Nova Scotia saw two million visitors, $3.5 billion in tourism revenue in 2024

Nova Scotia's picturesque Peggy's Cove is seen on May 17, 2020. The iconic lighthouse is a popular tourism destination. (Andrea Jerrett/CTV Atlantic)

Fewer tourists visited Nova Scotia last year, but the province saw a boost in tourism spending and revenue.

Nova Scotia welcomed two million visitors in 2024 – down two per cent from 2023. However, the province is reporting $3.5 billion in tourism revenue last year – up 10 per cent from the previous year.

“Nova Scotia is an exciting travel destination, and visitors love our stunning coastlines, rich cultures and world-class golf, seafood and wines,” said Minister of Communities, Culture, Tourism and Heritage Dave Ritcey in a news release Friday.

“We’re working closely with communities and businesses to raise our province’s profile and inspire people to choose Nova Scotia for their next vacation.”

While the number of overall visitors dropped, the number of visitors by air was up six per cent, in part due to “several new non-stop connections.”

The number of visitors driving into the province dropped by seven per cent.

The province saw more visitors from Western Canada and the United States last year and fewer visitors from Atlantic Canada and Ontario.

Accommodation operators reported three million room nights sold in 2024 – a slight drop of one per cent, or 17,000 fewer room nights sold, from 2023.

Darlene Grant Fiander, the president of the Tourism Industry Association of Nova Scotia, said the industry employs more than 50,000 Nova Scotians and is an “economic driver” across the province.

“Now more than ever, this is a great time for businesses to demonstrate our warm and welcoming nature to all visitors and for Nova Scotians to rediscover their province and support local businesses,” said Fiander.

The Nova Scotia government is spending $4.5 million on programs to support tourism businesses and communities with marketing, digital adoption and product development this year.

The province said Tourism Nova Scotia runs tourism advertising campaigns in Atlantic Canada, Ontario, Quebec, Calgary, the northeastern United States, the United Kingdom and Germany.

For more Nova Scotia news, visit our dedicated provincial page