HNL also believes that provincial candidates and their parties should, in turn, inform the more than 2,500 tourism-related organizations and 12,000+ Newfoundlanders and Labradorians, whose jobs are directly attributed to tourism, of their vision for the sector’s future and how they intend to address the fundamental issues that the industry currently faces.

What can you do?

Elections provide a great opportunity to advocate for what matters in the heart of our communities. HNL encourages you to take advantage of opportunities to meet with candidates and talk about the critical issues impacting the tourism sector. As such, HNL has assembled this Provincial Election Advocacy Toolkit as a service to our members.

Featured is a summary of six key issues facing the industry, which can be provided to prospective candidates for their information. The Toolkit also provides key messages on the importance of the tourism sector to our economy and social fabric, as well as suggested questions that can be posed to candidates at public events or at your front door.

Key Election Issues

Public and private sectors of the tourism industry have come together to identify key challenges which must be addressed in order to reach our industry’s potential. Our current strategy, Uncommon Potential: A Vision for Newfoundland and Labrador Tourism (Vision 2020), is aimed towards the sustainability and growth of our tourism industry outlining the priorities to be addressed and providing a blueprint for extraordinary growth. Vision 2020 will enable all tourism stakeholders to continue to build a sustainable tourism industry and allow the industry to continue to be an economic driver for the province of Newfoundland and Labrador.

HNL encourages all tourism operators to discuss the specific steps candidates and/or representatives are prepared to take to help the tourism industry in Newfoundland and Labrador address the following key issues:

1. Sustainable Transportation Network
2. Labour
3. Quality Assurance
4. Product Development
5. Regulatory
6. Land Use

Issue 1: Sustainable Transportation Network
Access and transportation challenges continue to be a major strategic priority for the growth of the tourism industry. Travel to, from, and around the province, whether by sea, air, or road is constrained by issues of affordability, capacity, infrastructure and quality. Newfoundland and Labrador’s tourism industry depends on an accessible, affordable and reliable transportation system in order to grow.

Key areas of focus for tourism:
o Improve rental car availability
o Enhance air access capacity and reduce costs
o Establish strategy for Marine Atlantic
o Enhance services and capacity of provincial ferry services
o Implement Tourist Oriented Directional Signage system

Question: What specific steps are you or your party prepared to take to develop a province-wide sustainable transportation network that encompasses all modes of transportation and facilitates easy access to all parts of Newfoundland and Labrador?

Issue 2: Labour
To achieve the growth outlined in Vision 2020, and to meet the evolving needs of travellers, tourism needs skilled, knowledgeable staff.  At the same time, our industry must deal with the province’s tight labour market, escalating cost of labour, navigating through red tape and understanding complex labour standards laws. 

Key areas of focus for tourism:
o Establish and implement strategy to deal with rising minimum wage to lessen impacts on employers
o Enhance income support programs to better match tourism industry
o Improve programs for hiring employees, employee training and skills enhancement to better match the cycle of labour demands tourism organizations
o Facilitate transition of underemployed and non-traditional labour pools into labour force
o Revise labour standards so they are transparent and match reality of business environment
o Reduce WHSCC rates and revise laws to better facilitate early and safe return to work

Question: What specific steps are you or your party prepared to take to assist the tourism industry access sufficient numbers of staff to meet its occupational needs and ensure these personnel possess the requisite skill sets to perform the tasks needed?

Issue 3: Quality Assurance
In order to meet Vision 2020 and the expectations of travellers, the tourism industry must ensure high quality and consistent product offerings throughout NL.  However, throughout the province, unlicensed establishments create unfair competition with licensed establishments as they have not obtained the required permits and inspections, have not met life and safety requirements, and have the potential to offer an inferior quality experience hurting the reputation of the entire community and region.  Tourist establishment legislation is a key component of the quality assurance that is needed in our province.  The current Tourist Establishment Act and Regulations are outdated, lack clarity and need resources for enforcement.  It is critical that the legislation be updated and reflective of the current environment in which our industry operates and that enforcement processes are well defined and resourced.

Key areas of focus for tourism:
o Update and enhance clarity of Tourist Establishment Act and Regulations
o Allocate resources for enforcement of revised Tourist Establishment Act and Regulations
o Develop and enforce a set of quality assurance standards and market readiness parameters for the tourism industry

Question: What specific steps are you or your party prepared to take to ensure the long term viability and sustainability of legitimate, tax-paying tourism operators who not only contribute to the economy of Newfoundland and Labrador, but ensure the needs of travellers are met?

Issue 4: Product Development
In order to continue to grow the tourism industry in Newfoundland and Labrador, we must ensure a critical mass of authentic attractions and experiences, with supporting infrastructure and service in the right locations, to respond to market demands and expectations. An essential part of this offering is the continued development of multi-season tourism demand.  To help achieve sustainable, viable tourism products we must balance development with the preservation of our natural and cultural identity through careful planning. 

Key areas of focus for tourism:
o Develop quality assurance and market readiness program
o Expand technology infrastructure
o Improve technology programs to facilitate adaptation of technology
o Develop and implement research strategy and plan
o Ensure product development initiatives incorporate sustainable practices, focus on building seasonal capacity and are in line with regional priorities

Question: What specific steps are you or your party prepared to take to ensure Newfoundland and Labrador offers sustainable, authentic, high quality, multi-season tourism products and experiences?

Issue 5: Regulatory
Small and medium-sized businesses are not only the backbone of the tourism industry, but also the backbone of the Canadian economy. Yet, federal, provincial and municipal regulatory requirements force them to navigate through insurmountable paperwork, complex permitting processes, inflexible approval processes and other unnecessary red tape that impede the daily operations of their businesses. 

Key areas of focus for tourism:
o Reduce unnecessary red tape
o Enhance permit and approval processes
o Reduce approval times and ensure application cycles and approvals are aligned to match tourism cycles

Question: What specific steps are you or your party prepared to take to reduce unnecessary and burdensome administrative and regulatory requirements to ensure Newfoundland and Labrador supports a globally competitive, innovative business environment that is conducive to efficiencies, job creation and growth?

Issue 6: Land use
The tourism industry is dependent on the natural resources of Newfoundland and Labrador. A comprehensive land use plan including proper regulation, sustainable initiatives and cooperative usage between industries must exist in order to grow the tourism industry.

Key areas of focus for tourism:
o Develop and enforce comprehensive, balanced land use plan
o Develop policies and procedures to resolve competing land use conflicts
o Develop and implement provincial policies regarding environmental sustainability

Question: What specific steps are you or your party prepared to take to help preserve the natural and cultural beauty of the province and ensure the future sustainability of the tourism industry?

Why Tourism Matters

Tourism is a Key Economic Sector
• Spending on tourism related activities in NL in 2010 reached $879 million.
• In Canada, tourism generates as much economic activity as forestry, fishing and agriculture combined.

Tourism is a Major Employer
• In NL, tourism directly employs more than 12,000 people.
• Tourism employs 650,000 people directly in Canada – 3.5% of the total Canadian labour force! 

Tourism is a Significant Source of Government Revenue
• Governments earn 28 cents for every dollar of tourism spending.
• Tourism’s economic activity generates tax revenues for all levels of government and provides immediate economic return and funding for other government priorities such as healthcare, education, public safety and roads.

Tourism is a Unique Cultural Preservation Tool and a Driver of Economic Development Tourism helps preserve and protect NL’s  unique natural heritage, culture and history and helps grow economic opportunities in our rural communities.

Newfoundland and Labrador’s tourism industry proved its sustainability! The 2008/09 economic recession had a crippling effect on the tourism industry in Canada and other countries throughout the world; however, Newfoundland and Labrador’s tourism industry was one of the few to show growth.  In fact, since 2003, Newfoundland and Labrador has experienced a 22% increase in visitor traffic.  

Three Simple Steps to Make a Difference in this Election

1. Be Informed: Use the Provincial Election Advocacy Toolkit and share it with those campaigning in your community.
2. Take Action: Voice your concerns to candidates.
3. Share Your Information: Share the Provincial Election Advocacy Toolkit with everyone throughout the province – candidates and tourism sector members alike. Knowledge is power!