News from the Department of Tourism, Culture, Industry & Innovation

2016 Exit Survey Results

In 2016, the Department of Tourism, Culture, Industry and Innovation conducted a survey with non-resident visitors to the province to update visitor profiles. Survey results show that Newfoundland and Labrador welcomed visitors from across the globe, with Ontario (34%) remaining the primary market and vacation the prevailing purpose for visiting (34%). Many travellers, regardless of trip purpose, are motivated by a strong desire to experience our breathtaking scenery, nature and wildlife or to take in a specific site, area or attraction, putting a check mark on many a bucket list.

The average per party trip spending of $2,095, ($3,470 for vacation visitors), generates economic benefits across all regions of the province but also raises the bar to provide ‘value for money’ when it comes to delivering on visitor expectations. Visitors expressed high levels of satisfaction with their experiences in the province: comments reflect their deep appreciation of frontline staff, tourism operators and encounters with locals in making their stays most memorable.

Exit survey Highlights 

Vacation Visitor Profile

2017 Tourism Performance Overview

Many indicators of tourism activity in the province showed a solid performance in 2017. Non-resident visitors to the province reached an estimated 553,100, up almost 3% over 2016, and the highest on record. Increased numbers of automobile and cruise visitors offset a slight decline in air visitors. Expenditures by non-residents totaled approximately $575.2 million in 2017, an increase of 2% compared to 2016 and also the highest non-resident spending on record.

2017 Performance Report 

IMPORTANT – Newfoundland and Labrador Tourism not affiliated with ‘Universal Media’

NL Tourism has received notification that tourism operators in our province are allegedly receiving sales calls from a company in Montreal, ‘Universal Media’ who claim they are selling listings in the Newfoundland and Labrador Tourism Guide at a cost of $599.99. It is important to bring to your attention that the Government of Newfoundland and Labrador is not affiliated in any manner with Universal Media, nor is the company an agent or vendor of this Government.

The Government of Newfoundland and Labrador, through Newfoundland and Labrador Tourism continues to offer free listings to approved tourism operators in our annual Newfoundland and Labrador Traveller’s Guide, and on our website   Should an approved tourism operator wish to be listed in our guide, the appropriate contact is Tourism Destination Management System (TDMS) Team at (709) 729-5599 or Newfoundland and Labrador Tourism is not affiliated with this company in any way. They do not endorse their services.

Let the Bookings Begin!

It’s that time of year again! Planning for the 2019 Traveller’s Guide has commenced, and this is a friendly reminder to take advantage of the (optional) paid advertising opportunities available to you.

Along with, the Traveller’s Guide is the key trip planning tool for vacation and pleasure travel in Newfoundland and Labrador. On top of that, research shows that each year the users of the Guide are ‘new’, in that they have not previously used it – a great opportunity to increase your exposure. Find below NL Tourism’s ad sales kit which outlines the ad sizes, pricing and specifications – everything you need to know to place an ad in the 2019 Traveller’s Guide and enhance your complimentary business listing.

Please note that the booking deadline for the 2019 Guide is September 7, 2018 and they require ad materials and payment no later than September 14, 2018. If you have any questions, or to find out more information, please do not hesitate to contact Andrew Weir at 729-5260 or or Allison Daley at 739-8400 or

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