some early evidence that potential visitors to the province are trying to come to terms with the increased gas prices in the province, the true impact of overall higher taxes and fees on this year’s travel season remains to be seen. With many tourism operators indicating that they are already booked through the peak season, nonresident auto visitation for the first four months of the year up 4.5% and respondents to BTCRD’s online travel intentions survey suggesting that travellers still intend to visit, the province’s tourism sector appears to be in for brisk business this summer. Note from Tourism Research: due to the Visitor Exit Survey being conducted this year, we will not be able to report 2016 non-resident air visitation until data analysis is completed in 2017.

SUMMER 2016

The most recent travel intentions survey from the Conference Board of Canada (CBoC) points to a strong year for domestic tourism in Canada. Amidst an economic backdrop of constrained consumer spending, sluggish economic growth and a low Canadian dollar, more Canadians intend to stay within Canada this summer for their longest vacation than in recent years. The CBoC is projecting a 2.6% increase in overnight tourism for 2016, with overall domestic travel growth of 2.3%. The domestic pleasure travel market is projected to grow 2.5% while business travel will see weaker growth of 1.7%. Travel within Canada this summer is also boosted by increases in nonstop air capacity on domestic routes. Following a year of volatile consumer confidence which saw the Index drop to a 49-month low in January 2015, the first half of 2016 has seen slow increases in confidence as many Canadians begin to feel slightly more encouraged by job prospects. However, economic woes still linger in Canada’s resourcedependent economies of Alberta, Saskatchewan and Newfoundland and Labrador which are still feeling the effects of the downturn in oil and commodity prices. The CBoC’s survey, conducted in February of this year, found that nearly 42% of Canadians plan to stay in Canada for their longest summer vacation, up from 36% in 2015. Spurred by the depreciation of the Canadian dollar, fewer Canadians intend to travel to the United States this summer for their longest trip, with only 13% of Canadians planning to do so, down from 18% in 2015. Furthermore, 58% of respondents said they somewhat agreed or fully agreed with the statement: “Considering the depreciation of the Canadian dollar, I am more likely to travel within Canada for my next vacation,” up from 47% in 2015. Regionally, residents of BC are most likely to take a summer vacation in 2016 while summer travel intentions are weakest in Quebec, with more Atlantic Canadians also planning to take a trip this year. Respondents from Manitoba and Saskatchewan, followed by Atlantic Canadians, were most likely to be planning a domestic vacation while those in Ontario were least likely to intend to stay in Canada. At 55%, domestic travel intentions are highest among the those aged 65+,

Source: Conference Board of Canada

Submitted by: Research Division, Department of Business, Tourism, Culture and Rural Development

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From the Regions

SUMMER 2016

Submitted by: Andrew Hiscock Tourism Development Officer Legendary Coasts of Eastern Newfoundland

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Partnering with “Des iles d’exception” As the DMO for Eastern Newfoundland and Labrador, we’d like to extend our well wishes to our members and all operators across our province, as you continue your successes through the peak season. We are hearing reports that this year is very busy throughout the province, and we are excited to see the statistics as we take stock of at the end of the year! In early June, the LCEN Board of Directors, staff, chair of HNL Craig Foley, Director of Tourism Marketing Andrea Peddle, and Director of Tourism Product Development Carol-Ann Gilliard were invited to the French Territory Collective of St. Pierre and Miquelon as guests of President of the Territorial Council Stéphane Artano, his staff, and the people of the islands. This trip was to demonstrate the depth of the French tourism product, as well to unveil their new marketing brand and campaign: St.

ard Program

The Newfoundland and Labrador delegation to St. Pierre with St. Pierre and Miquelon Government Officials, June 2, 2016.

Pierre et Miquelon – Des iles d’exception (The Exceptional Islands). With massive investment over the coming years into tourism product, marketing, and infrastructure, St. Pierre and Miquelon will be a vital partner to our tourism industry. Already, LCEN staff have seen incredible interest in these islands in the marketplace, and they remain a key motivator to many visitors to our island. This trip was the first of many steps to work closely together and seize opportunities in tandem. Because our province and St. Pierre and Miquelon are so close, what is good for

one is good for the other, and communications will strengthen our connections! As the summer progresses, LCEN continues to see much interest in our region via our Travel Trade and Travel Media fam tour programs, we are seeing the results of the hard work through the DDP – particularly through the Eastern Newfoundland Geological Network, and we continue to support our members through marketing partnerships, consultations, and group sessions! Again, we’d like to extend wishes to you and your business that 2016 continues to be successful.

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Submitted by: Thomas Luther Go Western Newfoundland

Volunteers pose with WDMO rep Thomas Luther, Airport Manager Brenda Martin and Airport Chair Eleanor Rose.

are eager to help. Go Western Newfoundland was excited for the opportunity to meet with the team of ambassadors recently for a training session to help them understand our visitor’s

expectations and how best to meet them. Kudos to Brenda Martin, the airport’s manager and Eleanor Rose, CYJT Chair for supporting this “Welcoming” initiative.

SUMMER 2016

A Warm Western Welcome Go Western Newfoundland is pleased to provide an update on the “Improving the Sense of Arrival” high priority initiative out of the Western Region Destination Development Report. A number of volunteers have taken a step forward in an effort to deliver a warm Newfoundland and Labrador welcome as part of Stephenville Airport’s newly implemented Airport Ambassador program. In anticipation of two seasonal (starting end of June until early September) charter arrivals - Porter and Sunwing Airlines - they

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Submitted by: Matt Molloy Marketing Coordinator Adventure Central Newfoundland

ACN welcomes new board members, presents Bergy Awards Adventure Central Newfoundland held its AGM and Bergy Award presentations in Gander on May 17. More than 60 people attended the AGM, and more than 30 voting members let their voices be heard by voting to fill seven vacant board seats. At the end of the day, ACN welcomed four returning board members back to the table, and said hello to three new board members. Returning board members include Sharlett Matchim, who won the Kittiwake Coast seat; Barbara Sheppard, who was voted back in the Exploits Valley seat; Colleen Lambert, the Coast of Bay’s seat; and Cory Abbott, who returns in the At Large For Profit Seat. New board members include Paul Snyder, who was voted in for the Emerald Zone seat; while Brian Peckford and Draper Hollett won the two At Large Any Member seats. The evening concluded with the presentations of the Bergy Awards, which were created for stakeholders to recognize the strengths of fellow stakeholders by honouring the region’s best accommodator, digital marketer, innovator and tourism ambassador.

Adventure Central Newfoundland Bergy Awards winners: (back, from left) Robert Hiscock accepted the Digital Marketer of the Year award on behalf of the Eastport Peninsula Heritage Society, Barbara Sheppard accepted the Innovator of the Year award on behalf of the Red Indian Lake Fish Derby, and Larry Bartlett of Teck Duck Pond accepted the Pinnacle Award. (Front) Shar-lett Matchim and James Brown of the Inn at Happy Adventure accepted the Accommodator of the Year award.

The Red Indian Lake Fish Derby captured the Innovator of the Year award, the Eastport Peninsula Heritage Society walked away with the Digital Marketer of the Year award, the Inn at Happy Adventure earned the Accommodator of the Year award, while Teck Resources — Duck Pond Mine won the Pinnacle Award — Tourism Ambassador of the Year. “We are thrilled with the turnout, and even more excited about the support Adventure Central Newfoundland received at the AGM,” said ACN Chairperson, Wayne Hallett. “We filled all of our vacant board seats, and had several nominations for Bergy Awards.

All in all, it was a very successful AGM. I’d like to take a second to congratulate all of the Bergy Award winners, and the staff at ACN is excited to start working with our new and returning board members. “We had a lot of interest in the vacant seats, which tells me interest in tourism in Central Newfoundland is very high. Everybody around the board table has the region’s best interest at heart, and they’re willing to work hard to make sure the world knows about Adventure Central. I cannot wait for our first board meeting to officially introduce the new board.”


Allie BOURDEN

Welcome aboard Allie! Hospitality NL is pleased to welcome Allie Bourden as the newest member of the HNL team! Allie’s diverse experience working in the tourism industry ranges from food and beverage and accommodations to event planning! In her role as training coordinator with Hospitality NL, Allie can help current and returning employees ensure their customer service skills are top notch!

As the voice of the provincial tourism industry, Hospitality Newfoundland and Labrador is committed to providing operators with a variety of skills and knowledge development opportunities that are relevant, cost-effective and designed to keep tourism businesses on the leading edge of industry trends. To inquire about available training opportunities, please contact Allie at abourden@hnl.ca.

NEWLY CERTIFIED MICHELLE FOLLETT, Tourism Visitor Information Counsellor SUMMER 2016

Dept. of Business, Tourism, Culture & Rural Development

12

KIM CRITCH, Tourism Visitor Information Counsellor Dept. of Business, Tourism, Culture & Rural Development PAULA HARRIS, Supervisor, Fairfield Inn & Suites LYNN JOHNSTON, Reservation Sales Agent, Fairfield Inn & Suites CHRISTOPHER DODGE, Supervisor, Fairfield Inn & Suites LORETTA BURTON, Front Desk Agent, Anchor Inn Hotel CAROL ANNE ANDREWS, Front Desk Agent, Anchor Inn Hotel

WorldHost participants from Trinity Historical Society, Random Passage and Mirabella Studios.

WorldHost Fundamentals Workshop in Port Hope Simpson with Nunacor participants.

WorldHost participants from City of Corner Brook and Corner Brook Cruise Corp.


Job Grant

UP TO

Canada-Newfoundland and Labrador

to Train New and Existing Employees

Learn more about the Canada-Newfoundland and Labrador Job Grant, and related programs and services by contacting the Department of Advanced Education and Skills at 1-800-563-6600 or visiting www.gov.nl.ca/aes.

Funding provided by the Government of Canada through the Canada Job Grant

SUMMER 2016

$10,000

13


SUMMER 2016

2016 Tourism Labour Supply Report Now Available

14

In June 2016, Tourism HR Canada released the latest update of the Tourism Labour Supply and Demand study, Bottom Line Labour Challenges Threaten Tourism’s Growth. The study found that 240,000 jobs in the tourism sector could go unfilled by 2035 due to a lack of workers. The report is now available from the emerit.ca website. The national summary is also available as a free download. The study quantifies the implications of long term demographic and economic trends on the supply and demand for labour in Canada’s tourism sector. The results suggest that labour challenges represent a real and growing threat to reducing the tourism sector’s growth potential. The consequences of the predicted labour shortage, such as lack of investor interest in the sector and inability of tourism sector businesses to meet demand, could cost Canada billions of dollars. With data broken down by industry group, city, province and occupation, highlights of the report include: • Spending on tourism goods and services in Canada could rise from $167 billion in 2010 to more than $287 billion in 2035 • Labour demand could grow 41% from 1.6 million jobs in 2010 to 2.29 million jobs in 2035 • The growth in labour supply is expected to exceed 25 per cent during the same period • By 2035, 240,000 potential tourism jobs could go unfilled due to labour shortfalls • The food and beverage industry could see 102,257 job go unfilled by 2035 • 11.3% of potential jobs in the accommodation industry could go unfilled over the next 20 years • Projections suggest that rural and remote regions are likely to experience more acute labour shortfalls. The outlook may seem bleak, but the projected shortfalls are not inevitable. The projections assume that the attractiveness of tourism occupations, job responsibilities, wages, and access to training and education programs will remain constant. This will not necessarily be the case. Action on the part of governments, the industry as a whole, and individual businesses can significantly increase the number of available tourism workers. For more than two decades, Tourism HR Canada (formerly the Canadian Tourism Human Resource Council) has been working to identify and address labour market issues in the Canadian tourism sector. Its main goals include improving the quality and mobility of the tourism workforce and supplying tourism businesses with the labour market intelligence they need to plan for and overcome their current and future human resource challenges. Tourism HR Canada is recognized as a global leader in setting occupational standards, building competency frameworks, developing occupational training and certification programs under the emerit brand, conducting research into the tourism labour market, and

analyzing the resulting data to plan and implement HR strategies for the industry. In addition, Tourism HR Canada performs consulting services for all sectors in occupational training and instructional design, assessment tools and certification programs, human resource planning and strategy, and labour market research and analysis, both in Canada and internationally. For further information, please contact: research@tourismhr.ca.


Tourism Times - Summer 2016  

The newsletter of the tourism industry association of Newfoundland and Labrador.

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