The Nova Scotia government has released a new five-year plan designed to grow and sustain the province’s $3.5 billion tourism industry.
The Nova Scotia Tourism Sector Strategic Plan outlines six themes, including:
- destination sustainability/365 to position Nova Scotia as a year-round destination
- policy alignment to ensure government, industry and community collaborate to make decisions through a “tourism lens”
- investment readiness to attract tourism investment and support business viability
- community wealth and well-being to ensure tourism benefits for Nova Scotians and their communities
- human excellence and tech innovation to build a strong tourism workforce and support digital adoption
- data-driven decision-making to attract travellers and be globally competitive
Minister of Communities, Culture, Tourism and Heritage Dave Ritcey said the strategy will help the industry thrive while strengthening Nova Scotia’s position as a global destination.
Tourism leaders say the plan emphasizes collaboration between government, industry, and communities, while also supporting sustainability and digital innovation.
Tourism Nova Scotia and the Tourism Industry Association of Nova Scotia co-led the plan’s development, with input from Mi’kmaw communities, local businesses, and sector groups.
Last year, the sector generated $3.5 billion in revenue and supported more than 55,000 jobs.
