Unpacking the Integrated Tourism Master Plan 2030
Tourism is a big part of life in Halifax, supporting businesses, jobs, and investments to the area. It also gives visitors a chance to experience everything that makes the region special.
Halifax Regional Municipality (HRM) is made up of several unique areas like Downtown Halifax, Dartmouth, Bedford/Sackville, the Eastern Shore, and Peggy’s Cove to name a few, each with its own personality, charm, and local experiences.
In 2024, Nova Scotia saw a slight dip in visitor numbers, with around two million people coming to the province, which was down 2% from 2023, and 12% lower than in 2019. Still, those who did visit spent more, pushing tourism revenue up by 10% to $3.5 billion.
To help Halifax bounce back and keep growing as a top destination, Discover Halifax, the non-profit organization behind the region’s tourism efforts, has come up with a set of new ideas and recommendations.
Their plan aims to bring more people to the area and make sure tourism continues to benefit everyone who lives and visits here through a comprehensive investment roadmap for HRM.
The Integrated Tourism Master Plan (ITMP) 2030, which is built off the original 2019 plan, aims to create a roadmap for future tourism growth by encouraging collaboration between stakeholders, decision-makers, and the community to highlight what’s needed, what’s working, and what’s not working in each of the distinct areas in HRM.
The preliminary ‘What We Heard’ report bundles the feedback it received from tourism-based industries into 7 key themes, one of which are required Policy Changes. While the final report is set be published in the coming months, the potential policy changes listed in the preliminary report suggest that the current regulatory landscape in Halifax presents several challenges that hinder the growth and sustainability of its tourism sector such as:
- Outdated liquor laws that complicate the organization of all-ages events and suffer from inconsistent enforcement.
- Short-term rental regulations are viewed as overly restrictive, particularly in rural and suburban areas, limiting economic opportunities despite the acknowledged housing crisis.
- There is a shortage of accommodations outside the downtown core, highlighting the need for broader geographic tourism development.
- Outdated transportation regulations, particularly under the Motor Carrier Act, limits the potential expansion of ground transport services.
- A need for a neutral advocacy body.
These policy changes, along with the other major recommendations in the report, are not meant to happen all at once. Instead, the recommendations in this report are meant to be a practical guide that decision-makers can turn to when they’re looking for ways to support and grow Halifax’s tourism sector. It’s about breaking down barriers, helping local businesses thrive, and making the city a more welcoming place for visitors.
Just like the Ivany Report helped set a clear direction for Nova Scotia’s future and got people moving in the same direction, the Integrated Tourism Master Plan (ITMP) 2030 can perhaps do the same for tourism in HRM. It lays out a shared vision and real, actionable ideas that can help drive progress over time. If we use it well, the ITMP could ideally spark the same kind of momentum and help shape the Halifax tourism industry for future decades.
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