NB announces five-year tourism strategy to boost industry


New Brunswick has unveiled an ambitious five-year tourism strategy that aims to make the province the top vacation destination for visitors to Atlantic Canada as the hard-hit sector begins to recover from the pandemic.

The new vision is called The Invitation, which the provincial Minister of Tourism, Heritage and Culture says is about letting people know they’re invited to New Brunswick. He invites New Brunswickers to share their favorite destinations in the province.

“With this five-year strategic vision, we want people to see, hear and feel that New Brunswick is their place in the world. The invitation showcases our province as the best place to visit, live and build businesses,” said Minister Tammy. Scott Wallace.

“We missed our visitors and the people who once called New Brunswick home. We look forward to seeing them again.

The strategy includes targets to increase overnight visits by 33% over 2021, from 1.09 million to 1.45 million, and to increase online travelers’ perception of tourism by 21%. province.

This year, the focus will be on attracting visitors from Atlantic Canada, Ontario, Quebec, the eastern United States and expats living in other provinces.

Next year the focus will widen to invite the whole world, focusing on the UK, France and Germany.

Additionally, the province says the tourism strategy includes marketing campaigns tailored to different audiences and different seasons.

The new strategy comes about three weeks before the first cruise ship of the season — and since the start of the pandemic — arrives in Saint John.

Danielle Timmins of Aquila Tours says everyone is on deck preparing for the finish.

“We’re seeing the ships are getting really good occupancy rates, people are excited to be on board, everything’s really safe on board, they’ve taken a lot of extra precautions,” Timmins says, “so people are really excited take a cruise and be able to come to Canada.”

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