WHITE PAPER ON TOURISM, CULTURE, AND NATIONAL IDENTITY

WHITE PAPER ON TOURISM, CULTURE, AND NATIONAL IDENTITY

Republic of Newfoundland — 2025 Edition

Issued by the Ministry of Tourism, Heritage, and the Arts (MTHA)
Presented to the House of Assembly, St. John’s — 20 June 2025
Filed under the National Policy Series of the Republic of Newfoundland.

Preface

Since the restoration of responsible government in 1949, Newfoundland has understood that its culture, landscapes, and independence are intertwined.
Tourism is not a service industry—it is the expression of national identity to the world.

“Every visitor leaves with a story. Our duty is to make that story honest, humane, and unforgettable.”
— Minister of Tourism Siobhan Mercer, 2025

1 · The National Tourism Strategy

1.1 Vision 2035

Double international arrivals while maintaining a carbon-neutral footprint.
Distribute visitor flows evenly across the island and Labrador.
Ensure that every community shares in the economic and cultural benefits of tourism.

1.2 Guiding Principles

Authenticity – tourism must reflect real Newfoundland life and heritage.
Sustainability – development must not exceed environmental carrying capacity.
Accessibility – the Republic must be open to all travellers, and tourism must be inclusive for citizens.

1.3 Governance

The National Tourism Council (NTC) coordinates federal, regional, and municipal agencies.
The Broadcasting Corporation of Newfoundland (BCN) serves as the Republic’s cultural ambassador through documentary production and global media outreach.

2 · Economic Context

Tourism contributes ₦ 4.9 billion NFD (7 % GDP) and employs 41 000 citizens.
After the 2020 global downturn, the Travel Renewal Fund (2021–23) restored rural guesthouses, small harbours, and cultural sites.
By 2024, arrivals reached 2.6 million, 62 % from overseas, generating ₦ 6.4 billion NFD in foreign exchange.

3 · Infrastructure and Connectivity

3.1 Air Gateways

St. John’s International — principal hub with RNAF-civil dual use and direct routes to London, Dublin, and Reykjavik.
Gander Heritage Airport — aviation museum and trans-Atlantic technical stop.
Goose Bay Terminal — northern tourism and scientific-expedition base.

3.2 Maritime Ports

Modernized harbours at Placentia, Twillingate, Battle Harbour, and L’Anse au Clair accommodate small-cruise and heritage vessels.
All ports draw shore power from renewable hydro grids, eliminating dockside emissions.

3.3 Digital Access

Universal fibre coverage was completed in 2024 through the Labrador Sub-Sea Link, enabling remote work, film production, and online booking for community operators.

4 · Cultural and Heritage Tourism

4.1 Museums and Sites

Signal Hill National Historic Site – interactive Atlantic communications exhibit.
Battle Harbour Heritage District – preserved 19th-century fishery community.
Trinity Heritage Trail – restored outport settlements and maritime architecture.
Newfoundland War Memorial Museum – honours the Royal Newfoundland Regiment and national service abroad.

4.2 Festivals and Performing Arts

National events such as the St. John’s Folk Festival, Bonavista Harbour Songs, Labrador Winter Games, and Northern Lights Film Festival (NIFF) attract international audiences.
The National Festival Grant Program funds over 140 annual community events.

4.3 Creative Industries

Film and television receive a 35 % tax credit on Newfoundland expenditures.
The BCN Studios Complex co-produces feature films, documentaries, and historical dramas, exporting the Republic’s culture to the world.

5 · Regional Tourism Zones

Region	Brand Identity	Key Attractions	Development Goals
Avalon Peninsula	Historic Gateway	St. John’s Old Town, Signal Hill, Cape Spear	Urban cultural & conference district
Central Newfoundland	Heartlands	Exploits River, Twillingate Islands	Eco-trail and inland-lake tourism
Western Newfoundland	Highlands & Coast	Gros Morne, Bay of Islands, Wreckhouse Wind Farm Tours	Expand adventure & geotourism
Labrador	Frontier of the North	Torngat Mountains, Battle Harbour, Aurora Corridor	Indigenous partnerships & Arctic heritage

Each region operates a Regional Tourism Plan integrating transport, accommodation, and conservation targets.

5.4 Newfoundland Airlines — The Flag Carrier of the Republic

Founded in 1952 under the Civil Aviation Act, Newfoundland Airlines (NFL Air) serves as the Republic’s national flag carrier and the primary connector between the island, Labrador, and the wider North Atlantic world.
Its main hub is St. John’s International, with secondary bases at Gander and Goose Bay.

A. Mission and Identity

NFL Air symbolizes the Republic’s independence and hospitality.
Its livery bears the Newfoundland tricolour and Atlantic cod crest, with the motto “From the Sea to the Sky.”

B. Route Network

Domestic: St. John’s, Corner Brook, Deer Lake, Gander, Goose Bay, Wabush, Nain.
Continental: Halifax, Montreal, Ottawa, Toronto, Boston, New York (JFK), Washington.
North Atlantic: Dublin, London (Gatwick), Glasgow, Reykjavik, Shannon.
Seasonal European: Lisbon, Bergen, Copenhagen.
Charter/Scientific: Goose Bay–Iqaluit–Thule (Greenland) corridor, operated jointly with the RNAF and University Polar Research Office.

This network positions Newfoundland as the trans-Atlantic bridge between Europe and North America.

C. Fleet and Sustainability

Aircraft	Qty	Role	Notes
Airbus A321neo LR	8	Trans-Atlantic	SAF-compatible, long-range narrowbody
Embraer E195-E2	10	Regional / Continental	Short-field & low-emission
Dash-8 Q400	6	Domestic / Remote	Adapted for gravel & winter
ATR 42-600 Combi	4	Cargo + Passenger	Labrador supply routes

NFL Air operates under a net-zero plan with a minimum 40 % SAF blend and offsets through the Newfoundland Environmental Fund.
Hybrid-electric commuter trials begin 2029 via the Green Wing Initiative with Memorial University.

D. Governance and Partnerships

60 % owned by the National Transportation Holding Corporation (NTHC).
40 % domestically held via the St. John’s Exchange.
Regulatory oversight: Ministry of Transport and Infrastructure (MTI).
Member of the North Atlantic Aviation Compact (NAAC) with Aer Lingus, Icelandair, and Porter Airlines.

E. Economic and Cultural Impact

GDP contribution ≈ ₦ 850 M NFD / year.
3 400 direct and 7 000 indirect jobs.
Sponsors the Northern Lights Film Festival and Tourism Heritage Fund.
In-flight BCN content promotes Newfoundland music and film abroad.

F. Future Development

Goose Bay Arctic Hub (2026) for cargo and research.
H-ARF Gander Project (2029): hydrogen-powered short haul testing.
Planned routes to Madrid and Zurich by 2032 under the Blue Atlantic Network.

6 · Environmental and Adventure Tourism

6.1 Protected Areas & Signature Routes

Viking Coast Trail (L’Anse aux Meadows – St. Anthony)
Avalon Coastal Way (Ferryland – Cape Spear)
Torngat Expedition Corridor (Labrador Sea – Saglek Bay)

6.2 Adventure Standards

Guides licensed by the National Parks Authority complete safety and ecology training.
RNAF SAR units support operations under the Adventure Safety Compact (ASC 2022).

7 · Education, Research, and Community Development

Centre for Sustainable Tourism and Heritage Studies (CSTHS) at Memorial University.
Coastal Co-Op Tourism Fund: micro-grants ≤ ₦ 50 000 NFD for community lodges and craft collectives.
Tourism Apprenticeship Program (TAP): student placements in hospitality and guiding.

8 · International Positioning

8.1 Branding & Marketing

Campaign: “Newfoundland — The Edge of the World, the Heart of the Atlantic.”
Target markets: UK, Ireland, Nordic states, France, Japan, and the United States.
Marketing Budget 2025: ₦ 85 M NFD (60 % international / 40 % domestic).

8.2 Alliances & Environmental Leadership

Bilateral agreements with Iceland, Ireland, and Scotland create shared heritage routes and ferry links.
Arctic cruise regulations jointly administered with Greenland and Norway limit emissions and protect wildlife.

9 · Sustainability and Carbon Neutrality

Green Travel Code (2025): certification for carbon-neutral lodging.
100 % renewable electricity in accommodations by 2030.
Carbon-offset surcharge built into air and cruise tickets.
Ban on single-use plastics (2026).
Incentives for electric rental fleets and hydrogen coaches.

10 · Economic Outcomes and Fiscal Structure

Segment	GDP Share	Employment	Growth (2020–25)	Avg Spend per Visitor
Heritage & Cultural	3.2 %	16 000	+24 %	₦ 2 400
Eco & Adventure	2.1 %	9 500	+31 %	₦ 3 200
Hospitality & Transport	1.7 %	15 500	+18 %	₦ 1 900

Total Tourism Budget 2025: ₦ 680 M NFD

35 % Infrastructure
25 % Marketing & Digital Outreach
20 % Community Training
20 % Environmental & Heritage Protection

Projected visitor spending: ₦ 6 B NFD by 2030.

11 · Cultural Diplomacy and National Identity

Tourism aligns with foreign-affairs goals through cultural exchanges, maritime exhibitions, and Newfoundland music and film partnerships abroad.
BCN World Service broadcasts heritage programming across the North Atlantic, enhancing the Republic’s soft-power presence.

12 · Vision 2035 — The Republic as Experience

“Tourism must not consume what makes us unique; it must renew it.”
— Prime Minister Elena Hanrahan, House of Assembly Address (2025)

By 2035 the Republic will be:

A carbon-neutral destination powered entirely by renewables.
A creative hub exporting film, music, and art rooted in heritage.
A model of sustainable small-nation tourism where prosperity and preservation coexist.

✅ End of the White Paper on Tourism, Culture, and National Identity (2025)
Filed under the National Policy Series of the Republic of Newfoundland.
Issued by the Ministry of Tourism, Heritage, and the Arts (MTHA).