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Ross Jefferson

Ross Jefferson
President & Chief Executive Officer, Discover Halifax

Discover Halifax President and CEO, Ross Jefferson, issued a public statement regarding draft email that was issued in error.

July 24, 2020 – Halifax: On July 23, 2020, Discover Halifax inadvertently issued a draft email to one of its distribution lists. The contents of the draft suggested that travel restrictions were to be further lifted in Canada which is not accurate. The message was a draft only and issued entirely in error. A correction email immediately followed as soon as the mistake was realized.

There has been some speculation that our organization may have some inside information in this regard. This is not correct. As a non-profit, membership-based organization, Discover Halifax is not privy to upcoming government decisions beyond what the government has stated publicly. Our intention was to be prepared for any upcoming announcements, regardless of the outcome.

I would also like to clarify the position of our organization with respect to opening the tourism economy. We have adopted a community-first approach to safely re-opening our industry and our primary goal is to ensure, that the destination continues to be a safe place. I would encourage anyone interested to review our plan.

I apologize to those leading us in our province through this time. The decisions and timing on how we manage the safety of our citizens while balancing the livelihoods of people who depend on our economy are incredibly difficult decisions.

The leadership demonstrated to date on managing COVID-19 has helped ensure Nova Scotia is one of the safest provinces in the country. This, combined in my opinion, with Nova Scotians trusting in our leaders and following their advice, has helped us get to where we are today. For these reasons, I am deeply sorry that we may have unintentionally contributed to unnecessary confusion on this subject.

I regret deeply our error and the difficulties this has subsequently caused and I trust that Nova Scotians can continue to support the decision our leaders today are making to balance both the safety and livelihoods of our citizens in these difficult times.

For these reasons, I am deeply sorry that we may have unintentionally contributed to unnecessary confusion on this subject. We ask for and appreciate your understanding.


Ross Jefferson, President and CEO
Discover Halifax