The Tourism Industry Association of Nova Scotia (TIANS) and Tourism Nova Scotia (TNS) are co-leading the development of a tourism sector strategic plan that will inspire a broader approach to economic growth and quality of life in Nova Scotia. The plan will establish a new vision for tourism, taking into consideration the needs of businesses and organizations, Nova Scotians and their communities, and traveller preferences and expectations.
TOURISM SECTOR STRATEGIC PLAN
FOR NOVA SCOTIA
A FRAMEWORK FOR TOURISM GROWTH
Through engagement with industry, government, and community representatives, the strategic plan will be a framework everyone can use to guide their actions and investments in the coming years to build a strong and sustainable tourism industry. The plan will consider factors such as seasonality, product, people, quality, and the interconnectivity between tourism and the social, cultural, and economic health of the province.
DEVELOPMENT PROCESS
The development of the strategic plan will be led by a project team made up of representatives from TIANS and TNS and guided by an Oversight Committee comprised of government and industry representatives. There will be broad engagement with the tourism industry and communities with multiple opportunities to provide input throughout the development process.
ANTICIPATED TIMELINE
Summer-Fall 2022
Development of Terms of Reference and Establishment of Oversight Committee
NOVEMBER 2022
RFP Issued for Project Consultant
MARCH 2023
Onboarding of Project Consultant
APRIL 2023
Analysis of Current Industry Research
MAY 2023
Individual Interviews with Industry Experts
MAY 30-31, 2023
Engagement Session at TIANS Annual General Meeting
JUNE 6-9, 2023
Tourism Sector Focus Groups (Virtual)
FALL 2023 – Winter 2024
In-person Regional Meetings
WINTER 2024
Online Survey
2025
Announcement of Sector Strategic Plan
WE WANT TO HEAR FROM YOU
Tourism businesses and organizations, as well as community members, will have the opportunity to provide input into the sector strategic plan in a variety of ways. Engagement will be conducted online and in person to offer many options to participate. They include:
The project team identified Industry Experts representing all sectors within the tourism industry as well as government, finance, and workforce development. Interviews were completed in spring 2023.
Virtual focus groups were held with representatives from each sector within the tourism industry:
- Accommodations (hotels, resorts, cottages, B&B’s, campgrounds, etc.): Tuesday, June 6
- Food and Beverage (restaurants, fine dining, café’s, coffee shops, food trucks, pubs, bars, wineries, craft brewers, etc.): Tuesday, June 6
- Transportation and Travel Services (airports, air carriers, ferries, car rental, bus/coach, rail, tour operators, step-on guides, visitor information services, tourism organizations, etc.): Wednesday, June 7
- Government & Infrastructure (various municipal, provincial, and federal agencies and representatives): Wednesday, June 7
- Attractions, Outdoor Activities, Sport and Recreation (parks, boat tours, golfing, sport fishing, biking, hiking, trails, whale watching, etc.): Thursday, June 8
- Arts, Culture, Heritage and Events (museums, theatres, performing arts, galleries, festivals, events, cultural experiences and attractions, etc.): Thursday, June 8
Industry and community members participated in seven in-person regionals engagement sessions and three Mi’kmaw engagement sessions:
Yarmouth
Thursday, December 7, 2023
Tru Hotel, 10588 Starrs Rd, Yarmouth
Wolfville
Thursday, January 18, 2024
Old Orchard Inn
153 Greenwich Rd S, Wolfville
Truro
Friday, January 19, 2024
Inn On Prince Hotel & Conference Centre
437 Prince St, Truro
Baddeck
Wednesday, January 24, 2024
Inverary Resort
368 Shore Rd, Baddeck
Antigonish
Thursday, January 25, 2024
Claymore Inn and Suites
137 Church St, Antigonish
Halifax
Wednesday, January 31, 2024
Halifax Convention Centre
1650 Argyle St, Halifax
Bridgewater
Wednesday, February 7, 2024
Best Western Plus
527 Nova Scotia Trunk 10, Bridgewater
Mi’kmaw Engagement Sessions
Niktuipukwek (Millbrook)
Tuesday, February 20, 2024
Millbrook Cultural and Heritage Centre
65 Treaty Trail
Weskewinaq (Digby)
Thursday, March 21, 2024
10am – 3pm
Digby Pines Golf Resort and Spa
103 Shore Road
Maupeltu (Membertou)
Wednesday, April 3, 2024
10am-3pm
Membertou Trade & Convention Centre
50 Maillard Street
An online survey was conducted in March and April 2024 to assess perceptions of Nova Scotia’s current performance as a travel destination and identify the top priorities to be addressed within the strategic plan.
THE PROJECT TEAM
CO-LEADS
- Darlene Grant Fiander, President, TIANS
- Darlene MacDonald, Executive Director, TNS, a division of Nova Scotia Department of Communities, Culture, Tourism and Heritage (CCTH)
OTHER MEMBERS INCLUDE
- Tanice Mundle, Executive Assistant, TIANS
- Lisa Dahr, Director of Industry Relations and Professional Development, TIANS
- Anna Moran, Director of Research, Planning & Decision Support, TNS
- Afton Doubleday, Acting Director of Outreach and Engagement, TNS
OVERSIGHT COMMITTEE
In addition to the Project Team, a small Oversight Committee will work with TIANS and TNS to provide guidance for the development of the plan. This group provides feedback and direction to approach and development; reviews and provides feedback on the draft framework; and conducts ongoing consultation and check-ins as required.
- Joyce Carter, President and CEO, Halifax International Airport Authority
- Glenn Squires, CEO, Pacrim Hospitality Services
- Chuck Maillet, Vice President, ACOA
- Chris Shore, Deputy Minister of Communities, Culture, Tourism and Heritage
Latest News
See news releases and articles for information about the strategy.