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Accessing and using research is an important part of growing your business and becoming a leader in the industry. Here you will find numerous reports about a wide variety of topics of interest to the tourism industry. If you are looking for something that you cannot find on this site, we may be able to obtain it for you. Please contact Melissa Ennis with further questions.

ReportsConsumer ResearchLabour Market ResearchOther Research


Vision 2020
Vision 2020 establishes a number of priorities and broad actions to guide the development of Newfoundland and Labrador’s tourism industry over the next decade.

It also outlines the seven strategic directions that indicate the kind of future we want to build for Newfoundland and Labrador. And the increased economic value we want to achieve.

Tourism Industry Needs & Industry Engagement Assessment Final Report
In 2010, Hospitality NL completed a Training Needs and Industry Engagement Study. The information gained from this training needs assessment was required for overall tourism planning and development, and to assist industry to achieve the goals of Uncommon Potential. The tight labour market necessitates that employers start treating skills and knowledge development as the most important activity they engage in.

The study was also undertaken because there are many organizations who are engaged in tourism training and professional development, and there is a need for a more coordinated approach to reduce duplication and assist targeted audiences in selecting the offerings that best meet the industry’s needs.

Consumer Research

Tourism Statistics
The Tourism Research Division, Department of Tourism, Culture and Recreation, is responsible for providing high quality and timely statistical and research information in support of planning and decision making.

As part of this mandate, the division maintains a comprehensive statistical database that permits the measurement and monitoring of various key statistical indicators on the travel/tourism industry including:

  • Air, auto and cruise passenger movements (including provincial estimates on the level of non-resident visitor volumes and expenditures)
  • Operating statistics for the province’s accommodation sector
  • Visitation statistics for numerous facilities and sites in the province

The division is committed to sharing and disseminating this information and regularly prepares and publishes a variety of reports covering provincial tourism performance, industry outlooks, and information on non-resident visitors as well as results of primary and secondary research projects.

Atlantic Canada Tourism Partnership
Atlantic Canada Tourism Partnership (ACTP) is actively involved in the conduct of evaluative and investigative market research in international markets. ACTP recognizes the importance of being able to communicate research in a manner that can be easily read, understood and strategically applied by destination marketing organizations, tourism associations, governments and individual tourism operators.  In addition to the full research reports, research summaries in both official languages have been completed for the following seven (7) relevant research reports:

  • US Consumer Research
  • US Custom Segmentation Research
  • New England Segmentation Research
  • US Travel Trade Research
  • Atlantic Canada Showcase Research
  • UK Consumer Research
  • UK Travel Trade Research

Labour Market Research

The Future of Canada’s Tourism Sector
The tourism sector will be challenged in the coming years by a shortage of workers. The Future of Canada’s Tourism Sector: Shortages to Resurface as Labour Markets Tighten found that 228,000 jobs in the tourism sector could go unfilled by 2030 due to a lack of workers. 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. This report presents the latest update to the ongoing Tourism Labour Supply and Demand project. It outlines potential labour shortages by industry and occupation, as well as by province and sub-province regions. The National Summary is available as a free download.

Human Resource Module of the Tourism Satellite Account
Produced by Statistics Canada, the Human Resource Module of the Tourism Satellite Account (HRM) provides information on the number of tourism jobs, hours worked and employment earnings according to whether jobs are full time or part. The information is presented according to employee demographics, and is available for all tourism industries aggregated into five industry groups: transportation, accommodation, food and beverage services, recreation and entertainment, and travel services.

Tourism Labour Supply and Demand
The Tourism Labour Supply and Demand study quantifies the implications of long-term demographic and economic trends on labour supply and demand in Canada’s tourism sector, and outlines potential labour shortages over the next 20 years according to industry sector, province and occupation.

Tourism Sector Compensation & Benefits
Understanding compensation data is essential to dealing with changing demographics and labour shortages, and to inform attraction and retention strategies. Employers competing for labour within and outside of the sector require accurate compensation data to illustrate the ranges in pay and the benefits offered in many positions throughout tourism.

The Canadian Tourism Human Resource Council (CTHRC) has released the results of the 2012 Canadian Tourism Sector Compensation Study. This biennial study gathers and analyzes data on human resource practices, compensation, and benefits in the tourism sector in Canada. The study contains valuable information on salary and wage trends, gratuity splitting practices, perquisites, benefits, attraction and retention trends, employee turnover, and minimum wage rates. Included in the study are national, provincial and territorial wage tables that show the median annual salary and/or hourly wage for 31 tourism occupations by industry group, region, and employment status.

Provincial Tourism HR Module
Human Resource Module of the Tourism Satellite Account – A pilot study for Newfoundland and Labrador from 1997-2009

The Human Resource Module of the Tourism Satellite Account study was a joint project among the Canadian Tourism Human Resource Council, the Department of Tourism, Culture and Recreation of Newfoundland and Labrador and Hospitality Newfoundland and Labrador.

 The paper reports on the Human Resource Module (HRM) of the Tourism Satellite Account – A pilot study for Newfoundland and Labrador developed by Statistics Canada. The pilot study provides detailed information on employment related to tourism in Newfoundland and Labrador. Information on wages and salaries, number of jobs and hours worked by occupation are included.

Other Research

Taking Flight
Taking Flight: An Air Access Strategy for Newfoundland and Labrador, is a five-year Provincial Government strategy aimed at enhancing air access to, from and within Newfoundland and Labrador.

A Driving Need
Review of Vehicle Rental Services as part of Tourism Development in Newfoundland and Labrador.

Provincial  Signage Policy
The Highway Sign Regulations and the Highway Signage Policy are based upon tourists’ need for adequate directional signage, the need to maintain highway safety standards, and the need to preserve the pristine, uncluttered environment of the province – a core theme of the Province’s tourism marketing strategy.

Marine Atlantic Amenities
Passenger Amenities for the Future Marine Atlantic Fleet - Final Report; October 2008


  • emerit

    emerit has been developed by the Canadian Tourism Human Resource Council (CTHRC) in collaboration with tourism industry professionals. It has become synonymous with excellence, credibility, and professionalism in the Canadian tourism sector. For more information go to

  • Discover Tourism

    The Discover Tourism career awareness program was developed to communicate employment and career opportunities in the tourism sector to a range of target audiences including Youth, New Canadians, Persons with Disabilities, Pre and Post Retirees.

  • Canadian Academy of Travel and Tourism

    The Canadian Academy of Travel & Tourism (CATT) focuses on building partnerships between education and industry in order to foster the next generation of Canadian travel & tourism leaders.