Tourism is growing, and so is our ambition.
Our new strategy, Fresh Perspective, will guide investments and decisions over the next five years for New Brunswick’s tourism industry. Based on input from thousands of voices across the province, it's focused on sustainable growth, stronger partnerships, and bigger results.
Tourism is big business in our province. In fact, it:
- Contributed $2.5B in 2024, supports tens of thousands of jobs annually and strengthens communities.
- Drives exports, fuels small business, and builds pride of place.
- Impacts every region in New Brunswick.
We’re facing some gaps compared to neighbouring provinces. We know how great this province is and we want to spread our message. This strategy will help us do that.
Listen to Minister Isabelle Thériault and TIANB Executive Director Ginette Doiron talk about the Strategy.
Built with and for New Brunswickers
We built this strategy with input from New Brunswickers across the province. Over 8,600 residents completed the Fresh Look survey. We held 19 sessions with regions, operators, Indigenous partners, receptive tour operators, and industry associations. We combined that input with visitor brand research and broader market trends to build a strategy that will help us grow, together.
Our aspiration
Our goal is to grow revenue by $1 billion. From a projected $2.7B in 2025 to $3.7B by 2031.
- We will unlock our tourism potential by inspiring more people to dream about New Brunswick.
- We will create stronger year-round opportunities and ensure tourism growth benefits communities across the province.
- We will cultivate an energized, innovative industry, embedding regenerative practices that leave communities, cultures, and ecosystems better off.
How will we do this?
This strategy sets the guidelines for making strategic choices and decisions. We will focus on ten strategic priorities for growth across the sector:
- Define and celebrate our strengths
- Adopt a regenerative tourism mindset
- Build on our Quebec advantage
- Expand our Ontario markets
- Grow our U.S. market
- Define our strategy by season
- Group regions for coordinated support
- Embed tourism in economic development
- Set strategic investment criteria
- Leverage event tourism for year-round growth
2025 Tourism Year In Review
A year of steady growth, shifting markets, and emerging pressures. The 2025 Tourism Year in Review has been prepared to provide a clear snapshot of the sector at a point of continued growth, changing market conditions, and emerging operational pressures.
2026–2027 Tourism Action Plans
New Brunswick’s tourism sector is entering its next chapter. In 2025, Explore NB introduced Fresh Perspective, a five-year strategy with a clear ambition: to grow the province’s tourism economy to $3.7 billion by 2031.
These 2026–27 Action Plans are where that works begins. They set out the key initiatives Explore NB and our partners will advance between April 1, 2026, and March 31, 2027, translating the strategy’s long-term direction into action.
Each plan identifies key milestones, partner roles, and success measures, while also outlining how Explore NB will keep industry informed and engaged along the way.
Our focus for 2026–2027
For 2026–2027, we will focus our efforts on five key areas:
- Strengthening the foundation for growth
- Developing priority experiences
- Expanding market access through travel trade and partnerships
- Driving demand in priority markets
- Using events to support year-round visitation
Taken together, these priorities will help strengthen our tourism offer and support long-term growth for operators, communities, and regions across the province.
Moving forward, together
Many of the initiatives outlined in the action plans are already underway, marking the first steps in a five-year effort to build a stronger, more inclusive, and sustainable tourism sector.
As implementation continues, Explore NB will monitor progress, report back to industry and partners, and use what we learn along the way to shape future actions plans.
If you would like to speak to someone at ExploreNB about how you can get involved in programs or planning, please reach out to any of our Directors.
