Time to move Cumberland County’s tourism industry forward

Whether by luck or by design, 2017 was a banner year for tourism in Nova Scotia. It was likely a combination of both that saw Nova Scotia welcome 2.43 million tourists last year, a record number that's up nine per cent over the year before.

The provincial government estimates those visitors spent a total of $2.7 billion in the province. Tourism Nova Scotia and its partners in the tourism industry can certainly take a bow for their marketing efforts.

They were also helped out by the fact Canada was celebrating its 150th Anniversary, the Tall Ships visit and economic conditions like the lowered price of gas and the exchange rate on our dollar.

It seems the so-called Trump effect is having a positive impact for us with more and more Canadians choosing to stay on this side of the border and a growing number of U.S. visitors choosing to head north for vacations.

It is no secret that Tourism Nova Scotia’s marketing plan is focused on targeting a higher end clientele with deeper pockets who are looking for the resort vacation or so-called world class experience. 

They are the types of visitors who are likely to be more technology savvy and inclined to book an online package to a specific destination. The Crown corporation sees that as a key to doubling annual revenues to $4 billion by 2024.  

No matter the type of visitor the Crown corporation is targeting, two-thirds of our visitors are coming by road and most of those are entering the province at Fort Lawrence. Unfortunately for us, many of them have their sights set on other destinations beyond Cumberland County.  

No doubt, the tourism industry in this county has enjoyed some of the economic benefits of the rising numbers, but I suspect it is no where near what it could be.  

There is an untapped potential that exists in this county between our two picturesque, yet very different coastlines with the Northumberland Strait to the north and the Bay of Fundy to the south.       

Cumberland County Deputy Warden Joe van Vulpen recently told the Amherst Rotary Club that the county is in the process of working with Amherst and Oxford on a tourism development plan for all of Cumberland County and the creation of an inter-municipal tourism committee. 

He also alluded to the fact the county is working on a committee with Amherst and representatives of the Fort Lawrence and Amherst business communities to improve the appearance of Highway 2 from the Visitor Information Centre to the town.  

Municipal councils in the past have “ been there and done that” and they have little to show for their efforts. Maybe it’s time to dust off the old studies and consultants reports and get on with moving this area forward so we too can ride the wave of prosperity emerging from the growing tourism industry.

Geoff deGannes is the past chairman of the Tantramar Radio Society. His daily commentaries can be heard on 107.9 CFTA.