Halifax hopes music scene, hidden gems can revive tourism sector

Halifax's new tourism strategy will be a year-round effort toshowcasethe local music scene, launchnew events and appealto international travellers as the municipality looks to rebound post-pandemic from losses of around $800 million so far.

Discover Halifax, the regional marketing association that overseestourism in the Nova Scotia capital,presented its long-awaited integrated tourism master plan to regionalcouncil on Tuesday.

The plan includes28 ideasto help breathenew life into a struggling sector, including working with the province's musicians to make Halifax a music destination.

"The opportunity to leverage that talent for live performances, for cultural performancesthose things don't need to be here just in the summertime," said Ross Jefferson, the CEO of Discover Halifax.

"There are opportunities for us to animate our destination, improve these experiences all year round."

The organization estimates Halifaxsaw tourism plunge by 85 per cent last year. It's a hit that will also be felt this year, with the federal government extending its ban on cruise ships until 2022.

Local tourists keep industry afloat

Dennis Campbell, CEO of AmbassatoursGray Lineand Murphy's The Cable Wharf, said he never imagined he'd see his bustling tourism companies experience such a devastating blow.

He said they were saved by the support of locals, who took boat tours and jumped at the chance to visit Georges Island when it temporarily opened up last summer.

"We know there's a demand for that this season," he said.

While that will keep his companiesafloat, Campbell said he's thrilled with what he has seen from the new master plan. EmphasizingHalifax's music scene,he said, is long overdue.

"That's an initiative that there's been talk of for some time.It makes so much sense," he said."It would just be so, so good for not just Haligonians,but all Nova Scotians."

The new master plan was developed before the pandemicand was supposed to be launched a year ago. Jefferson said the planplaces the tourism industry in a strong position to work together as it rebuilds.

A stop along the way

The plan also calls for the renewal of a stopover promotion whichpartners with airlines to allow travellers between Europe and North America to tack Halifax on to their trip.

A test project was in the works with WestJet when everything shut downdue to COVID-19.

"It was getting good attention and we were looking forward to expanding that," said Jefferson.

"As we do look for the return now of air access into the region, that's a program that we're very excited about pursuing again with the major airlines."

Discover Halifax said it also wants its tourism plan to encompass all of the Halifax Regional Municipality, instead of focusing on the traditionallypopular spots.

"We've got an opportunity here to leverage the beautiful communities that we have so that we are making sure that visitors are not being concentrated necessarily at one site," said Jefferson.

"We're making strong investments in a number of new icons to be developed, transportation corridors to those regions, and the opportunity to disperse visitors throughout HRM."

Evergreen Festival a success

Campbell said the municipalityhas already seen the benefit of some of the plan. A new event the Evergreen Festivalwas hosted in the city's downtown and waterfront areas in December.

Walkable parts of the municipality were decked out in twinkling lights, including a light show displayed at city hall, as part of the inaugural outdoor festival.

"Once we get beyond restrictions, the Evergreen Festival is going to be spectacular for Halifax," said Campbell."It's going to be something that is going to be a legacy that will continue on for many years."

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