Goal 14

Tourism Expansion - Deep Dive


Goal Status

checkmark icon to signify progressing Progressing Not On Track
Baseline: $2B
Current: $2.64B
Target: $4B
Bands

Nova Scotia’s tourism revenues can be broken down into spending by Nova Scotians who are travelling within Nova Scotia, and spending by visitors from outside Nova Scotia. Tourism revenues generated by non-resident visitors are considered export revenues. In 2010, export revenues accounted for approximately 58% of overall tourism revenues. In 2019, export revenues accounted for 65% of overall tourism revenues.

Year Nova Scotians Non-resident Visitors (Export revenues)
2010 0.84 1.18
2011 0.96 1.3
2012 1.01 1.32
2013 1.02 1.29
2014 0.99 1.29
2015 0.91 1.32
2016 0.91 1.47
2017 0.91 1.69
2018 0.96 1.77
2019 0.92 1.72

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Where non-resident visitors come from is an indicator of their value. Generally, the further visitors travel, the more they spend in Nova Scotia.

The chart below illustrates non-resident visitor origin for 2019 compared with the base year of 2010.

MARKET NUMBER OF VISITORS % TOTAL VISITOR POPULATION
  2010 2019 % CHANGE 2010 2018
Atlantic Canada 1,180,600 1,108,000 -6% 56% 48%
Quebec 92,000 112,000 +22% 4% 5%
Ontario 455,300 577,000 +27% 21% 25%
Western Canada 144,500 185,000 +28% 7% 8%
United States 182,800 232,000 +27% 9% 10%
Overseas 67,800 86,100 +27% 3% 4%

Mode of travel is also an indicator of visitor value. Generally, visitors that arrive by air spend more in Nova Scotia. The chart below illustrates non-resident visitor mode of travel for 2019 compared with the base year of 2010.

MARKET NUMBER OF VISITORS % TOTAL VISITOR POPULATION
  2010 2019 % CHANGE 2010 2019
Road 1,521,400 1,543,000 +1% 72% 67%
Air 601,600 758,000 +26% 28% 33%

Changes to the indicator, baseline, or target:

No changes were made to this goal