Backgrounder: Western Newfoundland region receives support for tourism-related projects

October 16, 2024 · Benoit’s Cove, Newfoundland and Labrador · Atlantic Canada Opportunities Agency (ACOA)

Western Newfoundland’s renowned vibrant autumn colours during this time of the year, combined with spectacular ocean and mountain scenery, numerous hiking and biking trails, and unique cultural and immersive experiences continue to draw visitors from around the world. The Government of Canada, through ACOA, is investing a total of $1,075,973 to support projects that will bolster the visitor experience in the region. The Government of Newfoundland and Labrador is contributing a total of $376,145.

The City of Corner Brook is receiving non-repayable contributions totalling $400,350 for three projects through the Regional Economic Growth through Innovation (REGI) program:

- Hire a consultant to develop an invigorated and consistent branding and marketing strategy for Corner Brook, Lower Humber and Bay of Islands that aligns with the Strategic Areas and Regions (STAR) integrated tourism plan that was developed in 2019 with area stakeholders. (ACOA: $245,475, Province: $82,875).

- Undertake Phase I of trail assessment and design from the STAR report to anchor regional offerings around destination trails and trail-based tourism. Specifically, to develop a design package for Cape Blow Me Down (a 3.8-km trail that ascends 650 metres) and the Man in the Mountain (a 5.5-km trail that covers 358 metres of elevation change) that will establish long-term sustainable and safe trails. (ACOA: $32,500, Province: $12,500)

- Conduct a feasibility study for establishing a farmer’s market in Corner Brook. If the study results in favourable outcomes, the entrepreneurial environment in the city will be further enhanced to allow spaces for those selling their products and grow their businesses. The market would serve as a hub on weekends for residents and visitors to gather, socialize, find healthy, affordable food options and shop locally. (ACOA: $19,500, Province: $7,500)

The City of Corner Brook is an incorporated municipality in the Province of Newfoundland and Labrador. Incorporated in 1955, the City of Corner Brook is located on the western shores of Newfoundland, at the mouth of the Bay of Islands. Corner Brook is known as a popular tourist attraction, with its combination of ocean and mountain scenery, as well as for its outdoor facilities, such as Marble Mountain Ski Resort.

The Town of Humber Arm South is receiving a non-repayable contribution totalling $258,425 (ACOA: $190,883, Province: $67,542) through the Innovative Communities Fund (ICF) to develop a localized area to support and enhance the tourism experience in the Bay of Islands region. These activities include a small building to provide amenities, such as showers, washrooms and visitor information for the surrounding region; landscaping and signage; and the construction of BBQ and firepit areas. A strengthened infrastructure in the community will encourage tourists and those in the surrounding areas to explore the hiking, geology and natural landscapes thus creating a positive economic impact for local businesses.

The Town of Humber Arm South is a relatively small community on the south shore of the Bay of Islands, bordering the Blow Me Down Mountains, with a population of approximately 1,800 people. The town is comprised of four communities that spans 18 kms and is about a 20-minute drive to Corner Brook, which increases the visitor potential in the area. The major economic drivers in the community are the in-shore fishery, fish processing, and tourism, with an increasing number of visitors from the cruise ship market segment.

Corner Brook Stream is receiving a non-repayable contribution totalling $269,148 (ACOA: $183,432, Province: $85,716) through the Innovative Communities Fund (ICF) to implement Phase II of accessibility improvements to a community trail system. These upgrades will include the installation of lighting to increase daily usage of the trails, a redesigned interpretive welcome area, and accessibility upgrades to the west side of the trail. This initiative increases the inclusivity of community infrastructure offerings and will positively impact the linkage between main attractions within the Corner Brook business ecosystem.

The Corner Brook Stream Development Corporation is a not-for-profit organization. In the early 1990s, a group of likeminded individuals from a variety of backgrounds decided to explore the possibility of creating a series of walking trails throughout the city. The Corner Brook Stream Development Corporation was established as a volunteer organization to further refine and implement this strategy.  

The West Coast Cycling Association is receiving a non-repayable contribution totalling  $217,792 (ACOA: $162,567, Province: $55,225) through the Innovative Communities Fund (ICF) to build a 5.8-km long, multi-use trail in the Rocky Harbour municipal planning area. The trail will be designed for intermediate-level cyclists, including those using e-bikes, while also offering high-value opportunities for hikers, trail runners, and snowshoers. Key activities for the project include contracting, marking and clearing the route, trail building, and installation of signage. Given that the Gros Morne region does not currently have any trails suitable for cycling, this project will address this gap thus providing economic development capacity through a new marketable attraction.

West Coast Cycling Association is an incorporated not-for-profit organization that has been developing mountain bike trails and hosting cycling events on the West Coast of Newfoundland since 2010. The organization strives to bring people together through the shared passion for mountain biking, by building a legacy of inclusive, sustainable trails, and by promoting a healthy and active lifestyle that embraces the outstanding terrain and natural beauty of western Newfoundland. Its plan focuses on building world-class, community-based mountain bike trail networks that highlight the region's vibrant towns and inspire new and experiences riders to enjoy the region.

Cabox Geopark is receiving a non-repayable contribution totalling $110,000 (ACOA: $77,550, Province: $32,450) through the Innovative Communities Fund (ICF) to construct a four-kilometre trail at the east end of the Blow Me Down Mountains above Benoit’s Cove. This initiative will include clearing and grading the trail path and graveling for accessibility, installation of directional signage, rest areas, picnic spots and educational features. The trail will allow tourists a convenient experience of the spectacular views and geological history of the Bay of Islands and surrounding mountains.

Cabox Geopark Inc., incorporated in 2018, is a non-profit organization led by a dedicated volunteer board of directors who represent municipalities, businesses, and the Outer Bay of Islands Enhancement Committee. Cabox Aspiring Global Geopark is in the Bay of Islands region of Western Newfoundland and has been working its way towards UNESCO global geopark status. Its mandate is to develop a world-class tourism product, promoting the region's natural and cultural heritage while increasing local knowledge, innovative technology and rural economic development. Cabox is the name of the highest peak on the island of Newfoundland.

Western NL DMO is receiving a non-repayable contribution totalling $91,300 (ACOA: $76,300, Province $15,000) through the Regional Economic Growth through Innovation (REGI) program to develop and promote the winter tourism anchor experiences in the western region of Newfoundland and Labrador. New experiences will also be encouraged and integrated with existing products. By bringing skiing, snowmobiling and other outdoor experiences together with cultural and culinary experiences, innovation and inclusion within the ecosystem, the local tourism sector will see a significant boost.

Western NL DMO, also known as Go Western, is an incorporated not-for-profit organization and is the key marketing, market readiness and product development organization in western Newfoundland and Labrador. As the Destination Management Organization for the western region, the organization had excellent relationships with business operators, not-for-profit experience providers and municipalities. Western NL DMO was integral to the development of a Winter Stakeholder Committee consisting of representatives from all sub-sectors of the winter tourism sector.

The Mi’kmaw Cultural Foundation is receiving a non-repayable contribution totalling $60,689 (ACOA: $55,689, Province: $5,000) through the Tourism Growth Program (TGP) to support its 2024 Elmastukwek Mawio’mi in Corner Brook. The Mawio'mi, in its third year, consists of two full days of teachings, celebrations, activities, art displays and ceremonies as part of an Indigenous cultural and heritage experience. The Mi’kmaq name for the Bay of Islands is “Elmastukwek” and “Mawio’mi” refers to a gathering of people. The event provides a platform to allow for intergeneration cultural sharing, while also showcasing and sharing Mi’kmaw culture to the community at large.

The Mi’kmaw Cultural Foundation is a not-for-profit organization. The foundation was incorporated in 2014 and exists to preserve and promote the culture and heritage of the Mi'kmaq of Newfoundland and Labrador. Like other First Nations, the Mi’kmaq have a long and rich history that includes unique cultural, social, political and spiritual traditions. The foundation is making every effort to reach out to individuals with limited knowledge of their heritage and provide them with information and experiences that will assist them in the discovery process. They also seek to unite the people who have the experience and knowledge of Mi’kmaw traditions.

CB Nuit Incorporated is receiving a non-repayable contribution totalling $44,414 (ACOA: $32,077, Province: $12,337) through the Tourism Growth Program (TGP) to increase the accessibility capacity and inclusivity for the three-day art at night festival in Corner Brook. Activities will include engaging an accessibility expert to understand how to support guests in terms of mobility needs, sensory sensitivities, as well as vision and hearing impairment. The project will involve implementing points of contact for digital and in person artist sites, creation of a low sensory guided walk, and a low sensory space.

CB Nuit was established in 2017 and aims to engage artists in the creation and installation of site specific and participatory contemporary work. By bringing art of all mediums to streets, businesses, and vacant spaces, CB Nuit has the goal to invigorate, beautify, inspire, and economically stimulate the community. Its long-term goal is to become an international destination for artists participating in the festival as well attracting an international audience.

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News release:  Supporting culture and tourism growth in western Newfoundland