tianb

Tourism was a talking point for Premier Susan Holt during last week’s State of the Province Address.

The premier spoke directly about tourism’s economic contribution, stating that through the development of a new tourism strategy, the province is targeting a billion dollars of new visitor investment in the next five years.

“We had our best year in tourism ever last year. There is real money and real opportunity in tourism, and we are going to attract it,” said Holt.

More can be found out about the five-year tourism strategy here.

According to the Tourism Industry Association of New Brunswick (TIANB), tourism already contributes significantly to the province’s economy.

“In recent years, visitor spending in New Brunswick has reached approximately $2.5 billion annually and supports more than 40,000 jobs across the province,” said Ginette Doiron, CEO of TIANB.

Doiron stated that the acknowledgement of tourism’s capabilities to contribute to the province’s economic growth shows that the industry is recognized for more than seasonal activities, and the recognition is a breath of fresh air compared to the TIANB’s concerns about budget cuts that took place in 2025.

However, Doiron says challenges still remain, such as navigating labour shortages, rising costs, and infrastructure pressures, all while competing in an ever-evolving global marketplace.

“Last week’s address reinforced something the industry has long known. Tourism matters to New Brunswick’s economy and its communities. Continuing to work together, with a shared focus on sustainable growth and long-term impact, will ensure that tourism remains a strong contributor to the province’s future,” said the CEO.