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Partnerships

Strategic partnerships help maximize available resources and avoid duplication of efforts and are critical to achieving tourism growth.

Tourism Nova Scotia engages in various industry partnerships to

  • develop compelling content to market Nova Scotia as a vacation destination
  • increase investment in marketing initiatives to reach more travellers
  • create more awareness of the destination
  • share learnings and best practices

Here are a few examples of important partnerships that support Nova Scotia’s tourism industry:

Atlantic Canada Agreement on Tourism (ACAT)

ACAT is a partnership dedicated to promoting Atlantic Canada as a leading vacation destination in key markets around the world. It is comprised of the Atlantic Canada Opportunities Agency, the provincial departments responsible for tourism in Newfoundland and Labrador, Nova Scotia, New Brunswick and Prince Edward Island, and the four provincial tourism industry associations. ACAT enables collaboration between the Atlantic provinces on marketing initiatives that are based on research and align with federal tourism strategies. The 2020-2023 agreement also provides flexibility to support provincial initiatives that align with federal and provincial tourism strategies.

Atlantic Canada Cruise Association

Nova Scotia has 10 ports of call: Halifax and Sydney, and niche ports of Baddeck, Cheticamp, Digby, Louisbourg, Lunenburg, Pictou, Yarmouth, and Shelburne. The ports, Atlantic provinces, tourism industry partners, Parks Canada, and the Atlantic Canada Opportunities Agency work together through the Atlantic Canada Cruise Association (ACCA) to promote the Atlantic region as a premier cruise destination for spring, summer and fall.

Communities

Communities that strive to create compelling, visitor-friendly destinations will have the greatest opportunity to attract visitors and tourism investment. Tourism Nova Scotia works with municipalities and community-based organizations with a tourism interest to support initiatives to develop welcoming, attractive destinations including research, marketing, visitor servicing, and infrastructure projects through programs like the Tourism Revitalization of Icons Program. Tourism Nova Scotia participates in committees like the Destination Cape Breton Association Product Innovation Committee, Cumberland Tourism Advisory Committee, South Shore Tourism Cooperative, and the Halifax Regional Integrated Tourism Master Plan advisory committee to support initiatives to grow tourism in these regions.

Cultural Tourism Strategy for the Nova Scotia Mi’kmaw

In 2019, The Assembly of Nova Scotia Mi’kmaw Chiefs endorsed The Cultural Tourism Strategy for the Nova Scotia Mi’kmaw, building on an existing body of research done to develop Mi’kmaq Cultural Tourism. The Cultural Tourism Advisory Committee, led by Mi’kmaq organizations including the Kwilmu’kw Maw-klusuaqn Negotiation Office, the Confederacy of Mainland Mi’kmaq, the Nova Scotia Indigenous Tourism Enterprise Network and the Union of Nova Scotia Mi’kmaq,  includes Tourism Nova Scotia as well as provincial and federal partners working to advance cultural tourism opportunities for the Mi’kmaq of Nova Scotia, under the direction of the strategy and implementation plan.  As implementation advances, efforts are currently focused on developing Authenticity Guidelines for Mi’kmaq Cultural Tourism in Nova Scotia. 

Destination Canada

Tourism Nova Scotia works closely with Canada’s tourism marketing organization, Destination Canada, on research and marketing initiatives. We leverage Canada’s brand to reach more travellers in international markets and raise awareness of Nova Scotia. We collaborate on the Canadian Signature Experience program to highlight must-do activities in the province. We are working with Destination Canada to encourage domestic travel in 2021, and to produce research regarding COVID-19 tourism recovery.

Develop Nova Scotia

Develop Nova Scotia is the provincial Crown corporation focused on placemaking and infrastructure development to support economic growth. Our partnerships with Develop include initiatives to support the development of attractive destinations, infrastructure projects like those included in the Tourism Revitalization of Icons Program, and marketing initiatives to promote the Halifax waterfront and Lunenburg waterfront.

Events Nova Scotia 

Recognizing the important role of festivals and events in motivating regional, national and international travel to our province, Tourism Nova Scotia is a member of the Events Nova Scotia Advisory Group. Including representatives of destination marketing organization partners, event organizers, as well as host facilities and venues including Halifax Convention Centre, and Develop Nova Scotia, members collaborate to inform priorities of Events Nova Scotia, leverage opportunities to grow festivals and events, navigate challenges and opportunities, as well as share best practices and research. 

Google

Tourism Nova Scotia and Google have been partners since 2014. We work with Google to develop a deeper understanding of our target audience, execute digital marketing tactics to help attract visitors, and ensure Tourism Nova Scotia and our partners are on the leading edge of digital marketing practices.

Halifax International Airport Authority (HIAA)

We partner with HIAA and airlines on marketing initiatives to raise awareness of Nova Scotia as a destination. We also work with HIAA to support the development of air route connections between Nova Scotia and key markets.

Interdepartmental Committee on Trails

Hiking is one of the most popular visitor activities, and an important part of Nova Scotia’s product offering to travellers, particularly coastal hiking experiences.  Other types of trail activities present growth opportunities for businesses and organizations, including cycling, and winter activities including snowmobiling and snowshoeing.  Tourism Nova Scotia is pleased to be part of the Interdepartmental Committee on Trails, led by Communities Culture and Heritage with Lands and Forestry, Nova Scotia Environment, Transportation and Infrastructure Renewal, Municipal Affairs, Energy and Mines, and others. Collaborative efforts include the contributing to the Shared Strategy for Trails in Nova Scotia. 

Nova Scotia Provincial Parks 

Nova Scotia’s provincial parks provide a wide range of nature tourism experiences through their parks system - beaches, coastal hiking, day trips and camping opportunities which appeal to Nova Scotians and visitors.  Many of these park experiences are featured in Tourism Nova Scotia marketing activities and will continue to be as visitors continue to look for safe, outdoor experiences. Tourism Nova Scotia and Provincial Parks will continue collaborating and looking at opportunities to partner in areas such as research, developing new park experiences, packaging parks with local businesses/communities and marketing. 

Regional Destination Marketing Organizations

While Tourism Nova Scotia promotes the entire province, there are several regional marketing organizations that work to attract visitors to their specific region or communities. We collaborate with regional destination marketing organizations on content creation, joint marketing initiatives, and sector development initiatives. We share research, market insights, and best practices to help regional organizations effectively promote their communities and support local tourism businesses.

Tourism Businesses and Organizations

Tourism Nova Scotia partners with tourism businesses and operators to enhance their market readiness and competitiveness. We co-invest with industry to develop marketing assets and digital advertising activities that are mutually beneficial, and that allow Tourism Nova Scotia and its partners to market more broadly as well as be consistent in terms of “look and feel.” We also collaborate to develop experiences that help set Nova Scotia apart and motivate travellers to book a vacation here. 

Tourism Industry Association of Nova Scotia (TIANS) and Nova Scotia Tourism Human Resource Council (NSTHRC)

We work closely with TIANS and NSTHRC to support initiatives that help to improve quality and competitiveness for tourism businesses through coaching, training, and labour force development.