Tourism Times - Spring 2019

Newsletter of the Tourism Industry Association of Newfoundland and Labrador

www.hnl.ca

Photo: Š Copyright Dru Kennedy Photography

SPRING 2019

Battle Harbour - Forgotten in Time A brand new Canadian Signature Experience

Go back in time to the remote island getaway of Battle Harbour, the only National Historic District in Canada where you can spend the night.

Tourism Times is a quarterly publication of Hospitality Newfoundland and Labrador. Opinions expressed by contributers and advertisers do not necessarily represent those of Hospitality NL.

Hospitality NL Board of Directors

Larry Laite Steve Denty Brenda O’Reilly Dion Finlay Darlene Thomas Ed English John Devereaux Joe O’Brien Rhonda Hutton Deborah Bourden Vacant Lisa Martin

Chair Vice-Chair Secretary/Treasurer Past Chair Director Director Director Director Director Bed & Breakfast Sector Rep Food & Beverage Sector Rep Hotel/Motel Sector Rep

LEARN MORE.

Full board contact information available at www.hnl.ca

Staff Listing Craig Foley Chief Executive Officer Juanita Ford Chief Operating Officer Melissa Ennis Manager, Policy and Communications Karen So Accountant Susie Greene Membership Coordinator Allie Bourden Training Coordinator Minerva King Operations Coordinator Linda Hickey Program Coordinator

Head Office

71 Goldstone Street (Suite 102) St. John’s, NL A1B 5C3 Tel: (709) 722-2000 Toll Free: 1-800-563-0700

Desktop Layout

Hospitality Newfoundland and Labrador is supported by the tourism industry and

In addition to photographer copyright, stock photos provided by Newfoundland & Labrador Tourism.

Photo: © Copyright Dru Kennedy Photography

Image 4 Digital Printing & Design Inc. 1170 Topsail Road, Mount Pearl, NL A1N 5E8 T: 709-747-3850 E: brenda@image4.ca W: www.image4.ca

LET ’S TA L K!

I love talking to tourism operators. This, of course, comes as no surprise to those who have met me. Lucky for me, in my role as CEO of Hospitality Newfoundland and Labrador, talking to tourism operators is my most important job duty. And not just simply having a conversation, but really hearing what it is operators have to say about tourism in NL. I take that feedback back to the team at Hospitality NL and use it to help form our workplans and policy positions.

As your provincial tourism industry association, Hospitality

NL plays an important role as the voice of tourism, informing decision-makers and the general public about the value of tourism in the province and why #TourismMatters, with the goal of providing leadership and direction for the sustainability and growth of the tourism industry. Bringing industry together in an open environment to learn and share is one of the main ways we achieve our goals.

The annual Conference & Trade Show is our flagship event and each year we strive to provide opportunities for delegates to not only listen and learn, but to share and inform, providing valuable feedback to us so that we can work with other tourism stakeholders to provide the industry with the resources and supports it needs to thrive. At this year’s event in Gander this past February, operators did their part by participating in panel discussions, asking questions from the floor, and discussing our collective challenges and opportunities with government representatives.

Early in April, Hospitality NL was happy to host a Tourism Town Hall in Bonavista with our national partners, the Tourism Industry Association of Canada, Destination Canada, and Indigenous Tourism Association of Canada, as well as local partner, Legendary Coasts of Eastern Newfoundland. Designed as an open forum for local industry to have meaningful dialogue with national tourism organizations, the Town Hall was a great success with partners and participants indicating the benefits of such an event.

As I said, events such as these help Hospitality NL keep its policy positions current and reflective of the industry’s needs. And there is no more important time to ensure our collective voice is heard than during a provincial election. The 2019 provincial general election will take place on Thursday, May 16, 2019. Hospitality NL is ready to reach out to candidates and ensure they are well-informed of the value of tourism to this province and what our industry’s priorities are going forward. As political candidates campaign for your

vote during the election, we want to ensure you are prepared to have that important conversation about how they plan to make tourism a priority should they be elected. That is why Hospitality NL has prepared an Election Toolkit containing key messages, ways to get involved and digital and print materials that you can use to advocate for tourism in NL as a key economic driver and vital sector that helps to preserve and share our natural assets and cultural heritage.

As we head into another glorious summer tourism season here in Newfoundland and Labrador, I am sending out good vibes and hope that all your hard work will continue to pay off with a very busy and successful season! And remember to #VoteTourismNL this May!

Craig Foley CEO, Hospitality NL @craigfoleyHNL

TO UR I S M I S A P RIOR IT Y key priority for candidates in this Spring’s provincial election, and this Fall’s federal election. And while it is important to highlight the value that tourism brings to our province, we must also ask the tough questions about how we can do better. 2,700 tourism-related businesses; 20,000 provincial jobs in tourism industries; 553,000 annual visitors; $1.13 billion in annual tourism spending. These numbers are significant accomplishments and a testament to how much the industry has grown. But those of us who work in the industry see it every day – the potential for more. Tourism in Newfoundland and Labrador has its challenges, but we also have a tourism product that is rooted in our storied history, our distinct culture and environment and our special people. That is what makes us unique and keeps us visible as a destination in a globally-competitive setting.

The recently released Economic Growth Strategy for Newfoundland & Labrador identifies tourism as one of the priority sectors with the potential to most meaningfully impact Newfoundland and Labrador’s economy. We must remind political candidates, as well as residents of the province, how important the tourism industry is and the potential it holds to further benefit Newfoundland and Labrador. As you prepare for the upcoming summer season and head to the polls this year, I encourage you to spread the word about tourism and #VoteTourismNL!

Larry Laite Chair, Hospitality NL @HNLChair

SPRING 2019

I know this is the Spring issue of Tourism Times, but Spring is our most elusive season here in Newfoundland and Labrador.

Many feel the term ‘Sprinter’ is more appropriate for this time of year. Regardless if the weather agrees, it is indeed Spring and so we begin to gear up for the busy summer tourism season. Some of us are just coming off the winter tourism season, others are returning to work after spending time doing market research (i.e. travelling the world!), and/or

planning new and exciting ideas to implement in their tourism business. No matter where you are in your yearly tourism cycle, Spring usually comes with a fresh perspective and renewed excitement for showcasing our special tourism product.

After what some would call a ‘soft season’ in 2018, many in the industry have high hopes for a stronger 2019 (and if the icebergs are any indication, it looks like we’re in for a good year!).

Destination Canada announced 2018 was another record-breaking year for national tourism as the country welcomed 21.13 million travellers! With our industry focusing on experience development and addressing challenges such as access or regulatory issues, Newfoundland and Labrador is working towards a larger piece of that pie.

Of course, 2019 is an election year and it is essential that our industry ensures tourism is a

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On April 9, Hospitality Newfoundland and Labrador, in partnership with the Tourism Industry Association of Canada (TIAC), was pleased to host a Tourism Town Hall session in Bonavista, providing an opportunity for the local tourism industry to engage with national tourism organizations and better understand efforts being made on national tourism issues. The Tourism Town Hall series is an event partnership between the Tourism Industry Association of Canada, Destination Canada, Indigenous Tourism Association of Canada (ITAC) and local industry partners, Hospitality NL and Legendary Coasts of Eastern Newfoundland.

The panelists who were

prepared to answer questions from attendees included (R-L above) David Goldstein, President & CEO of Destination Canada, Jennifer Taylor, Vice-President, Marketing & Member Relations with TIAC, Tara Saunders, Director, ITAC, Carol-Ann Gilliard, Director of Sector Diversification with the Department of Tourism, Culture, Industry and Innovation, and Larry Laite, Hospitality NL Chair. Hospitality NL’s CEO, Craig Foley, emceed the panel.

This Town Hall was an important opportunity for local tourism businesses to engage with representatives from national organizations and to share our provincial perspective on the future direction of the industry.

Calling all Tourism Champions

Following the Town Hall session, attendees heard from Sharon McLennon (pictured below), Director of the Newfoundland and Labrador Workforce Innovation Centre (NLWIC), who shared insights on the research projects undertaken by the Centre, as well as helpful strategies for workforce development.

Photo Credit: Legendary Coasts

TO W N H AL L B R I N G S N AT ION A L TO UR I S M PA RT N E R S T O B ON AV IS TA

Hospitality NL member, Julie White of Mobile Goat Excursions, poses a questions to the panel.

SAVE THE DATE! #TourismWeek

SPRING 2019

#TourismMatters

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AT L A NTI C C A N A D A T R AV E L T R A D E RE AD I N E S S P R O GR A M The Atlantic Canada Travel Trade Readiness Program provides tourism operators with various learning opportunities to help them build their business with overseas and U.S visitors. Get answers to questions such as: •A m I ready for the international market?

•H ow can travel trade help build my business?

•H ow will travel trade change how I do business?

•W hich travel trade partners should I work with?

•H ow do I gain new travel trade partners?

Check out the resources below and contact Hospitality NL for more information!

TOOLKIT

How to Work with Travel Trade The toolkit was developed to be used as a self paced learning and diagnostic tool that provides tactics, processes and best business practices on how to develop and expand your distribution, and ultimately, your business. The toolkit focuses on the United States, United Kingdom, Germany, France and China markets.

Download Free Toolkit

WORKSHOP

How to Work with Travel Trade If you prefer a group learning environment, attend one of three Travel Trade Workshops happening around the province this spring with facilitator, Eva Gutsche, founder of STEM Consulting & Marketing Inc!

ONE-ON-ONE

April 29 - Twillingate

Travel Trade Coaching Expanding into international tourism markets through the travel trade channels can pose different challenges for different operators. A next step is taking the opportunity for some one-onone coaching to reap rewards from the knowledge that you have gained through the toolkit or a workshop!

May 1 - Cow Head

Learn More or Book a Session!

For more information, contact: Allie Bourden, Training Coordinator Hospitality Newfoundland & Labrador 709-722-2000 ext 234 abourden@hnl.ca

The Atlantic Canada Travel Trade Readiness Program was developed in Atlantic Canada through partnership between the Atlantic Canada Opportunities Agency and the four Atlantic Canada provinces.

SPRING 2019

May 7 - St. John's

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N E W ME MB E R S

For a complete listing of Hospitality NL members, please visit our Membership Directory!

Town of Placentia Rosewood Suites at Trinity

Quintessential Trinity – Heritage, Hospitality, Home.

Rosewood Suites, in the heart of historic Trinity, was completely redesigned and renovated in 2018 to provide comfort and modern conveniences in nine suites: one 2-bedroom, five 1-bedroom, and three studio suites, each with a living room/area, kitchenette, and ensuite bathroom. Canada Select 4.5 Stars. www.rosewoodtrinity.com

SPRING 2019

Town of Twillingate

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Twillingate embodies everything so many Newfoundland and Labrador outports are famous for: stunning coastline, historical, picturesque streets, culturally-rich entertainment and peaceful country roads.

Twill-ingate is located alongside Iceberg Alley, a vast corridor of ocean that runs from Greenland. www.townoftwillingate.ca

R&R House by Effie Salmonier Country Manor – Convent Inn

The Manor, originally a convent, has been elegantly converted into a 7-suite bed and breakfast featuring beautiful views and private ensuites. Relax on our deck overlooking the water with a drink from the bar and enjoy the peace and tranquility while we prepare dinner. www.countrymanor.ca

Altus Group

Altus group is a Canadian based, international real estate consulting company that works to reduce your Hotel’s assessed value and in turn, the overall property taxes payable. Our goal is to ensure you are well positioned for financial success. No job is too small or too large for Altus Group. www.altusgroup.com/ atlantic-canada

Rejuvenate your body and spirit at R&R House; cozy, surrounded by nature trails, mature trees, and overlooking the ocean. Enjoy a sunset on the water or take the ShaMaSha boat tour to a private beach. Two stylish suites with modern amenities in a serene environment.

Indulge in fresh greens and herbs from our greenhouse and pick some berries for dessert.

Check us out on Facebook!

Height of Land Hotel Inc.

Height of Land Hotel is located half way between Labrador City and Happy Valley-Goose Bay. We are a 21-room hotel and restaurant, located in the town center of Churchill Falls. Only 20-minute drive from a walking trail into the falls. Open 7 days a week with 24-hour service, rates start at $149 plus tax. www.heightoflandhotel.com

Placentia has been welcoming explorers for centuries. Its rich history and culture has been shaped by the many personalities and nationalities that have called Placentia home for over 350 years.

Their collective legacy has infused Placentia with a strong sense of international pride. Placentia offers many quality services, facilities and community programs that make it such a great place to live and visit. The welcome mat is always out! www.placentia.ca

Mile One Digital Inc.

Offering digital services, including state-of-the-art websites, mobile apps, loyalty programs, etc., focusing on your key revenue generating activities. For restaurants, hotels, B&Bs, retail stores, etc. We will help you get sales, reservations, and return visits with properly executed digital strategies that make you money while you sleep. www.mileonedigital.com

M O U SI G N I N G S ETS S TA G E F OR IND I G E N O U S T O UR IS M GR OWT H Submitted by: Indigenous Tourism Association of Canada

“ITAC is providing us with the expertise and guidance we need to follow best practices in sharing our region’s Indigenous tourism experiences while helping more of our Indigenous community members develop new experiences that are sustainable and authentic,” says Hospitality Newfoundland & Labrador Chair, Larry Laite. “Together we have identified opportunities for tourism training, and capacity development, taking advantage of our incredible landscapes and ancient Indigenous history and culture.”

To raise awareness of the range and diversity of Indigenous tourism experiences accessible across the country, ITAC recently

launched IndigenousCanada.

Travel as a venue for selling travel packages featuring ITAC members. As well, ITAC joins the Canadian tourism industry at significant trade shows like Rendez-vous Canada, World Travel Mart, ITB Berlin, and Showcase Asia, shining a spotlight on Canada’s Indigenous experiences to global buyers and travellers.

With this MOU and commitment for collaboration, Newfoundland and Labrador will now become even more internationally known for its rich Indigenous history.

For more information about ITAC and its work with Indigenous tourism operators, please visit www.IndigenousTourism.ca.

Signing the MOU – L-R: Larry Laite, Chair, Hospitality NL, Craig Foley, CEO, Hospitality NL, Tara Saunders, NL Representative, ITAC Board of Directors, Keith Henry, President & CEO, ITAC.

Hospitality NL reps and a portion of Indigenous delegates present during the MOU signing at Hospitality NL’s 2019 Conference & Trade Show.

SPRING 2019

Since the Indigenous Tourism Association of Canada (ITAC) was launched in 2015, it has signed memorandums of understanding (MOUs) with provinces and territories across the country, offering support and guidance to grow indigenous tourism experiences within each community while celebrating local expertise. This past February, ITAC and Hospitality Newfoundland & Labrador signed the latest MOU, launching a collaborative partnership with the goal to significantly grow and promote the many unique Indigenous tourism experiences across Newfoundland and Labrador.

“I have no doubt that Newfoundland and Labrador will quickly become one of Canada’s top Indigenous destinations, and by working with Hospitality Newfoundland & Labrador – who is such a leader in the province – we are ensuring this growth is authentic,” said Keith Henry, president & CEO of ITAC. According to both organizations, the MOU signals Newfoundland & Labrador’s commitment to celebrating Indigenous culture and enables the destination to take advantage of the significant growth in demand for Indigenous tourism experiences.

Indigenous tourism is defined as all tourism businesses majority owned, operated and/or controlled by First Nations, Métis or Inuit peoples that can demonstrate a connection and responsibility to the local Indigenous community and

traditional territory where the operation resides. These businesses can represent any part of the tourism economy; there are more than 1,500 Indigenousowned tourism businesses across Canada.

“In 2018 we invested in research with The Conference Board of Canada, and while we expected to see growth in demand, we are surprised and delighted to see how much international demand there is for Indigenous tourism,” said Sébastien Desnoyers-Picard, ITAC’s Director of Marketing.

“Our research showed that one in three international visitors to Canada want to take part in an Indigenous experience, and that Indigenous tourism growth is outpacing Canadian tourism activity overall – that is incredibly good news.”

Three per cent of Canada’s Indigenous population lives in Newfoundland and Labrador, which is 36,000 people, and six per cent of the provinces’ total population. Currently, Indigenous tourism, led by Inuit, Innu, and Mi’kmaq communities, employs over 1,000 people in Newfoundland and Labrador and sees $95.2 million in revenues – this is spread out between 14 Indigenous tourism operators.

However, according to ITAC, the majority of Indigenous tourism operators in Newfoundland and Labrador (86 per cent) focus their marketing efforts within the province. With such a high international demand for authentic Indigenous experiences, ITAC says it will work with Hospitality Newfoundland & Labrador and the industry to expand their reach and target more international visitors.

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Hospitality Newfoundland and Labrador held its annual Conference and Trade Show from February 26-28, 2019 in Gander. With a focus on the future of tourism in Newfoundland and Labrador, delegates heard from innovative tourism leaders as well as industry colleagues. Throughout the event, several businesses and individuals were honoured with awards and recognition for the great work they do in advancing tourism in Newfoundland and Labrador.

Hospitality NL is excited to share some highlights and feedback on the event!

HIGH LIGH TS FR OM TH E 20 1 9 C O N F E R E NCE AN D TR A D E S H OW February 26 - 28, 2019

www.hnl.ca/conference

The National Tourism Panel was moderated by Stan Cook Jr. and featured Charlotte Bell, TIAC, Teresa Ryder, ITAC, Shanna Munro, Restaurants Canada and the Honourable MĂŠlanie Joly, Minister of Tourism, Official Languages and La Francophonie

My first attendance and

THOROUGHLY ENJOYED the entire experience.

A delegate poses a question during the National Tourism Panel

I appreciated the

NETWORKING OPPORTUNITIES

The Tourism Access Panel, moderated by Greg Oates, featured Vicki Rose, VP of Customer Experience with Marine Atlantic, the Honourable Steve Crocker, Minister of Transportation & Works, and Reg Wright, President & CEO of Gander International Airport Authority

SPRING 2019

especially.

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The Operator's Perspective Panel, moderated by Brenda O'Reilly, featured Todd Wight, Kelly Finlay, Michelle Rowsell and Angela Gilley

Tineke & Marieke Gow, Artisan Inn & Vacation Homes and Twine Loft Dining, were presented with the Tourism Achievement Award by the Honourable Christopher Mitchelmore, Minister of Tourism, Culture, Industry & Innovation and MHA Mark Browne (award accepted by Tineke Gow)

Outside of opening night and the nutrition breaks,

DESIGNATE ANOTHER TIME FOR DELEGATES to interact with Trade Show Booths.

Delegates network and have some fun during the Opening Reception!

Greg Oates, Chief Innovation Officer for NEXTFactor Enterprises Inc., delivered the keynote address to delegates on the Future of Tourism

A suggestion is to

PROVIDE NOTES ON THE SESSIONS The H. Clayton Sparkes Accommodator Award of Excellence is presented to The Old Salt Box Co. by Bruce and Adam Sparkes

for future reference.

The Honourable Mélanie Joly, Minister of Tourism, Official Languages and La Francophonie held a roundtable conversation with local tourism industry representatives

I have given up on most conferences as I find they are

This conference

IS WORTH THE TIME AND EXPENSE!

Minister Joly participates in a special ‘Come From Away’ screech-in ceremony during Fun Night at the International Lounge at the Gander Airport

SPRING 2019

NOT USUALLY WORTH THE TIME AND EXPENSE.

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10 RE AS O N S WH Y 10 % MAT T E R S

TOURISM EMPLOYMENT TRANSFORMS LIVES & COMMUNITIES Submitted by: Tourism HR Canada

Tourism comprises

10%

of Canada’s workforce

1.8 million workers in 200,000 workplaces Between accommodations, food and beverage services, travel services, recreation and entertainment, and transportation, tourism industries generate nearly 5% of Canada’s GDP.

1.8 Million Workers

2016 Census

SPRING 2019

10.6% of the Canadian labour market

10

2%

9%

16 %

22 %

52 %

39,985

162,770

286,780

394,250

949,405

TRAVEL SERVICES

ACCOMMODATION

TRANSPORTATION

RECREATION & ENTERTAINMENT

FOOD & BEVERAGE SERVICES

Tourism is synonymous help rebuild and transform Canadian work experience, operations, transportation, with12.7 Canada’s identity: it communities and create it also attracts many more— travel services, and more. ⃞ High School emphasizes social capital and economic prosperity.

Tourism those seeking interesting Entrepreneurs are attracted 17.2 cohesion, promotes inclusion can create meaningful careers and opportunities that to the sector because it’s ⃞ College, CEGEP 9.4 and diversity, and contributes employment that is accessible support personal interests good business: the demand 36.6 31.2 7.5 University increasing or lifestyle needs. With more to cultural and heritage to ⃞everyone, for uniquely Canadian tourism preservation. participation rates in an ever- than 400 types of jobs in the Full Time Hourlyexperiences Earnings is boundless.

19.8 ⃞ Apprenticeship The International Labour expanding global economy, sector, there are opportunities Mature Excluding Food & Beverage Sector* and retired individuals 18.9 25 Organization reports that while helping incentivize for nearly everyone. seek tourism jobs to augment 27.66 incomes, stay connected to ⃞ No certificate, the “high intensity 21.8 of labour investments in infrastructure Young people, $students, $20.98 degree within the industry makes and diploma rapidly or advancing individuals in transition, and communities, mentor young it a significant source of technology. Increasingly, the others entering the Canadian people, and remain active. employment and places it tourism sector has become workforce for the first time Tourism will continue to Tourism Workforce (25 yr olds +) amongst the world’s top Canada’s classroom for “first often look for tourism jobs be a prosperous economic With 15-24 year old's creators of jobs that require jobbers”, providing rich that offer flexible hours so sector for all regions of Including F&B: varying degrees of skills and learning experiences that help they can accommodate other Canada. The growth the Male of = $22.26 = $17.37 allow for quick entry into individuals gain social and scheduling demands (such visitor economy isFemale outpacing Full Time / Part Time

by Ageskills Group the workforce [by underemployability that last a as education or childcare). many industries worldwide.

Hourly Earnings Age to gain a represented groups]”. and that Canada is by poised 25 – 34 45 – 54 65 +Individuals seeking permanent, 15 – 24 35 – 44 lifetime, 55communities – 64 Tourism is outpacing rely 17.2 on to full-time, stable employment Full much the % showcase, preserve, Time larger share Part of Time 18.9% 23.7traditions, % the growth 25.1 of % many sectors and strengthen local are drawn to the variety of global tourism market and 82.8%and culture.

15 – in 24outdoor 15.25 worldwide. Investment81.1in customs, tourism professions increase its global 18.83 standing % 74.9% 76.3% the development of tourism Although tourism attracts49.5% recreation and adventure, and competitiveness—but 25 – 34 21.54 21.26 products and services is many young people and events and meeting planning, to succeed must first attract, 70.9% an investment in jobs that individuals seeking their first50.5% hotel or food 35 and beverage develop, and retain talent.

– 44 27.37 22.20 37 % 21 % 29.1% 45+ 26.53 23.61 79%

63%

”

IINTERNATIONAL LABOUR ORGANIZATION

top creators of jobs that require varying degrees

Tourism is synonymous with Canada’s identity: it emphasizes

of skills and allow for quick entry into the

”

verywhere socialand andmany capital cohesion, promotes inclusion and as diversity, and contributes There are economic, social, and political factors to why tourism is important—all reasons whyby investing in tourism employment workforce under-represented groups. ada’s economy cultural and heritageHere preservation. istoimportant to Canada. are the top ten: IINTERNATIONAL LABOUR ORGANIZATION

Tourism is everywhere and foundational to Canada’s economy

High job growth potential High job growth potential

Good jobs and jobs at a premium

Contributes to political stability and synonymous with Canadian identity

Top 10 Reasons

Top 10 Reasons

Why Tourism Employment is Stimulus for Important to infrastructure investments Canada

Provides economic and entrepreneurial opportunities that can transform waning economies

Why Tourism Employment is Important to Canada Multifaceted with rich learning experience

Creates influx of wealth that contributes to local economy and wellbeing

Provides economic and entrepreneurial opportunities that can transform waning economies

Multifaceted with rich learning experience

Social advantages

Social advantages

Environmental benefits

Read about the top 10 in more detail HERE

“

Increasingly, the tourism sector has Not only is tourism important to Canada’s economy, it is uniquely Environmental positioned to increase social capital and contribute to political become Canada’s classroom for “first jobbers”, stability. Bottom line: tourism employment shapes Canada’s identity by benefits providing rich learning experiences that help Not only is tourism important to Canada’s economy, helping transform lives and communities. The sector (and indeed Increasingly, it is uniquely positioned to increase social capital and individuals gain social and employability skills Canada) cannot thrive without a resilient and diverse tourism labour contribute to political stability. Bottom line: tourism Increasingly, the tourismthat sector last a has lifetime, and that communities rely on market. economy, it is Canada’s uniquely employment shapes identity by helping

“

THE TOURISM SECTOR HAS BECOME CANADA'S CLASSROOM FOR that last a lifetime, and that communities rely on "FIRST JOBBERS", Tourism HR Canada is a pan-Canadian organization

ada’s lives and communities. al and transform contribute to political

Investments showcase, preserve, and strengthen local become Canada’s classroom forto“first jobbers”, in attracting, developing, and retaining workers *To see full article on 10 Reasons Why, check out News at: TourismHRCanada.ca traditions, customs, and culture. ent shapes Canada’s by are needed beyondidentity the investments madeproviding for rich learning experiences that help infrastructure incentivizing private investments. es. The sector or(and indeed The sector (and indeed Canada) cannot thrive without individuals gain social and employability skills ent anda resilient diverse tourism labour and diverse tourism labour market.

FEB 2019

to showcase, with a mandate aimed at ‘building a world-leading tourism workforce’. www.tourismhr.ca News at: TourismHRCanada.ca

preserve, and strengthen providing rich learninglocal experiences

”

that help individuals traditions, customs, and culture. gain social and

employability skills that last a lifetime, and that communities rely on to showcase, preserve, and strengthen local traditions, customs, and culture.

SPRING 2019

out

”

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RE SEAR C H C O R N E R

GETTING TO KNOW THE CANADIAN VACATION VISITOR: Travel Values and Trip Characteristics of Visitors from Newfoundland and Labrador’s Primary Travel Market Submitted by: Sector Research Division, Department of Tourism, Culture, Industry & Innovation

Canada is Newfoundland and Labrador’s primary visitor market – 8 in 10 of the province’s vacation visitors are Canadian. As the province’s largest source travel market, it is important to understand not only what Canadian travellers like to do and see while visiting the province, but also who these travellers are. Getting to know the Canadian visitor

– from trip characteristics and demographics to attitudes, travel values, and lifestyle – allows destinations and tourism operators to focus their offering to better appeal to these travellers and deliver experiences that meet visitor expectations.

Ontario is Newfoundland and Labrador’s largest market in Canada, accounting for

Origin of Vacation Visitors to Newfoundland and Labrador (% parties)

SPRING 2019

Origin of Canadian Vacation Visitors to Newfoundland and Labrador (% parties)

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half of all Canadian vacation visitors. One quarter of Canadian vacation visitors are from provinces west of Ontario and the Territories (“Other Canada”), with Alberta representing 11%, British Columbia 8%, the Prairies and the Territories 6%. Residents of the Maritimes represent 18% of Canadian vacation visitors while 7% are from Quebec.

Canadian vacationers stay an average of 10.4 nights in the province, with those from Other Canada (12.3 nights) and Ontario (9.9 nights) staying the longest. Compared to other markets, Canadians stay slightly longer than US visitors (10.0 nights) and slightly shorter than international visitors (10.9 nights). During their vacation, our Canadian visitors spend an average $3,417 per travel party, similar to international vacation visitors ($3,446) and slightly less than US vacationers ($3,818). By provincial origin, visitors from Ontario spend the most at $3,750, followed by visitors from other Canada ($3,617). Visitors from Quebec ($2,869) and the Maritimes ($2,397) tend to spend less, influenced by relatively shorter stays. During their visit, Canadian vacationers are most likely to stay in hotels/ motels and B&Bs, with the largest share of their money (42%) spent in the province on accommodations.

More than any other vacation visitors, Canadians cite a longstanding desire to visit as the primary reason why they chose to vacation in the province – 30% of Canadians said Newfoundland

and Labrador was a bucket list trip. Another 19% said the natural environment, landscape, nature and wildlife were key motivators. Also, a desire to see specific sites, our people, culture and heritage, as well as word of mouth recommendations inspired Canadians to travel to the province. With nature and wildlife and a desire “to see it all” being top motivators, it is no surprise that many of the top experiences Canadians take in while vacationing in Newfoundland and Labrador allow them to engage with the natural environment and explore a range of attractions – pleasure walking, hiking, visiting historic sites, exploring communities and lighthouses, enjoying local cuisine, visiting national parks, browsing art galleries, and seabird and whale watching are all key trip elements for Canadian visitors.

From a demographic perspective, most visitors are aged 55 or older, affluent, and well-educated – and Canadian vacationers are no exception: 60% are 55 or older, nearly 80% have post-secondary education and close to half report household incomes of $100,000 or more. However, demographic information and trip characteristics only paint part of the visitor picture.

Working with Environics Analytics and based on Destination Canada’s explorer quotient (EQ) traveller profiles, Newfoundland and Labrador Tourism has identified two key types of visitors to Newfoundland and Labrador – Authentic Experiencers and Rejuvenators.

The purpose of this research which complements our non-resident visitor surveys is to provide additional information about these travellers, including lifestyles and media consumption.

Newfoundland and Labrador’s Authentic Experiencers are a mix of urban and suburban middle-aged and older couples and families located in and around Canada’s largest and wealthiest cities like Toronto, Calgary, and Vancouver. These visitors work in, or are retired from, white-collar and executive level careers in management, public administration, and finance and they typically own upscale homes and cars. Our Authentic Experiencers live active lifestyles, are often members of golf and fitness clubs, and are interested in arts, theatre, opera and visiting galleries and museums. When travelling, these visitors value learning about and interacting with different cultures; they seek to connect with history, local communi-

ties and with other travellers. They want to escape the stresses of their daily routines and view travel as means of personal self-fulfillment – they enjoy crossing destinations off their bucket lists, value unique experiences and excursions, and prefer flexible itineraries. These travellers are techsavvy, actively use the internet and social media, and therefore are comfortable researching and booking travel online.

While visiting Newfoundland and Labrador, Authentic Experiencers indulge in outdoor activities but their appreciation of arts, history and culture is evident as they sample local cuisine, explore communities, immerse themselves in Indigenous experiences and archeological sites, visit galleries and take in local theatre at aboveaverage rates.

In addition to Authentic Experiencers, many of the province’s visitors are Rejuvenators. These visitors are middle-aged and older average income couples and

families residing mainly in rural and suburban neighborhoods in Ontario.

They are typically working in, or retired from, blue collar jobs in manufacturing, agriculture and trades. At home, these travellers enjoy nature and leisure time outdoors and can often be found hunting, fishing and camping. Rejuvenators enjoy close-to-home leisure activities and are generally content with a simple, lowkey rural lifestyle. When travelling, Rejuvenators seek out nature-centric getaways where they can recharge and experience a healthier way of life. They appreciate a sense of community and engage in local activities when travelling. While the majority of these travellers own smartphones, they tend to be less tech-savvy, using the internet at below average rates with a preference for traditional media platforms like TV and radio. While visiting Newfoundland and

Labrador, Rejuvenators are more likely to travel by car and opt for longer stays. Staying true to their love of nature and the outdoors, they enjoy strolling around communities, hiking, iceberg and seabird viewing and visit geological sites at above average rates. At the same time, they also enjoy local cuisine, experiencing indigenous culture, participating in arts and crafts and exploring lighthouses.

As the vast majority of Newfoundland and Labrador’s visitors come from Canada, it pays to know what our Canadian vacationers do when they visit, their travel values, as well as their lifestyle and interests outside of travel.

Having a detailed picture of our current and potential visitors helps destinations and tourism operators assure that their products are best aligned with the types of experiences our key visitor groups, Authentic Experiencers and Rejuvenators, are seeking while on vacation.

The Government of Newfoundland and Labrador has partnered with Bluedrop Learning Networks to bring SkillsPassNL to residents of Newfoundland and Labrador.

The SkillsPass platform hosts a variety of free online learning material ranging in subject material such as food safety, cannabis education, pool operations, workplace productivity, plus many more!

All the content is approved by the Government of NL and focuses on skills and information that owners, managers, employees and job seekers need to have.

Clear inspection guidelines, regulation compliance and soft skills training to excel in your current role or training for your next opportunity is all available for free!

The platform is accessible to anyone who has an internet connection, a name and an email address – the user creates their personal password at time of registration.

The account holder owns the certificates they earn and can share achievements

digitally or in hard copy format.

SkillsPass offers experiences for employers and associations that include team certificate tracking and on demand reporting. Gain peace of mind knowing your staff and members have consistent and meaningful training supplied by the Government of NL. Interested in learning more? Check it out at ServiceNL.MySkillsPass.io or send an email at AdoptionTeam@Bluedrop.com!

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S KI LLSPASSNL TR A IN IN G PORTA L

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FRO M OU R PART N E R S

Submitted by: Heather Kennery Content & Digital Marketing Specialist Destination St. John’s

SPRING 2019

How Newfoundland made me fall in love with Canada again

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My Come from Away (CFA) story and the one vacation that turned into forever.

For my adult life, my version of Canada was Ontario – flat and hectic. Where Sunday drives usually included a traffic jam and escaping the city was a five-hour trip to the Muskokas.

Don’t get me wrong, Ontario has moments of beauty, but they felt fleeting and far inbetween. If I sound jaded that’s because I was. The “rat race” was not something I liked or wanted to keep up with.

For some time, my husband Josh and I were looking for a way out of our comfort zone. We had discussed uprooting ourselves to Alberta, BC, the US, and even Europe but nothing ever felt like the right fit.

It wasn’t until my solo fiveday vacation to St. John’s, in September 2018, that I finally felt like we could be home.

From tasting the wild blueberries heated by the sun along the rugged trails of Signal Hill, to sipping a pint overlooking the edge of a cliff in Quidi Vidi, St. John’s felt like a more beautiful and colourful version of my childhood Canada.

The place and experiences weren’t the only thing that drew me here, it was the people that also stole my heart.

At first, I thought I must have a CFA beacon on me, but I have come to realize that this is just

Heather enjoys the view in Petty Harbour during her visit to the province.

how Newfoundlanders are.

The love of a good chat and the opportunity to share a few yarns is seasoned into the people. And much like the salt water that shaped the rugged shores, the people here carved a way into my heart.

Upon my return home, I hastily told my husband that I had fallen in love with St. John’s. Maybe it was my excitement or the glimmer of the ocean in my eyes, but he agreed sight unseen, and we decided to take the plunge into the North Atlantic together.

We quickly began working with a local real estate agent and started applying for work when things began to line up. With only a month and a half left before the big move, we hosted a family dinner and shared our news with our parents, grandparents and siblings.

Most people told us how “wild” this move was, espe-

cially the people we knew who grew up in Newfoundland & Labrador. It was as if I had said that I kissed a fish and liked it. But I think what we were missing in our lives was a true taste of the wilderness (and of course, fresh cod too).

A short three months after my time in St. John’s we: • Bought a home in Downtown St. John’s • Applied for work — I was hired for the Content and Digital Marketing Specialist role at Destination St. John’s • Quit both of our jobs • Sold our house in Kitchener, Ontario • And finally, packed our whole life, including a cat and dog, into our tiny Kia. Our cross-country move had begun. During our drive we faced the best and worst of a Canadian winter. From whiteouts in New Brunswick and a blizzard on the west coast of the island,

to a romantic stay in a seaside log cabin on Cape Breton and finally, witnessing the glimmering sun over the snow-covered peaks in Corner Brook — Canada gave us a full show.

It was during the last leg of the trip, from Corner Brook to St. John’s, that the beauty of our country, and more specifically this province, hit us. Josh and I were oohing and aweing at the sheer untouched wilderness that was enveloping us along the TCH when he commented, “This looks like the French Alps” and I replied giddily “No, this looks like home.”

I never intended to have a five-day vacation turn into forever but here we are. St. John’s is only one and a half hours ahead of Ontario, but it has transported us back to the real beauty that our country has to offer. Thank you, Newfoundland & Labrador, for giving us the trip of a lifetime.

FRO M OU R PART N E R S

Submitted by: Matt Molloy Marketing Coordinator Adventure Central Newfoundland

Increased interest, increased participation

est from Central and Western operators, who hope to join the provincial pavilion next year. We’re hoping to see even bigger numbers next year, and have the biggest pavilion at the entire show.”

Along with having representation, Rod Walsh from the Provincial tourism department gave a presentation highlighting Newfoundland and Labrador experiences, while Ian Stone gave a presentation that had a “Gros Morne Bucketlist” theme.

As for the Downhome Expo, which took place April 5-7 in Mount Pearl, Adventure Central Newfoundland organized a seven-booth, Central Newfoundland pavilion that

included Riverfront Chalets, Rafting Newfoundland, Hare Bay Adventures, Welcome to the Rock Tours, Homestead Adventures, The Shark Co.Big Game Fishing Charters, the Shore Tourism group, Indian Falls Chalets, the Town of Springdale, the Town of Lewisporte, Woolfrey’s Pond Park and Campground, Miawpukek First Nation and the Town of Gander.

Like the future of the Toronto Outdoor Adventure Show, Molloy hopes to see even more travel with the Central pavilion next year to Mount Pearl.

“A few Central operators have expressed interest in next year’s Downhome Expo, in-

cluding one municipality and an experience provider,” said Molloy. “We are so happy to see municipal representation at this event, as it gives communities a chance to remind the in-province market what experiences are provided in their communities.”

Along with those two marketplaces, Adventure Central Newfoundland also attended the Calgary Outdoor and Vacation Show, and the Saltscapes Expo in Halifax, partnering with the Town of Grand FallsWindsor.

For more information on future consumer marketplaces, email Matt at mmolloy@ adventurecentralnewfoundland.ca or call 709-486-9809.

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SPRING 2019

It has been a busy consumer marketplace season for Adventure Central Newfoundland, and the DMO is happy to announce it has seen the highest participation numbers in the two marketplaces it organizes — the Provincial pavilion for the Toronto Outdoor Adventure Show and the Central pavilion for the Downhome Expo.

The Central team organized 11 booth spaces for 21 people at the Toronto event, held Feb. 22-24, which attracted a total of 26,100 people.

The other four provincial DMOs also had representation at the event — Go Western Newfoundland, Destination St. John’s, Destination Labrador and the Legendary Coasts of Eastern Newfoundland — while other participants included Marine Atlantic, Viking Trail Tourism Association, Gros Morne Gatherings, Town of St. Anthony, Burnt Cape Cabins, Tourism Southwest, Battle Harbour, Linkum Tours, Iceberg Quest, Parks Canada, Tuckamore Lodge and Ocean Quest.

The Province had representation at the event, as did SaintPierre and Miquelon.

“We saw a few new partners join us at the Toronto event this year, and we hope to see more at the 2020 marketplace,” said Adventure Central’s Marketing Coordinator, Matt Molloy, who organizes both events on behalf of the DMO. “We already have inter-

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FRO M OU R PART N E R S

Submitted by: Andrew Hiscock Tourism Development Officer Legendary Coasts of Eastern Newfoundland

An engaging winter leading to a productive summer

It has been an incredibly busy winter and spring for us at Legendary Coasts of Eastern Newfoundland. Every year is a reminder that there is no true “off-season”, even for seasonal operations, as preparation and development are year-round activities!

We have been continuing our series of Destination Development Plan sessions throughout the region, and the industry is as engaged as ever! Recently we held

extremely positive sessions on the Baccalieu Trail for tripplanning, on the Heritage Run for municipalities in tourism and destination trails, and on the Irish Loop on food tourism!

Stakeholders in Eastern Newfoundland should keep an eye out for future sessions this fall, as we continue to get together and work diligently towards a more successful industry!

The Discovery Trail saw an event of some significance in April.

Hospitality Newfoundland and Labrador hosted a Tourism Town Hall at the Garrick Theatre, in conjunction with partners including the Tourism Industry Association of Canada, Destination Canada, Indigenous Tourism Association of Canada and Legendary Coasts. This Town Hall was an informative day of hearing from the National and Provincial tourism

bodies, while they in turn had an opportunity to hear the successes and concerns of the operators of Eastern Newfoundland and beyond.

Our partnership with Saint-Pierre and Miquelon continues through the hard work of SPM Liaison Officer Danielle Ambs. The French Islands continue to work more closely with our region through marketing, product development, and travel trade and media outreach. This spring we are very excited for the newest project in this partnership. A delegation of Saint-Pierre and Miquelon

operators and staff, with Burin Peninsula stakeholders, will be visiting the Bonavista Peninsula in a Best Practice Familiarization Tour! This is only the start of a larger program, that will see more knowledge share between the tourism industries of Newfoundland and Labrador and Saint-Pierre and Miquelon.

As you prep for summer and its normal influx of visitors, we wish you the most successful of years, and we are looking forward to working with our partners in Eastern Newfoundland and across the entire province!

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SPRING 2019

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FRO M OU R PART N E R S

Individuals with Autism Spectrum Disorder (ASD) have varying degrees and combinations of symptoms; and there is no standard “type” or “typical” person with ASD. So how do we in the tourism industry help travellers with autism have a positive experience while visiting Newfoundland and Labrador?

Special thank you to Joan Chaisson with AIM – Autism Involves Me for providing the following Autism Friendly tips for tourism businesses: • Lights on dimmers that can be adjusted for lower lighting; • Designated guestrooms that are located farthest away from vending machines; • Use of unscented cleaning products in designated autism friendly guestrooms; • A social story which includes visuals of the business that

was able to enhance the guest experience for families with a child with ASD. A separate room that is designated sensory-friendly would be a very positive addition for any tourism business. Often a sensoryfriendly room has specific equipment or resources that have been chosen for a reason, from the colour of the artwork on the walls, to equipment that is designed to provide

pressure or relaxation. Other suggestions include a climbing wall, visual sensory light, foot massager, bouncy ball and many tactile and auditory sensory items.

What is important to remember, is that although persons with autism have very diverse needs and abilities, there are some basic safety and security measures that can enhance the customer experience while travelling.

Some TQA & HNL Staff sport their sunglasses for World Autism Day #BeCoolForAutism

Sensory Friendly Room at Hotel Port aux Basques

If you would like to discuss autism friendly options for your business, contact us directly at 709.237.3311 nmcgrath@tqanl.ca, or for information on any of TQA’s programs, please visit www.tqanl.ca. #everyoneiswelcome

SPRING 2019

Autism Friendly

can be shared with travellers; • Script at the reception desk on how to handle questions related to autism; • Staff that are trained to communicate with persons with autism; • Any removable objects in the room that may be a safety hazard, to be secured; • Lending library of items that include calming music and fidget toys; • Visual map of the hotel presented at check in; • Spinning desk chair.

Hotel Port aux Basques is a great example of a business that took steps to welcome guests with family members on the Autism Spectrum.

Cathy Lomond, owner of Hotel Port aux Basques, told us there were some very simple, inexpensive changes like a latch lock that was located higher on the guestroom door, safety latches on dresser drawers and a picture menu in the restaurant which have been a very positive addition to her tourism business. By taking these simple steps, she

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Hospitality Newfoundland and Labrador, in partnership with the Newfoundland and Labrador Liquor Corporation, have launched a revamped online course on the responsible service of alcohol.

H O SP ITA LIT Y N L LAUNCHES NEW S E RVE R E S P ON S IB L E O N L IN E C OU R S E

The goal of Serve Responsible NL is to increase public safety for Newfoundlanders & Labradorians by providing critical information on the effects of alcohol on people, and techniques for preventing over-service, sexual assault and ensuring safe spaces. The training is also designed to highlight and provide increased awareness of the legal requirements involved for people who sell and serve liquor, and to help put in place responsible strategies to reduce risks and harm.

The new course is presented as an interactive online learning tool in which learners work their way through several modules of relevant content. Self-quizzes allow learners to assess their level of knowledge at the end of each module and prepare for the final exam, in which a score of 80% must be obtained in order to be successful.

The program covers: • What is Responsible Drinking?

• Identifying and Responding to Liquor Issues • Minors and Identification • Your Role, Responsibilities and Liability • Ensuring Safety Against Sexual Harassment & Sexual Assault • Safety and Security • Fire Safety and Emergency Preparedness

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Roles in the service of liquor can be risky. Employers and employees should be prepared to make informed choices when they sell, serve, or offer these products, while continuing to provide a positive environment for their patrons, and a professional image of the tourism and hospitality industry.

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Check out the program online or contact Hospitality NL’s Training Coordinator, Allie Bourden, to learn more. www.hnl.ca/training/serve-responsible-nl

2019

TOURISM EXCELLENCE AWARDS Recognizing individuals and organizations that rank among the most innovative and passionate in the tourism industry, the Tourism Excellence Awards are presented yearly during Hospitality NL’s annual Conference & Trade Show.

Hospitality Newfoundland and Labrador congratulates the following recipients of the 2019 Tourism Excellence Awards:

Tourism Corporate Partner Award Shorefast

H. Clayton Sparkes Accommodator Award of Excellence The Old Salt Box Co. Tourism Innovator Award Twillingate & Beyond Inc. CBDC Tourism Business Award of Excellence Farm & Market at Clarenville Inn Tourism Champion Award Wooden Boat Museum of Newfoundland & Labrador

Other award recipients honoured during Hospitality NL’s Conference and Trade Show include: Cultural Tourism Award Northern Lights Dog Sledding Tourism Achievement Award Tineke & Marieke Gow, Artisan Inn & Vacation Homes and Twine Loft Dining Cruise Vision Award Town of Francois