Setting Goals

With the goal of doubling tourism revenues by 2020 as outlined in Uncommon Potential: A Vision for Newfoundland and Labrador Tourism, it has never been more necessary for tourism stakeholders to evaluate and raise the standards of Newfoundland and Labrador tourism experiences, services and attractions that we are reliant upon to achieve our goal. As the tourism industry in Newfoundland and Labrador grows, it is essential that tourism services and attractions also grow in a strategic way to meet the quality expectations for customer assurance and market readiness.

Achievement of the Vision’s goal of doubling tourism revenues can only be attained with a commitment from industry and stakeholders to do what is necessary to attract more high-yield travellers and yield more revenue from them once we get them here. To ensure we are maximizing each opportunity, it is important that all tourism services and attractions in the province be prepared and equipped with a minimum level of quality and market readiness to deliver the quality of experiences and services that travellers expect. Without standards that will guide operators in their market readiness and motivate them to deliver what travellers expect, opportunities to maximize revenue will be missed. In addition and equally as important, poor value delivery from services and attractions create negative experiences that, with the prevalence of word of mouth through social media, will impact the province’s long-term sustainability as a tourism destination.

Currently, there are few industry standards for tourism services and attractions, creating a huge variance in the quality of experiences across regions, sectors and operations, as well as in the viability and sustainability of these tourism operations.

Tourist Establishment Act and Regulations

Areas of focused advocacy: comprehensive review, industry consultations, effective and fair means of enforcement and a level playing field for all businesses.

In 2010, HNL ramped up efforts to advocate for a comprehensive review of provincial tourist establishment regulations at the request of its members because of unfair competition of unlicensed accommodations. The Tourist Establishment Act and Regulations are outdated, lack clarity and need resources for enforcement. HNL is committed to working with the Department of Tourism, Culture and Recreation to start addressing this challenge in our industry. HNL has advocated for a comprehensive review and consultation with industry for improvements to the legislation. Of vital importance will be determining a means by which government will enforce the Act and Regulations.

In order to meet Vision 2020, our industry must develop and ensure high quality and consistent product offerings throughout Newfoundland and Labrador and HNL believes the current Tourist Establishment Act and Regulations do not support this.