N.B. Unveils Five-Year Tourism Plan
SAINT JOHN–New Brunswick is inviting the world to discover our province through a new five-year tourism plan. The plan, titled The Invitation, comes as pandemic-related border measures continue to loosen.
Tourism Minister Tammy Scott-Wallace said she wants the province to become Atlantic Canada’s top vacation destination.
“We’ve missed our family and friends from outside of Atlantic Canada for more than two years now,” Scott-Wallace said during the April 4 unveiling in Saint John. “We invite them all to come back, see what they’ve been missing, and what is new and exciting in New Brunswick.”
In a news release, the department said it plans to implement the strategy by:
- A master storytelling initiative that will use marketing efforts to feature residents showcasing pride in their communities;
- Delivering authentic experiences which are unique to the province;
- Fostering a strong sense of pride of place by highlighting the unique character of the province’s communities.
“We want to make people see, hear and feel like New Brunswick is their place in the world,” said Scott-Wallace. “The Invitation showcases our province as the best place to visit, live, and build businesses.”
The strategy includes a number of metrics like increasing overnight visits by 33 percent to 1.45 million, and boosting the province’s Tourism Sentiment Score — or online traveller’s perceptions of our province and its tourism offerings — by 21 percent, from 16.5 to 20.
In addition, the province hopes the plan will help contribute to its goals of growing the labour force to 405,300 by the end of 2024, achieving net interprovincial migration levels of 1,000 each year, and welcoming 7,500 newcomers annually by 2024.
“Not only is tourism a serious economic driver in its own right; every visitor to our province is also a potential new student, resident, business owner or investor,” said Paulette Hicks, CEO of Envision Saint John, the region’s growth agency.
“We need to lean into our natural assets, be proud ambassadors and invite the world.”
The plan also includes a summer sweepstakes contest called #RSVPNB, which encourages residents to invite their friends and family to visit their favourite places and attractions.
The winners will receive an all-expenses-paid trip for them and three of their guests to experience the best of what the province has to offer, with the help of a personal travel concierge.
Scott-Wallace declined to discuss the dollar figure of the new plan, saying information would be released in the coming weeks.
Brad Perry is the news director with CHSJ/Country 94, a Huddle content partner.