NOVA SCOTIA TARGETING CHINESE VISITORS

Posted on 05/03/2016 | About Nova Scotia

Last year China was one of the top visiting nations to Canada and Nova Scotia wants to tap into those tourism revenues. For the first time the Maritime province will be marketing directly to the communist country that generated $1 billion in tourist revenue in Canada in 2014.

Over 83 million Chinese tourists travel each year, and some estimates suggest that the market for Canada could be up to 7.2 million. About 454,000 visited Canada in 2014 supporting about 7,200 jobs. Tourism Nova Scotia plans to double the tourism economy from $2 billion to $4 billion by 2024 and they see the potential in a market where the strength of the Chinese yuan makes Canada a destination that offers value.

"China is a tremendous opportunity," Martha Stevens, acting CEO and director of marketing with Tourism Nova Scotia, told CBC Radio's Information Morning. "In fact, Destination Canada — which is the national marketing organization — has been actively promoting Canada in China since 2010 and has had double-digit growth year over year." Stevens said, "Our job now is to get Nova Scotia on that map." To do that they will highlight the coast and seafood and Cape Breton’s booming golf industry.

“The ability to have an open coastline, and a coastline that you can access by walking down to the beach or taking a whale watching adventure,” said Stevens, “that is what was resonating with the Chinese traveller, and our province has that in abundance.” Stevens said that although Chinese travellers expect five star accommodations, it is an opportunity for Nova Scotia to "up our game."