The tourism season in Nova Scotia was a success, according to new numbers from Discover Halifax. The destination marketing organization released insights into Halifax’s tourism market at its second annual Tourism Forum, showing a growing number of visitors coming to the city. The numbers tracked who is visiting Halifax, where they are travelling from, when they come, and how much they spend in the city. Findings say average hotel occupancy in the city reached 77 per cent with an average daily room rate of $229. Numbers also show Halifax could use more accommodations, as Halifax reached 90 per cent occupancy or higher on 90 nights in 2026. HRM’s largest visitor market comes from Canadians. In 2025, 92 per cent of overnight visitors came from within Canada, and 55 per cent of those were travelling within Atlantic Canada. While most visitors come from within Canada, numbers show visitors from the United States, which accounts for about four per cent of visitation, contributed 19 per cent of visitor spending. European visitors also represented four per cent of visitors but contributed 20 per cent of visitor spending. “Tourism has experienced significant, sustained growth over the past several years, and we’re continuing to see strong demand in 2026,” said Clare Tidby, interim president and CEO of Discover Halifax. “This is an exciting time for Halifax’s visitor economy. Our focus is building on our success, and ensuring we have the accommodations, experiences, and infrastructure to support continued growth.” Halifax residents have also been supportive of the tourism industry, with 93 per cent saying they feel positively about tourism. That’s up 14 per cent from 2023. The research also found visitation patterns differed by market, with visitors from Ontario, Quebec, and international destinations more likely to visit during the summer and fall, which Atlantic Canadians visit year-round. For more Nova Scotia news, visit our dedicated provincial page
