Nova Scotia releases tourism plan to promote sustainable growth

A guided tour of the Cabot Trail in fall with Cape Breton Backcountry. (Source: Tourism Nova Scotia)

Tourism Nova Scotia released a five-year strategic plan Wednesday to promote year-round tourism growth.

“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,” said Dave Ritcey, minister of Communities, Culture, Tourism and Heritage.

The province says it will spend $13.8 million in tourism marketing activities and $4.5 million on support programs for tourism businesses and community destinations, said a news release.

The plan outlines six themes and goals to grow tourism and strengthen the economy:

• destination sustainability/365 to position Nova Scotia as a year-round destination
• policy alignment to ensure government, industry and community collaborate to make decisions through a “tourism lens”
• investment readiness to attract tourism investment and support business viability
• community wealth and well-being to ensure tourism benefits for Nova Scotians and their communities
• human excellence and tech innovation to build a strong tourism workforce and support digital adoption
• data-driven decision-making to attract travellers and be globally competitive

The Department of Communities, Culture, Tourism and Heritage will work with provincial departments to remove barriers, create opportunities and monitor progress towards their goals, said the news release

“Tourism is a $3.5-billion industry in Nova Scotia with significant opportunities for growth,” said Kevin Toth, the chair of the Tourism Industry Association of Nova Scotia, and President of Fox Harb’r Resort. “The sector strategic plan is a new approach to tourism development focused on industry, government and community collaboration.”

The Tourism Industry Association of Nova Scotia and Tourism Nova Scotia worked with Mi’kmaw communities, tourism businesses, sector associations, community organizations and government partners to develop the plan, said the release.

Tourism supported more than 55,000 jobs and generated $3.5 billion in revenue in Nova Scotia in 2024.

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