Province Increases Tourism Promotion in Three Key Markets

TOURISM/CULTURE--Province Increases Tourism Promotion in Three Key Markets

Building on a successful year in 2002, the provincial government is investing an additional $1.05 million to market Nova Scotia to potential visitors. The investment is expected to result in an increase of $29 million in tourism revenues and $2 million in provincial tax revenues.

"We're committed to growing Nova Scotia's economy, and that's what this investment will do," said Tourism and Culture Minister Rodney MacDonald. "It's the type of investment that, ultimately, benefits all Nova Scotians."

The campaigns target Atlantic Canada, Ontario and Europe -- three of the province's key tourism markets. The campaigns will begin immediately and will involve advertising, promotion, direct mail and partnership activities.

"The timing is right for this new investment," said Paul Stackhouse, chair of the Tourism Partnership Council. "These campaigns are designed to have a positive impact on this year's tourism numbers."

Although 2002 was a record year for tourism revenues in Nova Scotia, there were fewer visitors from Ontario and Europe compared to a year earlier. Atlantic Canada continues to be the province's key tourism market and the planned campaign will help reinforce Nova Scotia as the destination of choice in the region.

"These campaigns are strategic by concentrating on markets that need extra attention," said Bill Hay, senior vice-president of the Tourism Industry of Nova Scotia. "This new investment is also a show of support for our vision of a 100 per cent increase in tourism revenues in the next 10 years."

"We will continue to work with our partners to ensure a healthy and progressive tourism industry in Nova Scotia," said Mr. MacDonald. "These campaigns are planned in consultation with our partners and are part of the industry's strategic plan."

The Department of Tourism and Culture spends approximately $13.5 million a year on tourism marketing and promotion.

Nova Scotia's $1.3-billion tourism industry provides jobs to thousands of Nova Scotians and is a significant source of export dollars.