News Release Archive


When Icelandair's flight 607 lands in Halifax Thursday, 75
influential tour wholesalers, media and travel agents from
strategic overseas tourism markets will begin an adventure that
will impact tens of thousands of European travellers.

The travel influencers, from Germany, the Netherlands, Norway,
Denmark, Sweden, the U.K. and Luxembourg, will take part in
Icelandair EuroFam  96, a familiarization tour of Nova Scotia
from Oct. 17 to 22, designed to equip them with a detailed
knowledge of the province's natural beauty, adventure
opportunities and culture.

EuroFam  96 is a result of joint marketing activities between the
Nova Scotia Marketing Agency and Icelandair with support from
Enterprise Cape Breton Corporation and the province's private
sector tourism industry.

"Familiarization tours are one of our most valuable marketing
tools for raising awareness and building Nova Scotia's
on-the-ground sales team in targeted European markets," said
Economic Renewal Minister Richie Mann. "After experiencing the
province first-hand, travel influencers are able to relate their
personal experience to their customers, in effect, making them
sales agents for Nova Scotia."

Figures from Tourism Nova Scotia indicate the number of European
visitors to the province is on the upswing. In 1995, between May
15 and Oct. 31, more than 21,500 Europeans made the trip to Nova
Scotia, representing an 83 per cent increase over European
visitations in 1994.

"The air bridge between Europe, Scandinavia and Canada through
Nova Scotia fosters long-term, sustainable air routes from major
markets and helps build year-round demand for the province," said
Mr. Mann.

Participants will tour the province in car-rally style with some
designated rally points and plenty of time to discover the
province on their own. Upon arrival at the Halifax International
Airport, participants will begin their journey along the Eastern
Shore en route to Cape Breton. They will take in the world-famous
Cabot Trail, the natural wonders of Cape Breton Highlands
National Park, the Margaree Valley, St. Ann's, and Baddeck, then
on to Pictou, Halifax, the South Shore and the Annapolis Valley
before heading home Oct. 22.

"Follow-up evaluations from past familiarization tours clearly
indicate the hands-on Nova Scotia experience is one of the most
successful ways to promote what the tourism industry and the
province have to offer," said Susan Bartlett, chair of the
marketing committee for the Tourism Industry Association of Nova

Icelandair began its gateway service to Canada on May 14 with
twice-weekly direct flights to Nova Scotia.

Immediately following EuroFam  96, 15 travel trade and five media
from western Canada will arrive in Nova Scotia aboard Canada 3000
Airlines for Rally 3000. Participants will spend one week touring
the province before returning home Oct. 30. Their itinerary
includes Halifax, Cheticamp, Baddeck, Wolfville, Yarmouth and
Lunenburg. Canada 3000 recently announced its direct service to
Halifax from Vancouver and Amsterdam will remain operational


Contact: Robyn McIsaac  902-424-0939
         E-mail: econ.rmcisaac@gov.ns

trp                           Oct. 16, 1996 - 8:50 a.m.