N.S. reveals new tourism strategy for sustainable growth

CITYnews halifax / By Rachel Morgan

The Province of Nova Scotia has unveiled a new five-year plan to promote sustainable tourism that is both a driver of economic growth and community well-being.

“Tourism is a vital part of our economy, and this sector strategic plan will help the industry thrive and strengthen Nova Scotia’s position as a world-class destination,” Dave Ritcey, minister of Communities, Culture, Tourism and Heritage, said in press release. “It is a collective effort to grow a sustainable, resilient and inclusive tourism sector that benefits people across the province.”

The province says it will be investing $4.5 million in programs in 2025-26 to support tourism businesses and community destinations and $13.8 million in tourism marketing activities.

These investments will align with six strategic goals including year-round destination sustainability, policy alignment, investment readiness, community wealth and well-being, tech innovation and global competitiveness.

“Tourism is a $3.5-billion industry in Nova Scotia with significant opportunities for growth,” Kevin Toth, chair of the Tourism Industry Association of Nova Scotia and president at Fox Harb’r Resort, said. “The sector strategic plan is a new approach to tourism development focused on industry, government and community collaboration. Working together, we will build a tourism industry that brings economic and social benefits to communities in all parts of the province.”

Nova Scotia tourism is making a comeback post-pandemic. The government said earlier this year that two million people visited the province in 2024, down just two per cent from the year prior. However, tourism revenue increased by 10 per cent.

Halifax is one of the province’s top destinations. The Downtown Halifax Business Commission concluded there were about 10.22 million unique visitors in the area from mid-June to Dec. 29, 2024. That is just 40,000 less than the same period in 2019.

“Tourism is a massive, often under-recognized, contributor to the Nova Scotia economy with tremendous potential for growth,” Paul Curry, president of the Antigonish Tourism Association and owner of the Claymore Inn & Suites and Justamere Cafe & Bakery, said. “The sector strategic plan will help protect what makes the province such a special place, while benefiting our economy and people. I cannot wait to see what we achieve.”

The sector’s strategic plan was co-developed by the Tourism Industry Association and Tourism Nova Scotia along with the Mi’kmaw communities, tourism businesses, sector associations, community organizations and government partners.