A strong 2023 season has tourism operators in southwestern Nova Scotia optimistic for 2024.
Not only will the region be hosting the World Acadian Congress (Congrès mondial acadien, CMA 2024) in August, but the Digby Wharf Rat Rally is celebrating a 20-year milestone this year.
“We are very excited about the World Acadian Congress and have already started to see large bookings of groups that want to experience the Digby area while they are in between celebrating," says Doug Ralph, tourism development officer for the Digby Area Tourism Association. (DATA).
CMA 2024 is a massive event says Neil MacKenzie, CEO of the Yarmouth & Acadian Shores Tourism Association (YASTA).
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"CMA 2024 will undoubtedly bring thousands of visitors. We can't wait to welcome them. We are seeing indicators of substantial visitation numbers this summer and anticipate an increase in room nights, occupancy, and revenue in the region in August,” says MacKenzie.
“The event team and YASTA have been working together to ensure businesses are aware of and ready for the event. We know accommodations will see more demand. We want to make sure other operators like restaurants and attractions know there could be an increase for them and to plan accordingly.”
The congress will impact the entire province with up to 40 per cent of the 100,000 anticipated visitors seeing Nova Scotia for the first time, says Stephanie Miller Vincent, coordinator for the South Shore Tourism Cooperative (SSTC).
Last season
While the wildfires in May and June 2023 in Barrington and Tantallon affected occupancy along the South Shore last year, South Shore accommodations saw an overall 14 per cent increase in room nights when compared to pre-pandemic numbers, with particularly strong growth in the months outside of summer months, says Miller Vincent. “That's always been the overall goal, to spread the word that the South Shore is open for visitors year-round.”
MacKenzie says YASTA had an excellent season in 2023, but it didn't come without challenges.
“Last year's Barrington forest fire caused massive damage and hardship for the residents of Barrington and Shelburne. The enormous fire also impacted many people in western Nova Scotia and the province. Unprecedented rain and Hurricane Lee also caused travel cancellations and disruptions," he says.
"These events certainly impacted travel, but our region still saw healthy visitation. Local accommodations in Yarmouth & Acadian Shores sold 82,000 room nights in 2023," says MacKenzie, citing Tourism Nova Scotia numbers. "We have only had one year with more significant numbers – 2022 when 86,000 room nights were sold in Yarmouth & Acadian Shores. Before that our biggest year was 2018 with 73,000.
"We also had an excellent November in 2023, with many folks traveling to our community for Nova Scotia Music Week. The last two years have been our best, travel has resumed, and we've been able to host some large events and build momentum.”
Ralph says while the wildfires and flooding didn’t directly affect the Digby area, because of the news headlines they gave some travelers pause. “That being said, Tourism Nova Scotia just released their numbers for last year, and visitation is up. Digby was part of the region with the largest amount of growth."
By sea
MacKenzie notes the Maine-Nova Scotia ferry is essential for the regional tourism economy.
“There has been a 6.2 per cent increase in visitors on The CAT. Bay Ferries has been selling tickets since last November and is working hard to continue to build the service. As a destination, we partner closely with Bay Ferries to promote the region," he says. "The ferry provides Yarmouth & Acadian Shores and the province with a direct route to an incredibly lucrative tourism market in the Northeast U.S., representing so much potential business for Nova Scotia tourism operators.”
MacKenzie says according to statistics from a 2022-2023 N.S. visitor exit survey, Maine-N.S. ferry passengers spent 40 per cent more than overall visitors to Nova Scotia, spending $2,541 per party. Maine-Nova Scotia ferry passengers stay 27 per cent longer in the province than overall visitors. Almost 60 per cent are first-time visitors.
“Having The CAT ferry run always has a positive effect on how many people we see in our area,” adds Ralph. “That entryway into the province is very important for all of southwest Nova Scotia.”
Last year ferry, which docks in Yarmouth, carried 38,399 passengers – an increase of 2,248 passengers over the 2022 season, which was the ferry’s first year of operation following a three-year hiatus due to COVID and construction at the Bar Harbor terminal. The wildfires, flooding, and post-tropical storms in 2023 did impact numbers due to ticket cancellations.
The CAT's season has been extended this year by a week on each end. The season begins May 17. Last season it started May 25. It runs to Oct. 15, whereas last year it ended on Oct. 9.
The ferry has also extended its daily round-trip crossings. The ferry will sail daily from June. 20 to Sept. 16 in 2024, compared to June 29 to Sept. 4 in 2023. On both ends of that schedule, the ferry will operate five days a week.
The CAT isn’t the only marine link supporting southwestern Nova Scotia. Ralph says the Fundy Rose sailing between Digby, N.S. and Saint John, N.B. is very important.
"Not only for bringing over visitors, but it is also very vital to the fishing industry, which is very intertwined with everything we do,” says Ralph.
Then there’s cruise ships which have been making Shelburne and Yarmouth regular ports of call.
“YASTA continues to work hard with the Atlantic Canada Cruise Association (ACCA) to build additional marine tourism visitation. We have one scheduled visit this October and are seeing more interest for 2025, which is promising," MacKenzie says. "It's a slow build, but I am hopeful we will see more cruise ship visits. It would be great to see a long-term strategy that includes an infrastructure plan to position the Port of Yarmouth as a cruise ship destination. The cruise market is a massive opportunity for our region and one I hope we can develop."
Staffing challenges
The tourism industry has had staffing problems since the pandemic, notes Ralph. “Recently we attended the Nova Scotia Works job fair in Digby. It was very well attended. Hopefully, that’s a sign that staffing will not be a big issue this coming season.”
MacKenzie says while there are staffing-related issues, businesses are slowly starting to fill needed positions. “Our tourism operators will deliver as they usually do. I know they are doing their very best.”
Miller Vincent expects labour challenges will continue in 2024 and beyond.
Also, says Ralph, “One of the big challenges that lies ahead for the Digby area ... is finding the next generation of tourism operators to carry on legacy businesses and to start new exciting experiences."
Tourism growth
MacKenzie says Nova Scotia and Canada continue to have a recognizable brand in the U.S. but there is still work needed to raise awareness, especially when competing with worldwide destinations. He calls it "a constant effort" by YASTA and its key partners – Tourism Nova Scotia, Bay Ferries, local municipal councils and accommodations.
Being the Scallop Capital of the World, "and having arguably the best whale watching in all of Nova Scotia," Ralph says the Digby region has built attractions that keep bringing people back. “With the year-round opening of Brier Island Lodge and the Digby Pines, we’re giving more people opportunities to experience the Digby area every month of the year. We’re also starting to see more and more year-round entertainment throughout the region.”
In Digby County, the Lobster Bash (July 5 to 7), Digby Scallop Days (Aug. 8 to 11), the 131st Bear River Cherry Carnival (July 27), and the Wharf Rat Rally (Aug. 29 to Sept. 1), will be drawing cards for visitors.
Add to this, says Miller Vincent, “Sporting events such as the ROCKWOOL Canada Sail Grand Prix in Halifax in June (that) will not only attract visitors to Halifax but to the entire province and at the end of December the Canadian Mixed Doubles Curling Trials will be played at Queens Place Emera Centre in Liverpool. We're looking forward to a great 2024."
Nova Scotia welcomed 2.2 million visitors in 2023, an increase of 14 per cent compared to the previous year’s 1.9 million.
“Let's hope the weather cooperates and we avoid facing the significant challenges we had last year," says MacKenzie. "If things go as planned, we should have a fantastic year."
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