Government unveils five-year tourism strategy

Press Release

October 30, 2025

FREDERICTON – The government has unveiled Fresh Perspective: New Brunswick Tourism Strategy 2026-2031, which aims to increase annual tourism revenues by $1 billion, reaching $3.7 billion within five years.

“Developed in collaboration with the public, this strategy is both ambitious and unifying,” said Tourism, Heritage and Culture Minister Isabelle Thériault. “It outlines a clear path to grow our economy, reignite pride in our communities, and enable every region of New Brunswick to fully thrive. Tourism, whether geared towards visitors or residents, is a powerful engine for development, discovery and connection among people. It embodies our ambition for sustainable growth and outreach.”

The new strategy is the result of a wide-reaching public consultation, including more than 8,600 responses to a survey and regional sessions with Indigenous communities, industry partners and operators.

“Tourism in New Brunswick is driven by dynamic businesses of all sizes and from every region of the province,” said Ginette Doiron, CEO of the Tourism Industry Association of New Brunswick. “This strategy recognizes the essential contribution of those who bring our communities to life. At the association, we remain committed to working collaboratively to grow our industry and to share New Brunswick’s richness and authenticity with the world.”

The strategy has 10 main priorities, which focus on showcasing all seasons and regions of the province, promoting outdoor adventures, celebrating Acadian and Indigenous cultures, supporting wellness, and bringing more events to more communities. The priorities are:

•  define and celebrate New Brunswick strengths

•  adopt a regenerative tourism mindset

•  build on New Brunswick’s Quebec advantage

•  expand New Brunswick’s Ontario market

•  grow New Brunswick’s United States market

•  defined strategy by season

•  group regions for co-ordinated support

•  embed tourism in economic development

•  set strategic investment criteria

•  everage event tourism for year-round growth

Tourism in New Brunswick generates $2.7 billion per year for the provincial economy and supports tens of thousands of jobs.

Media Contact(s)

Jessica Hearn, communications, Department of Tourism, Heritage and Culture, jessica.hearn@gnb.ca.

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