Nova Scotia launched its 2011 provincial tourism plan today, Nov. 29, to provide direction for building the industry and growing the economy.
Presented at the 2010 tourism summit, The Power of Tourism, the annual plan anticipates a competitive global market for visitors by focusing on innovation, helping businesses develop a competitive edge and capitalizing on the province's unique experiences and services.
"We have created a tourism plan for 2011 that will allow us to compete on the world stage as a top travel destination," said Percy Paris, Minister of Tourism, Culture and Heritage. "Together with our partners, we will use innovative ways to build on our amazing experiences and natural beauty to attract more visitors to the province."
The 2011 plan includes working with industry to produce a long-term development strategy for the tourism sector. It will be a road map for businesses and communities to improve competitiveness and build on Nova Scotia's success as a travel destination.
The 2011 plan enhances marketing efforts in Ontario and the Maritimes, responding to the increase in visitors from eastern Canada.
For international markets, the province will work in partnership with the other Atlantic provinces, and the Atlantic Canada Opportunities Agency, through Tourism Atlantic, to attract visitors from the northeastern United States, the United Kingdom and Germany.
The province's plan for 2011 also focuses on technology, with
novascotia.com at its centre. It includes plans for innovative 3D visuals in its campaign and adapting novascotia.com
to be available on popular mobile devices.
In the Maritimes region, a new approach will allow every Nova Scotian the opportunity to become a star. In spring, auditions will be held for regional television commercials, with Nova Scotians sharing favourite local experiences.
"We must continue to work together as a team, industry and government, to share ideas and make decisions that build the power of tourism in Nova Scotia," said Mr. Paris. "We need to make sure our tourism operators and businesses are innovative and competitive to create good jobs that grow the economy."
The tourism industry is an important economic driver in Nova Scotia. Employing more than 31,000 people and contributing $1.82 billion to the economy, tourism is responsible for two per cent of all economic activity in Nova Scotia.
The tourism plan for 2011 is available on the department's website at www.gov.ns.ca/tch/tourism
FOR BROADCAST USE
The province launched its annual tourism plan for 2011
today, (November 29th) at the 2010 Tourism Summit - The Power of
Tourism, in Halifax.
Nova Scotia's 2011 tourism plan responds to a challenging
global environment by focusing on innovation, helping
businesses develop a competitive edge and capitalizing on the
province's unique experiences and services.
Tourism Culture and Heritage Minister Percy Paris says the
department has advanced a plan for 2011 that will allow Nova
Scotia to compete on the world stage as a top travel destination.
Media Contact: Sherie Hodds
Tourism, Culture and Heritage