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Newfoundland and Labrador Outfitters Association undergoing a marketing and research initiative

Cory Foster, left, executive director of the Newfoundland and Labrador outfitters Association, and Ron Hicks, the association’s president, lead the discussions at the organization’s annual conference in Corner Brook Friday.
Ron Hicks (left) president of the Newfoundland and Labrador outfitters Association, and Minister of Tourism, Culture, Industry and Innovation Christopher Mitchelmore, appear in this file photo.

Visitors from all over the world have been coming to Newfoundland and Labrador for a variety of reasons.

Some come for family vacations, historical outings, some for business and others to take advantage of hunting and fishing activities.

The Newfoundland and Labrador Outfitters Association Inc. (NLOA) will employ a pool of money — $553,183 — to market and research the provincial outfitting sector and how they can improve on it from a tourism standpoint. These funds will include $410,476 from ACOA’s Business Development Program and $142,707 from the provincial government.

“The NLOA is very grateful for this funding partnership, and pleased to contribute $142,707 matching provincial funds in cash contributions,” Ron Hicks, president Newfoundland and Labrador Outfitters, said in a news release.

“In recent years, the NLOA has forged strong strategic partnerships and embraced key fundamental initiatives such as marketing, training and the development of industry standards, that have helped to further professionalize and chart a path for a sustainable future. The outfitting industry is a rural-based industry significantly supporting the provincial economy and, in particular, rural communities and their businesses,” he added.

NLOA’s marketing strategy, a three year initiative, will position provincial outfitters to better brand, market and promote their products and services to international markets.

The end result will be a focus on attracting new clients in existing markets, opening new markets, and streamlining marketing techniques to these areas.
“Our province’s outdoor experience has become sought after by the world’s most discerning hunters and anglers,” Minister of Tourism, Culture, Industry and Innovation Christopher Mitchelmore said.

“This investment will help the Newfoundland and Labrador Outfitters Association implement a comprehensive strategy to further promote the retention and expansion of this outfitting industry,’’ he added.

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