Nova Scotia’s tourism revenue reached $3.7 billion in 2025: province

A reveller carries a Canada flag through a crowd on the Halifax Waterfront during Canada Day celebrations in Halifax, on Tuesday, July 1, 2025. THE CANADIAN PRESS/Darren Calabrese

Nova Scotia’s tourism industry saw a notable increase last year, with revenues rising to $3.7 billion.

The tourism revenue includes all tourism-related spending by non-resident visitors and Nova Scotians travelling within the province.

The 2025 numbers were up eight per cent compared to 2024 and outpaced the national average, according to a news release from the Nova Scotia government.

Travel by Nova Scotians accounted for almost half of the total tourism spending last year, coming in at 44 per cent.

The province says there was a four per cent increase, or 80,000 more tourists in 2025, for a total of 2.1 million visitors.

Visitors from Atlantic Canada, Quebec, Western Canada and overseas were up, while those from Ontario and the United States were down – with the exception of an increase in Americans arriving by air, which the province attributes to an increase in flight connections.

“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, in the release. “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.”

The revenue categories include:

• accommodations
• food and beverage
• transportation
• recreation and entertainment
• retail

The province says food and beverage makes up one-third of all tourism revenue and is the largest category, with accommodations and transportation coming in second and third respectively.

“Tourism is a cornerstone of Nova Scotia’s economy, employing more than 55,000 people, with strong growth potential,” said Darlene Grant Fiander, president of the Tourism Industry Association of Nova Scotia, in the release.

Sixty-one per cent of Nova Scotia’s 2025 tourism revenue was generated by two regions – 38 per cent from Halifax Metro and 23 per cent from the Bay of Fundy and Annapolis Valley. Cape Breton rounded out the top three, with 14 per cent.

The province has budgeted $14 million for marketing in 2026. It says Tourism Nova Scotia runs 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