The Tourism Industry Association of New Brunswick (TIANB) is voicing concerns over a $905,000 reduction in provincial funding for tourism marketing.
Joanne Bérubé-Gagné, executive advisor for TIANB, explained it’s a decision they fear will hinder the industry’s growth and economic contributions.
“Tourism is a performing industry for our province and has a large economic impact,” she said, noting that visitor spending totalled $2.3 billion in 2023.
Bérubé-Gagné added that the industry also supports 40,000 jobs, contributes $680 million to the GDP, and generates $200 million in provincial tax revenue.
The budget cut comes at a time when strategic marketing opportunities could have bolstered tourism.
Bérubé-Gagné warns that the reduction may prevent campaigns targeting key markets, including visitors from western Canada and the New England states.
“We’re losing an opportunity to promote our province to the west because people from the West will visit East this summer,” she said.
“The dollar is more impactful if New England visitors come to New Brunswick, but we won’t have the leverage or the money available to react to those things.”
The association is concerned that New Brunswick risks losing market shares to neighbouring provinces, such as Nova Scotia and Prince Edward Island if proactive marketing campaigns aren’t maintained.
“If we’re not there in their mind, they’re probably going to choose Nova Scotia or PEI for their stay,” Bérubé-Gagné said.
“We could lose 2–3% of visitation to our attractions or even our room nights. That would be catastrophic.”
Adding to their frustration, the cut to tourism funding contrasts with increases elsewhere in the same government department.
“We see a $2 million increase on the cultural side, and we feel culture and heritage are part of our tourism offering,” Bérubé-Gagné explained.
“So we don’t see why tourism funding was cut—it’s like they took away from Paul to give to Jack.”
Bérubé-Gagné stressed that tourism dollars play a vital role in supporting other sectors, including healthcare and education.
“New tourism dollars can pay for new doctors and contribute to the challenges they’re facing,” she said.
With broader economic uncertainty, she argues, this influx of new money is crucial for addressing provincial priorities.
TIANB is urging the provincial government to reconsider the budget cut and allocate resources to strategic marketing initiatives.
They argue that proactive promotion of New Brunswick as a quality travel destination is essential to maintain growth and attract visitors.
