(Originally published in TOURISM)
Charlotte Jewczyk, manager of market development and travel trade at Newfoundland and Labrador Tourism, confesses enthusiastically that the domestic market has always been the highest producer for her province. “It is the Maritimes and Ontario, mainly. Lately, however, we have seen growth from Quebec and Western Canada.” More importantly perhaps, Jewczyk has witnessed an increase in expenditure from those markets. “Visitors are coming in and they are seduced by experiences which are a little higher-end. Because there has been significant investment in our accommodations infrastructure at that level, we are getting a higher return from those visitors. We are meeting the demand of sophisticated travellers who want the comforts — hard days and soft nights.”
Jewczyk also notes a sustained increase in cruise activity. “The cruise sector is a promising one for Newfoundland and Labrador, particularly for circumnavigation, because we have 27 ports of call. So cruise itineraries include communities where visitors wouldn’t otherwise be able to get accommodations on land. These are expedition cruises; I know cruise tour operators whose packages for 2008 are already sold out.”
So, why are consumers attracted to these types of experiences? Jewczyk says much of it has to do with the destination’s brand. “Our branding continues to serve travellers who seek enriching, soul-finding experiences. For a number of reasons, Newfoundland and Labrador delivers that in spades. Whether it is an encounter with a taxi driver or the home-made bread, or the fresh air, it is all of those multi-layered experiences they don’t get in the big city which seem to lure them.”
The other thing that speaks to Canadians in particular, according to Jewczyk, is the culture of Newfoundland and Labrador. “It is reflected in our music, artwork and literature. Our books are read more, our artwork is seen more, all of which helps to promote the destination.”
Is there something exotic about Newfoundland and Labrador for Canadian consumers? “Absolutely,” answers Jewczyk. “I think we have come into our own as a mature destination that is off the beaten track. Our research says many clients come because they have always wanted to see Newfoundland and Labrador. Through our meetings and conventions, they are sometimes given an opportunity (through pre- and post-convention tours) to bring additional economic impact to our province.”
She explains how much of this success has to do with being authentic and experiential: “These are things which were given to us by nature, by geography, and by archaeology; (things like) our marine environment, our natural history, our people and our sense of place. There is a wonderful synergy about what Newfoundland and Labrador has to offer; it is a natural progression for us to inspire ourselves from that opportunity.”
And visitors seem to appreciate it. Jewczyk says the average length of stay in the province is between 10 and 12 days. “So we have a good return once somebody decides to come to Newfoundland and Labrador. There is no such thing as an accidental tourist here. Coming here takes a deliberate decision; you don’t just 'drop in' to visit Newfoundland.”
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