Viking Trail Tourism Association, Inc. is an incorporated body under the Newfoundland & Labrador Registry of Companies and shall be known as the Viking Trail Tourism Association (VTTA).

The VTTA has long been the lead organization in the region that promotes the Viking Trail as an international destination of choice for families, motor coach companies, individual travellers, outdoor adventurists, hunting and fishing enthusiasts, festival lovers and more. There has been some focus in the region around the development of festivals for better quality experiences in the high season and for better season extension opportunities.

The traditional boundary of the VTTA includes from the Town of Deer Lake to communities north on the Viking Trail Highway including all routes serviced by route 430, and the Labrador Straits from L’Anse aux Clair to Battle Harbour. The current levy boundary will also be open to this region with sub-regions in Gros Morne as not to compete with their large hotel levy group and also an option to include Southern Labrador in a potential sub-regional partnership along with Destination Labrador. The VTTA continues to market the entire Viking Trail region with emphasis on full levy partners in this region first with notable experiential offers and products that support them.

Although the VTTA has seen many changes over the past decade, the organization continues to market and promote the region through the implementation of the tourism marketing levy. The VTTA has formed many partnerships locally with levy partners, towns, businesses, and other non-profit community-based tourism organizations with potential for much more growth. There are also important regional partners such as the Western DMO (Go Western), Parks Canada and Gros Morne Gatherings along with integral provincial partners such as Tourism, Culture, Industry & Innovation, Hospitality NL and others that help encourage further growth and positive economic impact. The VTTA is also forging new and/or reigniting old partnerships with the Ontario Motor Coach Association and Tourism Industry Association of Canada across the country with opportunities for more collaboration with Destination Canada and other national entities to garner support a we seek to engage in new markets.

The VTTA will use a variety of mediums such as print ad, website, radio, social media marketing, digital video development, photography as well as consumer and travel-trade shows to market the region. This will be done by strategically spending and leveraging marketing dollars where a return on investment can be identified and/or market trends highlight potential for future growth. Strategically growing the social media marketing opportunities can give the VTTA a lot of exposure without the extensive investment other mediums require. Marketing opportunities are changing so fast and right mix of mediums will ensure a sound plan.

The VTTA and its partners are also working on better destination development on the ground throughout the region from better sense of arrival at key entry points to new directional signage throughout the peninsula and its kiosk sites. This development is key to future marketing and experiential development in the region. We must cater to a visitor appeal if we are to remain a strong marketable destination into 2020 and beyond.

Being innovative in our approach and utilizing technology where we can to streamline and grow business in the region is very much a priority of the VTTA and its partners. It is that approach that will bridge the gap among all development as we look at continued growth in our industry. This will include the current season with further season extension offerings and winter offerings that dives into a viable year-round tourism season for the Viking Trail region.

Board of Directors