Everywhere a sign
City, Destination St. John’s embarking on new tourism signage strategy
Directing tourists to popular local destinations and attractions in the City of St. John’s and area is key to a successful tourism season and industry in the region.
On Wednesday, about $444,000 in provincial and federal funding ($111,689 from the province and $432,348 from the Atlantic Canada Opportunities Agency) was announced to enable the City of St. John’s and Destination St. John’s to carry out two projects to attract more tourists and enhance their experience during their visit.
A news release states that a comprehensive signage and way-finding strategy will be implemented by the city which will involve the development and installation of directional and informational signage. Pedestrian kiosks will also be established to guide visitors and improve access to local destinations and attractions.
The city says it will also focus on “hub and spoke opportunities” to increase visitation to neighbouring communities. This includes a partnership with the Town of Portugal Cove-st. Philip’s which will become a spoke pilot community.
Destination St. John’s (DSJ) is developing a digital marketing and product development strategy that will respond to technology changes and shifts in consumer travel and buying behaviour, with an emphasis on the leisure and group travel market.
The three-year initiative involves evaluating current digital tools, developing a new website and working with industry and other key stakeholders to create new high-quality tourism products and experiences for the Northeast Avalon.
“We are pleased with the support of the federal and provincial governments to help us realize an integral piece of tourism infrastructure in the metro region,” St. John’s Mayor Danny Breen said.
“Recommended in our economic development plan, Roadmap 2021, the themed signage and way-finding program will improve the appeal and visitor experience in our region.”
The release notes that tourism is a key economic sector in Atlantic Canada that is creating good paying jobs, strengthening and diversifying communities and boosting small businesses. The sector offers tremendous opportunity for further economic growth.
“Destination St. John’s is very excited to have the support of the Atlantic Canada Opportunities Agency and the Department of Tourism, Culture, Industry and Innovation in enhancing its ability to more effectively market the St. John’s region to national and international markets,” DSJ CEO Cathy Duke said.
“With an increased emphasis on digital marketing, DSJ will now be well positioned with a new website, a content and digital marketing strategy and destination development capabilities, to grow tourism visitation to the destination.”
The release also states that the tourism industry in Newfoundland and Labrador generates over $1.1 billion in visitor spending each year, and is responsible for over 20,000 jobs, representing 2,600 businesses.