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Travel Trade & Travel Media

Our market development team builds business relationships with tour operators, travel agents, and travel media in our target markets to help raise awareness of Nova Scotia as a travel destination and increase the sale of Nova Scotia vacations.

Travel Trade

Our team represents Nova Scotia at travel marketplaces and sales missions in North America, the United Kingdom, and Germany  to share information about the incredible places to see and things to do in the province and make connections with partners who can help us reach more potential travellers.

Travel trade refers to the network of buyers and sellers of travel products and services, including tour operators, travel agents, and online travel agencies (such as and Expedia). Building partnerships with these travel professionals can help ensure Nova Scotia is included in more promoted travel itineraries and packages.

We host travel trade representatives from our key markets on familiarization (FAM) tours to provide a first-hand experience of what Nova Scotia offers visitors and encourage the development of more Nova Scotia itineraries. We also provide resources like photos and videos, and information and training to help our travel trade partners promote and sell vacations to Nova Scotia.

Interested in working with travel trade partners to attract international visitors? Get started by reviewing the resources included in the Travel Trade Resources page. If you think working with the travel trade is a good fit for your business, our team would be happy to provide additional information and coaching about policies and best practices for working with the travel trade.

Learn More - Travel Trade Resources

Learn More - FAM Tour Program

Travel Media

Stories about Nova Scotia in newspapers, magazines, blogs, and on social media help keep the province top of mind for travellers planning their next vacation.

Through our media relations program, we host journalists and influencers on press trips, share sample itineraries, and pitch story ideas to influence positive coverage of the province in national and international media. By working with journalists and influencers to create content that resonates with our target travellers, we raise awareness of the world-class places and experiences Nova Scotia offers and inspire people to book a vacation here. 

See some of the recent coverage supported by our media relations program.

In-market Representatives

In-market representatives (marketing and public relations agencies hired to represent Nova Scotia in our key-markets) are our eyes and ears on the ground. They have the direct knowledge and understanding of the travel market - including language and advertising trends - and can build strong relationships with tour operators, travel agencies, and media.

Tourism Nova Scotia has in-market representatives in the United Kingdom and Germany. These representatives help keep us informed of the latest travel trends and opportunities to promote Nova Scotia and support our travel trade and travel media programs.

Contact Our Market Development Team

Our team is always interested in hearing updates about what you offer visitors so we can share the latest developments with our travel trade and media contents, develop and enhance sample itineraries, and pitch story ideas. We can also offer advice on policies and best practices for working with the travel trade and media.

Peter Johnson
Manager, Market Development
Market responsibilities: All markets

Patricia Pardy
Market Development Specialist
Market responsibilities: UK & Germany

Hannah Crawford
Market Development Specialist
Market responsibilities: North America

Pamela Wamback
Travel Media Specialist
Market responsibilities: North America

Janette Wallace
Travel Media Specialist
Market responsibilities: UK & Germany

Natalie Shaw
​Market Development Coordinator