Tourism has room to grow in western Newfoundland
Contrary to popular belief, there is life outside St. John’s in this province. That reference is tongue-incheek, but the idea of there being seemingly “nothing beyond the overpass” outside the St. John’s region has long been touted as how easterners view westerners in the province.
With a major population area of only about 20,000 and all the tourist attractions so spaced apart, the west coast has long had its share of challenges when it comes to attracting tourists.
Go Western Newfoundland and Labrador executive director Mark Lamswood said his organization is coming up with a plan to expand and update the whole region, and bring in more tourism dollars.
“We’re working with the province right now to shore up everything we can,” he said.
“We’re identifying where our assets are and where our gaps are in terms of products and services, as well as infrastructure needs.”
The obvious answer, he said, is getting people here.
I don’t believe Parks Canada is doing this for the sake of raising fees. Everything is going up and, at the end of the day, sometimes you have to make an unpopular decision.
Maria Matthews, chairwoman, Go Western Newfoundland and Labrador
Recently, Deer Lake Regional Airport set a yearly record for the most passenger traffic in its history. Marine Atlantic has also added ships to its runs across the gulf in the past few years.
But Lamswood said in spite of those actions, it’s expensive to take a trip here for a lot of people — and that’s not a problem that is easily solved.
“Our part of the bargain here is that we have to differentiate ourselves as a really authentic travel experience of quality,” said Lamswood.
“That’s one of the main things we’re working on right now.”
Park fees going up
Adding to this, Parks Canada recently announced a possible fee hike in Gros Morne, as have other national parks across Canada. Fee freezes set in 2008, to help cope with the worldwide recession, expire at the end of this year. Parks Canada will look to increase entry fees to be in line with the consumer price index.
Go Western Newfoundland and Labrador chairwoman Maria Matthews said she understands the price hike. The cost of doing business is going up, she said.
“People are going to be coming here anyway,” she said. “I don’t see there being much of an effect on the local level. The park has associated costs that need to be paid for.”
And that, Matthews said, is the reason she doesn’t see a problem.
“I don’t believe Parks Canada is doing this for the sake of raising fees,” she said. “Everything is going up and, at the end of the day, sometimes you have to make an unpopular decision.”
Strength in numbers
Lamswood said his organization is taking part in the new Tourism Assurance Plan, created by Hospitality Newfoundland and Labrador, which brings tourism organizations across the province under one umbrella of regulations and standards.
“We’re subscribing to the provincial approach. For the most part we have an excellent relationship with the province,” said Lamswood. “But every one of our subregions has an identity, and some autonomy is given to those regions to do projects that the province might not have thought they should have done.”
He said technology is a big part of the region’s tourism efforts.
“Trip planning at (the province’s tourism website) has become a very powerful mechanism,” he said.
“We are acknowledging that the website is where we want to direct the consumer to, and we’re looking at our own online and social media strategies so that we can also augment what the province has to offer.”
Lamswood said completion of the Trans-Labrador Highway needs to be addressed as well.
Last year, Gros Morne Park received a reported 155,000 visitors during the tourism season. The Deer Lake Regional Airport saw more than 306,000 passengers in 2012.
Winter wonderland
Tourism expansion is not just for the summer. Snowmobiling is already big on the west coast, with a recently reported 10,000 trail passes sold as of the beginning of February.
A Humber Economic Development Board initiative began last fall to improve facilities and services for snowmobiles, and has the full support of the Town of Deer Lake.
A report from the Development Board states that improved mapping and GPS facilities will be installed, as well as better signage and repair services. It is also in the process of installing objects like ramps to help get snowmobiles off of pickup trucks more easily. Better emergency services are also in the works.
It’s part of the effort on the part of the Town of Deer Lake to become the hub of snowmobiling in the province. Newfoundland and Labrador Snowmobiling Association members say their sport takes in millions of dollars in revenue, and the town’s participation is one example of an area getting involved.
We’re identifying where our assets are and where our gaps are in terms of products and services, as well as infrastructure needs. Mark Lamswood, executive director, Go Western Newfoundland and Labrador