Tourism Industry Association of Nova Scotia (TIANS)

Crunch!

That’s the sound of the economic slowdown taking a collective bite out of the tourism industry. As in other sectors, though, tourism operators are using the opportunity to re-invent themselves.

Hotels, restaurants and shops all over Nova Scotia are busy re-jigging, revamping and reworking their wares to broaden their reach. Traffic from the United States may be down three per cent from last year (as of July), but that’s just making operators think more creatively.

“It’s definitely been a challenging time for people, trying not to put all of their eggs in one basket,” says Danny Morton, manager of White Point Beach Resort near Liverpool. In bygone days, the picturesque cottage-style facility operated as a traditional summer resort but the owners winterized it in the early 1980s so it could stay open year-round. These days, that’s practically a necessity.

And that’s not the only change. When Morton joined the company in 1982, White Point consisted of about 75 rooms. That has ballooned to 160. Conference and meeting rooms are continually getting jazzed up to attract more conventions and family reunions, and the resort is always trying to improve its offerings. There are now two sommeliers on staff, offering a great selection of Nova Scotian wines, and an extensive menu featuring regional cuisine.

Guests can enjoy the monthly harvest special – part of the huge upswing in food-related travel – or listen to a local fisherman sharing the stories about his catch around the campfire. There are star-gazing programs, guided bird tours and even an on-site surf shop, part of the seaside resort’s value-added experience.

Then there are the famous rabbits that frolic freely around the grounds.

“They’ve sold me more rooms than anything else, I think,” says Morton, who adds that one guest’s young daughter even chose the bunnies over Disney World. (Morton also serves as chairman of the Tourism Industry Association of Nova Scotia.)

Halifax is also an important part of White Point’s market, which is why you’ll see targeted banner ads in The Chronicle Herald touting breaks for Mom or the perfect R’n’R getaway. Morton notes that Halifax itself has had a few challenges, but events like the Paul McCartney concert and the tall-ships festival made for a better July than expected.

TIANS president Darlene Grant Fiander says members are starting to see different booking patterns in the current economic climate. Travellers are doing more of the research themselves, some are booking closer to departure dates and overall, there’s been a big increase in experiential tours. People want to really explore the province in-depth now, she says, seeking adventures like kayaking and whale watching and immersing themselves in the culture.

They’re taking more of an interest in history, soaking up the lore surrounding some of North America’s oldest communities here in Nova Scotia.

“More flights into Halifax have made travel easier but surveys show accessibility by air, road and rail remains a barrier to visiting this province,” Grant Fiander says. To combat that and the overall dip in tourism, operators are adjusting their campaigns to remind close neighbours why they should come here.

Although the regional market is strong, Grant Fiander says it’s important to invest in new markets to ensure customers keep arriving. Overseas visitors have great potential, for instance, as they tend to stay longer and spend more money.

Right now, TIANS members are gearing up for the largest public-private tourism conference in Canada. That event will be held in Halifax in early December. Last year, tourism generated $1.3 billion in revenue for the province of Nova Scotia.

Tourism also employs 40,000 Nova Scotians.
Nova Scotia is renowned for its natural beauty, friendly people and rich maritime origins. Grant Fiander wants to remind operators that visitors form impressions based on their entire experience, from booking their trip to the time they leave. From the quality and value of products purchased to the interactions with people, it all adds up to create the overall tourist experience.

“So it’s really about connecting with people and in order to do that, you’re sharing a bit of yourself and they’re sharing a bit of themselves as well as they come here to explore the region or come for business, and then they’re left with the feeling of ‘I’ve got to go back there’.”