News release

Nova Scotian Sounds Tour U.K. this Summer

Tourism, Culture and Heritage (Dec. 2003 - Jan. 2011)

Nova Scotia is bringing the sights and sounds of the province's culture to the United Kingdom this summer by teaming up with the popular Jools Holland outdoor picnic concert series.

Talented Nova Scotian musicians Jimmy Rankin, David Myles and Meaghan Smith will perform in a series of pre-shows before the main Jools Holland performances from June 20 to Aug. 8. Concert goers will get an unexpected musical treat and have the opportunity to learn more about what Nova Scotia has to offer, as well as a chance to win a vacation for two to Nova Scotia.

"Nova Scotia is delighted to be part of the extremely popular Jools Holland outdoor concert series. The U.K. is an important growth market for us and this concert series will give us the opportunity to showcase our rich and vibrant culture and entice people to visit," said John Somers, executive director of tourism for the Department of Tourism, Culture and Heritage.

The U.K. is Nova Scotia's largest European market. Although visitors from the UK account for less than two per cent of all visitors, it shows potential for growth. Visitors from the U.K. typically stay longer and spend more. European visitors contribute eight per cent of the province's total tourism revenues.

Participation in the Jools Holland concert series builds on the province's marketing efforts in the U.K. In addition to the concert series, Nova Scotia continues to work with the Atlantic Canada Tourism Partnership to promote the Atlantic Canada brand in Europe. Nova Scotia tourism representatives in Europe also work to promote Nova Scotia to travel trade, journalists and airlines through sales calls, destination training and other activities.

For more information on the concert series and the artists involved visit www.novascotia.com/jools .