Newfoundland and Labrador: Find yourself

This case study describes how Newfoundland and Labrador (NL) Tourism focused upon the idea that NL is for travellers, not tourists, in order to attract people to the region.

Newfoundland and Labrador: Find yourself

TargetNewfoundland and Labrador Tourism

Situation analysis

Overall assessment

Around here, there's no such thing as an accidental tourist. Confronted by real and perceptual barriers of travel distance, time, and cost, it takes deliberate planning and a determined effort to visit Newfoundland and Labrador (NL) – the most easterly point in North America.

Up against a large number of well-known, well-funded national and international tourism destinations, the challenge to engage and lure travellers to this off-the-beaten-path location is, shall we say, daunting. In the face of fierce domestic competition, increasing outbound travel (i.e., Canadian residents...

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