Destination St. John’s has expanded its partnership with LJS Representation, appointing the UK-based company as its general sales agency (GSA) for the European business events market.
The move is designed to strengthen the destination’s visibility across Europe and drive increased MICE business to St. John’s and the wider province of Newfoundland and Labrador.
The announcement follows the continuation and expansion of WestJet’s direct seasonal services linking St. John’s with London Gatwick, Dublin and Paris, significantly improving access for European planners and delegates. Destination St. John’s is now looking to capitalise on this enhanced connectivity by targeting the European business events sector more strategically.
Paul Bugge, CEO of Destination St. John’s, said the expanded agreement reflects a clear focus on long-term market development. “The continuation of WestJet’s direct flights between St. John’s and London Gatwick, Dublin and Paris represents a significant opportunity to strengthen our presence in the European business events market,” he said.
“By expanding our partnership with LJS Representation, we are taking a targeted approach to building awareness, developing meaningful industry relationships and driving visitation to St. John’s.”
Under the expanded remit, LJS Representation will lead sales, marketing and trade engagement activity across Europe, which included exhibiting with Destination St. John’s at micebook EXPO this week.
The partnership aims to generate new business leads while positioning St. John’s as a distinctive alternative for meetings and events, combining modern conference infrastructure with standout incentive experiences.
Lisa Stewart, founder of LJS Representation, said the destination’s accessibility and authenticity were key selling points. “Destination St. John’s is only a five-hour flight from London, Dublin and Paris, offers excellent conference infrastructure and delivers truly memorable, once-in-a-lifetime experiences for incentives,” she said. “I’m excited to help European planners discover this hidden Canadian gem.”