RESPONSIBLE BUSINESS
Nova Scotia’s value proposition Reigniting tourism in the region
By Mina Atia
HALIFAX STANFIELD PLAYS A CRITICAL ROLE IN NOVA SCOTIA’S TOURISM SECTOR. PRE-COVID-19, TOURISTS ARRIVING BY AIR SPENT AN ESTIMATED $680.3 MILLION WHILE VISITING THE PROVINCE.
N
ova Scotia is known around the world for our coastlines, fresh lobster and maritime hospitality. While the natural beauty puts Nova Scotia on the map, tourism is also a crucial and vitally important economic sector in our province.
are often our local favourites: the icing on our main streets, to shop on a Saturday, the artists and craftspeople whose hands we are proud to gift from, our place for date night dinner or a leisurely brunch, or the best places to take a selfie and enjoy a rejuvenating weekend away.”
Employing more than 39,000 people and generating about $2.64 billion in 2019 revenues (stat from Tourism NS), tourism is one of our economic engines. The sector has been hard-hit since the pandemic started, with travel restrictions in place both in and out of the province. The travel pause is causing a ripple effect across our provincial economic recovery.
Both private and public entities have been making a significant and collective effort over the past decade to establish tourism as a key economic driver in Nova Scotia. And pre-pandemic, their endeavours were lucrative.
“Tourism is composed of many small and medium sized businesses across Nova Scotia, in every community,” says Jennifer Angel, President and CEO of Develop Nova Scotia. “These businesses 20
“Leveraging our beautiful landscapes, local talent and vibrant towns and cities, we have successfully put Nova Scotia on the map as one of the most desirable tourism destinations around the world,” says Tiffany Chase, Director, Public Affairs & Marketing, Halifax International Airport Authority. BUSINESS VOICE
Airport connecting Halifax to the world The Halifax International Airport Authority (HIAA) plays an important role in enabling the growth of tourism in Nova Scotia. HIAA’s geographic location on Canada’s East Coast enabled it to sell Halifax Stanfield as an Atlantic Canada hub airport and an entry point to Canada to key tourism markets in the United States, Europe and beyond. “In 2019, one-third of all visitors to Nova Scotia arrived by air, and we know these visitors tend to stay longer and spend more while they are here,” says Chase. Invested in attracting new air service over the past decade, HIAA saw steady annual increases in passenger traffic and the number of destinations connected to Halifax Stanfield. Before the pandemic, it connected Halifax to 46 destinations in Canada, the United States, and
