News release

Tourism Week Recognizes Resilience

The province and industry leaders are recognizing the resilience and dedication of the people in Nova Scotia’s tourism industry during Tourism Week in Canada, May 23 to 30.

“We have seen incredible strength, ingenuity and commitment from the entrepreneurs, employees and volunteers in our tourism industry who make Nova Scotia a place where people want to live and visit,” says Labi Kousoulis, Minister of Inclusive Economic Growth and Minister responsible for Tourism Nova Scotia. “While this has been an incredibly difficult time for the industry, their efforts will help Nova Scotia make a strong economic recovery. Better and brighter days are in sight as we stick to public health guidelines and reach vaccination milestones.”

Tourism businesses and organizations have come up with creative ways to continue to offer quality experiences for local and regional travellers this year, including embracing digital technologies and finding ways to help people safely explore attractions within public safety guidelines.

A range of provincial programs are available to help tourism businesses manage the impacts of the COVID-19 pandemic and support business adaptations, including:

Tourism Nova Scotia is developing a robust marketing campaign aimed at encouraging Nova Scotians to explore their province safely. When public health guidelines allow, the campaign will leverage Nova Scotians' pride to celebrate the act of staying home and rediscovering Nova Scotia.

Quotes:

Tourism businesses have stepped up to provide safe activities and accommodations for Nova Scotians and regional travellers in the last year. We’ve seen tremendous response from tourism businesses to programs like our Tourism Digital Assistance Program that helps businesses improve their online presence, and RADIATE Tourism Program that helps operators create and promote new travel packages. Times are tough, but the tourism industry continues to put in the hard work that makes this a place Nova Scotians can be proud of and that people want to visit and explore. Darlene MacDonald, acting CEO, Tourism Nova Scotia

We want to salute everyone who has supported Nova Scotia’s tourism industry throughout the pandemic. Please continue to show the businesses in your communities how much you value them. When it is safe to do so, keep exploring the province and be ready to welcome people who choose to visit Nova Scotia when borders open and travel restrictions ease. It will take locals and visitors alike to ensure the tourism economy rebounds as Nova Scotia’s number 1 service export. Darlene Grant Fiander, president, Tourism Industry Association of Nova Scotia

Quick Facts:

  • Tourism Week in Canada recognizes Canada’s tourism economy and the impact it has on every community across the country. This year, the theme is recognizing the resilience of the industry through this unprecedented time
  • as part of Tourism Week in Canada, the Tourism Industry Association of Canada is calling on Canadians to take the 2021 Tourism Pledge to travel in Canada when restrictions are lifted
  • prior to the pandemic, the tourism industry generated $2.64 billion in tourism revenues in Nova Scotia, employing 39,000 people in every region of the province
  • In a typical year, Nova Scotians spend spent approximately $800 million travelling throughout the province
  • Tourism revenues for 2020 have not yet been finalized but are estimated to be about $900 million

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Media Contact:

Zandra Alexander
902-424-5496 Email: