Tourism to Build on Strengths in 2009

Nova Scotia's tourism industry aims to hold its ground in challenging economic times by building on its strengths and concentrating on the most promising markets.

The province presented 2009 plans for marketing and product development today, Dec. 1, at the annual tourism industry conference in Halifax.

"We did well to achieve the same revenue this year as 2007, despite a slight decrease in visitors," said Bill Dooks, Minister of Tourism, Culture and Heritage. "We're continuing to roll out our strategic tourism plan to ensure we weather economic challenges. I encourage members of the tourism industry to take full advantage of the many partnership opportunities we're creating for 2009."

The province's multi-year tourism plan, New Realities, New Directions, was launched in 2006. It sets the strategic direction for the industry and is flexible to allow for adjustments to market trends.

Plans for 2009 include teaming up with partners for a campaign in London, England. It will include social media like blogs and Facebook, ads in the London Underground and online, and a supplement and website linked to The Times newspaper.

A new national advertising campaign will promote Nova Scotia across Canada. Print ads will appear in publications such as Chatelaine and the Globe and Mail. TV ads will air on specialty channels including Bravo and Home and Garden Television. Ads will also appear on websites such as cbc.ca and theweathernetwork.ca .

Promotional events will be held in Calgary and Ottawa to highlight authentic Nova Scotia experiences such as food and wine.

Nova Scotia will be promoted more to visitors from its largest market -- other Maritime provinces -- because more people are vacationing closer to home in the current economic environment.

The province's move to use social media, such as online discussion forums and YouTube, will continue and the official tourism website, novascotia.com, will be enhanced with new content.

A presence will be maintained in the Northeastern United States, which is home to nine per cent of Nova Scotia's visitors. Nova Scotia will return to the Milwaukee Irish Festival for a third year, and raise awareness as a presenting sponsor at the Chicago Celtic Festival.

The province will further develop existing niche markets such as food, wine, music, culture and genealogy to attract people with a passion for those experiences.

Consumer travel and industry trade shows in markets will continue as venues to promote the province to potential visitors, tour operators and travel agents. Travel media will also continue to be targeted to increase free promotion of Nova Scotia.

Visitor information centres will be updated with Nova Scotia's new tourism brand, launched last year. Technology upgrades will offer visitors wireless Internet access and travel and promotional information on digital flat screens.

The department will work to further strengthen its relationship with the industry by enhancing its industry newsletter, continuing its Let's Talk Tourism sessions, and giving industry members easier access to guidance and tools through a web portal.

The complete plans for tourism in 2009 are available on the department's website at www.gov.ns.ca/tch .