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The Emerging Destinations Program helps communities identify and position their most compelling tourism assets, such as attractions, experiences, food and drink, events, and accommodations, to increase awareness with potential travellers.

Program activities will focus on one season (preferably fall or winter, but will also consider late-summer) and implement short-term actions to help build awareness of their community in 2024-25.

Program partners will benefit from:

  • Coaching using tools and resources to identify and position their most compelling tourism products and develop a tourism action plan;
  • Exploring opportunities to maximize or extend a tourism season;
  • Target market research insights for regional travellers;
  • A travel media/influencer visit to generate new photos and digital content to increase the profile of seasonal tourism products (such as a social media post and a new story/travel itinerary on

How to Participate

This program is for municipalities, chambers of commerce, and business associations representing a community offering a tourism cluster with a minimum of five market-aligned businesses and attractions.

Applications for the 2024-25 Emerging Destinations Program are now closedPlease subscribe to our industry newsletter to learn about other program and partnership opportunities.

Tourism Nova Scotia is committed to advancing equity, diversity, inclusion, and accessibility (EDIA) in Nova Scotia, and we support partners who share in this commitment. We will prioritize applications from organizations that are managed by equity-seeking groups or include activities that help give a voice to these communities. For example, preference will be given to applications from Mi’kmaw and African Nova Scotian organizations and communities working with tourism businesses.


Program Contact

For more information about the program, please contact:

Erin Hume
Tourism Development Advisor