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
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.
