New Brunswick has a new roadmap for growing tourism, and it comes with a big price tag attached to its ambitions. Here’s what’s behind the plan.
1. The goal is a $1-billion jump in revenue
The strategy aims to increase annual tourism revenues by $1 billion, reaching $3.7 billion within five years. Tourism currently generates $2.7 billion annually for the province and supports over 10,000 jobs, so this is a major push to grow the industry’s footprint.
2. It was shaped by thousands of New Brunswickers
This wasn’t drafted behind closed doors. The plan was developed through public consultation, which included more than 8,600 survey responses and regional sessions with Indigenous communities, industry partners and operators. Feedback was also combined with visitor brand research and broader market trends to build a strategy meant to guide growth going forward.
3. There are 10 core priorities
The strategy is built around ten pillars, ranging from defining and celebrating what makes New Brunswick distinct to embedding tourism into broader economic development. Broadly, it focuses on showcasing all seasons and regions of the province, promoting outdoor adventures, celebrating Acadian and Indigenous cultures, supporting wellness, and bringing more events to more communities.
4. It has its eyes on Quebec, Ontario, and the U.S.
Growth isn’t just about attracting more visitors overall — it’s targeted. Among the priorities are plans to expand markets in Quebec, Ontario and the United States, positioning these regions as key sources of future visitors.
5. “Regenerative” tourism is a core theme
Rather than just chasing visitor numbers, the strategy leans on sustainability language. Officials say the goal is to cultivate an energized, innovative industry that embeds regenerative practices, leaving communities, cultures, and ecosystems better off — not just growth for growth’s sake, but growth meant to benefit the province long-term.
