Nova Scotia's tourism sector experienced notable financial growth despite a slight decrease in visitor numbers. In 2024, the province welcomed two million visitors, reflecting a 2% decline compared to the previous year. However, tourism revenue saw a significant increase of 10%, reaching a total of $3.5 billion. This remarkable growth indicates the province's continuing appeal as a travel destination.
Dave Ritcey, the Minister of Communities, Culture, Tourism and Heritage, emphasized the allure of Nova Scotia, highlighting its stunning coastlines, rich cultures, and world-class offerings in golf, seafood, and wines. The province's improved tourism figures can, in part, be attributed to new non-stop flights connecting Nova Scotia to various global locations. This increase in accessibility contributed to a 6% rise in air travel to the province.
In contrast, there was a 7% decrease in the number of visitors who drove to Nova Scotia. Ritcey noted the government's commitment to enhancing the province's profile in the travel market, encouraging people to choose Nova Scotia for their vacations. In 2023, to bolster tourism, the government launched a new marketing strategy targeting Ontario, Quebec, Connecticut, Maine, and Massachusetts, backed by an investment of $8.6 million in advertising.
Data revealed varied visitor trends, with an increase in travelers from Western Canada and the United States, while those coming from other Atlantic provinces and Ontario saw a decline. Additionally, hotel, motel, and Airbnb operators reported selling three million room nights in 2024, which marked a slight 1% decrease compared to the prior year.
Halifax Emerges as a Premier Destination
Halifax has solidified its status as a top destination within Nova Scotia, according to Discover Halifax. The region recorded another record year in tourism, with approximately 1,629,000 hotel room nights sold in 2024, representing a 2.6% increase over the previous record set in 2023. Since 2019, the number of hotel room nights sold in the Halifax Regional Municipality has grown by 11.4%, outpacing supply, which has increased only 8% in the same timeframe.
As the province continues to attract visitors, it faces challenges related to declining visitor numbers from certain regions while capitalizing on opportunities for growth through enhanced connectivity and targeted marketing efforts. The balancing act between preserving Nova Scotia's unique charm and accommodating the growing influx of tourists will be crucial for the future of its tourism industry.
