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Tourism Nova Scotia's Strategy

Tourism Nova Scotia's strategic plan, Driving Export Revenue,  outlines how Tourism Nova Scotia will help lead the industry to achieve the goal set out in the Ivany Report to reach $4 billion in annual tourism revenues by 2024. The plan also identifies roles for Nova Scotia tourism stakeholders so we can all work together as efficiently and effectively as possible to achieve the $4b goal.

Tourism Nova Scotia 2018-2023 strategic plan coverRead the 2018-2023 Strategic Plan>

Note: Tourism Nova Scotia is in the process of updating our strategy for 2020-2025, which will reflect global impacts related to COVID-19 (Coronavirus).












The four pillars of Tourism Nova Scotia’s strategy are:

  1. Attract first-time visitors to Nova Scotia.
    While Tourism Nova Scotia cares about all visitors, our marketing messages and execution will focus on converting those who have not been to Nova Scotia before.
  2. Invest in markets of highest return.
    Tourism Nova Scotia will invest its marketing dollars in markets that will attract the highest value visitors to Nova Scotia.
  3. Focus on world class experiences.
    Tourism Nova Scotia will lead tourism experience and sector development through a “world class” lens to support attracting first-time visitors to the province.
  4. Build Nova Scotia’s tourism confidence.
    Tourism Nova Scotia will build stakeholder knowledge of, and support for its strategic direction to attract increased investment, grow revenues, and boost Nova Scotia’s tourism confidence.

Success in growing the provincial tourism industry will provide significant benefits to Nova Scotia, including, but not limited to:

  • Growth in the sectors that support the tourism industry (restaurants, accommodations, construction, retail, transportation);
  • Government programming through the tax revenues generated from tourism activities in Nova Scotia;
  • Increased air access;
  • New business investment;
  • Increased pride of place; and
  • A wealth of tourism attractions, activities and accommodations options for Nova Scotians to enjoy.


Innovation is key to sustainable growth in Nova Scotia’s tourism industry. Achieving the kind of growth required to reach $4 billion in tourism revenues requires movement away from the status quo, and new approaches to attract visitation, develop exciting experiences that will motivate travel to the province, align stakeholders, including industry, communities and government in the pursuit of tourism growth, and rally the entire province behind this important industry.

Alignment of Effort & Role Clarity

Alignment of effort is also key to success. Tackling an aggressive tourism revenue goal means that everyone has to be focused on aligning with that goal, and everyone has to “own their role”. Following are the roles identified for Nova Scotia tourism industry stakeholders:


  • Close the sale pre-trip and during trip.
  • Drive repeat visitation by exceeding visitor expectations.
  • Invest in product.
  • Deliver world class experiences.


Community is defined as municipalities, destination marketing organizations, and regional tourism industry associations. Community includes all Nova Scotia residents. Personal interactions with Nova Scotians are critical to the visitor experience and influence the desire of visitors to recommend Nova Scotia as a vacation destination and to become repeat visitors. Community roles include:

  • Partner with industry to deliver destination development and marketing.
  • Visitor servicing.


Consider policy agenda in support of the ONE NS goal to reach $4 billion in tourism revenues by 2024, including:

  • Community economic development;
  • Attraction of inward investment; and
  • Infrastructure development.