The Current Market for Tourism in Nova Scotia
Nova Scotia Tourism Statistics
In 2023, Nova Scotia welcomed 2.2 million visitors, an increase of 14% (or 266,000 more visitors) compared with 2022.
Visitation from overseas markets increased by 5% compared with both 2022 and 2019, with 90,000 visiting Nova Scotia in 2023.
International Research Teaching Forest outdoor venue is appealing to Atlantic Canadians, Canadians from other provinces and territories, Americans, and people from Overseas. We understand the global raising trends toward adventure and experiential tourism and appeal to that market.
Type of Tourist with Interest in Tourism Involving the Natural Environment of the Forest
Of the research outlining the tourist visitor “travel types”, visitors to the International Research Teaching Forest would be of the classification “Authentic Experiencer” spontaneous, discrete, ethical, eco-conscious, independent, open-minded, and curious. The natural experience of a Teaching Forest is tailored to this type of tourist. The profile of the ‘Authentic Experiencer’ suggests they are often found on hiking trails and nature reserves, have travel values of enjoying natural settings and wonders as well as interest in personal development.
This group is one of the identified key types that visit Nova Scotia according to research and therefore are targeted by provincial marketing.
Global Eco and Edu- Tourism Value and Trends
According to Grand View Research report overview of Global ecotourism examining the world ecotourism market size from 2021 and expectations of growth the following has been reported:
The global ecotourism market size was valued at USD 185.87 billion in 2021 and is expected to
expand at a compound annual growth rate of 15.2% from 2022 to 2030. The growth is mainly driven by the rising popularity of immersive travel, outdoor recreational activities, and solo traveling coupled with rapid urbanization and the availability of cheap flights. The growing awareness about the adverse impact of tourism on the environment such as water pollution, soil erosion, and habitat loss has prompted sustainable tourists and government authorities to promote ecotourism and contribute to the growth of the industry.
Sources: https://www.grandviewresearch.com/industry-analysis/ecotourism-market-report
,Also trending upwards is the global education tourism market, estimated at USD 365.9 billion in 2022 and expected to expand at a compound annual growth rate of 13% from 2023 – 2030. The increasing government initiatives to boost the global reputation as a destination for education tourism, the demand for the authentic regional learning experience, and the growing global demand for international travel for attractive destinations, artifacts, and activities are key factors boosting educational tourism. Moreover, niche consumer segments, like researchers also travel to various places for interdisciplinary studies and to get familiar with new ideas.
Source: https://www.grandviewresearch.com/industry-analysis/educational-tourism-market-report
Plans to Participate in Tourism Programs designed for Collaboration and
Year-Round Venues
International Research Teaching Forests Incorporated plans to apply and potentially participate in the Radiate Tourism Program 2025- 2026
While applications for 2024 – 2025 are closed for the program, applications can be submitted for the following term. New and creative experiences that can be delivered onsite can be featured in the application designing packages that are focused on partnerships with existing surrounding businesses.
Study Results from Commissioned Assessment by
Destination Cape Breton
In 2023, Destination Cape Breton partnered with several other groups and associations to commission the Unama’ki-Cape Breton Island Economic Impact Assessment for the Tourism Industry, which was delivered by KPMG. The report determined that, although the Island comprises 13.6% of the Nova Scotia population, its tourism industry delivers approximately 20% of Nova Scotia’s tourism GDP. The economic the output of the Island’s tourism industry is in the range of $575-721 million per year,
making it one of Cape Breton Island-Unama’ki’s key sectors.
Source: https://destinationcapebreton.com/wp-content/uploads/2024/04/DCB-Strategy-2024-27-3.pdf page 20
Highlights from Destination Cape Breton Tourism Strategy 2024-2027
The 2024-27 strategy for Destination Cape Breton is based on the following guiding Principles one of which:
Planning is to be developed in alignment with the Federal Tourism Growth Strategy, Tourism Nova Scotia’s strategy, Destination Canada’s strategy, and NSITEN’s strategy.
Source: https://destinationcapebreton.com/wp-content/uploads/2024/04/DCB-Strategy-2024-27-3.pdf page 21
To optimize the impact on the Cape Breton Island visitor economy, the strategy will focus on six main objectives for 2024-27 leading to six measurable goals one of which is:
To develop and implement sustainable tourism and equity, diversity, and inclusion plans for the destination.
Source: https://destinationcapebreton.com/wp-content/uploads/2024/04/DCB-Strategy-2024-27-3.pdf page 22
Government of Canada’s Federal Tourism Growth Strategy
Two of the Five Key Growth Federal Governments growth strategies include:
• Embracing Recreation and the Great Outdoors
• Attracting more international events.
Aligning with Tourism Strategies
International Research Teaching Forest is interested in serving as part of the new experience catalyst for the innovation hub as described in the Destination Cape Breton Island Strategy 2024 -27-03 The purpose of the Hub is described to be a catalyst for the development of new experiences that will appeal to target audience:
As an experimental Forest Research Field Station, this site is ideal for test-driving new experiences based on key criteria of accessibility, and proof in research data.
The strategy uses the following wording:
– Explore the development of a tourism experience innovation hub that will conceptualize new experiences based on data and test experiences before spinning them off to industry
Source: https://destinationcapebreton.com/wp-content/uploads/2024/04/DCB-Strategy-2024-27-3.pdf page 33
Elevating the Visitor Experience
Wellness Travel
To continue to develop niche markets with growth potential – Conduct a market assessment for wellness travel
Source: https://destinationcapebreton.com/wp-content/uploads/2024/04/DCB-Strategy-2024-27-3.pdf page 38
Inclusiveness and Accessibility
Over the past few years, North American society has had an increased focus on equity, diversity, and inclusion. Cape Breton Island-Unama’ki has long been known as a place with friendly people, but it is imperative to provide a true sense of welcoming and belonging for people of all backgrounds and abilities. Visitors want to feel that they can connect and safely immerse themselves into the fabric of their destination. To become a more sustainable and inclusive destination, the following strategies are recommended
Excerpt from the Destination Cape Breton Tourism Growth Planning Strategy
2. To work with key partners to roll out equity, diversity, and inclusion training and certification initiatives for the industry – Work with NSITEN and CBU to provide cross-cultural training – ….Review soon-to-be-released research from the MacEachen Institute regarding accessibility in the tourism industry and chart a roadmap to become a fully accessible destination by 2030 (as required by legislation).
Accessible Tourism for People with Disabilities
C cSince 2020, the MacEachen Institute has been engaged in research activities focused on improving the accessibility of tourism for people with disabilities. The project is a partnership between the University of Strathclyde in Glasgow, Scotland, and includes eight academic partners from five institutions. It uses scenario planning to explore how the tourism industry could adapt to better accommodate the needs of people with disabilities.
International Research Teaching Forests goal of developing a new and exciting Forest Tourist Venue – an Accessible Forest – aligns with the work of theMacEachern Insitute. Collaboration with the Tourism Industry Association of Nova Scotia ( TIANS) to develop recources to increase tourism business Accessibility is also favorable for moving forward to meet national and provincial accessibility goals.
We can build upon the research findings of the MacEachen Institute to bring learning to an early applied stage and create a Tourism prototype for an Accessible Forest.
Collaborate with the Tourism Industry Association of Nova Scotia
The goals of International Research Teaching Forests align with the stated objectives of the Novascotia.ca Communities, Culture, Tourism, and Heritage most recently published (as of April 2024) Annual Plan 2022- 2023.
The business planning for International Research Teaching Forests is both creative and innovative. It involves Forest Education and addresses the role of Forests in climate regulation.
• Climate change – work with the Department of Environment and
Climate Change to support creative sector activities aimed at
reducing/offsetting carbon footprint and contributing to education.
Advice is available for accessibility standard development of trails and recreation facilities.
Advise on accessibility standard development of trails, parks, and
recreation facilities.
Source. https://beta.novascotia.ca/sites/default/files/documents/1-3035/business-plan-2022-23-department-communities-culture-tourism-and-heritage-en.pdf page 9
The objectives of the Global Forest and Tourism Associations and organizations, the Federal Government of Canada, and the Provincial Government of Nova Scotia discussed in the released Forest and Tourism Development Strategies, Business plans, and commissioned industry assessments confirm customer need, validity, timeliness, and relevance of the business planning of International Research Teaching Forests Incorporated.
Services and Target Customers for The Five Corporate Service Divisions
Through practicing sustainable interaction in an Accessible Forest environment, Customers of International Research Teaching Forests Incorporated can be informed about Forests while interacting with knowledgeable subject-matter experts and derive value from exposure to Forest benefits including education, recreation, mentorship & livelihood opportunities, and potential discovery of Forest innovations.
For the Online Information Repository:
Interested parties in Forest Policy, Planning, and Regulation.
For the Research Field Station;
Businesses and Institutions desiring to collaborate on new product developments.
Researchers specializing in Non-Timber Forest Products.
For the Non-Timber Forest Research Cluster:
Researchers specializing in Non-Timber Forest Products.
Those requiring the services of topic expertise for product development.
For the Edu-Eco- Experiential Adventure Accessible Forest Tourism Venue:
Community groups, organizations, families, and individuals wishing to recreate and celebrate in an Accessible Forest.
Those interested in outdoor Accessible Adventure: families, individuals, and those physically or mentally challenged interested in specialized outdoor programming catering to specific needs.