Nova Scotia’s South Shore attracts more visitors in winter, reports overall increase in visitors to the South Shore

March 27, 2018

For immediate release

The results are in and Nova Scotia’s South Shore Tourism Co-operative reports an increase in the number of visitors in the region in 2017, mirroring the findings just released by Tourism Nova Scotia for the entire province. While the province saw an increase of 2% in room nights sold, the South Shore reported a 3% increase in 2017, noting an increase of 5% in November and 10% in December 2017, traditionally considered to be ‘the off season’ in Nova Scotia.

The Co-operative, together with more than 50 investing members and led by a Board comprised of industry and eight South Shore municipalities, has been focusing on growing winter tourism. Donna Hatt, chair, South Shore Tourism Co-operative says they are encouraged by the results of their collective efforts. “Annually we’ve seen positive growth and with a focus on year-round positioning of the area, we’re looking forward to attracting even more guests to experience our region, especially in winter in the year ahead.”

Hatt acknowledges the need for better measurements and reporting of the impact of tourism growth to more effectively assess marketing efforts and sustainability of local business, communities and individuals. “We’re having these discussions now and it is a key priority for us in the coming year.”

The South Shore Tourism Co-operative is gearing up for its annual general meeting to be held on May 1 from 1-3 pm at the Best Western Plus Bridgewater. The Co-operative will report on progress and learning from 2017 and engage industry partners in the 2018-19 Marketing Plan with a focus on growth in winter in 2018 and onward.

In 2017 the Co-op launched two major festivals in a grassroots, collaborative effort to attract visitors to stroll and stay on the South Shore. A Christmas festival running from November 2017 – January 2018 stitched together existing events from 80 participating businesses, galleries, museums and retailers in a collaborative effort to attract visitors to sip, savour, and shop in the region.

The Tis the Sea’son Festival helped generate momentum and demonstrate the value of working together, paving the way for a wildly successful inaugural winter lobster festival for Nova Scotia, the South Shore Lobster Crawl held February 2 – 19, 2018. As home to the Lobster Capital of Canada, the Lobster Crawl invited guests to not only eat lobster, but take in nearly 60 events at restaurants, breweries, cultural destinations, sporting events and activities. The new annual event showcases and celebrates lobster and lobster fishing heritage inherent in our communities along the South Shore. The event saw two local breweries garner national media attention with their launches of Lobster Beer. A Lobster Roll Challenge brought out 10 contenders and an international judging panel awarding Capt Kat’s Lobster Shack with the title of Best Lobster Roll 2018. Meanwhile it was Lucy the Lobster’s Groundhog Day forecast from Barrington that took social media by storm going viral within hours on Buzzfeed, Mashable, CTV News, CBC News, the Weather Network and all local media.

South Shore Tourism Co-operative Limited is an innovative approach to help position Nova Scotia’s beautiful South Shore as a year-round destination for the traveler. We believe in the power of collaboration and building on our collective strengths, investments and resources to market our region to the world! 

 South Shore Tourism Co-operative receives support from the South Shore Regional Enterprise Network as well as investing members and supporters.

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For more information, please contact:

Heather Spidell, Marketing Coordinator