TravelPulse Canada recently spent time exploring Newfoundland — a province long known for its dramatic coastlines and warm hospitality — to better understand why this rugged island tops the ranks as a bucket-list destination.
While iconic stops like Fogo Island Inn and St. John’s draw international tourism, it was Gander — a small town with a historic airport and an oversized heart — that set the tone for a story unlike any other.
A Town That Welcomed the World
In the aftermath of September 11, 2001, Gander famously welcomed nearly 7,000 diverted passengers after U.S. airspace was abruptly closed.
With just under 12,000 residents at the time, the town nearly doubled in population overnight — and responded with unmatched compassion.
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That act of kindness would later inspire Come From Away, the hit Canadian musical that continues to resonate on stages around the world.
Importantly, it wasn’t just Gander that stepped up. As Michael Rubinoff, the Canadian producer who first envisioned the show, pointed out: “There were outlying towns too — Appleton, Gambo, Lewisporte. All of them opened their doors. This was a region-wide response.”
“We’re known now not just for our scenery or accents, but for our hearts.”
Rubinoff also emphasized that the term “Come From Away” itself reflects a deeper truth about Newfoundland hospitality: it’s how locals refer to anyone not from the island — and how, in times of need, strangers become neighbours.
Today, Gander’s global reputation as a symbol of humanity continues to shape its tourism identity.
(L-R) Darrell Morris Jr., Astrid Van Wieren, Timothy Matson, Cyrus Lane, Petrina Bromley, Michael Torontow, Kamyar Pazandeh, Shelley Neville, Melrose Johnson, Peter Halley, Alison Woolridge (Photo Credit: Come From Away)
From Spark to Stage
Rubinoff spoke with TravelPulse Canada following a recent performance in Gander. He recalled the moment that sparked the idea while he was still in law school.
“I was watching CBC coverage of the one-year anniversary of 9/11,” he said. “And it struck me that the Prime Minister and U.S. Ambassador chose Gander as the site of Canada’s official remembrance ceremony. It planted a seed that grew over years.”
Rubinoff spent more than a decade seeking collaborators to help him tell Gander’s story before meeting writers Irene Sankoff and David Hein, who eventually brought it to life as Come From Away.
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The show premiered in 2015 and has since played on Broadway, in London’s West End, across North America, and now back in Newfoundland.
“The thing about Gander is that it represents the best of us,” Rubinoff said. “There’s no ego. No agenda. Just people helping people. It’s a reminder that even in darkness, light can come from the most unexpected places.”
Rubinoff, originally from Ontario, has since been officially screeched in — a traditional ceremony — making him an honorary Newfoundlander.
Gander on the Global Stage
The musical has become an ambassador for Canada itself.
At a time when the global news cycle often skews negative, Come From Away delivers a narrative of kindness, resilience, and shared humanity — and it all began in a town most people had never heard of.
Rubinoff noted the show’s relevance amid current tensions, including the Canada-U.S. trade boycott movement impacting travel.
Visitors place pins marking where they’ve come from — a visual testament to Gander’s global reach (Photo Credit: Jason Summers/TravelPulse Canada)
“It’s easy to let politics divide us,” he said. “But this story reminds people what’s possible when borders don’t matter. It’s a Canadian story, yes, but it belongs to everyone who believes in decency.
“I’ve had people tell me the show changed their perception of Canadians,” he added. “And it’s not just about politeness. It’s about action. About stepping up when others are in need.”
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That impression has translated into real-world tourism. Local hoteliers, restaurants, and tour operators have seen a measurable uptick in visitors who travel to Gander after seeing the show.
“This show may have started as a tribute to a moment in time, but what it’s become is a call to action.”
“We’ve had over 42,000 people come to Gander just to see Come From Away performed here,” Rubinoff said. “They’re walking the same airport halls, meeting the locals, and experiencing the story where it actually happened. That’s incredibly powerful.”
Gander International Airport (Photo Credit: Natasha Lair-McKenty/TravelPulse Canada)
With the 25th anniversary of 9/11 approaching in 2026, Rubinoff hinted at plans for a special reunion next year, possibly the final gathering of all the living individuals whose stories inspired Come From Away.
A Story Close to Home
Among the cast is Petrina Bromley, a Newfoundlander in the principal ensemble. She portrays Captain Beverly Bass — the first female captain at American Airlines, and one of the passengers grounded in Gander on 9/11.
“This isn’t just theatre for us,” said Bromley. “It’s about honouring real people, real stories. And for me, doing that in Newfoundland means everything.”
Petrina Bromley as Beverley Bass (Photo Credit: Come From Away)
Bromley, who was the only Newfoundlander in the cast of the Broadway version of Come From Away, says performing in her home province is unlike anything else.
“People come up to us after the show, in tears, saying they were there. Or that they knew someone who was. There’s this shared emotional memory that’s incredibly raw and beautiful.”
Former American Airlines captain Beverly Bass honoured at Gander International Airport (Photo Credit: Natasha Lair-McKenty/TravelPulse Canada)
She added, “We’re telling a story of how humanity can show up in the face of crisis — how a town nobody expected to become the centre of a global moment responded with grace, humour, and heart.
"It’s a story that resonates far beyond our shores.”
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When asked about her relationship with Beverly Bass, Bromley smiled. “We hugged the first time we met backstage. She told me, ‘Thank you for telling my story.’ That’s something I’ll carry forever.”
Bromley noted the show has created ripple effects in how people view Newfoundland and its people.
“We’re known now not just for our scenery or accents, but for our hearts. That’s what Come From Away has shown the world.”
Gander welcome sign (Photo Credit: Jason Summers/TravelPulse Canada)
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The Legacy
More than two decades after the events of 9/11, Gander remains a living example of compassion without conditions. Visitors can tour the North Atlantic Aviation Museum, stroll the same airport where passengers first arrived, and attend a performance of Come From Away in the very province where the story began.
As Rubinoff reflected: “This show may have started as a tribute to a moment in time, but what it’s become is a call to action.
"Be kind. Be brave. And never underestimate the impact of ordinary people in extraordinary circumstances.”
He also shared that the rights to Come From Away have now been sold for performances around the world, including school productions, helping ensure the story continues to inspire future generations.
Up Next:
Fogo Island Inn (Photo Credit: Jason Summers/TravelPulse Canada)
In Part 2 of this Newfoundland travel series, TravelPulse Canada journeys to Fogo Island — home of one of the world’s most stunning remote luxury hotels — to explore how isolation, sustainability, and intentional design are shaping the future of tourism in Atlantic Canada.
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