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Target Geographic Regions

Tourism Nova Scotia’s marketing efforts are typically directed at travellers in key markets outside of Atlantic Canada. For the past several years, Tourism Nova Scotia has focused marketing efforts on Canada, the United States, the United Kingdom, Germany and China. While the volume of visitors to Nova Scotia is far higher from the Canadian market, the revenue per visitor from further away markets is higher, as they tend to stay longer and spend more over the course of their trip.

With the outbreak of the COVID-19 pandemic, Tourism Nova Scotia acted quickly to shift marketing efforts to focus on travellers in Nova Scotia and Atlantic Canada, where people are more likely to be willing and able to travel to and within the province. Tourism Nova Scotia is working with Destination Canada, the Atlantic Canada Opportunities Agency, and Google to conduct research so we can be ready to go into the right markets with the right message as travel restrictions are relaxed. Subscribe to the inTouch newsletter for notices about updates to our target geographic region insights.

Click on the market highlights below for insights on our pre-COVID target export markets, visitors to Nova Scotia, Tourism Nova Scotia’s marketing activities, and opportunities to grow your business. Our activity in each target market varies depending on awareness levels, proximity and transportation access, media costs and budgets, and the ability to leverage partnerships. Please note, market insights will be updated as new information is available.