# Tourism Nova Scotia

> Tourism Nova Scotia is the provincial destination marketing and tourism development organization that markets Nova Scotia to travellers while helping local businesses and communities improve their products, digital capabilities, distribution and year-round appeal. Established as a Crown corporation in 2015 and returned to government as a departmental division in 2022, it now operates as the connective tissue between public investment, industry operators, community destinations, travel trade and consumer demand.

- **Founded:** 2015
- **Headquarters:** Windsor, Nova Scotia, Canada
- **Team size:** LinkedIn lists 11-50 employees; the supplied company dataset reports 58.
- **Products:** Destination marketing and NovaScotia.com, Compelling Tourism Communities Initiative, Tourism Digital Assistance Program, Digital Content Marketing Program, RADIATE Tourism Program
- **Notable:** Tourism revenues increased from about $2.0 billion around the 2015 launch to $2.64 billion in 2019., A 2020 domestic campaign study reported $34 in provincial tourism spending for each dollar of media buy., The Compelling Tourism Communities Initiative worked with more than 60 partners across more than 124 communities in 2024-25.

## Products & services

- **Destination marketing and NovaScotia.com** — Consumer campaigns, travel content and trip-planning tools that build awareness and consideration in Atlantic Canada, the rest of Canada, the United States, the United Kingdom and Germany.
- **Compelling Tourism Communities Initiative** — A suite of destination development, visitor servicing, content and digital marketing programs for communities and local tourism organizations.
- **Tourism Digital Assistance Program** — Consulting support that helps eligible tourism businesses and community organizations improve websites, online visibility and the digital services travellers expect.
- **Digital Content Marketing Program** — A matched-investment program for professional photo and video production or Tourism Nova Scotia-managed digital advertising campaigns.
- **RADIATE Tourism Program** — Capacity building and marketing support for bookable late-fall, winter and year-round packages aimed at local and Atlantic Canadian travellers.
- **EXPORT Travel Trade Program** — Readiness coaching and marketplace support that connect Nova Scotia operators with tour operators, wholesalers and travel agents.
- **Research and traveller segmentation** — Visitation, accommodation and revenue reporting plus motive-based traveller segments that guide product development and campaign targeting.
- **Visitor information services** — Provincial visitor information centres, travel-planning assistance and support for community-run visitor centres.

## Achievements

- Tourism revenues increased from about $2.0 billion around the 2015 launch to $2.64 billion in 2019.
- A 2020 domestic campaign study reported $34 in provincial tourism spending for each dollar of media buy.
- The Compelling Tourism Communities Initiative worked with more than 60 partners across more than 124 communities in 2024-25.
- Nova Scotia tourism revenue reached $3.5 billion in 2024 despite a 2 percent decline in non-resident visitors.
- Revenue grew to $3.7 billion in 2025, up 8 percent, while visitation reached 2.1 million.
- The 2026 RADIATE winter campaign assembled 52 bookable packages from 32 partners.
- The World Class Experience EXCELLerator Program received a Tourism Industry Association of Canada innovation award.
- Tourism Nova Scotia and TIANS co-led a five-year sector strategy informed by businesses, communities, associations, government and Mi'kmaw engagement.

## Latest updates

- **2026-04** — Tourism Nova Scotia reported $3.7 billion in 2025 tourism revenue, up 8 percent, and 2.1 million visitors, up 4 percent; the Province also committed $14 million to 2026 tourism marketing.
- **2026-01** — The winter RADIATE campaign launched with 52 packages from 32 partners and a retargeting strategy designed to turn earlier community-campaign engagement into bookings.
- **2025-11** — A four-week pre-holiday Meta campaign targeted Nova Scotia, New Brunswick and Prince Edward Island and linked community content with RADIATE booking retargeting.
- **2025-09** — The Province released a five-year tourism sector strategy organized around year-round sustainability, policy alignment, investment readiness, community well-being, talent and technology, and global competitiveness.
- **2025-09** — Fall campaigns promoted Ontario travel, lesser-known communities and 48 RADIATE packages from 35 partners through video, display, streaming and social media.
- **2025-04** — The organization reported just over 2 million non-resident visitors and $3.5 billion in tourism revenue for 2024.
- **2025-01** — Tourism Nova Scotia and TIANS published an accessibility readiness study assessing operator capacity and the supports needed for new accessibility standards.

## Links

- Website: https://tourismns.ca
- LinkedIn: https://www.linkedin.com/company/tourismnovascotia/
- Twitter/X: https://x.com/TourismNS
- YouTube: https://www.youtube.com/channel/UCbKn6qKefiNW3ux6EmZ051Q/videos
- Instagram: https://www.instagram.com/visitnovascotia/
- Facebook: https://www.facebook.com/novascotia

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Profile page: https://yespress.io/tourism-nova-scotia
Published by YesPress — https://yespress.io
Last updated: 2026-08-23