Sustainable tourism growth requires nurturing an economic climate that future-proofs the tourism industry and cultivates business profitability.
Why it matters
As domestic visitor preferences evolve and global travellers increasingly discover Nova Scotia, the tourism industry must innovate to connect with these diverse audiences. The challenge lies in crafting unique, memorable experiences that resonate with visitors from various backgrounds while respecting the capacity and harmony of local communities.
The people of Nova Scotia recognize the immense benefits tourism brings to their communities. Yet, the industry has much room to grow, showcasing the profound economic and social advantages it offers. Every stakeholder, from local destinations to businesses, must remain attuned and responsive to the needs and aspirations of both communities and residents.
In this digital age, when visitors willingly share their personal information and preferences, Nova Scotia’s tourism industry gains invaluable insights to better understand and serve its customers. This knowledge empowers smarter, more impactful decisions.
What Success Looks Like
Data-driven decision making:
Nova Scotia’s tourism industry will harness cutting-edge technology to collect and analyze data, empowering investors, developers, businesses, destinations, and marketers to make informed decisions. This approach will deepen the understanding of visitors, target the right audiences, and deliver personalized experiences for high-value guests.
Visitor-community alignment:
Residents of Nova Scotia will continue to reap the benefits of tourism, while visitors will show a deep respect for the environment and local cultures. These visitors will stay longer, spend more, and explore the province year-round, enriching various regions.
Enhanced image and reputation:
The tourism industry will cultivate a stronger, more inclusive brand that showcases Nova Scotia’s rich cultural diversity and unique community values. This will draw visitors from Atlantic Canada, across the nation, and around the globe. Nova Scotia will shine as a top destination, standing out even among the most resourceful and strategically advanced locations.
Resilient supply chain:
Strengthened industry leadership ensures that tourism operators and their supply chains remain viable and resilient.
Goals:
- Ensure data-driven decision making to strengthen tourism planning and improve experience quality.
- Develop and promote best-in-class, immersive tourism experiences that respect local cultures and the environment.
- Nurture an economic climate that future-proofs the tourism industry and improves business profitability.
- Expand domestic and international market share.
Actions:
- Elevate tourism marketing and experience development.
- Invest in future-proofing the tourism supply chain.
Who Plays a Role:
Leaders
- Tourism industry associations
- Federal government
- Provincial government
- Tourism operators
- Destination marketing organizations
Supporters
- Investment promotion agencies