New Tourism Sector Strategy Released

Press Release

September 25, 2025

The Nova Scotia Tourism Sector Strategic Plan, released today, September 24, creates a five-year vision for sustainable, year-round tourism growth in the province.

“Tourism is a vital part of our economy, and this sector strategic plan will help the industry thrive and strengthen Nova Scotia’s position as a world-class destination,” said Dave Ritcey, Minister of Communities, Culture, Tourism and Heritage. “It is a collective effort to grow a sustainable, resilient and inclusive tourism sector that benefits people across the province.”

The Nova Scotia Tourism Sector Strategic Plan outlines how tourism can grow and strengthen the economy, across six strategic themes and goals:

• destination sustainability/365 – positioning Nova Scotia as a year-round destination
• policy alignment – ensuring government, industry and community collaboration and applying a tourism lens to decision making
• investment readiness – creating economic conditions to attract tourism investment and support business viability
• community wealth and well-being – ensuring tourism benefits Nova Scotians and their communities
• human excellence and tech innovation – building a strong tourism workforce and supporting digital adoption
• global competitiveness – using data-driven decision making to attract travellers from key markets and drive sustainable tourism growth.

Guided winter cycling tour of Spencer’s Island in Cumberland County with Local Guy Adventures. (Tourism Nova Scotia)

To support the implementation of the plan, the Department of Communities, Culture, Tourism and Heritage will work with other provincial departments to remove barriers and create opportunities for tourism business growth, as well as monitoring progress toward the goals.

The Nova Scotia Tourism Sector Strategic Plan is available at: https://nstourismstrategy.ca

Quotes:

“Tourism is a $3.5-billion industry in Nova Scotia with significant opportunities for growth. The sector strategic plan is a new approach to tourism development focused on industry, government and community collaboration. Working together, we will build a tourism industry that brings economic and social benefits to communities in all parts of the province.”
— Kevin Toth, Chair, Tourism Industry Association of Nova Scotia, and President, Fox Harb’r Resort

“The new sector strategic plan is exciting. It is shining a light on authentic Nova Scotian experiences and history while imagining the future from many different lenses.”
— Juanita Peters, Executive Director, Africville Museum

“Tourism is a massive, often under-recognized, contributor to the Nova Scotia economy with tremendous potential for growth. The sector strategic plan will help protect what makes the province such a special place, while benefiting our economy and people. I cannot wait to see what we achieve.”
— Paul Curry, President, Antigonish Tourism Association, and owner, Claymore Inn & Suites and Justamere Cafe & Bakery

Quick Facts:

• last year, tourism spending generated $3.5 billion in revenue and supported more than 55,000 jobs in the province
• the government is investing $4.5 million in programs in 2025-26 to support tourism businesses and community destinations and $13.8 million in tourism marketing activities
• the Tourism Industry Association of Nova Scotia and Tourism Nova Scotia co-led the development of the sector strategic plan through engagement with Mi’kmaw communities, tourism businesses, sector associations, community organizations and government partners

Additional Resources:

Tourism Industry Association of Nova Scotia: https://www.tians.org

Tourism Nova Scotia: https://tourismns.ca

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