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CANADIAN INDUSTRY ONLINE - JANUARY 2012
provincial tourism industry associa-
tions.
“Gros Morne encompasses every-
thing great about Atlantic Canada.”
He adds, “The sheer beauty of our
natural landscape combined with
the spirit of adventure of those who
visit it.”
Outdoor enthusiasts can enjoy
more than the extraordinary winter
aesthetics, however, as the site
boasts a bevy of action-packed
seasonal
activities,
including
hiking, skiing, sledding, snowmo-
biling and more. “To be honest,”
confides Cudmore, “I’m surprised
that more people haven’t been there
during the winter months.” It’s a
familiar story, he says. While the
region’s tourism sector currently
generates $3.24 billion annually,
and employs over 110,000 people,
most travelers don’t think of Atlantic
Canada as a winter tourism
destination.
“We’re in the process of changing
that,” says Cudmore firmly, noting
the growing number of winter
activities across the region. “Events
like the Jack Frost Festival in
Charlottetown each February are
innovative ways to grow local and
regional economies.”
That creativity has been in
abundance in Atlantic Canada over
the last decade, as communities
from Edmundston, N.B., to St.
John’s, N.L., now host happenings
from December to March each year.
“There’s a lot to do here in the
winter,” he states. “We just need
more people to discover us.”
In that regard, New Brunswick
has taken the lead in recent years.
Community investment has been
complemented by a multi-award
winning advertising campaign.
“The focus of our immediate
efforts has been potential visitors
who are within a 3-5 hour drive,”
explains the Honourable Trevor
Holder, the province’s minister for
Parks and Tourism. “So, (we use)
billboards, literature, television and
radio ads in core markets across
Quebec and Atlantic Canada.”
Ultimately, he says, word-of-
mouth is still the best form of
marketing New Brunswick’s wonder
of winter activities.
“Whether it’s the Victorian
Christmas in Woodstock, the Ice
Carnival in Shippagan or the World
Pond Hockey Championships in
Plaster Rock, people seem to be
quick to spread the word on how
much fun they have at these events.”
In Nova Scotia, last February’s
Canada Winter Games helped to
push the province’s seasonal
tourism agenda. The construction
of the $650,000 Oval speed-skating
“
Gros Morne encompasses
everything great about Atlantic
Canada.”
TRAVEL - ATLANTIC TOURISM