Inside the four-season transformation of tourism in rural Nova Scotia
Cover Image: The Sunroom Restaurant & Inn courtesy of Menna Riley.
There’s a quiet revolution underway in rural Nova Scotia. From the Cabot Trail to Chester, small communities are reshaping how we think about tourism and travel. It’s not just about rustic charm anymore (though there’s plenty of that). With year-round experiences, creative entrepreneurs, and serious investment in infrastructure, rural tourism is proving to be a powerful engine for economic development in Nova Scotia.
Coastal getaways, year-round
Perched on the edge of the Cabot Trail, Cape Smokey is evolving into Atlantic Canada’s first four-season coastal mountain destination. Martin Kejval, Chief Executive Officer at Cape Smokey, points out that the location was once a volunteer-run ski hill that grew with the help of loyal regulars and lots of community support. “Cape Smokey has always had deep local roots,” says Kejval. “It originally opened decades ago as a small ski hill and was most recently run by local community members who kept it going with a lot of heart and dedication.”
In 2019, that legacy met a new long-term vision and redevelopment plan that honours the past while building toward the future. “We’re still growing and still learning, but what hasn’t changed is the sense of place,” says Kejval. “The mountain, the ocean, the community—they’re still at the centre of everything we do.”
Their new vision included gondolas with panoramic ocean views, modern snowmaking, mountain biking, and guided hikes in the off-season. “We’re still growing into our four-season potential,” Kejval says. “But every year, more people are discovering that Cape Smokey isn’t just a winter destination—it’s a place to return to, season after season.”
Did You Know…?
Halifax always has something going on, but between April to November it its primary tourism season.
About four hours southwest, the seaside village of Chester is seeing a rural renaissance of its own, complete with creative cuisine, spa getaways, a vibrant arts scene, and boutique hotels like The Sunroom Restaurant & Inn. “We are proud to be entering our fourth season in the lovely seaside Village of Chester,” says owner Dean Leland.
Chester maintains a balance of old-world appeal and modern experience. “Its seaside beauty, lovely shops, inns, and restaurants, along with the world-renowned Chester Race Week, make Chester the ideal getaway,” says Leland. “Its proximity to Halifax and other Maritime cities also help to make Chester a sought-after destination, year-round.”
At the Sunroom, a new chef is taking the helm, bringing west coast culinary training and a deep appreciation for coastal ingredients to Nova Scotia’s South Shore. “We look forward to his innovative approach and passion with each dish,” says Leland, whose team is doubling down on hospitality as their differentiator. “Our priority remains to offer a leading dining and accommodation operation in Chester with excellent food, amazing service, and beautiful comfy beds.”
Opportunities and obstacles
Of course, rural growth doesn’t come without challenges. Staffing is a persistent puzzle, especially outside urban cores. “Operating outside of the core of HRM does present challenges, most specifically with available labour,” says Leland. “We have to get very innovative with that part of our business as well.”
Kejval at Cape Smokey echoes the sentiment, pointing to broader infrastructure needs in rural regions. “In remote areas, things like housing, transportation, and staffing can be tough,” he says. “Internet access, infrastructure, and year-round economic activity all take work to build and maintain.”
Still, for both operators, these challenges aren’t deterrents—they’re part of the journey. “We believe Cape Smokey, and rural Nova Scotia more broadly, can offer something truly meaningful to today’s traveller,” says Kejval. “Our job is to keep improving, keep collaborating, and make sure we’re creating something that benefits not just visitors, but the local community too.”
Road trips with returns
Operators like Kejval have noticed the appetite for rural tourism has grown significantly in recent years. “More and more, people are looking to get off the beaten path—not just to relax, but to connect with places that feel real,” he says. “They want authentic, genuine experiences—the kind you can’t manufacture. That’s a big shift, and it’s created exciting new opportunities for communities like ours.”
According to the Tourism Industry Association of Nova Scotia (TIANS), rural tourism is more than a travel trend—it’s a key economic driver. “Over the past number of years, many rural Nova Scotia communities have become important tourism destinations,” says TIANS President Darlene Grant Fiander. “Significant investments have been made to transform rural economies.”
The returns on these investments are revitalizing main streets across the province. “This results in increased employment and renewed infrastructure that benefits residents, as well as visitors,” says Grant Fiander. “Tourism has the highest multiplier effect in the economy—for every $1 invested, $3.2 is generated on Mainstreet.”
Beyond its economic impact, rural tourism contributes to community identity and cultural preservation. “Tourism in rural communities is transformative,” says Grant Fiander. “It plays an important role in preserving heritage structures and celebrates our diverse culture and environmental stewardship.”
With global travellers seeking immersive experiences in natural settings, rural Nova Scotia has a clear edge. But to maintain that edge, Grant Fiander stresses the need for continued focus on talent, season extension, and leveraging sporting and global events.
Big picture, small communities
The ripple effects of rural tourism are being felt across HRM, where many rural communities sit within reach of the urban core. “Rural tourism is at the heart of our value proposition for out-of-region visitors,” says Ross Jefferson, President and CEO of Discover Halifax. “While access to urban amenities provides comfort and convenience, it’s the easy reach to open spaces and vibrant rural communities that truly inspires international travelers.”
This urban-rural proximity is now one of Halifax’s key competitive advantages. “This unique blend allows visitors to spend more of their time in Nova Scotia within the Halifax Regional Municipality,” says Jefferson. “And with the continued growth in sophistication and diversity of our rural offerings, it’s become a clear competitive advantage for our destination.”
Supporting those offerings is a major focus for Halifax Partnership, which is working with rural communities and partners to develop year-round tourism and employment opportunities. . “Strengthening our relationships with rural communities and businesses in HRM is enabling greater collaboration and support to drive community-led, sustainable economic growth,” says Lindsay Morley, Rural Account Executive, SmartBusiness Program.
Tourism has been a powerful force in Halifax’s economy, with strong numbers to back it up. In 2024, there were 1.9 million nights sold, with visitors spending an estimated $1.4 billion. In addition, approximately 35,000 people work in tourism at more than 4,000 businesses throughout Halifax.
Collaboration, community, and coastlines
As Nova Scotia leans into its rural potential, the path forward is being shaped by community. “Cape Smokey is a platform, not a spotlight,” says Kejval. “We’re proud to be part of a growing business ecosystem that’s full of passion, creativity, and local pride.”
That philosophy drives their plans for growth, from real estate opportunities to workforce housing. “We’re in a long-term growth phase, and we’re committed to doing it right—with care, vision, and respect for the community and landscape,” says Kejval. “That means expanding our trail network, adding accommodations, and building out infrastructure for events, festivals, and sustainability. We’re also addressing essential needs like workforce housing, so we can support year-round operations and create stability for the people who help make this place what it is.”
The Sunroom’s approach is similarly grounded, guest-first, and forward-looking. “Our priority remains to offer a leading dining and accommodation operation in Chester,” says Leland. “Rural tourism is on the upswing, and local entrepreneurs and communities are leading the way with innovative hospitality options.”
Kejval agrees that rural tourism is a team effort. “The real magic comes from the people—the local café owner who puts everything into their business, the guide who knows the land inside and out, and the artists and entrepreneurs who stay year-round because they see a future here,” he says. “At the end of the day, our goal is simple: to help Cape Smokey thrive—not just as a destination, but as a pillar of long-term growth and opportunity for the entire region.”
