It's time for the next phase of tourism planning in HRM
Leading destinations are grounded in a clear picture of where they are going and what needs to happen to achieve success. In 2019, extensive consultation with community stakeholders and industry partners produced the first Halifax Regional Integrated Tourism Master Plan (ITMP).
The ITMP was presented to Halifax Regional Council, where it was endorsed as the framework that guided the tourism industry through the pandemic and into recovery.
In 2024, a renewal process was undertaken to chart the next phase of growth. We are pleased to share with you the Halifax Regional Integrated Tourism Master Plan 2030 (ITMP 2030), which was developed under the leadership of Discover Halifax, with oversight from its Board of Directors, an Advisory Committee of community leaders, and Halifax Regional Municipality (HRM) staff.
The ITMP 2030 was developed through a structured, three-phase process. The Discovery Phase collected input through surveys, interviews, and workshops, resulting in the What We Heard Report, presented to Council’s Community Planning and Economic Development Standing Committee in April 2025. The Validation Phase tested key themes with wider audiences, while the final Prioritization Phase ranked initiatives by potential impact and feasibility.
Building on the original plan, ITMP 2030 brings a sharper regional focus, clearer infrastructure priorities, and broader community alignment. It’s a practical, evidence-based strategy to grow the social and economic benefits of tourism to enhance the quality of life for residents and create a more vibrant experience for visitors across HRM.
While the ITMP 2030 Full Report details our plans for manageable and sustainable tourism growth, the ITMP 2030 Dashboard documents progress of all initiatives listed in the plan.
These initiatives have multiple leads, partners, and potential partners and each project is at a different stage of development, and the Dashboard will help track and celebrate successes as the community continues to maximize the benefits of tourism.