Although the most recent provincial tourism statistics show a five per cent increase in the number of visitors to our province and a five per cent increase in the number of room nights sold in July 2007 compared to July 2006, the season wasn’t great in the Valley.

The Eastern Shore experienced no change in the number of room nights sold from July 2006 compared to July 2007 and the Valley Region experienced a decrease of four per cent. It was the only region in the province to experience such a decline.

Province-wide, there were 10 per cent fewer American visitors and 15 per cent fewer visitors from other countries. This was apparently offset by a nine per cent increase in visitors from the rest of Canada.

With our dollar almost on par with the American dollar, it makes sense that more Americans are staying home, but there’s more to the problem than that.

According to Terry Grandy, owner of the Manor Inn and past president of the Innkeepers Guild of Nova Scotia, for the Yarmouth entry area the numbers are down 33 per cent for July 2007 compared to July 2006. After reviewing Department of Tourism monthly occupancy statistics from 1990 to 2007, Grandy discovered that Yarmouth, included as part of the Valley Region, is experiencing its worst tourist season since the compilation of these statistics began.

There’s no doubt the high Canadian dollar is impacting the number of American tourists arriving in Yarmouth by ferry, but the fact that there’s no ferry service departing in the early morning is also being blamed for decreased numbers of room nights sold.

Year-to-date, Nova Scotia has welcomed more than one million visitors, the same as in the first seven months of 2006, and the number of room nights sold is up three per cent. However, 2006 wasn’t a stellar tourist season by many accounts, so are the slight statistical increases this season really that impressive?

Tax dollars are invested every year to promote what we offer tourists, but unless we’re seeing a substantial return on that investment, it’s fair to question the effectiveness of recent marketing campaigns and whether we’re wasting valuable fiscal resources.

Even if recent campaigns or the audiences targeted are somewhat flawed, it’s clear there are more global issues, such as increased competition and the valuation of currencies, that take a toll on our tourism industry.

Hopefully an upcoming round of stakeholder consultations to be held across the province will help to identify possible strategies to improve a somewhat stagnant tourism market. The Department of Tourism and the Nova Scotia Tourism Partnership Council are hosting another round of “Let’s Talk Tourism” sessions where participants will get an update on progress with the tourism plan, “New Realities, New Directions”, launched in December 2006. Stakeholders will share their thoughts on how to continue implementing the plan in 2008.

Since the new plan and change in direction was launched less than one year ago, perhaps it’s too early to question its effectiveness. However, when tax dollars are at play, there’s a reasonable expectation of success.

The months ahead will determine whether or not we’re hitting the mark when it comes to selling our region and province to potential tourists in the United States and other foreign markets. If sector growth is elusive, tourism agencies and the provincial government might have to rethink their approach.