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Tourism Revitalization of Icons Program

The Tourism Revitalization of Icons Program (TRIP) is an infrastructure funding program focused on revitalizing Nova Scotia’s most competitive tourism icons.

The program is now closed to new project proposals. See our programs page for other program opportunities, and subscribe to our newsletter for future program announcements.

Through this program, government is investing $6-million in five iconic tourism sites to improve visitor experiences and further motivate travel to Nova Scotia. The investments will also create opportunities for private sector businesses to offer new experiences that will keep the tourism sector growing.

The icons that are receiving infrastructure investments through the Tourism Revitalization of Icons Program are:  

  • Peggy’s Cove - $2 million
  • Halifax Waterfront - $ 1.5 million
  • Cabot Trail - $1 million
  • Bay of Fundy, including Annapolis Royal - $750,000
  • Lunenburg Waterfront - $750,000


What’s an icon?

peggys cove banner

Icons are the “must-see” destinations that help motivate travel to the province.

Tourism icons are well-known aspects of the Nova Scotia tourism experience. They have a high level of recognition nationally and internationally and demonstrate high levels of visitation. Icons deliver unique and authentic Nova Scotian experiences that are attractive and compelling to visitors. Icons are the “must-see” destinations that help motivate travel to the province.

This program is strategically focused on our top tourism icons because consumer research indicates they differentiate Nova Scotia from other destinations and motivate travel to the province. Once they are here, travellers visit the many remarkable sights and attractions the province offers, benefiting communities and businesses across all regions.


How it Works

Tourism Nova Scotia is administering this program on behalf of the Government of Nova Scotia.

This is not an open application-based program. Tourism Nova Scotia is strategically reaching out to partners who are best positioned to develop and advance major infrastructure projects and leverage funding from other sources.

Program Partners

Program partners may include government organizations or departments (e.g. municipal, provincial, federal) or registered not-for-profit organizations (e.g. local development, associations). They must be in operation for at least one year and be in good standing with the provincial Registry of Joint Stock Companies. Partners must demonstrate fiscal stability, sustainability, and intent to maintain infrastructure developed under this program. Proponents should also have a proven track record in the management of previous infrastructure projects.

Partners will be required to submit a project proposal that outlines how funds will be invested and demonstrates alignment with project criteria. Each partner will sign a letter of agreement with Tourism Nova Scotia which clearly outlines the terms and conditions of the funding partnership.

Project Criteria

Priority is given to projects aligning with Tourism Nova Scotia's strategic priorities: attract first-time visitors, invest in markets of highest return, focus on world-class experiences, and build tourism confidence. Projects must clearly demonstrate appeal to one or more of our target Explorer Quotient visitor segments.

Eligible projects will enhance Nova Scotia’s existing tourism icons and create a platform for private sector to develop new tourism experiences.

Partners are encouraged to leverage funds from other sources (i.e.
federal, municipal, other provincial, private sector).

Eligible costs include planning and design materials, contracted labour, professional services, visitor amenities (such as washrooms, way finding), interpretation, and infrastructure to support enhanced visitor experience (such as trails, boardwalks, viewing platforms).

Level of Investment

Funding decisions are based on the project’s ability to assist in achieving Tourism Nova Scotia's strategic priorities. The Tourism Revitalization of Icons Program will consider up to 50% of eligible costs with the balance coming from the proponent and other potential sources. Projects focused on enhancing provincially owned assets may receive 100% funding.

For more information about the Tourism Revitalization of Icons Program, contact


Project Announcements