If you spend it, will they come?

Posted on August 15, 2019 | By Alec Bruce | 0 Comments

When it comes to tourism, Atlantic Canada’s provincial governments believe in the power of promotion. They may be on to something

No Cut$
Both New Brunswick and Nova Scotia increased their tourism marketing investment between 2016/17 and 2017/18, while Prince Edward Island and Newfoundland and Labrador held the line

All four provinces reported the same objectives during the fiscal years 2016/17 and 2017/18: increased visitor traffic; increased visitor spending; and, secure local jobs. They also aligned in methods used: advertising, media relations, digital marketing and trade events. The differences were in what they were selling, who they were selling it to—and results achieved

New Brunswick
Strategy: Invest in food tourism brand; enhance history/culture destination travel
Target Markets: United States, Québec, International Francophonie, Europe, Rest of Canada
Rate of return:* 5

Nova Scotia
Strategy: Attract first-time travellers; target un/under-developed traveller markets
Target Markets: China and the Asia-Pacific, United States, Europe, Rest of Canada
Rate of return:* 3-5

Prince Edward Island
Strategy: Enhance food tourism brand; invest in the Green Gables brand and festivals/events
Target Markets: Central and Western Canada, United States, Atlantic provinces, Europe, Japan
Rate of return:* 3-5

Newfoundland and Labrador
Strategy: Promote the “great outdoors”; enhance history/culture destination travel
Target Markets: Northern Europe, Western Canada, Atlantic provinces, United States
Rate of return:* 2-5

*For every dollar invested, this is the rate of return (i.e. for every $1 invested, $2 to $5 is returned)

It’$ working
A healthy budget lifts all ships: all four provinces report increased visitation and increased tourist spend


Sources: Tourism Nova Scotia, Tourism PEI (the Department of Economic Development and Tourism); Tourism New Brunswick, (the Department of Tourism, Culture and Heritage); Newfoundland and Labrador Tourism (the Department of Tourism, Culture and Innovation)


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