Supporting economic growth, cultural heritage preservation, and ecological conservation in the Eastern Newfoundland through sustainable tourism marketing initiatives
- Client: Canadian Parks and Wildlife Society – Newfoundland and Labrador Chapter
- Partners: National Geographic Maps Division
- Project Duration: August 2011 – October 2012
Newfoundland and Labrador is a region with a longstanding historical tradition, a rich cultural heritage, and a beautiful natural landscape. Boasting assets including North America’s oldest city, St. Johns, its most easterly point, Cape Spear, an abundance of spectacular scenery and wildlife, and a friendly, welcoming fishing culture, this region is full of opportunities for a vibrant tourism sector that can conserve the region’s historic towns and heritage sites, restore and protect the landscape, and sustain local businesses and communities through the development of geotourism: tourism that sustains or enhances the geographical character of a place—its environment, culture, aesthetics, heritage, and the well-being of its residents. The challenge is to organize all industry stakeholders to develop marketing tools to widely promote the region as a world-class tourism destination.
Canadian Parks and Wilderness Society – Newfoundland and Labrador Chapter has partnered with National Geographic to promote geotourism development and contribute to the region’s competitiveness as a tourism destination by facilitating collaboration between all relevant business owners, local governments, interest groups and residents and helps market the region’s sustainable tourism assets. Solimar assisted in the implementation of key Eastern Newfoundland Geotourism activities such as the establishment of the Stewardship Council and the development of marketing tools and strategies that contribute to the ongoing process of promoting this unique region to the world. The MapGuide presents the Eastern Newfoundland region to more responsible and educated travelers who will be curious to explore this destination.
The MapGuide solution does not only help create a more positive and distinct image of the region, but also facilitates efficient cooperation among stakeholders in promoting the entire region as an integrated destination. In addition, by focusing on authentic local attractions and service providers, the Mapguide secures increased market visibility for smaller local businesses, which adds to the socio-economic benefits generated by tourism.
- Facilitate relationship building and cooperation: establishment of the Eastern Newfoundland Geotourism Stewardship Council to oversee and implement geotourism activities in the region.
- Develop Geotourism MapGuide: members of the Council initiated a process of nominating attractions and tourism service providers, which adhered to geotourism principles. Initial nominations were reviewed and included in the MapGuide while Council members and local stakeholders continue to generate nominations and add to the content of the interactive platform. The Mapguide project has facilitated cooperation among stakeholders in the region, which continues to operate beyond the life of the project.
- Develop online travel tools: continue enriching the Eastern Newfoundland Geotourism MapGuide with an interactive website that includes trip planning tools and information on the region’s authentic culture, history, and environment.
- Strategic plan for increasing sustainable tourism and competitiveness in Eastern Newfoundland
- Establishment of the Eastern Newfoundland Geotourism Stewardship Council
- Creation and distribution of the Eastern Newfoundland Geotourism MapGuide
- Creation of a National Geographic co-branded website that provides information on sustainable tourism in the region and serves as a gateway for future geotourism-related solutions.