Tourism Nova Scotia (TNS) is a private sector-led provincial Crown corporation with a mandate to grow Nova Scotia’s tourism industry and maximize the value of tourism to Nova Scotia’s economy.
Established in April 2015, TNS is focused on attracting non-resident overnight visitors to the province and increasing tourism revenues through experience and sector development, marketing and visitor servicing.
Nova Scotia’s tourism industry is working to reach $4 billion in tourism revenues by the year 2024. This is a goal that was identified for the industry in the Now or Never Report, released in 2014 by the Nova Scotia Commission on Building Our New Economy.
To help lead the industry to achieve the $4 billion goal, TNS’ corporate strategy has four key pillars:
- Attract more first time visitors
- Invest in markets of highest return
- Focus on world-class experiences
- Build tourism confidence
The Tourism Nova Scotia Act, passed on May 4, 2015, states the objectives of the corporation are to:
- Achieve tourism growth in the province and maximize the value of tourism to the economy of the province.
- Develop and implement a long-term strategy for tourism to drive sustainable tourism in the province that delivers growth and profitability in the tourism sector, provides economic benefit to the province, and is consistent with the province’s strategic priorities.
- Communicate and collaborate with communities, private industry, and the tourism industry in the province.
To market Nova Scotia’s tourism experience to the world through innovation and collaboration.
To be recognized globally as the leading destination marketing organization.