Renewed Direction: 10-Year Vision for Tourism

When the Vision was launched in 2009, the tourism industry was contributing $790 million (2007) to the economy of Newfoundland and Labrador, supporting almost 13,000 direct jobs in tourism and generating significant economic and cultural spinoff. In 2015, the halfway point to the Vision’s target of doubling tourism spending by 2020, there has been no shortage of accomplishments. Most notably, tourism has grown to contribute approximately $1.1 billion (2013) to the provincial economy and is responsible for over 18,000 direct jobs. This growth is driven in large part to the commitment by all partners to focus on collective priorities, as well as strategic and focused investment in the industry.

As an industry that generates far beyond simply economic benefits, tourism continues to help preserve and protect our natural environment, culture, and heritage. The tourism industry has proven itself capable of maintaining its position as an economic driver. All tourism businesses in the province play a role in the tourism industry whether they are private, public or not-for-profit.

With the changing economy and the changing demands of the traveller, it is important that each business consider what it will take to remain sustainable in the long-term. Determining the appropriate business models and what is sustainable in the long-term will ensure there is a tourism industry to enjoy for years to come.

As partners of the Newfoundland and Labrador Tourism Board continue to work towards the achievement of the Vision, it is timely to renew our collective commitment by refreshing our goals and objectives. The implementation of Vision 2020 thus far has driven us towards a common goal together. Now, more than ever, we are poised to meet the challenges head on and achieve our ultimate goal: doubling tourism spending by 2020 by attracting more visitors, getting them to stay longer and providing opportunities for them to experience more.


Newfoundland and Labrador will be a leading tourism destination offering an authentic and exotic experience through the ‘creativity’ brand pillars of our people, culture, and natural environment.


Double the annual tourism spending in Newfoundland and Labrador by 2020 by attracting more visitors, getting them to stay longer and experience more.


Inspire travellers through authentic experiences that embrace our natural creativity, environment, and unique culture for the sustainable benefit of our people and our province.

Guiding Principles

The following principles are the foundation of sustainable tourism development that will guide us throughout our continued journey to 2020:

Respect for our Home. Develop tourism experiences that support, protect, and enhance a sustainable society, economy, and environment.

Respect for our Residents. Collaborate with tourism partners to garner our collective knowledge and experience for the benefit of our people and our province.

Respect for Travellers. Deliver appealing, memorable, and quality experiences for our travellers at every stage of their journey.

Respect for Profit. Make investment decisions based on the ability to sustain economic growth and prosperity in our province.

Respect for Communication. Commit to ongoing, positive, and constructive dialogue within our industry as a cornerstone for achieving our vision.