If you spend it, will they come?

If you spend it, will they come?

When it comes to tourism, Atlantic Canada’s provincial governments believe in the power of promotion. They may be on to something

No Cut$
Both New Brunswick and Nova Scotia increased their tourism marketing investment between 2016/17 and 2017/18, while Prince Edward Island and Newfoundland and Labrador held the line

Goal$

All four provinces reported the same objectives during the fiscal years 2016/17 and 2017/18: increased visitor traffic; increased visitor spending; and, secure local jobs. They also aligned in methods used: advertising, media relations, digital marketing and trade events. The differences were in what they were selling, who they were selling it to—and results achieved

New Brunswick
Strategy: Invest in food tourism brand; enhance history/culture destination travel
Target Markets: United States, Québec, International Francophonie, Europe, Rest of Canada
Rate of return:* 5

Nova Scotia
Strategy: Attract first-time travellers; target un/under-developed traveller markets
Target Markets: China and the Asia-Pacific, United States, Europe, Rest of Canada
Rate of return:* 3-5

Prince Edward Island
Strategy: Enhance food tourism brand; invest in the Green Gables brand and festivals/events
Target Markets: Central and Western Canada, United States, Atlantic provinces, Europe, Japan
Rate of return:* 3-5

Newfoundland and Labrador
Strategy: Promote the “great outdoors”; enhance history/culture destination travel
Target Markets: Northern Europe, Western Canada, Atlantic provinces, United States
Rate of return:* 2-5

*For every dollar invested, this is the rate of return (i.e. for every $1 invested, $2 to $5 is returned)

It’$ working

A healthy budget lifts all ships: all four provinces report increased visitation and increased tourist spend

Sources: Tourism Nova Scotia, Tourism PEI (the Department of Economic Development and Tourism); Tourism New Brunswick, (the Department of Tourism, Culture and Heritage); Newfoundland and Labrador Tourism (the Department of Tourism, Culture and Innovation)

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