Halifax, April 4, 2025 —
Nova Scotia just proved it's a travel heavyweight. The province welcomed a whopping 2 million visitors in 2024, generating a record-breaking $3.5 billion in tourism revenue — despite a slight dip in overall visitor numbers.
Tourism may be changing, but Nova Scotia is evolving with it — and winning.
“Nova Scotia is an exciting travel destination, and visitors love our stunning coastlines, rich cultures and world-class golf, seafood and wines,” said Dave Ritcey, Minister of Communities, Culture, Tourism and Heritage.
Air Travel Up, Road Trips Down
The number of visitors arriving by air increased by 6%, thanks to new non-stop flight routes — opening Nova Scotia to more travelers from across Canada and abroad.
However, road travel saw a 7% decline, and total visitor numbers dropped by 2%. But despite that, tourism dollars soared — with spending up 10% year-over-year, highlighting longer stays and bigger spending by travelers.
Who’s Visiting Nova Scotia?
Nova Scotia saw a boost in visitors from:
- Western Canada
- The United States
But fewer tourists came from:
- Atlantic Canada
- Ontario
This shift shows the province is broadening its reach and attracting a more international and western Canadian audience.
Room Nights & Local Impact
- 3 million room nights sold in 2024
- Slight decrease of just 1% from 2023 (17,000 fewer nights)
Despite the minor dip, tourism remains a powerful economic driver, employing more than 50,000 Nova Scotians.
“Now more than ever, this is a great time for businesses to show our warm, welcoming nature and for locals to rediscover the beauty of our province,” said Darlene Grant Fiander, President of the Tourism Industry Association of Nova Scotia.
Nova Scotia’s tourism success didn’t happen by chance. The province is investing $4.5 million in 2025 into:
- Tourism marketing
- Digital adoption
- Product development
Global advertising campaigns are reaching markets across Canada, the U.S., the U.K., and Germany, ensuring Nova Scotia stays top of mind for travelers everywhere.
Nova Scotia is no longer just Canada’s best-kept secret — it’s an international destination on the rise. With smart investments, global reach, and unforgettable coastal charm, the province is making waves in the tourism world.
Whether you're craving fresh seafood, scenic drives, rich heritage, or relaxing spa retreats like the Oceanstone Resort & Nordic Spa, Nova Scotia is calling — and the world is answering.
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