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The global day of observance raises awareness of tourism’s social, cultural, political and economic value.

September 24, 2021 – Halifax, Nova Scotia: Destinations around the globe will mark World Tourism Day on September 27. The annual celebration is an initiative led by the United Nation’s World Tourism Organization to raise awareness of tourism’s social, cultural, political and economic value.

In the Halifax region, the tourism industry is a vitally important economic and social driver. As the destination marketing organization for Halifax, Discover Halifax works to attract leisure and business travellers to our region. Before the COVID-19 pandemic, leisure and business visitors were spending $1.3 billion annually during their time in the region—infusing resources back into our economy. Tourism also helps create meaningful employment opportunities for citizens—more than 4,000 businesses in the tourism industry employ nearly 34,000 people right here in the Halifax region.

“We observe World Tourism Day on September 27 because we believe it’s important to highlight the economic and social impact tourism creates in our region,” says Ross Jefferson, President and CEO, Discover Halifax. “Tourism boosts the revenue of the economy, creates thousands of jobs, and helps to develop infrastructure and experiences shared by both visitors and citizens. Tourism also plants a sense of cultural exchange between citizens and visitors.”

Even despite the COVID-19 pandemic’s devastating impact on the tourism industry, it remains one of the fastest-growing industries globally, bringing prosperity and opportunities to prepared communities. The Halifax region is well-positioned for recovery and growth with its Integrated Tourism Master Plan (ITMP).

Launched in early 2021, the ITMP was developed to drive and prioritize the efforts and investments to recover sustainable economic growth from the region's tourism economy.

“Smart communities understand that an unforgettable experience as a visitor is the best way to attract the finest talent, a future neighbour, colleague or friend. But we must take a collective approach to create meaningful impact that benefits everyone. Success will depend on the alignment of our tourism industry leaders, government, and community,” says Jefferson.

Quick facts:

  • World Tourism Day is held annually on September 27. It’s a global day of observance to raise awareness of tourism’s social, cultural, political and economic value.
  • Before the COVID-19 pandemic, leisure and business travellers spent $1.3 billion annually in Halifax.
  • More than 4,000 businesses employ approximately 34,000 people in the tourism industry in Halifax.
  • Halifax’s Integrated Tourism Master Plan was developed to drive and prioritize the efforts and investments to recover sustainable economic growth from the region's tourism economy.

About Discover Halifax

Discover Halifax is a non-profit, membership-based marketing and sales organization in partnership with the Halifax regional government, the Hotel Association of Nova Scotia and participating industry members. Since its inception in 2002, Discover Halifax’s goal has been to promote Halifax as a destination of choice for leisure and business travellers. Halifax typically welcomes 5.3 million overnight stays each year, who spend $1.3 billion. Halifax alone represents over 54% of all visitation to Nova Scotia, and 34,000 people are employed in the tourism industry.

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Media contact:

Fallon Bourgeois

Director, Communications

Discover Halifax

fbourgeois@discoverhalifaxns.com