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 Culture & Communications in cooperation with the Ministry of Trade & Industry
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 Dominion self-government in 1949 and the peaceful establishment of the Republic in 1972, 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 Culture & Communications Siobhan Mercer, 2025

1 · The National Tourism Strategy

1.1 Vision 2035

Increase international arrivals while reducing the sector’s net environmental 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 national, 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) supported 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, reducing 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, 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