GUYSBOROUGH — The chair of the Guysborough County Tourism Association says Nova Scotia’s new five-year tourism strategy reflects long-standing local priorities — but warns its success will depend on real investment, extended seasons and a shift in industry mindset.
“I was pleased to see the strategic plan finally being issued,” Ann Marie Bagnall, who also co-owns Seawind Landing Country Inn, told The Journal in an email last week. “It’s been a few years in the making and is a very important planning piece to ensure all programs and policies are working towards the same objectives. It sets the tone at the top for the Nova Scotia tourism industry that will then ripple down all the way to the tourism operator.”
Released last week by Tourism Nova Scotia and the Tourism Industry Association of Nova Scotia, the Tourism Sector Strategic Plan outlines six themes for sustainable growth, including destination sustainability, investment readiness, workforce development and global competitiveness.
Its core message — “thriving in all regions and all seasons” — resonated with Bagnall, who said rural operators in places like Guysborough face steep challenges just to stay open.
“It’s a succinct, powerful statement that has particular importance for our area where seasonality is such a huge issue,” she said. “We have basically three months to make enough to survive the entire year. The concept of thriving versus just surviving is critical to achieve.”
She added that any effort to lengthen the tourism season would benefit not only the industry, but also the people who live here year-round.
“It’s tough for businesses like accommodations, restaurants, gift stores and other services to make a go of it here,” she said. “If we can extend the season, residents will benefit from having access to more services year-round.”
The plan also commits to more equitable development across regions. While provincial marketing has long focused on destinations like the Cabot Trail and Peggy’s Cove, other rural areas such as Guysborough County have often been left out.
“Another important concept that we haven’t seen before is this thinking that all regions need to be treated fairly when it comes down to tourism development,” Bagnall said. “Guysborough County hasn’t hit the radar yet. There’s a lot of room for growth here, where we currently capture just one per cent of the provincial room nights sold.”
She said much of the plan’s direction mirrors work already underway in the county.
“There is much consistency between the provincial tourism plan and the framework for tourism development that the Tourism Guysborough County Association pulled together a few years back,” she said, pointing to shared themes of authenticity, sustainability and collaboration. She also highlighted the importance of applying “a tourism lens” to decision-making across industries.
“Tourism is an industry, much like fishing or forestry. It needs to be considered when planning major developments. We’re not against development per se, but we need to ensure that in the process, we don’t destroy what makes us attractive.”
Looking ahead, Bagnall said she’ll be watching industry engagement and how success is measured.
“One of the bigger challenges will be how to measure success,” she said. “Another challenge will be how do we change the mindset of industry – so that tourism operators view themselves as part of an industry; how do we foster greater engagement and playing an active role.”
She also pointed to workforce and housing as ongoing obstacles, but said she’s encouraged that more people are talking about them.
Tourism Nova Scotia has said engagement sessions will be held with operators and communities this fall to guide implementation. For Bagnall, the alignment is promising — but proof will come in what happens next.
“It certainly bodes well for the future of the tourism industry,” she said.
