1998 Tourism Breaks Another Record

Nova Scotia's tourism industry has broken yet another record this year. Revenues from the industry will reach $1.1 billion, making 1998 the most successful year ever.

"This is great news for the tourism sector -- news that clearly demonstrates the strength and significance of our industry," said Susan Bartlett, president of the Nova Scotia Tourism Association of Nova Scotia (TIANS). "This growth reflects strong economic conditions in all major markets, increased transportation access, the relative value of the loonie, and stronger partnerships with industry operators."

One of those partnerships is the Tourism Partnership Council, an industry-government team appointed by the government in May to lead provincial marketing and product development initiatives.

"We're pleased with this year's performance and the new working relationship we now share," said council chair Doug Fawthrop, managing director of White Point Beach Resort. "Together we were aiming for five per cent growth in overall tourism revenue and we've surpassed our objective."

"The tourism industry in Nova Scotia certainly deserves our congratulations and our thanks," said Manning MacDonald, Minister of Economic Development and Tourism. He shared the news with industry representatives today at the 21st annual Tourism Conference held at the Westin Nova Scotian Hotel in Halifax.

"The $1.1 billion represents a six per cent gain on top of last year's record-breaking $1.04 billion," he said. "It's an impressive performance that brings significant benefits to all areas of the province."

A Nova Scotia model is used to estimate the impact of tourism. The model estimates spending in such areas as accommodation, transportation, restaurants, groceries, entertainment and shopping. It was developed by an independent consulting firm in 1996 in conjunction with TIANS, the Department of Finance, Acadia University, and provincial and federal government representatives.

The model estimates the $1.1 billion means jobs for some 33,800 Nova Scotians with an estimated 1998 payroll of $430 million. It also means $105 million in provincial and municipal tax revenues.

Operators are reporting gains throughout the province, with occupancy rates, traffic and inquiries all ahead of last year.

Some highlights:

• Between January and Sept. 30, road visits were up 10 per cent, with close to 1.1 million vehicles entering the province. The traffic figures were provided by Tourism Nova Scotia, which counts the number of vehicles arriving at entry points throughout the province.

• During the May-to-September period, air visitation was up three per cent, to 246,000 visits, with a five per cent increase in Canadian air travel and a six per cent increase in U.S. travel. Overseas air visitation dipped by 10 per cent, with 33,000 visitors from abroad arriving in Nova Scotia. The dip is being attributed, in part, to the Air Canada strike, as well as a levelling off after breath-taking growth in 1997 when the number of international visitors to Nova Scotia doubled over 1996.

• Room sales were up nine per cent between January and September over the same period last year, with all areas of the province reporting increases. The numbers come from monthly occupancy reports submitted by tourism operators across the province.

Other tourism performance highlights, from such statistical sources as Check In, visitor information centres, Nova Scotia Museum and Halifax Port Authority, also point to a banner year.

• Tourism counsellors helped more than 730,000 visitors between January and September, representing an increase of 36 per cent over last year.

• Literature requests and reservations through Nova Scotia's toll-free 1-800 number were up 15 per cent and 34 per cent respectively.

• Visits to museums increased 34 per cent over last year, with 584,000 visitors between January and September. The Maritime Museum of the Atlantic, with its Titanic display, continues to have its busiest year with a phenomenal 140 per cent increase in visitors over last year.

• Cruise ship passenger visits are up 19 per cent in Halifax and 73 per cent in Cape Breton.

• Campground occupancy rates are also up five percentage points over 1997.

To build on this year's performance, Nova Scotia's Tourism Partnership Council will launch another aggressive marketing plan for 1999. The plan will continue to focus on key markets in Atlantic Canada (including Nova Scotia), Quebec, Ontario, New England, the mid-Atlantic States and Europe. There will also be some activity in such markets as Western Canada, the south-Atlantic and midwestern States, California and Japan.

The new strategy also demonstrates a commitment to improving transportation access and building stronger partnerships with the travel trade industry. In addition, it calls for a new French-language travel guide for customers in New Brunswick and Quebec, a new in-province promotional program targeted to visitors while they're here, more direct-mail campaigns in key markets, and initiatives with regional tourism associations throughout the province to keep Nova Scotia open year-round.