Why Tourism Belongs in New Brunswick’s Economic Vision

Last night’s State of the Province marked a positive and encouraging moment for New Brunswick’s tourism industry.

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For the first time, Premier Susan Holt spoke directly about tourism’s economic contribution and referenced it as part of the province’s broader direction through the development of a new Tourism Strategy. For an industry that plays a meaningful role in communities across New Brunswick, that recognition is both welcome and important.

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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. Those jobs exist in every region and in businesses of all sizes, from family-run operators to major attractions and accommodations. Tourism brings new dollars into the province while strengthening culture, community identity, and regional vitality.

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Hearing tourism acknowledged at this level signals that the industry is increasingly understood as more than a seasonal activity. It is a sector that intersects with workforce development, transportation, housing, immigration, and small-business growth.

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New Brunswick is fortunate to already have a strong foundation to build on. The work underway through the Department of Tourism, Heritage and Culture, including the development of a renewed Tourism Strategy, reflects a genuine commitment to collaboration and long-term thinking. The relationship between government and industry has grown stronger in recent years, and that cooperation is essential to future success.

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Challenges remain. Operators continue to navigate labour shortages, rising costs, and infrastructure pressures, while competing in a global marketplace that is evolving quickly. At the same time, demand for authentic, experience-driven travel continues to grow, and New Brunswick is well positioned to benefit from that momentum.

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At Tourism Industry Association of New Brunswick, we see our role as a constructive partner. Our members bring on-the-ground experience, regional insight, and practical knowledge that can help shape solutions that work in real communities. We are encouraged by the government’s openness to dialogue and collaboration, and we remain committed to contributing meaningfully to the work ahead.

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Last night’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.