Nova Scotia Leads Country in Tourism Growth

Nova Scotia's tourism industry has experienced double-digit growth in 1999, making it the strongest year ever. Revenues will reach $1.27 billion, representing a 16 per cent gain on top of last year's record breaking $1.1 billion. Overall visitation is also up about 15 per cent.

"Our industry has never been stronger," said Eric Mullen, president of the Tourism Industry Association of Nova Scotia. "The 16 per cent gain in revenues is phenomenal and rewards our endeavours to be the destination of choice for those looking for an outstanding experience. In fact, we're leading the country in terms of overall visitation growth. The season is extending and we are on our way to becoming Nova Scotia - the Province for All Seasons."

Mr. Mullen joined Doug Fawthrop, chair of the Tourism Partnership Council and managing director of White Point Beach Resort, and Rodney MacDonald, Minister of Tourism and Culture, today to share the news at this year's 22nd annual Tourism Conference held at the Westin Nova Scotian.

"We're extremely pleased with the performance. Results from our marketing initiatives were impressive with the highest number of tourism inquiries ever recorded," said Mr. Fawthrop. "We're now working to ensure the growth continues with an aggressive marketing plan in place for 2000."

The council is a joint industry-government partnership that leads provincial marketing and product development initiatives.

"The tourism industry and the council are to be congratulated for their commitment and dedication to growing this industry," said Mr. MacDonald. "Clearly, we have the experiences visitors are seeking and the ability to compete. The opportunities are tremendous and we'll be working with industry to maximize the benefits tourism can bring to all Nova Scotians."

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

The model also estimates the $1.27 billion means jobs for some 36,600 Nova Scotians with a payroll of $500 million in 1999. It also means $120 million in provincial and municipal sales tax revenues.

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

Some highlights:

• Between January and Oct. 31, overall road visitation was up 13 per cent, with close to 1.7 million visitors 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.

• Between January and Aug. 31, air visitation was up 21 per cent overall, or 358,000 visits. Canadian air travel was up 14 per cent while visits from the United States increased 48 per cent. Overseas air visitation climbed by a third, or 30 per cent, with 43,500 visitors arriving in Nova Scotia.

• Tourism operators reported a seven per cent increase in rooms sold between January and October, with all areas of the province reporting increases. As well, occupancy increased during the shoulder season, particularly in April and May.

Other tourism performance highlights, from such statistical sources as Check In, visitor information centres, Nova Scotia Museum and Halifax Port Authority, show that:

• Counsellors helped more than 920,000 visitors between January and October, representing an increase of 16 per cent over last year.

• Reservations through Nova Scotia's toll-free 1-800 number were up 20 per cent to the end of October.

• Provincial museums are showing a one per cent increase over last year with 584,000 visitors between January and September. The museum family has managed to surpass last year's record attendance after a 140 per cent increase in 1998 at the Maritime Museum of the Atlantic.

• Cruise ship passenger visits are up 126 per cent in Halifax and down 19 per cent in Cape Breton.

• Campground occupancy rates are also up four percentage points over 1998, with site nights sold up seven per cent to the end of October.

• Overall inquiries for Nova Scotia information in 1999 reached a staggering 434,000. That's a 51 per cent increase over 1998. Inquiries from Atlantic Canada were up 67 per cent, from Ontario up 45 per cent, from New England/Mid-Atlantic States up 59 per cent and Quebec inquiries were up 108 per cent.

To build on this year's performance, Nova Scotia's Tourism Partnership Council will launch another aggressive marketing plan for 2000 that aims for 6.5 per cent year-over-year growth in overall revenue and a five per cent increase in overall visitation.

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. Activities will focus on extending the season, growing select niche marks, promoting mega-events as well as taking Canada's seacoast to the world using the Internet and a strong and integrated marketing plan.

kjd November 16, 1999