Author:
Ross Jefferson
President and CEO, Discover Halifax
LinkedIn
As we turn the page into a new year, I want to start by recognizing what we’ve accomplished together, and why I’m optimistic about what’s ahead for the Halifax Regional Municipality.
Over the past few years, our destination has established itself as one of the fastest and strongest growing tourism markets in the country. The momentum we’ve built is real, measurable, and the direct result of the collective effort of our members and partners.
One of the best indicators of that strength is hotel rooms sold, our proxy for overall visitation, which is up nearly 15 per cent since 2019, and finished 2025 up 2.5 per cent year-over-year. Those aren’t just statistics. They reflect the fact that more people choosing to visit, staying longer, exploring more, and returning home as ambassadors for our community.
That demand has been matched by confidence from the private sector. Since 2019, we’ve seen five new hotels built in HRM, alongside a steady wave of new experiences, restaurants, and tourism businesses. This kind of sustained investment signals a destination that’s not only growing, but also evolving, diversifying, and improving the visitor experience across seasons and segments.
We’ve reached important milestones, issuing the Final Report on the first Halifax Regional Integrated Tourism Master Plan (ITMP). Alongside our partners, the ITMP helped advance major investments in key assets like Peggy’s Cove and Georges Island, ensuring these iconic places are supported in ways that protect what makes them special, while strengthening the visitor experience. And following months of jurisdictional research, focus groups, and community consultation, we are proud to have issued its successor, the ITMP 2030.
We have expanded our capacity to lead and collaborate, staffing up our two newest departments, Destination Development and Festivals and Events, which are both are designed to help us build a stronger, more resilient visitor economy.
Looking forward, the outlook remains bright. We have expanded and sharpened our marketing with new campaigns in major Canadian cities and select international destinations, bringing fresh energy and broader reach to how we tell our story. Business events continue to be an engine of growth, and we are proud to be coming off our highest year of production to date.
And at the same time, digital interest in our destination keeps climbing. Website traffic from our key markets is up over 30 per cent year-over-year, reinforcing our belief that awareness and intent are rising, and that our collective efforts are converting attention into action.
None of this happens in isolation. The progress we celebrate, and the opportunities ahead of us, are only possible because of the extraordinary network that powers this industry.
To our members - thank you for your partnership, your ambition, and the remarkable products and experiences you deliver every day. You are the reason visitors fall in love with this place, and the reason we’re so confident about the future we’re building together.