Nova Scotia tourism sets sights on $5B future with new five-year strategy

Nova Scotia has released a plan a five-year plan to create year-round tourism.

Nova Scotia’s tourism industry is charting an ambitious path forward, unveiling a new five-year strategy aimed at turning the province into a true year-round destination and pushing annual revenues to $5 billion.

Tourism is already one of Nova Scotia’s biggest economic engines, generating $3.5 billion last year according to the Tourism Industry Association of Nova Scotia (TIANS) and supports more than 55,000 jobs across the province.

Industry leaders say the sector is at a turning point, and unlocking more off-season travel is critical to long-term growth in the sector.

“It is going to take a culture shift,” said TIANS Executive Director Darlene Grant Fiander.

A new report and five-year strategy was released ahead of the two-day NS Tourism Summit, a collaboration between TIANS and the provincial government. The 2030 strategy focuses heavily on reducing seasonality and addressing current challenges like labour force issues and housing shortages. As well as improving infrastructure connectivity like consistent and reliable airline and ferry service to the province.

Grant Fiander said the 365 day tourism strategy when fully implemented could boost revenues well beyond the $3.5 billion in revenue generated in 2024.

“We could be at $5 billion,” said Grant Fiander. “That’s bold but we see growth opportunities.”

The two-day NS Tourism Summit will bring hundreds of businesses from across the province and other industry players from across the country.

“This is a critical time for the tourism industry in Nova Scotia as we begin to collectively work to advance the goals outlined in the Tourism Sector Strategic Plan, says Kevin Toth, TIANS Chair. “The Summit provides an opportunity to explore innovative approaches to tourism development, global best practices and new partnership opportunities.”

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