Honourable senators, I’m delighted to respond today to Senator Sorensen’s inquiry calling the attention of the Senate to the nation-building value of tourism in Canada.

Thank you, Senator Sorensen, for your unwavering advocacy of this vibrant industry.

Colleagues, tourism in Newfoundland and Labrador is a foundational contributor to both the economy and the vibrant culture of our province. The sector annually generates over $1.1 billion for the local economy and provides livelihoods for more than 20,000 residents, touching every corner from city centres to remote outports and coastal towns.

This activity supports small businesses, strengthens communities and fuels job creation, making tourism a true engine of nation building and regional prosperity.

Newfoundland and Labrador captivates visitors with its rugged natural beauty, dramatic coastlines and warm, welcoming communities. From soaring cliffs and iceberg-studded waters to vibrant music and cultural traditions, the province offers an experience unlike anywhere else in Canada.

It is a place of spectacular natural beauty, encompassing majestic national parks such as Gros Morne, which features geological wonders like the Tablelands and striking fjords, providing breathtaking views and fascinating landscapes. Coastlines framed by lighthouses, wild Atlantic shores and the phenomenon of Iceberg Alley all highlight the province’s unique oceanic charm. Outdoor enthusiasts can enjoy world-class hiking, whale watching and encounters with diverse wildlife.

The cultural scene thrives with concerts, lively festivals and historic European settlements. St. John’s, the capital, is known for its colourful houses, vibrant arts and rich maritime history. Local communities embrace visitors with genuine hospitality, celebrating traditional songs, stories and a resilient spirit rooted in centuries of history.

Newfoundlanders and Labradorians are renowned for their friendliness, openness, altruism and humour. Tourists often remark on the trust and camaraderie found in every town, from being greeted like family at a bed and breakfast to participating in community events or learning about local folklore. This welcoming atmosphere turns every visit into a memorable, authentic experience.

The blend of untouched wilderness, a storied past and a thriving cultural life invites visitors to truly find themselves amidst this magical experience.

Labrador offers travellers a remarkable blend of pristine wilderness, dramatic landscapes and a vibrant Indigenous heritage that deeply enriches the tourism experience. Visitors can hike through the Torngat Mountains National Park, a spiritual and historic area with breathtaking fjords, polar bears and geological wonders, all while learning about the Inuit history and the park’s significance in Indigenous culture. The name “Torngat” is derived from an Inuktitut word meaning “place of spirits.”

Many tourism initiatives in Labrador feature the voices and custodianship of Indigenous communities. The Inuit and Innu share their traditions with visitors, offering guided journeys, cultural storytelling and opportunities to learn about sustainable living and stewardship of the land. Experiencing Inuit cuisine, visiting artist co-operatives and joining the interpretive sessions on traditional crafts are ways to connect with the living culture of Labrador today.

Travel highlights in Labrador include Battle Harbour, which is a historic fishing village restored to showcase regional culture and local history, and Red Bay, which is a UNESCO World Heritage Site that reveals the legacy of both Indigenous Peoples and Basque peoples in the area. Boat tours, wilderness treks and learning about ancient practices are central to a Labrador adventure.

Exploring Labrador through an Indigenous lens transforms a visit into a meaningful journey of discovery, cultural exchange and awe-inspiring natural beauty.

Colleagues, federal and provincial investments have targeted infrastructure and attractions, helping private and community-based operators across my province to expand and adapt to new opportunities. Initiatives through programs like the Tourism Growth Program and Innovative Communities Fund have enabled continued sector growth and resilience.

Tourism supports preservation of our rich histories and encourages the perpetuation of unique customs and artistic practices. Tourism’s reach extends beyond economics; it is instrumental in making Newfoundland and Labrador a destination of choice, elevating our place on the national stage and affirming our distinct regional contribution to Canada.

Small tourism businesses, which comprise roughly 80% of the sector, foster entrepreneurship and welcome new Canadians, contributing to diversity and long-term community growth.

Sustainable tourism initiatives are helping protect our natural heritage and ensure future generations can continue to enjoy our landscapes, waterways and wildlife.

The tourism sector in Newfoundland and Labrador exemplifies nation building through its power to connect people, sustain communities and promote the best of our province to the country and the world.

Let me close with a poem — author unknown — highlighting our colourful town names:

In Plum Point where the sea winds sing,

Witless Bay makes the gulls all king.

Dildo stands with a wink and a grin,

While Spread Eagle’s tales let the laughter begin.

Come By Chance, where the oddities charm,

Heart’s Delight, Heart’s Content and Heart’s Desire heal all harm.

Blow Me Down creates with a whimsical nod,

Seldom-Come-By, where the wild things plod.

And Too Good Arm waves from the shore,

A place with names like this, could one ask for more?

In Newfoundland’s realm, quirky joys never tire,

Each name is a chuckle, a touch of satire.

Thank you, colleagues. Please visit. Meegwetch.