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About the Department

Vision

The vision of the Department of Tourism, Culture and Recreation is of a province that is a tourism destination of choice, with superior and authentic visitor experiences, a robust cultural identity, natural and cultural resources that are protected and sustained, creativity in the arts that is fostered and recognized, cultural industries that are strong and vibrant, and an active, healthy population participating in physical activity, recreation and sport at all levels for quality of life and improved health.

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Mission

By 2011, the Department of Tourism, Culture and Recreation will have supported and promoted the development of the tourism and cultural and heritage industries, fostered creativity in the arts and the recognition of artists, preserved tangible and intangible heritage resources and increased participation in physical activity and sport to improve the economic, social and physical well being of the people of Newfoundland and Labrador.

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Mandate

The Department of Tourism, Culture and Recreation’s mandate is to:

  • Support the development of sustainable economic growth in the tourism and cultural industries
  • Support the arts and foster creativity
  • Preserve the province’s cultural heritage and historic resources and recognize their importance
  • Promote participation in recreation and sport, and support sport development.

This mandate is fulfilled by:

  • Operating historic sites, visitor information centres, arts and culture centres and recreation facilities
  • The regulatory protection of archaeological sites and artifacts
  • Supporting development of the arts and heritage sectors through a number of programs and services
  • Supporting strategic product development in the tourism sector, and marketing Newfoundland and Labrador as a destination to specific tourist markets
  • Supporting the development of the tourism sector through research, opportunity identification and strategy development, and various funding programs and services
  • Providing opportunities for physical activity and participation in recreation and sport through various programs and services.

Most of these activities require close cooperation with other provincial and federal and municipal government departments and agencies, the private sector and all types of groups including volunteer, development, recreation, tourism, heritage preservation and cultural groups.

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Lines of Business

The Department of TCR undertakes its mandate through the following lines of business:

  1. Recreation and Sport
    The Recreation and Sport Division mandate is to provide financial and consultative services to various Provincial Sport Organizations, municipalities, recreation associations and commissions in their efforts to develop, promote and implement recreation, sport and physical activity programs in support of a healthier and more active lifestyle for the residents of the Province. This is accomplished through the establishment of the following programs: Community Recreation Development Grants, Grants to Provincial Sport Organizations, Professional Assistance Grants, Community/Minor Capital Grant Program , Labrador Travel Subsidy, Premier’s Athletic Awards Program, National Coaching Certification Program, National Travel Subsidy Program, Canada Summer/Winter Games, NL Games Program, Labrador Winter Games Program, and Canadian Sport for Life.
    The Division continues to support and implement the principles and objectives of the Provincial Government’s Recreation and Sport Strategy Active, Healthy Newfoundland and Labrador PDF (584 KB) (Government of Newfoundland and Labrador, 2007).
  2. Arts
    Contemporary Arts provides financial assistance to artists through the Newfoundland and Labrador Arts Council (NLAC),and support to the film industry through the Newfoundland and Labrador Film Development Corporation (NLFDC). It encompasses supporting artistic expression of the province's unique and diverse culture through all forms of artistic endeavour, and sustaining dynamic and diverse cultural industries, including cultural export. Programs include: the arts component of the Cultural Economic Development Program (CEDP), Publishers Assistance, Cultural Events, the Arts and Letters Awards and Industry Development.
  3. Arts and Culture Centres
    The province’s six Arts and Culture Centres are platforms for the celebration and preservation of the unique artistry and culture of the province and stages on which to present the best of artistic talent from elsewhere to the people of Newfoundland and Labrador. Program areas are: Provincial Touring, Community Client Rentals and Community Outreach and Resources.
  4. Tourism Marketing
    Tourism Marketing encompasses the marketing of Newfoundland and Labrador as a tourism destination in national and international markets. Programs include: Advertising, Tourism Inquirer Response (1-800 number, call centre), Internet Marketing and Tourism Website, Collateral and Publications, Travel Media Relations, Market Development and Travel Trade and the Atlantic Canada Tourism Partnership (ACTP).
  5. Tourism Research
    The Tourism Research Division is responsible for ensuring accessible, timely, high-quality market intelligence and research relevant to future planning and growth of the tourism sector in Newfoundland and Labrador. This includes developing and implementing a research strategy and plan that provides industry and government with relevant and timely information and analysis and establishing performance indicators to annually measure the success of Tourism Vision 2020. The Division works to identify and prioritize research to drive strategic directions regarding market trends and opportunities, changing traveller profiles, and consumer behaviours. The Division seeks to enhance research capabilities through the development of research partnerships with academic institutions and other traditional and non-traditional partners. The Division works to ensure high-quality research is readily available to further aid strategic industry decision making. The Division communicates research findings in a timely manner to support sound business decisions.
  6. Strategic Tourism Product Development
    Strategic Tourism Product Development consists of working with the tourism industry to develop high-quality, competitive products and experiences, and a professional tourism industry. Programs include: Visitor Services (including Visitor Information Centres – VICs) and Strategic Product Development (including Regional Services and Outdoor Product Development).
  7. Cultural Heritage
    Cultural Heritage seeks to protect, preserve and interpret the province's cultural heritage in association with the Heritage Foundation of Newfoundland and Labrador (HFNL), and provides attractions and infrastructure in support of the tourism industry. Programs include: Provincial Historic Sites (PHS), Provincial Archaeology Office (PAO), Designation and Commemorations, Sustaining Grants, Heritage Grants and the heritage component of the Community Economic Development Program (CEDP).
  8. Executive Support
    • Strategic Planning and Policy
      Responsible for the department’s planning and reporting functions as outlined under the Transparency and Accountability Act including preparation of the Department’s strategic plan, operational plan, annual report and workforce plan. Implements work plan processes, coordinates learning and development, provides updates to the Government Commitments management information and the legislative agenda. Prepares departmental responses to requests under the Access to Information and Protection of Privacy Act and the Red Tape Reduction Initiative. Develops information management (IM) plans, policies and procedures. Coordinates and supports intra-departmental and inter-governmental policy, planning and program evaluation.
    • Communications
      Provides strategic communication and support to the Minister of Tourism, Culture and Recreation, and coordinates communications for all the department’s branches. This includes, with support from the Office of the Chief Information Officer (OCIO), the re-development of the department’s website.
  9. Other
    • Special Events
      The Government of Newfoundland and Labrador through the Department of Tourism, Culture and Recreation is providing support to such special events as Celebrating Bartlett 2009, Cupids400 and Newfoundland and Labrador’s contributing partnership in the Vancouver 2010 Olympic and Paralympic Winter Games. This is part of a broader strategy to develop more creative communities and regions, and is consistent with the goals outlined in the Provincial Government’s cultural plan, Creative Newfoundland and Labrador: The Blueprint for Development and Investment in Culture (Government of Newfoundland and Labrador, 2006).

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