CAMPBELLTON (GNB) – The provincial government is investing $2 million in signage infrastructure and product development to encourage tourists to explore New Brunswick’s five scenic drives.

“Within our multi-year economic growth plan, we are committed to investing in tourism to create jobs, grow the economy and spread the word that New Brunswick is a prime destination,” said Premier Brian Gallant. “With 95 per cent of tourists visiting New Brunswick by road, it is important that we offer them an outstanding product and experience. That is why we are making this investment to advance our multi-year Tourism Growth Strategy.”

The Scenic Drive Network is comprised of five branded tour routes: the Appalachian Range Route, the Miramichi River Route, the Fundy Coastal Drive, the Acadian Coastal Drive and the River Valley Scenic Drive.

Enhancing this network is the foundation of the government’s Tourism Growth Strategy, which aims to make New Brunswick the destination of choice for travellers in the Maritimes.

“Bringing tourists off the main highways into our towns, villages and countryside will allow us to show them everything New Brunswick has to offer,” said Labour, Employment and Population Growth Minister Gilles LePage. “I am proud to be part of a government that is investing in tourism and getting things done for New Brunswickers.”

LePage spoke on behalf of Tourism, Heritage and Culture Minister John Ames.

The tourism industry is an important job creator, employing more than 42,000 people in New Brunswick and contributing more than $520 million annually to the provincial GDP. Tourism has been identified as a key opportunity for growth in the New Brunswick Economic Growth Plan.

Increasing visitor spending to $2 billion by 2025 is an objective of the New Brunswick Tourism Growth Strategy: New Tourism Economy.