National Tourism Week is a time to recognize one of Nova Scotia’s most important industries — and the people who make it thrive.
 

Last year, tourism spending generated $3.7 billion in revenues – outpacing the national average tourism growth. Across the province, tourism operators, entrepreneurs and community leaders are creating experiences that draw visitors from around the world and encourage Nova Scotians to explore their own backyard. Their work supports jobs, strengthens local economies and helps tell Nova Scotia’s story in meaningful and memorable ways.
 
The Province is using the Nova Scotia Tourism Sector Strategic Plan to guide initiatives that build on the momentum to support a thriving year-round tourism industry that benefits communities in every region. We’re investing $4 million in tourism programs this year to help tourism businesses and communities attract travellers through research, marketing, and business development.

Tourism continues to evolve, and so do the ways visitors plan their trips.

Today, most travellers are discovering destinations, building itineraries and making bookings online before they arrive. Programs like Tourism Nova Scotia’s Tourism Digital Assistance Program are helping businesses adapt to that shift and succeed in a digital-first environment.

One small business owner recently shared how the program transformed their approach — from strengthening their website and social media presence to introducing engaging weekly content that drove both online visibility and in-person visits. With guidance from a digital advisor, they gained valuable skills, improved their ability to use analytics and saw real growth in visitor interest and revenue. This kind of support is helping operators build stronger, more sustainable businesses across Nova Scotia.

We are also continuing to invest in the sectors that make Nova Scotia a vibrant and compelling destination. 

Government has significantly increased support for arts and culture in recent years, with total funding now exceeding $66 million — nearly 30 per cent higher than in 2021. This investment supports organizations, creators and cultural experiences that play a vital role in attracting visitors and enriching communities across the province.

Visitors are also supported through a range of services designed to help them make the most of their time here. NovaScotia.com and the provincial contact centre provide accessible, up-to-date travel information, and we’re investing almost $400,000 to support more than 40 community Visitor Information Centres across the province to offer on-the-ground, local insights that help connect visitors with experiences in communities.

Growing tourism remains a priority. We will continue working with operators and communities to attract visitors and ensure they have access to the information they need — when and where they need it.

This National Tourism Week, I want to thank everyone who contributes to this vital industry. Your dedication, creativity, and hard work are what make Nova Scotia a destination people want to visit — and return to again and again.