Taking collective action to address seasonality, and to protect the province’s natural assets, will make a positive contribution to communities across Nova Scotia.
Why it matters
Year-round tourism breathes continuous life into a community, fostering economic stability and creating opportunities for local businesses to thrive throughout all seasons.
With more business staying open for more months, it creates an enhanced employment attachment and labour availability by offering year-round employment, improving workforce stability, and the attraction of talent.
The promotion of visitor dispersion by developing off-season attractions and encouraging regional tourism can reduce pressure on infrastructure and support local economies.
What Success Looks Like
Viable tourism businesses:
Tourism businesses flourish despite industry challenges, driving growth and development within the sector.
Highlighting culture:
Cultural diversity is showcased in brand marketing, highlighting Nova Scotia’s unique strengths.
Year-round destination:
Nova Scotia increases its capacity to host visitors year-round, through aligning destination and experience development with consumer demand.
Environmental stewardship:
Nova Scotia’s tourism industry becomes renowned as a global leader in environmental stewardship, ensuring the long-term viability of the industry.
Goals:
- Align resources to support off-peak tourism product and experience development and marketing.
- Embrace innovation and cross-sector collaboration to increase year-round employment opportunities.
- Foster community capacity for housing.
- Develop conditions to support year-round operation of key tourism assets, including an open-for-business mindset and policy alignment.
- Leverage environmental stewardship in four-season product development.
Actions:
- Develop, support and promote year-round tourism operations and off-season events.
- Reinforce the environmental resiliency of the tourism supply chain.
Who Plays a Role:
Leaders
- Tourism operators
- Tourism industry associations
- Destination marketing organizations
Supporters
- Provincial government
- Federal government
- Cultural organizations