The provincial government has released a new five-year tourism strategy that aims to increase annual revenues by $1 billion.
The plan, called Fresh Perspective: New Brunswick Tourism Strategy 2026-2031, sets a target of $3.7 billion in tourism spending by the end of the five years.
Tourism currently generates $2.7 billion annually for the province and supports over 10,000 jobs, according to a government release.
Tourism, Heritage and Culture Minister Isabelle Thériault said the strategy was developed through public consultation, which included more than 8,600 survey responses and regional sessions with Indigenous communities, industry partners and operators.
“Developed in collaboration with the public, this strategy is both ambitious and unifying,” Thériault said.
“It outlines a clear path to grow our economy, reignite pride in our communities, and enable every region of New Brunswick to fully thrive.”
The strategy identifies 10 priorities, including promoting outdoor adventures, celebrating Acadian and Indigenous cultures, supporting wellness, and expanding markets in Quebec, Ontario and the United States.
It also calls for more year-round events and embedding tourism in broader economic development.
Ginette Doiron, CEO of the Tourism Industry Association of New Brunswick, said the plan recognizes the role of businesses across the province.
“Tourism in New Brunswick is driven by dynamic businesses of all sizes and from every region of the province,” Doiron said.
“This strategy recognizes the essential contribution of those who bring our communities to life.”
The government says the strategy is designed to showcase all seasons and regions of the province while encouraging sustainable growth.
