Leading destinations are grounded in a clear picture of where they are going and what needs to happen to achieve it. A plan was needed for how Halifax Regional Municipality (HRM) was going to get there, and accomplish it, together.
Understanding different organizations and stakeholders would have their own priorities, Discover Halifax was uniquely positioned to lead this work, and engage communities across HRM.
In 2019, following 32 engagement events, after receiving 234 survey responses, and speaking to more than 300 session attendees, the Halifax Regional Integrated Tourism Master Plan (ITMP) was launched.
While the ITMP was developed prior to COVID-19, the work undertaken in the plan significantly supported recovery efforts, as it included recommendations for “shovel ready” projects as investments were being made by all levels of government to keep the economy going. The ITMP was presented to Regional Council where it was endorsed and adopted immediately.
The plan became the framework and vision that led the tourism industry during the years of the pandemic, providing guidance and a steady hand through uncertainty. It was innovative, bringing tourism-related businesses and organizations to work together to achieve success in the sector.
The ITMP was not a plan for Discover Halifax alone, but a plan for all partners and stakeholders in tourism and their beneficiaries - those who live, visit, and invest in Halifax, because no single organization could do this effectively on their own. It was a framework of common goals, and everyone had a role.
Some initiatives thrived and succeeded through COVID-19, but for others, the pandemic proved to be an insurmountable challenge, as businesses and organizations shifted priorities and plans.
We are pleased to share the Halifax Regional Integrated Tourism Master Plan Final Report. Thank you to all ITMP 2019 lead and partner organizations that contributed their input, knowledge, and expertise.