Halifax’s new tourism strategy will be a year-round endeavor to showcase the local music scene, launch new events, and appeal to international travelers as the community seeks to recover from losses of around $ 800 million to date after the pandemic.

Discover Halifax, the regional marketing association that oversees tourism in the Nova Scotia capital, and showcased its long-awaited integrated tourism master plan to the regional council on Tuesday.

The plan contains 28 ideas to breathe new life into a difficult sector, including working with the provincial musicians to make Halifax a music destination.

“The opportunity to harness that talent for live and cultural performances – these things don’t just have to be here in the summer,” said Ross Jefferson, CEO of Discover Halifax.

“We have the opportunity to animate our goal and improve these experiences year-round.”

The organization estimates that Halifax saw tourism fall 85 percent over the past year. It is a success that will be felt by the federal government again this year Extension of the ban on cruise ships until 2022.

Local tourists keep the industry alive

Dennis Campbell, CEO of Ambassatours Gray Line and Murphy’s The Cable Wharf, said he never thought his busy tourism businesses would suffer such a devastating blow.

He said that they were saved through the support of local people who went on boat tours and took the chance to visit Georges Island when it opened temporarily last summer.

“We know there is a demand for it this season,” he said.

While this will keep his business alive, Campbell said he was thrilled with what he saw from the new master plan. The emphasis on the Halifax music scene is long overdue.

“This is an initiative that has been around for a while. It makes so much sense,” he said. “It would be just like that, so good for not just Haligons but all Nova Scotians.”

The new master plan was developed before the pandemic and should be launched on the market a year ago. Jefferson said the plan puts the tourism industry in a strong position to work together on rebuilding.

A stop on the way

The plan also includes the renewal of a layover promotion that works with airlines to allow travelers between Europe and North America to take Halifax with them.

A test project was in progress with WestJet when everything was shut down due to COVID-19.

“It was well received and we looked forward to expanding that,” said Jefferson.

“As we are now looking to bring air access back to the region, this is a program we are very excited to be re-pursuing with the major airlines.”

Discover Halifax said its tourism plan should also include the entire Halifax Regional Municipality instead of focusing on the traditionally popular spots.

“This gives us an opportunity to take advantage of the beautiful communities we have to make sure visitors don’t necessarily focus on one location,” said Jefferson.

“We are investing heavily in a number of new symbols to be developed, in transport corridors to these regions and in the ability to distribute visitors throughout HRM.”

Evergreen Festival a success

Campbell said the community has already seen the benefits of some of the plans. A new event – the Evergreen Festival – took place in December in downtown and on the city’s waterfront.

Walkable parts of the community were adorned with twinkling lights as part of the first outdoor festival, including a light show in the town hall.

“Once we break the limits, the Evergreen Festival for Halifax will be spectacular,” said Campbell. “It will be something that will be a legacy that will last for many years.”

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