Despite dip in visitor numbers, N.S. tourism revenue grew to $3.5B in 2024

In 2024, Nova Scotia experienced a slight decrease in the number of visitors compared to the previous year, with around two million tourists exploring the province. Despite this decrease, tourism revenues actually increased by 10 per cent to a total of $3.5 billion. This marks a positive trend for the province’s tourism industry, showcasing growth and resilience in the face of challenges.

Interestingly, visitors from other parts of Atlantic Canada made up the largest percentage of tourists to Nova Scotia in 2024, followed closely by Ontario at 29 per cent. Sean Buckland, the vice-president of operations for Ambassatours Gray Line, noted that last year was the best year in his company’s 38-year history. He attributed this success to the significant number of visitors from neighboring provinces like New Brunswick and Prince Edward Island, as well as strong representation from Ontario, Quebec, Alberta, British Columbia, and even some visitors from New England and the United States.

Buckland predicts that current tensions between the U.S. and Canada may actually encourage more Canadians to travel within the country, while American tourists could be enticed to visit Nova Scotia due to the weaker Canadian dollar. This presents an opportunity for the province to attract a diverse range of visitors and continue to boost its tourism sector.

Despite the overall positive growth in tourism revenues, there were some challenges noted by Anna Moran, director of research, planning, and decision support for Tourism Nova Scotia. She mentioned that Atlantic Canadians have been slower to return to Nova Scotia post-pandemic, possibly due to price sensitivity and increased costs across goods and services. To address this, the province is working with tourism businesses to create unique travel packages that showcase Nova Scotia as a year-round destination.

Looking ahead to 2025, industry leaders like Duncan MacLean, president of TayMac Tours in Halifax, are optimistic about the potential for even greater success. MacLean, who primarily works with American cruise passengers, anticipates that the weaker Canadian dollar will incentivize more American visitors to explore Nova Scotia. Additionally, he hopes that lower gas prices, without the carbon tax, will encourage more people within driving distance to visit the province.

While there are uncertainties surrounding potential trade wars and annexation threats from the United States, Moran remains cautiously optimistic about the upcoming tourism season. She noted that some tourism businesses have reported strong bookings from Americans for the year ahead, indicating continued interest in visiting Nova Scotia.

Overall, Nova Scotia’s tourism industry is on an upward trajectory, with 2024 showing promising growth in revenues despite a slight decrease in visitor numbers. By leveraging unique travel packages, attracting visitors from diverse regions, and staying attuned to market trends, the province is poised for continued success in the year ahead.