Tourism Experience Development Program

Objective

The Tourism Experience Development Program is a targeted funding initiative designed to advance strategically aligned, market-ready tourism experiences that strengthen New Brunswick’s competitiveness in priority markets.

The program supports both the development of new experiences by existing tourism operators and the enhancement and expansion of existing tourism products that address identified market gaps, contribute to year-round visitation, and appeal to higher-yield audiences. Priority is given to projects that align with strategic focus areas, including shoulder and winter season development, niche experience growth, and audience-first product design.

Through cost-shared funding, the program enables tourism operators to develop, refine, and elevate experiences, improving their ability to attract visitors, increase spending, and contribute to stronger regional tourism ecosystems.

The program provides funding of up to $15,000, with applicants required to contribute a minimum of 25% of total project costs.

Program Priorities

Projects must demonstrate clear alignment with one or more of the following priorities:

Address Market Gaps
Develop or enhance tourism experiences that respond to identified product or experience gaps with demonstrated visitor demand

Support Year-Round & Shoulder-Season Visitation
Extend tourism offerings beyond peak season, including development of fall, winter or spring experiences

Advance Indigenous Tourism Development
Support Indigenous-led tourism experiences and partnerships that strengthen cultural authenticity and economic opportunity

Promote Regenerative Tourism
Support experiences that contribute to environmental stewardship, cultural preservation, and community well-being

Eligibility

Applicants must meet all of the following criteria:

Eligible Entities

☐ A Market Ready New Brunswick–based tourism business
☐ An Indigenous tourism business recognized by ITANB

Eligibility Requirements

☐ Have been in operation for a minimum of 12 months
☐ Offer a tourism experience available for more than 120 days per year
☐ Demonstrate a viable business model (e.g., business plan or equivalent)
☐ Secure a minimum of 25% of total project financing
☐ Be able to meet program reporting and invoicing requirements

Ineligible Applicants

The following are not eligible under this program:

• Government-controlled organizations
• Not for profit organizations
• Recreational or religious organizations
• Businesses not based in New Brunswick
• Projects that have already commenced prior to approval
• Retail businesses, restaurants, airports, casinos, or travel agencies
• Transportation services (e.g., taxis, vehicle rentals)
• Virtual-only tourism experiences
• Hotels or motels with 50+ rooms or franchise operations
• Vacation or short-term rental properties
• Third-party applicants applying on behalf of an operator

Deadlines

Intake Period:
June 1 – August 15, 2026

Evaluation Period:
August – September 2026

Funding Decisions:
Successful applicants will be notified by late September 2026

Project Timeline Requirement

Awarded funding must be spent towards the project by March 1, 2027.

Important:
This program is designed to support projects that can be implemented within a defined timeframe. Applicants should ensure that all required planning, approvals, and resources are in place to meet project timelines.

Application Process

Important Notes:

• Submission of an application does not guarantee funding 
• Projects must be implementation-ready, with required approvals, permits, and financing in place, where applicable 
• Applications will be evaluated based on alignment with strategic priorities, including seasonality, target markets, and high-yield experience development 

The Department of Tourism, Heritage and Culture reserves full discretion in funding decisions 

Before You Apply

This program supports projects that:
✔ Strengthen or create tourism experiences
✔ Attract visitors and increase revenue
✔ Support year-round tourism, especially shoulder and winter
✔ Align with target markets and visitor demand

Apply Now