Nova Scotia Business Journal - Tourism Connection Column - May Edition

What’s so special …….about Nova Scotia

Last month, international media converged on Halifax to share in the anniversary of the Titanic disaster.  As the media broadcasted from some of the significant landmarks related to the Titanic story, the long term impact of this coverage cannot be understated.

As the Discovery and History Channels released new documentaries exploring the human connection to Nova Scotia, renewed interest in our story will be felt for years to come.

Nova Scotia is one of the most significant places in North America; our link to many tragedies and world events has created a lure and attraction for people seeking out authentic places with a story to tell.   This is not about exploiting tragedy; it is a story about our connection to these life-altering events and the human spirit that has come to define who we are in Nova Scotia.    

Places rich with culture and history are high on the radar for people seeking authentic and experience based destinations.   Nova Scotia has assets that no other place can duplicate and if we package this with high quality product and service once they get here, we will be well on our way to greater economic success for the province.

Currently one of the largest visitor segments for Nova Scotia is the visiting friends and relatives (VFR) market.   In an effort to encourage more economic activity from people already planning a visit, a new initiative is being launched as part of the 2012 marketing plan.  The VFR Campaign is meant to encourage Nova Scotians to continue to invite friends and relatives but more importantly, get out with them to explore and experience the province.  Industry incentives will be available for host families to encourage travel within Nova Scotia. 

The spirit of this Campaign ties in well with the goals of Tourism Awareness Week beginning May 14th.  It is all about educating Nova Scotians on the economic, social and cultural impact that a strong tourism sector has for the province.  Tourism’s role in rural Nova Scotia is particularly important; with appropriate investment and support can play an even greater role in rural revitalization.

I encourage each of you to take the time this year to explore a region of this province. I can guarantee you will discover something you did not know and enhance your own appreciation for this incredible place we call home.

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