More Travel Shows Promote Nova Scotia to Broad Audience
Nova Scotia's tourism message is reaching more potential tourists this year thanks to the province's participation in several more travel shows.
New shows focused on travel consumers in this year's lineup include the Calgary Outdoor Adventure and Boston Globe Travel shows in March, and the Saltscapes East Coast Expo in Halifax and the Ottawa Travel and Vacation Show, both this weekend.
Tourism, Culture and Heritage Minister Judy Streatch said it is all part of the province's efforts to attract more visitors.
"Travel shows are an important part of the province's tourism marketing campaign," said Ms. Streatch. "They allow us to promote the province to a large captive audience in the months leading up to the peak tourism season in Nova Scotia."
The marketing campaign is based on the annual tourism plan, which is developed by the joint industry-government Tourism Partnership Council. The plan is based on extensive research and designed to expand the tourism industry in Nova Scotia.
Patricia Lyall, chair of the Tourism Partnership Council, said travel shows clearly support the plan's goal to promote Nova Scotia as a world-class tourism destination.
"These shows provide a unique opportunity for the province's tourism industry to connect with consumers, tour operators and travel writers from around the world," said Ms. Lyall.
Department staff and industry members are joined at the shows by the 78th Highlanders, musicians, and other animators to give potential tourists a sample Nova Scotia experience.
Nova Scotia is participating in more than a half-dozen shows this spring to promote the province in Atlantic Canada, Quebec, Ontario, Western Canada and the northeastern United States. The shows include:
- Calgary Outdoor Adventure Show
- Montreal Summer Celebration
- Quebec City Summer Celebration
- Toronto Travel and Leisure Show
- Boston Globe Travel Show
- Ottawa Travel and Vacation Show
- Saltscapes Expo, Halifax.
Nova Scotia will also be represented at a wide range of travel trade shows and expositions in Europe and North America. These shows are focused on tour operators with extensive client bases, such as cruise lines and motorcoach operators.
The province will stage major consumer promotions in Calgary to test the western Canadian market, at the Milwaukee Celtic Festival, and in Boston with the Cat ferry.
The Department of Tourism, Culture and Heritage spends about $13.5 million a year on tourism marketing and promotion. The tourism industry in Nova Scotia generates about $1.29 billion in annual revenues for the province.
For more information on travel shows and the tourism marketing plan, see the department's website at www.gov.ns.ca/dtc .