Imagine a New Brunswick that is the top vacation destination in Atlantic Canada. A place that is a constant magnet for visitors from all over the world. When people experience everything that we have to offer, they want to stay longer. Maybe even a lifetime.
The Invitation is the Department of Tourism, Heritage and Culture’s strategic vision that harnesses opportunities, aligns efforts and upscales existing projects to activate a single, collective strategy. It sees the tourism, heritage, arts, sports and cultural sectors work in collaboration to drive economic growth.
Master Storytelling – We’re unleashing targeted, aligned data-driven marketing with higher intensity, while also expanding into the shoulder seasons, to reach more of the right prospects with our story.
Authentic Experiences – Experiences that are authentically New Brunswick to drive pride, new interest, boost conversation rates, and increase spending.
Pride of Place – Creating lifetime bonds to the unique character of our communities for New Brunswickers, and to compel new people to come experience our abundance.
Two years ago, we launched The Invitation and we’ve since supported it with record investments. We began by inviting all New Brunswickers to experience our province’s abundance and share it with people the world over. We then extended that invitation globally through our marketing and promotion efforts.
Highlights
More than 434 million impressions and 29.7 million video views. Explore NB Street Team attended more than 100 events in communities across the province.
$15.36 million in capital enhancements for parks, supporting increased visitor traffic and accessibility; another $1 million in destination trail development.
Passed legislation and invested $8.2 million ($4.6 million provincial and $3.8 million federal) in phase 1 of the New Brunswick Museum.
More than 675 professional New Brunswick artists showcased in events across 30 communities through the Arts in Communities program.
$2.35 million to support 118 festivals and events over two years.
Helped more than 107,000 participants stay active through 215 grants to sports organizations.
8 new experience packages, including Fish and Stay, Bear Hunting and Chef Experience.
Support the Destination Training on NB for more than 1,500 tour operators and travel agents.
In 2024, we released a full update on our growth, improvements and investments since the strategy’s implementation.