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Thank you for joining Discover Halifax for the launch of Halifax’s first Integrated Tourism Master Plan (ITMP) on March 4, 2021. This five-year plan was developed to grow and support our destination taking a community-first approach.

ITMP Kickoff Event - March 4, 2021

More than 300 people registered for the ITMP Kickoff Event hosted by Discover Halifax. Here is a look back at that event, in case you missed it.

You can find more information below, including the speaker line-up and details on the plan itself.

About the event

It has been one year since Discover Halifax prepared to launch Halifax’s first ITMP, and one year since a global pandemic impacted all of us. While we delayed the launch of the plan, the work has continued for several of the 28 initiatives identified in the Action Plan. This work will help the Halifax region achieve its vision – to be widely recognized as the favourite city in Canada.

The ITMP is Halifax’s game plan for how Halifax can achieve this, and how we can build back better after the public health crisis is over. Our line-up of special guest speakers will introduce elements of the plan, provide an overview of the recommendations, its guiding principles and six strategic themes. We know that if we follow the ITMP’s plan for growth, we can build a better place for everyone, not just tourists.


  • Welcome

    Opening Remarks

  • Tourism Recovery and Framework

    Ross Jefferson, President and CEO of Discover Halifax, provides an overview of the organization's recovery plan.

  • Key Elements of Halifax's ITMP

    Consultant Michele McKenzie will introduce key findings from the ITMP.

  • Roundtable Discussion - ITMP Themes & Projects

    Moderator - Ross Jefferson

    • Build and enhance Halifax's key demand generators - Building places for people, Jennifer Angel
    • Attracting Halifax's highest yield and growth markets - Michele Saran, Tourism Nova Scotia
    • Make it easy to get here and visit - - Marie Manning, Halifax International Airport Authority
    • Be vibrant and alive 365 - Matt Hebb, Music City Strategy
    • Develop responsible tourism - Ryan Murphy, 100 Wild Islands


Fillmore 200x200 2

MP Andy Fillmore

Parliamentary Secretary to the Minister of Infrastructure and Communities

Ross Jefferson Indoor

Ross Jefferson

President & CEO,
Discover Halifax

Savage Mike

Mayor Mike Savage

Halifax Mayor,
Halifax Regional Municipality

Michele Mc Kenzie 600 PX wide

Michele McKenzie

ITMP Project Manager & Consultant
Principal, McKenzie Strategies

Angel Jennifer

Jennifer Angel

President & CEO,
Develop Nova Scotia

Michele Saran TNS

Michele Saran

Chief Executive Officer,
Tourism Nova Scotia

Marie Manning Head Shot Web

Marie Manning

Vice President of Business Development & CCO
Halifax International Airport Authority

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Matt Hebb

VP Government and Global Relations
Dalhousie University

Ryan Murphy Profile Photo

Ryan Murphy

President & Owner,
Murphy's Camping

A community-first approach to tourism

Providing a vision for tourism in Halifax. This plan is how we will all get there, together.

Download the ITMP Summary Report