Province Investing in Tourism Niche Markets

Nova Scotia's tourism industry will get a financial boost to support its competitiveness in a challenging global marketplace.

The province announced today, Dec. 2, that $2.5 million is being invested in niche marketing that will help tourism operators and organizations diversify and develop more authentic Nova Scotia products and experiences such as wine, agri-tourism, genealogy and cultural tourism.

The Department of Tourism, Culture and Heritage is making the investment in partnership with the Department of Economic Development from the Community Development Trust Fund. The fund was established by the federal government to help communities and sectors experiencing economic challenges.

"During these challenging economic times, we need to develop innovative tourism products to compete with the rest of the world," said Bill Dooks, Minister of Tourism, Culture and Heritage. "By fostering creative approaches to tourism development and niche marketing, we will be more competitive, attract more visitors, and support the long-term viability of the tourism industry in Nova Scotia."

Niche marketing complements the province's tourism plan, New Realities, New Directions. Cost-shared funding will be used to help tourism operators and organizations diversify and develop more authentic Nova Scotia products and experiences.

"We look forward to working with partners and forming new relationships with experts in different sectors whose products can be developed and marketed to draw more visitors to Nova Scotia," said Mr. Dooks. "Together, our efforts will help make the provincial economy resilient, which is one of government's key priorities."

The Department of Economic Development administers the trust fund.

"With more than two million tourists visiting Nova Scotia each year, tourism is a key driver of our economic engine," said Economic Development Minister Angus MacIssac. "This investment will focus on creating long-term benefits for this industry across the province."

The province focuses most of its marketing on potential visitors in specific geographic areas. Niche marketing develops and promotes specialized products or experiences to people with an interest in them, with less emphasis on where they live.

Changing consumer preferences are creating opportunities in niche markets. For example, a national survey of travel activities and motivations showed that 37 per cent of Canadian and 33 per cent of American travellers are food and wine enthusiasts who enjoy experiences like dining in restaurants that offer local ingredients.

In recent years, the department has been increasing its focus on niche markets, while still targeting key geographic markets including cities in Europe, the United States and Canada with direct air access to Nova Scotia.

The priorities of the trust fund are to enhance sustainable prosperity, diversify economic and trade opportunities, improve productivity, innovation and training, assist communities with transition planning, and help workers facing adjustment challenges. More information on the Community Development Trust Fund in Nova Scotia is available at www.gov.ns.ca/econ/cdtrust .