Province partners with industry as part of strategic tourism development plan

CANADA, 7 June. The Association of Provinces and the Tourism Industry of Nova Scotia (TIANS) will partner to develop a new strategic plan for the tourism sector in Nova Scotia.

The plan will set a new vision for tourism, taking into account the needs of businesses and organizations, Nova Scotians and their communities, and traveler preferences and expectations. Consultations with the tourism industry will begin this summer.

“A lot has changed in the tourism industry over the past few years and it’s time to revisit our goals for sustainable tourism that benefits communities in all parts of the province,” said Prime Minister Tim Houston. “Through our engagement with the sector, this plan will support a strong and sustainable industry, make our communities a great place to live, and help us shine brightly as a travel destination offering the best experience in Canada.”

Darlene McDonald, Executive Director of Nova Scotia Tourism, and Darlene Grant Fiander, President of TIANS, will co-chair a steering committee that will oversee the development of the plan by the end of March 2023.

The committee will review the priorities of the minister’s mandate to develop local tourism so that all regions benefit from income growth; use assets such as national parks, winter and summer sports, food and culture; supporting the airport’s comprehensive marketing plan; and use the film to showcase the beauty and unique experience of Nova Scotia.


The industry now has the opportunity to focus on a broad growth strategy that considers the relationship between tourism and the province’s social, cultural and economic health. Addressing issues such as seasonality, business viability, product and staff will ensure we reclaim our position as Nova Scotia’s premier services exporter.
Darlene Grant Fiander, the president, Nova Scotia Tourism Industry Association

Quick Facts:

  • once the plan is ready, businesses, communities and government can use it to guide their own strategic planning and investment.
  • tourism revenue in 2019 was $2.6 billion; of this number, Nova Scotians made up approximately 38 percent and non-resident visitors about 62 percent.
  • for 2020 and 2021, annual tourism revenue is estimated at around $1 billion.
  • Tourism revenues are not expected to recover to 2019 levels until 2024.



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