Nova Scotia Rises to Tourism Challenges

The Nova Scotia Department of Tourism and Culture is taking a measured approach in responding to the post-September 11 travel climate. Tourism organizations around the world continue to look for ways to deal with uncertainties in the travel industry since terrorist attacks shook the U.S.

"Since September 11th, our industry has coped with the same immediate results that have impacted tourism world-wide," said Rodney MacDonald, Minister of Tourism and Culture.

Recent figures from the department show a seven per cent drop in room sales for the month of September. Road visitation was down nine per cent for that month over the year before and air visitation dropped 19 per cent.

In the month before the attacks, room sales for the province surpassed last year's performance, with August showing a two per cent increase over the year before. August road visitation also started to rebound somewhat, but lagged behind August 2000.

"While we are seeing a drop, we know the tourism industry remains strong and resilient in Nova Scotia. The industry has proven that it knows how to capture opportunities and to work towards common goals," said Mr. MacDonald. "We are confident tourism will find safe footing in the months ahead."

For now, the province continues to assess the situation. Nova Scotia's Tourism Partnership Council is keeping a close eye on the environment as it develops the marketing plan for 2002, which will be released at the tourism conference in November.

"The council continues to communicate regularly with the Canadian Tourism Commission, major transportation partners and the tourism industry to ensure that business activity and opportunities are monitored as closely as possible," said council chair Paul Stackhouse. "We are also actively tracking tourism industry trends and research and will be adjusting our plans accordingly."

Mr. MacDonald notes that while plans for 2002 will reflect the province's measured response, other actions have already begun.

For example, Nova Scotia has extended its fall tourism marketing program in an effort to encourage travel to the province. The focus of the fall campaign remains close to home with marketing initiatives directed at Prince Edward Island and New Brunswick. A special postcard was mailed to 100,000 households in those provinces, highlighting unique special events and travel opportunities available throughout Nova Scotia from mid-October to Nov. 30.

Extending the fall campaign is one way Nova Scotia has already responded to challenges in the tourism industry in the wake of the terrorist attacks on the United States. For the near future, the province is dependent on travel from Atlantic Canada and the rest of Canada. Nova Scotia made a positive impression with the thousands of people whose flights were diverted during the U.S. tragedy. Many indicated they would return.

In addition to extending the fall campaign, Nova Scotia is also working to strengthen its presence at the annual Boston Tree Lighting event. This year marks the 30th anniversary of this tradition, where the province offers one of its native evergreens to the people of Boston as a gift of thanks for their help after the 1917 Halifax explosion. The tree-lighting has become Boston's signature holiday event.

Given the recent tragic events in the U.S., Nova Scotia will be reinforcing its friendship with and compassion for our American neighbours. Participation in the event will also provide an opportunity for Nova Scotia to promote its shared history and culture and encourage continued tourism and trade with New England.

Nova Scotia's billion-dollar-plus tourism industry translates into jobs for more than 35,000 Nova Scotians. Tourism is also a significant export industry, with more than half of the money generated coming from outside the province.