New plan adds regional focuses, community voices to the tourism vision

Discover Halifax is proud to launch an updated Integrated Tourism Master Plan 2030 (ITMP 2030), a road map for the future of tourism growth in the Halifax Regional Municipality (HRM) that includes regional focuses and community-driven priorities.

Ensuring tourism isn’t treated in isolation, but as opportunity for the entire municipality, the ITMP 2030 reflects where we want to go as a destination, and how we will get there.

The plan outlines 27 strategic initiatives to support the sustainable growth of tourism. A new addition to the ITMP 2030 is the introduction of regional tourism plans, which recognize the diversity of Halifax’s communities and ensure the benefits of tourism are more broadly distributed across the municipality.

“Tourism is a cornerstone of our economy and a driver of growth across the Halifax region. It supports jobs and businesses, and helps us tell the stories of our communities on a global stage,” said Ross Jefferson, President and CEO of Discover Halifax. “Working together with our partners, businesses, and residents, we will create a thriving and sustainable industry, and continue to grow the social and economic benefits of tourism to enhance quality of life for residents, and create a more vibrant experience for visitors across HRM.”

The plan highlights opportunities to attract new visitors, enhance infrastructure, and strengthen Halifax’s reputation as a world-class destination. It also emphasizes the need for responsible tourism practices that protect the natural environment and contribute to community well-being.

The plan was shaped through extensive consultation and engagement with community leaders, businesses, residents, and industry experts, and like its predecessor, will be as a living document, evolving alongside the needs of HRM communities.

Click here to read more about the themes, plans, and initiatives that make up the ITMP 2030.

ITMP 2030 was developed under the leadership of Discover Halifax, with oversight from its Board of Directors, an Advisory Committee of community leaders, and HRM staff.

-30-