New brand for Nova Scotia tourism

Officials of the Tourism, Culture and Heritage department set about reevaluating the provincial brand a year and a half ago, initiating a process to come up with a distinctly Nova Scotian identity that would speak to those qualities most valued by consumers.

Through a series of conversations with industry and the consumers themselves, the new brand was created with the recognition that the province is more than just a seacoast destination. “In the past, if you looked at a lot of our marketing campaigns…it was all around the sea,” says Kristi Wenaus, Tourism’s director of sales and partnerships. “But when we did the research, what we heard was that we are so much more than that.”

She told an information session in Cornwallis on April 18 that the department has elaborated on the new approach of promoting seven distinct tourism regions within the province, rather than relying solely on the ‘trail’ system. The change will allow the tourism industry in Nova Scotia to better market the unique offerings of each geographic area. In terms of Annapolis County, it is now part of a region encompassing both the Evangeline and Glooscap Trails, known as the Fundy Shore and Annapolis Valley. “The trail systems…really speak to scenic drives,” Wenaus said. “[But] the Bay of Fundy is so much more iconic, and if you’re talking to consumers, they’re going to want to know about the Bay of Fundy. “It’s to get them to be part of a regional experience and to explore the products of that region.”

Representing the Tourism Industry Association of Nova Scotia at the information sessions, project coordinator Kieu Lam took the opportunity to update tourism stakeholders on an industry-led program that was initiated following the government’s announcement last November that it intends to repeal the Tourism Accommodations Act.

Once repealed, accommodations licensing will end, she explained, though compliance with federal, provincial and municipal legislation regarding the safety and operation of a business is still required.

In place of a licensing system, however, a quality program, developed by stakeholders, will ensure that accommodations meet standards set by the industry, and that accommodation operators are treated fairly.

Under the new program, operators who want to participate in the provincial tourism marketing activities, including the Doers’ and Dreamers’ Guide, must be recognized by a quality rating program, such as Canada Select and CAA. “This Quality Standard program is not a rating system, but a benchmark,” explained Lam. “The goal of this program is to ensure our visitor receive a level of quality in any of the accommodations we promote.”