Nova Scotia has a comprehensive system for collecting and reporting tourism statistics. The Province of Nova Scotia began collecting statistics on tourism activity in 1922. Over the years, research methods have progressed and improved. Much of the success of the department’s research program results from the cooperation and participation of industry partners in data collection and information sharing. Today, Nova Scotia’s system serves as a model for other Canadian jurisdictions in terms of industry cooperation, coverage and reporting capability.

Nova Scotia’s tourism industry provides a range of appealing opportunities for new investment. The Department of Economic and Rural Development and Tourism invests in research to help make informed tourism investment decisions. One of the roles of the Research Section is to provide insights to increase the competitive advantage of Nova Scotia’s tourism industry. We have a wide range of resources to help you determine which opportunities are best for you.

The Research Section has much of the information you require to plan along with insights that will strengthen your tourism business or organization. We can help provide answers to the following questions:

What if I am interested in a specific type of traveller? top

The department conducted field research for the 2010 Visitor Exit Survey, which will provide in-depth profiles of travellers by: mode of travel, geographic market and trip purpose. Once the data is analyzed, customized profiles will be available regarding visitors who participated in specific activities or used a particular type of accommodation. Quarterly reports from the 2010 study are available along with the 2004 report.

We are a funding partner on the Travel Activites and Motivations Survey. This study reports on the size, characteristics, and behaviour of visitors in specific niche markets in North America. A variety of reports, are available and provide information on everything from culture enthusiasts to golfers.

The department has produced a series of research bulletins examining emerging market and product opportunities to grow tourism. These 10 bulletins feature the most promising opportunities.

How important is tourism to the province? top

The Tourism Industry Facts brochure outlines the importance of the tourism industry to Nova Scotia. This publication highlights tourism industry revenues, expenditure breakdowns, accommodation statistics and other key facts. More detailed information on the importance of tourism is available through the department’s website.

How important is tourism to my community? top

Due in large part to the support of industry partners, the department is able to compile many statistics to help you understand tourism in your local area.

In addition to reporting monthly room-nights sold by tourism region, the department can produce customized occupancy reports for tourism associations, counties and most communities.

Detailed route and community information was captured in the 2004 Visitor Exit Survey. As a result, non-resident visitation measures are available for approximately 80 communities throughout the province. This survey also asks about awareness of specific destinations and their importance to visitors.

Tourism plays a key role in Nova Scotia’s economy. In 2008, tourism generated $1.82 billion in revenues, contributed $646 million to GDP and supported 31,700 direct and spinoff jobs. Despite its significance, tourism is not measured by traditional economic systems. Due to tourism’s unique nature, a specialized model is required. The newly revised Tourism Economic Impact Model (TEIM) respects economic principles, incorporates high quality data from respected sources (i.e. Statistics Canada and Nova Scotia Department of Finance), and adheres to international tourism standards and definitions.

Other measures that are available to help gauge tourism activity in a specific area include attendance at selected museums and attractions and number of visitors counselled at the eight provincial Visitor Information Centres and over 50 local Visitor Information Centres. If your area of interest is near a provincial entry point, visitor entry statistics may be useful.

Research staff members are available to discuss research requirements with communities, and to present research findings in person.

I am thinking about opening an accommodation. How much business can I expect? top

Thanks to the cooperation of the roughly 1,100 fixed-roof accommodation operators in Nova Scotia, the Research section has a wealth of accommodation supply-and-demand data. Prospective investors can request a customized occupancy report for specific businesses. Investors can request analyses based on geography, property type or star rating. The properties can even be hand-picked. The confidentiality of participating properties will be protected by ensuring that at least six properties are included and that no single property can account for more than 30 percent of the group’s inventory.

More than 150 campground operators in Nova Scotia provide the department with a wealth of supply and demand data. Occupancy reports, like those for the fixed-roof sector, can also be produced for the campgrounds in the province.

How does my business compare to others in my tourism region? ... in the province? top

The department produces detailed and timely reports on travel activity each month. Measures of monthly visitor entries, room nights sold, site-nights sold, attraction attendance and many other indicators will help you gauge where you stand.

How do I measure the impact of my festival? top

Guidelines for Measuring the Tourism Economic Impact of Festivals and Events was developed to help festival organizers gather the information needed to estimate the tourism-related economic impacts. This tool was developed with the support of the Nova Scotia Department of Tourism, Culture and Heritage to enable organizers to produce more credible and consistent estimates of their tourism economic impact.

What is the outlook for tourism? top

The department subscribes to the Canadian Tourism Research Institute (CTRI). One of the services they provide is a three-year forecast for tourism in Nova Scotia. This work is based primarily on economic factors and generates forecasts for visitation and revenues. The most influential factors for tourism are also discussed.

The department tracks travel intentions for the current year through its online survey of website visitors.

Monthly updates of Check In enquiries, Check In reservations and novascotia.com visits and downloads are indications of interest by prospective visitors to Nova Scotia.

Seasonal air capacity reports track expected changes in the number of airline seats available into Nova Scotia from Canada, the United States and overseas.

Who visits Nova Scotia? top

The department carefully tracks visitation to the province on an on-going basis. Through a province-wide system, we are able to estimate the volume of overnight visitors by origin, type of transportation and entry point for each month. The Department’s 2004 Visitor Exit Survey will provide you with a detailed profile of non-resident visitors to Nova Scotia. The 2004 survey collected information on visitor characteristics, spending and activities. Statistics Canada’s Travel Survey of Residents of Canada allows us to profile travel by Nova Scotians within Nova Scotia. This data provides an overview of the resident travel market.