Empowering the Eastern Shore to drive sustainable tourism and economic growth
Image Credit: Ryan Williams/Unbound Media
The Eastern Shore of Halifax Regional Municipality (HRM) is rich in natural beauty and cultural heritage. Located only 45 minutes from the downtown core, this coastal community is known for its historic attractions, protected 100 Wild Islands coastal wilderness area, and long white sand beaches.
As a tourism destination, the Eastern Shore remains a largely underdeveloped, undiscovered gem within HRM, with less than 1% of the provincial total number of room nights sold. The region faces several challenges in capitalizing on growing global demand for sustainable and experience-based travel, including seasonal employment gaps and a lack of coordinated economic development and marketing efforts.
These obstacles have hindered the growth of its tourism sector, leaving much of its potential untapped. Recognizing these challenges as opportunities, a new community-led sustainable tourism initiative aims to help better position the Eastern Shore as a vibrant, destination for visitors seeking experiences and adventures rooted in the natural beauty and rural charm of the area
“The sustainable tourism initiative is not only about tourism—it’s about building community capacity, resilience, and collaboration, and driving economic growth that will have long-term positive impacts and create more employment opportunities for the region,” said Lindsay Morley, Rural SmartBusiness Account Executive at Halifax Partnership, who supports business development and growth in rural HRM.
Community-led, community-focused
At the heart of the initiative is the establishment of the Eastern Shore Community Tourism Team, representing various communities in the area, who will ensure that efforts are community-led and inclusive, grounded in local knowledge and experience, and responsive to each area’s unique strengths and needs.
The team will be supported by a steering committee comprised of representatives from Halifax Partnership, Discover Halifax, Tourism Nova Scotia, CBDC Blue Water, and the Nova Scotia Department of Labour, Skills, and Immigration.
Foundations for success
A key part of the initiative is building the skills, knowledge and capacity required to develop the region’s tourism industry long-term. The community tourism team and its partners are developing and delivering workshops tailored to the needs of Eastern Shore residents, covering essential business skills, tourism trends, customer service, digital marketing, and funding opportunities. They are also focused on developing effective strategies to attract and retain workers to help address the region’s longstanding seasonal employment challenges and support year-round economic development.
By building community capacity, fostering collaboration, and embracing the region’s natural and cultural assets, the sustainable tourism initiative lays the groundwork for long-term prosperity on the Eastern Shore. With a shared vision and commitment from community members, businesses, and partners, the region is poised to grow a tourism economy that is resilient, inclusive, and uniquely its own, creating lasting and shared benefits for generations to come.
