Hospitality Newfoundland and Labrador

What Hospitality Newfoundland and Labrador does

Hospitality Newfoundland and Labrador (HNL) is a non-profit, member-based provincial tourism industry association founded in 1992 (per the 2017 Silver Anniversary reference) and headquartered at 71 Goldstone Street, St. John's. It serves as the collective voice for the provincial tourism industry, representing approximately 2,500 tourism businesses across accommodations, food and beverage, attractions, and adventure sectors. The organization delivers advocacy, skills development, marketing support, and industry recognition programs, and is governed by a 12-seat Board of Directors elected by members across Large Accommodations, Small Accommodations, Food & Beverage, and Director at Large seats. The current operational leadership is small (~9 named staff), led by CEO Craig Foley and Board Chair John Devereaux.

HNL's core offerings are organized around HNL Membership (the central relationship product) and a portfolio of supporting programs: the Tourism Assurance Plan (TAP), a proprietary quality-assurance framework launched in 2015 with seven minimum operating standards; the flagship annual Conference and Trade Show (the 2026 edition sold out at the JAG Hotel); the Tourism Excellence Awards across multiple categories; the Elevate Tourism / Culinary Tourism Development Project funded by a $1.227M combined federal-provincial grant (Oct 2024); and training delivered through WorldHost Fundamentals, emerit professional certification, and TourismTechnology.com. The member portal (members.hnl.ca) — including the directory, "We Are Tourism" job board, event registration, and eNews — runs on GrowthZone / ChamberMaster membership management software, with a dedicated training portal at training.hnl.ca.

HNL's revenue model combines recurring membership dues, conference registration and sponsorship (Platinum through Bronze tiers), fee-based training workshops (e.g., WorldHost at $60-$85+HST per seat), member-to-member discount partnerships (PAL Airlines, Esso, Steers Distribution, etc.), and project-tied government grants. Its geographic scope is single-province (Newfoundland and Labrador), with national reach delivered through partnerships with TIAC, Tourism HR Canada, Destination Canada, and ACOA.

Name

Hospitality Newfoundland and Labrador

Legal name

Hospitality Newfoundland and Labrador

Website

https://hnl.ca

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1–10 employees

Short description

Hospitality Newfoundland and Labrador is a non-profit provincial tourism industry association serving ~2,500 NL tourism businesses through membership, advocacy, training (WorldHost, emerit), the Tourism Assurance Plan quality standard, and the annual Conference and Trade Show, headquartered in St. John's.

Ownership category

akta.pro rank

Headquarters

HQ city

St. John's

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership Dues: Recurring membership fees paid by tourism industry operators (accommodations, food & beverage, attractions, etc.); includes member-to-member discount benefits and access to training, resources, member directory, and job board.
2. Conference and Trade Show Registration: Annual conference revenue from full delegate, day pass, student, next generation, and single event ticket sales, with tiered pricing for members vs non-members and early-bird discounts.
3. Training Program Fees: Fee-based training workshops such as WorldHost Customer Service (Member $60+HST, Non-Member $85+HST per person) and other emerit professional certification programs.
4. Conference Sponsorship: Multi-tier sponsorship of annual Conference and Trade Show (Platinum, Gold, Silver, Bronze, Awards, Corporate) sold to industry partners such as Department of Tourism Culture Arts and Recreation, Harvey's Oil, Marine Atlantic, Airbnb, Destination St. John's, JAG Hotel, Air Canada, BDC, CBDC, Culinary Tourism Alliance, PAL Airlines, Eastern Audio.
5. Government and Project Grants: Funding from federal and provincial governments for specific initiatives (e.g., combined ~$1.227M CAD announced Oct 2024 from Government of Canada $981K + Province of NL $246K for culinary tourism / Elevate Tourism).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Core offering

Hospitality Newfoundland and Labrador (HNL) is the provincial tourism industry association for Newfoundland and Labrador. Its core offering is a membership program for tourism operators (accommodations, food & beverage, attractions, adventure operators) that bundles advocacy, training (WorldHost, emerit, TourismTechnology.com), networking events (annual Conference and Trade Show), industry recognition (Tourism Excellence Awards), and a Tourism Assurance Plan (TAP) quality standard. Revenue is generated primarily through membership dues, conference and trade show registration/sponsorship, training workshop fees, and federal/provincial grants.

Product overview

Hospitality Newfoundland and Labrador (HNL) operates as a unified, single-organization provincial tourism industry association rather than a modular software platform. Its offering is structured around a core HNL Membership program (the central relationship), supplemented by several distinct programs and services: the flagship Annual Conference and Trade Show, the Tourism Excellence Awards program, the Tourism Assurance Plan (TAP) quality program, the Culinary Tourism Development Project (including the Best Practices Mission), training programs (WorldHost Fundamentals and emerit Professional Certification), the TourismTechnology.com technology support program, the Tourism Job Board and Member Directory (both delivered through a GrowthZone/ChamberMaster-powered member portal at members.hnl.ca), the Exceptional Experience Program, and the online Training portal at training.hnl.ca. Together these offerings serve tourism operators across Newfoundland and Labrador through advocacy, skills development, marketing, and industry recognition.

Differentiator

Problem solved

Functional benefit

Products and services

• HNL Membership Annual membership program for Newfoundland and Labrador tourism operators (accommodations, food & beverage, attractions, adventure operators) providing member directory access, member-to-member discounts, advocacy representation, training resources, job board access, and weekly eNews.
• Hospitality NL Annual Conference and Trade Show The largest annual gathering of tourism operators in Newfoundland and Labrador, featuring sessions, a trade show, AGM & Elections, Tourism Excellence Awards Gala, partner luncheons, local fun night, and networking.
• Tourism Excellence Awards Annual awards program honouring NL tourism operators across multiple categories including Sustainable Tourism, Cultural Tourism, Culinary & Agritourism, Tourism Business, Tourism Innovator, Tourism Champion, Tourism Corporate Partner, Accommodator, Tourism Employee of the Year, Cruise Vision, and Doug Wheeler Award.
• Tourism Assurance Plan (TAP) Voluntary quality-assurance program with seven minimum standards covering hours/response, electronic payment, digital presence, regulatory compliance, liability insurance, delivered experiences, and complaints procedure. TAP-approved operators become eligible for provincial marketing/promotion participation and HNL/DMO membership/partnership opportunities.
• Culinary Tourism Development Project (Elevate Tourism) HNL-led initiative to develop and promote culinary tourism in Newfoundland and Labrador, including the Best Practices Mission to Nova Scotia (October 5-9, 2026, $500 per participant, limited to 8 NL operators), in partnership with the Culinary Tourism Alliance and Taste of Nova Scotia.
• WorldHost Fundamentals Training One-day customer service workshop teaching front-line employees skills for exceptional service, covering communication, attentiveness, and tourism's social/economic contribution. Pricing: HNL Member $60+HST / Non-Member $85+HST per person.
• emerit Professional Certification National professional certification training for tourism and hospitality occupations, including Event Coordinator, Hotel General Manager, and front-line service modules such as 'Providing Quality Service' and 'Welcoming International Visitors'.
• TourismTechnology.com Program Technology enablement program for Atlantic Canadian tourism operators providing mentoring, training, webinars, and an Advanced Learner Program offering financial assistance and diagnostic mentoring in online marketing, branding, web tools, and email marketing.
• Exceptional Experience Program HNL program focused on developing and recognizing exceptional visitor experience delivery for tourism operators across Newfoundland and Labrador.

Quantifiable outcome

• 3,016 NL tourism jobs projected unfilled by 2035 if labour shortage reaches 15.2%
• +3 more outcomes

Named customers1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

31 partnerships are on record, tiered core, minor and major.

• Tourism HR CanadacoreStrategic or Co-development PartnerNational partner for workforce development; partnered with HNL on a three-year training and research project (announced Nov 2017 in Corner Brook) to reskill non-tourism workers for NL tourism jobs. Listed as Silver sponsor of 2026 Conference.
• Tourism Industry Association of Canada (TIAC)coreStrategic or Co-development PartnerNational umbrella tourism association; logo displayed on HNL homepage as a partner. HNL actively shares TIAC policy priorities and federal budget analyses with NL members.
• Destination CanadacoreStrategic or Co-development PartnerNational DMO; HNL lists Destination Canada as a partner on its homepage. Featured in the 2017 Conference National Tourism Panel through David Robinson, VP Strategy and Stakeholder Relations.
• Hotels Canada (Hotel Association of Canada)minorStrategic or Co-development PartnerNational hotel association partner logo displayed on HNL homepage.
• Destination Management Organizations (DMOs) — Destination St. John's, Legendary Coasts of Eastern Newfoundland, Adventure Central Newfoundland, Go Western Newfoundland, Destination LabradorcoreStrategic or Co-development PartnerProvincial DMO network partners listed on HNL homepage; jointly administer Tourism Assurance Plan and provincial tourism listings. DMOs are represented on the NL Tourism Board alongside HNL representatives.
• PAL AirlinescoreGTM or Marketing PartnerCorporate Sponsor and Platinum/Gold conference sponsor. Provides HNL members with special discounted airfare rates on most PAL routes through the Member-to-Member Discount Program; promo code HNL 2026 offered for Conference delegates.
• Marine Atlantic Inc.coreStrategic or Co-development PartnerMajor transportation partner; Platinum sponsor of HNL 2026 Conference; won Tourism Corporate Partner Award in 2017. HNL actively advocates on Marine Atlantic rate increases affecting visitor access.
• Air CanadacoreStrategic or Co-development PartnerConference Awards category sponsor (Air Canada Tourism Corporate Partner Award of Excellence). Conference transportation partner for delegates.
• Harvey's OilmajorGTM or Marketing PartnerPlatinum sponsor of HNL 2026 Conference and Trade Show.
• AirbnbmajorGTM or Marketing PartnerGold sponsor of HNL 2026 Conference and Trade Show.
• JAG HotelmajorGTM or Marketing PartnerGold sponsor and host venue of HNL 2026 Conference and Trade Show in St. John's.
• Eastern Audio Ltd.majorGTM or Marketing PartnerCorporate Sponsor (logo on homepage) and Corporate-tier sponsor of 2026 Conference. Long-standing media production partner.
• Culinary Tourism AlliancecoreStrategic or Co-development PartnerStrategic partner co-hosting the Best Practices Mission to Nova Scotia and sponsoring the Culinary & Agritourism Award of Excellence at HNL's annual Conference. Listed as Awards-tier conference sponsor.
• Taste of Nova ScotiamajorStrategic or Co-development PartnerCo-host of HNL's Culinary & Agritourism Best Practices Mission to Nova Scotia (Oct 5-9, 2026); will share insights and expertise on culinary and agritourism best practices.
• Cruise Newfoundland and LabradormajorStrategic or Co-development PartnerSilver sponsor of 2026 Conference; sponsor of the Cruise Vision Award presented at the Tourism Excellence Awards Gala.
• Parks Canada — Newfoundland East Field UnitmajorStrategic or Co-development PartnerSilver sponsor of HNL 2026 Conference; co-presents the Sustainable Tourism Award of Excellence. Also issues RFPs to NL operators (e.g., Lighthouse Dinner Program at Cape Spear).
• Keyin CollegeminorGTM or Marketing PartnerSilver sponsor of HNL 2026 Conference.
• College of the North Atlantic (CNA)minorGTM or Marketing PartnerBronze sponsor of HNL 2026 Conference.
• Craft Council of Newfoundland and LabradorminorStrategic or Co-development PartnerBronze sponsor of HNL 2026 Conference; cultural sector partner.
• St. John's International Airport Authority (SJIAA)majorGTM or Marketing PartnerBronze sponsor of HNL 2026 Conference; previously won the Air Canada Tourism Corporate Partner Award in 2012 and 2025.
• Quidi Vidi Brewing Company Ltd.minorGTM or Marketing PartnerBronze sponsor of HNL 2026 Conference; previously won Air Canada Tourism Corporate Partner Award (2023) and has multiple BDC Innovator-related recognitions.
• Curamara Travel DesignminorGTM or Marketing PartnerBronze sponsor of HNL 2026 Conference.
• Target Marketing and Communications Inc.majorGTM or Marketing PartnerAwards-tier sponsor of 2026 Conference; sponsor of the Target Tourism Champion Award of Excellence.
• Celebrate NLmajorStrategic or Co-development PartnerAwards-tier sponsor of 2026 Conference; sponsor of the Celebrate NL Tourism Employee Award of Excellence.
• takeCHARGEminorStrategic or Co-development PartnerBronze sponsor of HNL 2026 Conference; energy-efficiency program partner.
• EssomajorGTM or Marketing PartnerMember-to-Member Discount Program partner; offers HNL members 1.5 cents per litre off the retail posted pump price at Esso.
• Steers Distribution Ltd.majorChannel Partner/ Reseller/ DistributorMember-to-Member Discount Program partner; offers HNL members special pricing on flooring, mattresses, seating, linens, guest room amenities, restaurant furniture, and HVAC for the hospitality sector.
• Harold Snow Service GroupminorChannel Partner/ Reseller/ DistributorMember-to-Member Discount Program partner; offers HNL members double AIR MILES Reward Miles on commercial food and laundry equipment parts, service, and equipment purchases.
• CareerBeaconminorGTM or Marketing PartnerOffers a special Student/Summer Job Rate of $195 for HNL members advertising tourism positions.
• VOCM / Steele CommunicationsminorGTM or Marketing PartnerOffer a Staycation tourism portal on VOCM.com for HNL member operators as an affordable marketing channel.
• Atlantic Canada Showcase (ACS) — partner consortiummajorStrategic or Co-development PartnerHNL joined the ACS partnership announcing the next Atlantic Canada Showcase will be hosted in Newfoundland and Labrador in October 2019.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Tourism Industry Association of Nova Scotia (TIANS): Provincial tourism industry association for Nova Scotia. Directly comparable to HNL as a membership-based industry association delivering advocacy, training, awards, and an annual conference in an adjacent Atlantic Canadian province.
• Tourism Industry Association of New Brunswick (TIA NB): Provincial tourism industry association for New Brunswick. Directly comparable to HNL as an Atlantic Canadian provincial tourism body providing advocacy, training, member services, and conferences for tourism operators.
• Tourism PEI: Provincial tourism industry body for Prince Edward Island. Directly comparable to HNL — a small-province tourism association operating an annual conference, training programs, awards, and partnerships with national tourism bodies.
• Tourism Saskatchewan: Crown corporation tourism industry association for Saskatchewan. Comparable to HNL as a provincially-mandated tourism body delivering marketing, training, and industry development programs.
• Travel Alberta: Provincial tourism marketing corporation for Alberta. Comparable to HNL as a destination-marketing and industry development organization delivering training, partnership programs, and operator support services in a Canadian province.
• Destination BC: Provincial destination marketing and industry development organization for British Columbia. Comparable to HNL in operating a member-based industry services model alongside destination marketing, training, and partnership programs.
• Tourism Manitoba: Crown corporation tourism organization for Manitoba. Comparable to HNL in delivering provincial tourism marketing, industry training, partnerships, and member-based services to operators.
• Alliance de l'industrie touristique du Québec (AITQ): Quebec's provincial tourism industry association. Comparable to HNL as a French-language equivalent delivering advocacy, training, conferences, and awards for tourism operators.
• Ontario Tourism Marketing Partnership Corporation: Provincial destination marketing and tourism development corporation for Ontario. Comparable to HNL in providing industry development support, training resources, and partnership programs alongside destination marketing.

Broad incumbents

• Tourism Industry Association of Canada (TIAC): National umbrella tourism industry association of which HNL is a member/partner. Comparable as the broader industry body in the same category; HNL operates as the provincial counterpart within TIAC's national federation model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/hospitalitynl
• Facebookfacebook.com/HospitalityNL
• LinkedInlinkedin.com/company/hospitalitynl

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hospitality Newfoundland and Labrador