Nova Scotia Tourism Industry Poised for Growth

November 27, 2012

More people will visit Nova Scotia for the first time, spend more and stay longer with the help of a new strategy for tourism.

A new long-term tourism strategy, which is being developed in partnership with the industry, was outlined at the two-day Tourism Industry Association annual conference, which finished today, Nov. 27.

“Nova Scotians who work in the tourism industry told us that the old way of doing things isn’t working in today’s global economy,” said Deputy Premier Frank Corbett. “By working together with the those in the industry, Nova Scotia will have a tourism strategy that will focus on learning the right skills to compete on the international stage, introduce a compelling tourism brand and better promote majestic icons like the Bluenose II.

“A strong tourism sector is key to helping grow our economy and create good jobs.”

The long-term tourism strategy focuses on five pillars for growth:
— leadership and collaboration
— inspirational, strategic marketing
— evidence-based decision making
— higher-quality product and experiences
— improved access to Nova Scotia, and throughout the province

The new strategy will also help the jobsHere innovation goal by making Nova Scotia a digital leader among provincial destinations.

“We have to be more strategic to compete at a higher level and increase our market share,” said Darlene Grant Fiander, president of the Tourism Industry Association of Nova Scotia. “We are excited about the new vision for tourism that will allow us to grow our revenue and increase overall profitability for the industry.”

Other highlights include a unified, collaborative approach to promoting Nova Scotia, introducing a compelling tourism brand, and focusing on Nova Scotia’s tourism icons.

Results from the 2010 visitor exit survey show tourism in Nova Scotia has moved from a $1.8-billion industry, supporting 22,000 jobs, to a $2-billion industry, supporting 24,000 jobs across the province.

The final strategy is expected to be published in early 2013.

For more information, visit http://gov.ns.ca/econ/tourism.