Billions of dollars was generated last year in the province from tourism, outpacing the national average growth, Nova Scotia said.
According to the data released by the province, tourism spending generated $3.7 billion in revenue in 2025, up 8 per cent from the year before.
“Tourism is a strong economic driver that supports businesses and creates jobs across the province,” said Dave Ritcey, Minister of Communities, Culture, Tourism and Heritage.
Tourism revenue in Nova Scotia was higher than the national average, it noted. There were 2.1 million visitors last year, an increase of 79,000 people compared to 2024. More people came from other provinces in Atlantic Canada, Quebec and out west, whereas fewer were travelling from Ontario and the United States.
Three million room nights sold in 2025, a slight increase from the year prior.
“Tourism is a cornerstone of Nova Scotia’s economy, employing more than 55,000 people, with strong growth potential,” Darlene Grant Fiander, President, Tourism Industry Association of Nova Scotia, said in the press release.
The province unveiled its five-year plan to promote sustainable tourism in September 2025 by investing $4.5 million in programs supporting the sector, and $13.8 million in marketing activities.
“We will continue to work closely with businesses and communities to showcase our natural beauty, cultural diversity and unique experiences, making Nova Scotia a vibrant year-round destination,” Ritcey said.
Museums and visitor centres close ahead of 2026 vacation season
Earlier this year the provincial government said it was shuttering several information centres and small community museums, saying it wants to adapt to the way people travel.
Tourism Nova Scotia said more trips are being planned online, resulting in a change.
“We will continue to invest in digital tools, strategic marketing and industry partnerships that connect visitors to experiences across the province,” the department wrote. “This includes support for more than 40 community visitor information centres that provide advice and local recommendations, encouraging visitors to stay longer and explore more.”
Twelve museums in mostly rural Nova Scotia were forced to close.
“These are difficult decisions, and we recognize the impact on employees and their families,” the department said in a statement. “We’re grateful for their service and the care they’ve shown in sharing the stories that reflect our province.”
The department says its museum system has grown complex and difficult to maintain with 28 sites in total, and the changes will ensure the system is sustainable.