News Release Archive

The third and final phase of the largest European travel trade
familiarization program Nova Scotia has ever undertaken hits the
highway next week. Seventy senior travel influencers from France,
Germany, Belgium, the Netherlands, the UK, Switzerland, Austria,
and for the first time, northern Italy are headed to Nova Scotia
as part of SuperFam III.  

The senior tour wholesalers, travel agents and travel trade media
arrive in Halifax on Oct. 8 and will spend six days experiencing
the Nova Scotia travel product as part of a familiarization
program designed to help them inform their clients. On
Thanksgiving Monday, Oct. 9, the group will start their journey
along the Marine Drive en route to Cape Breton. Representatives
will be encouraged to stop in locations along the way including 
Sherbrooke Village, before reaching Baddeck for an overnight

The group will experience an authentic 18th century luncheon at 
Fortress Louisbourg on Oct. 10 and the following day, head for
the world-famous Cabot Trail and the dazzling colours of fall. 
The drive will take them through the Margaree Valley, Cheticamp
and the natural wonders of Cape Breton Highlands National Park
before settling down for the night at Ingonish.  

Continuing along the Cabot Trail on Oct. 12, the travel
specialists will make their way along the Bras d'Or Lakes Scenic
Drive to Dundee for the evening. A scenic drive along the Sunrise
Trail, including a stop in Pictou is the plan for Oct. 13 before
heading back for a SuperFam send-off at the Halifax International

"These travel specialists may have done their reading on Nova
Scotia, but nothing will prepare them for the Nova Scotia
experience," said Economic Renewal Minister Robbie Harrison. "By
experiencing the natural beauty of Nova Scotia and the wonderful
chance encounters that often make a vacation memorable, the
agents will be more effective in selling Nova Scotia as a choice
destination to potential travellers."

The SuperFam program was developed as an initiative under the
Joint Marketing Accord between Nova Scotia and KLM Royal Dutch
Airlines to develop in-depth travel trade knowledge on Nova
Scotia among senior travel specialists. The first SuperFam last
fall and the subsequent program in May have brought close to 200
influential European travel agents and travel consultants to the
province to experience first-hand its natural charm and beauty.  
Previous SuperFams have introduced participants to the appeal and
hospitality of communities along the Evangeline Trail, the
Lighthouse Route, the Sunrise Trail, the Glooscap Trail and

"Post-SuperFam evaluations clearly indicate the hands-on Nova
Scotia experience is worthwhile," says Susan Bartlett, chair of
the marketing committee for the Tourism Industry Association of
Nova Scotia. "The enthusiasm and support within the tourism
industry for familiarization programs such as SuperFam speaks for
their value as a marketing technique."   

Nova Scotia is experiencing a year to date increase of 34 percent
in international visitors, other than Americans, travelling to
the province by air. "We are confident our focused marketing
efforts in Europe are influencing these numbers," said Mr. 
Harrison. "Through programs such as SuperFam we are effectively
building a sales force on the ground in targeted European

SuperFam III is sponsored by KLM Royal Dutch Airlines, the
Province of Nova Scotia, Enterprise Cape Breton Corporation and
numerous private sector partners.


Contact: Marsha Andrews
         Nova Scotia Marketing Agency

trp                    Oct. 6, 1995