Bulletin from the Interim Chair of the NSTA

Dear partners,

Much has happened since our last bulletin was published, and I’d like to update you on the progress that we have been making.

The TIANS conference was a wonderful opportunity to have an initial conversation with you, our industry members, about the steps we have been taking towards developing a long-term strategy for tourism, and to hear your thoughts on where the future of tourism in Nova Scotia lies.

For those who weren’t able to attend the conference, I’d like to report back on the valuable feedback we received at TIANS through of our first brainstorming session, the first of many to come.

The interim board is privileged to play a role in facilitating a long-term tourism strategy that will put us in the best possible position to address the challenges we face as an industry.  The increased global competition and turbulent economic climate we are experiencing are not unique to our province – but we are unique in the great strengths we have to build on in addressing those issues.

The Province’s decision to create a new special operating agency – the Nova Scotia Tourism Agency – signals a change in the way we think about and make decisions regarding tourism.  The model is a public-private partnership where industry and government are working collaboratively to ensure tourism helps strengthen the economy and creates jobs.  Through the new Nova Scotia Tourism Agency, in collaboration with Tourism staff and industry partners, I believe this new strategy will bring great economic benefit to our province; it will also inform the permanent structure of the agency.

With those objectives in mind, we have set some aggressive goals over the next few months:

1) We will facilitate the creation of a long-term strategy.  Through our working committee, we have engaged Bluteau DeVenney, an experienced team that will help us develop our strategic vision as an industry.  As I previously mentioned, during the recent TIANS conference, the interim board hosted a facilitated consultation session.  Approximately 300 participants engaged in the session, and provided great feedback.

2) We will forge a working committee to develop a formal charter for the new agency. 

3) Our HR committee is working closely with Knightsbridge Robertson Surrette on a national executive search for a CEO, whom we expect will be appointed early in 2012.

4) A working committee will be struck to advise on the appointment of a permanent board, one with the requisite experience and skills to forge a new path for tourism. Further details will be made available early in the new year. 

5) The 2012 tourism plan was presented by Tourism staff at the TIANS conference.  The interim board will continue to work closely with staff from the Tourism division, and other working committee members, to continue to bring that plan to fruition.

We need your help to meet all of these goals. 

At the TIANS conference, we held the first in a series of sessions to seek your strategic ideas about the way forward.  In that first meeting, we broke into three groups of roughly 100 each to consider our strategy for growth.  Participants were asked to imagine they had just been hired as the CEO for the Nova Scotia Tourism Agency, and how they would lead the organization, and the industry, into the future.  We wanted to hear the high-level ideas and priorities industry members feel are most important to propel us forward.

As you will see below, we received some excellent suggestions to consider as we take these initial steps in creating the long-term strategy.  This is just the first discussion in an ongoing conversation as we begin to reach out to industry across the province to participate in this dialogue over the next few months.  Early into 2012, we will be holding a number of focus groups throughout Nova Scotia to present our collective strategic ideas, and to get your thoughts and feedback.

Until then, you can reach out to our interim board members and senior tourism staff by phone or email with your ideas and questions, or contact Cathy Kalil at the NSTA Secretariat at This e-mail address is being protected from spambots. You need JavaScript enabled to view it or 902-424-4120, and she will ensure your views reach the board.  Please also look for further opportunities to participate in upcoming editions of inTouch and the TIANS newsletter.

I hope that this will inspire you to start thinking about what else we can do to help the province become more innovative and competitive on the international stage. 
We look forward to working together with you as we build a new long-term provincial tourism strategy that will shape the new Nova Scotia Tourism Agency, and help Nova Scotia reach its fullest economic potential as a world-class destination.

Sincerely,
Tom Ruth
Chair, Interim Board of the NSTA

Please find below some of the themes that emerged from the TIANS brainstorming session.

These are listed in no particular order:

• International access – we need to improve our transportation links to other markets.

• HR development, education and training – the keys to a strong workforce that will ensure outstanding visitor experiences.

• Icons.  We need to build on our strengths and those attractions that we know have the greatest potential to bring visitors to the province.

• Strong partnership, collaboration and communication.  We need to be sure that everyone understands their role and responsibilities to ensure our success – across regions, government departments and organizations - everyone has a part to play.

• We need to clarify the roles of the regions and the province in marketing initiatives.

• We need to ensure the best quality product – both built and experiential.  We should establish what makes us unique and the best at delivering it.

• Investment model – explore tax incentives, levies, credibility with investment agencies.

• Explore strong brand and marketing position as a means of driving strategy.  We need to integrate our marketing efforts.

• Identify new markets based on solid research.

• Embrace our winning attitude – initiatives such as Ships Start Here and the Bay of Fundy’s New7Wonders of Nature campaign have brought us together as a province, and we need to capitalize on these opportunities.

• Explore innovative ideas, such as creating Nova Scotia’s New7Wonders.  What can we do to set ourselves apart?

• Improve our infrastructure and be very focused in our investments.

• A plan to address the fact that our industry members are getting older.  We need to mentor our younger members.

• Give the Nova Scotia Tourism Agency the decision-making power it needs to make strategic and targeted decisions that will ensure tourism is a strong and vital sector of our provincial economy.

Update from the Department of Economic and Rural Development and Tourism

Acting Deputy Minister, Sandra McKenzie has been appointed the new deputy minister of Labour and Advanced Education, Office of Immigration, and Status of Women. She will continue in her role at ERDT until a permanent deputy minister is appointed. Chris Daly has joined the department as Acting Associate Deputy Minister. Chris was previously the Executive Director of Policy and Corporate Services for the Department of Environment.  He has extensive experience leading the development of new business areas, the realignment of people and programs, and applying the principles of change management and open communications.  He has also held positions in the private sector.