Welcome to the Nova Scotia Tourism Strategic Plan, a roadmap for sustainable tourism growth in Nova Scotia. The plan identifies opportunities to integrate tourism into the province’s economic framework in a way that leverages existing assets and investments, while raising the profile of tourism’s unique contributions to Nova Scotia’s social, cultural and environmental wellbeing.

As we embark on a new way forward, we acknowledge that Nova Scotia is located in Mi’kma’ki, the ancestral territory of the Mi’kmaq. We recognise their enduring presence and their contributions to the rich tapestry of Nova Scotia’s history and culture. We are committed to working with and supporting the Mi’kmaw community, collaborating on economic opportunities, and engaging in tourism planning that respects and celebrates their traditions.

Tourism is a significant economic driver in Nova Scotia, creating jobs and business opportunities and bringing vibrancy to communities across every region. However, to reach the sector’s full potential, we must capitalise on opportunities, leverage our strengths and fully recognise tourism for the role it plays within the province’s economy.

Global tourism trends are being redefined, as jurisdictions around the world increasingly understand tourism’s role in community health and wellbeing. Tourism is helping to rebuild destinations and is seen more and more as a catalyst for economic prosperity. Tourism has always been susceptible to global trends and circumstances and, as a result, is an incredibly resilient industry.

As competition intensifies, Nova Scotia is well positioned to redefine its place in the global tourism economy. With its natural assets, positive brand reputation and quiet sophistication, we believe a renewed approach that centres on economic growth and community benefit will deliver even greater economic and social returns for the province.

This strategic plan is designed to address the challenges and opportunities facing Nova Scotia’s tourism sector. Extensive research was undertaken, engaging a wide range of stakeholders, including tourism businesses, community organisations and government partners. Through interviews, focus groups, regional workshops and Mi’kmaw engagement sessions, valuable insights were gathered to inform the plan.

Nova Scotia stands at the threshold of a transformative era in tourism. All stakeholders — businesses, communities, government bodies and individuals — are invited to unite in action. By embracing collaboration, innovation and sustainability, Nova Scotia’s tourism sector can thrive across all regions and seasons. Achieving this vision requires a shared commitment from all tourism partners to elevate Nova Scotia as a premier travel destination where economic growth, cultural richness and environmental stewardship coexist harmoniously.

In conclusion, the Nova Scotia Tourism Sector Strategic Plan for 2025–2029 calls for a new approach to the management of tourism in the province. It recognises the interconnectivity between infrastructure investment, natural resources and economic potential. This roadmap provides stakeholders with a guide for community investment and broader partnerships.

Nova Scotia needs tourism — and by working together, we believe our best days lie ahead.

1. Executive Summary
2. Background
3. Status of Tourism in Nova Scotia
4. Jurisdictional Scan
5. Vision and Guiding Principles
6. Strategic Framework
7. Strategic Goals and Actions Summary
8. Next Steps
9. Measuring Success
10. Conclusion
11. Appendix