The Nova Scotia government has announced an $18.2 million tourism restart package to provide operators with new grant programs and marketing support as well as offering free admission to provincial museums.
The restart package will help the tourism industry prepare to welcome visitors to Nova Scotia as part of the province’s phased reopening strategy.
“We want Nova Scotians and visitors to choose to spend their vacation time and dollars here,” said Labi Kousoulis, Minister of Inclusive Economic Growth and Minister
responsible for Tourism Nova Scotia. “We’ve worked with the sector and developed a restart package that will re-energize communities and help our operators prepare to open their doors and attract customers to the many unique experiences that Nova Scotia has to offer.”
The Tourism Accommodations Restart Customer Attraction Program will help registered tourism accommodations develop and implement tailored marketing activities to encourage overnight stays. Eligible operators will receive a grant of $1,000 per room for the first 10 rooms and $500 per room for each additional room.
“TIANS applauds the government’s recognition of tourism’s value to the Nova Scotia economy. Tourism lost $1.6 billion in revenue in 2020 and this strategic investment in the tourism industry will get main streets moving around the province. TIANS has been working with Minister Kousoulis and his team and they have moved decisively on this broad framework that supports all five sectors of the industry and addresses a number of areas that will foster growth and accelerate recovery.” said Judy Saunders, board chair, Tourism Industry Association of Nova Scotia (TIANS)
The Small Tourism Operators Restart Program will offer a one-time grant payment of $5,000 to help tourism businesses that were affected by COVID-19 restrictions but were not eligible for earlier provincial programs.
The grant will help operators with advertising and other restart expenses such as purchasing personal protective equipment and cleaning supplies.
The province will invest an additional $3 million this year in its marketing campaigns, designed to attract visitors through television advertising, videos, radio spots, social media, billboards, display ads and search marketing tactics.
The Atlantic Canada campaign, called Do More, launched on Tuesday, June 15.
Investments will also be made to attract the public to communities across the province. Visitors will enjoy free admission to the 28 sites included in the Nova Scotia Museum system and the two sites of the Art Gallery of Nova Scotia in July and August.
The province will also work with community organizations to offer outdoor public events that feature local artists and diverse cultural activities.
Additional program details:
Tourism Accommodations Restart Customer Attraction Program:
— $10.5 million program administered by Tourism Nova Scotia
— eligible businesses must be registered as a host under the Tourist Accommodations Registration Act, offering at least one or more rooms to the travelling or vacationing public and be HST registered
— funds may be used for various advertising options, developing packages and incentives to encourage overnight stays, such as an overnight plus a bottle of local wine, or family weekend packages with free breakfasts, as well as customer-focused upgrades or amenities
— applications open June 23
Small Tourism Operators Restart Program:
— $2 million program administered by Tourism Nova Scotia
— eligible businesses include tour operators, scenic and sightseeing transportation operators, outdoor adventure operators and outfitters, businesses that operate nature parks and zoos, amusement or theme parks, recreational vehicle parks and campgrounds and travel agencies
— eligible operators must be HST registered
— applications open June 23
Funding for Public Attractions:
— $710,000 to cover free admission to the 28 sites included in the Nova Scotia Museum system and the Art Gallery of Nova Scotia sites in Halifax and Yarmouth for July and August
— $2 million to sponsor outdoor events and attractions that feature local artists, such as mini outdoor concerts, open streets and diverse cultural activities, to be funded through the Nova Scotia COVID-19 Response Council
Marketing Campaigns:
— $3 million in additional spending, for a total of $5.8 in marketing campaigns
— a new $150,000 campaign called #ShineOnTourism asks Nova Scotians to offer their world-famous hospitality to help the tourism industry. It aims to remind Nova Scotians of
their role as ambassadors, foster pride and confidence in the tourism industry, and raise awareness of the value of tourism
— the $1.3 million Nova Scotia campaign, called Rediscover Nova Scotia, builds on last year’s successful effort to celebrate residents who stayed close to home, while showcasing the incredible experiences found in Nova Scotia. The campaign emphasizes that Nova Scotians don’t need to leave the province to find unique experiences and adventure, and that Nova Scotia has incredible places to rediscover
— Tourism Nova Scotia launched a $1 million Atlantic Canada marketing campaign on Tuesday, June 15, called Do More to remind Atlantic Canadians that because Nova Scotia has so much to offer, it deserves more than one trip
— Tourism Nova Scotia will also be ready to showcase the province in consumer advertising in other jurisdictions, including Ontario and Quebec, when appropriate. These campaigns will cost about $3.4 million.
