As global economic conditions and tourism trends shift, Nova Scotia’s 2010 tourism plan is responding by adapting to changes in the marketplace and consumer habits. The province presented its 2010 strategy today, Nov. 30, at the 2009 Tourism Summit – The Evolution of Tourism, in Halifax. “Despite many challenges in a global environment, Nova Scotia performed relatively well in 2009, compared with many other destinations,” said Percy Paris, Minister of Tourism, Culture and Heritage. “As the economic and tourism challenges continue in 2010, we will work with our industry partners to take advantage of immediate opportunities while remaining focused on the core strategy of enhancing our competitiveness as a visitor destination.” Plans for 2010 include devoting significant attention to the Canadian market — the largest source of visitors to Nova Scotia — which has proven to be resilient in difficult economic times. The province will target this market more aggressively with retail-oriented advertising to meet the changing travel and buying habits of visitors. With an eye on long-term growth, activity will continue in key international markets, primarily New England and the mid-Atlantic states, and the United Kingdom. These efforts will be in partnership with organizations such as the Canadian Tourism Commission, Atlantic Canada Tourism Partnership and Nova Scotia Air Gateway committee. The province’s 2010 advertising campaign will build on the success of the “Heroes” theme developed in 2009, with new people and experiences. The campaign uses Nova Scotians to tell the stories of the province’s unique and compelling experiences. The province will once again use, television, print and online mediums to tell its story and promote the Nova Scotia brand. As the online world continues to rapidly evolve, so does Nova Scotia’s online marketing efforts. In the coming year, novascotia.com will relaunch with more focus on core experiences, engaging video, relevant user-generated content, and compelling packages and deals to lure visitors. The province will also continue to build on its online presence through social media. In collaboration with industry, the department plans to devote resources towards developing authentic, sustainable, consumer driven experiences through various initiatives. This includes the creation of Events Nova Scotia with the Atlantic Canada Opportunities Agency and implemented by Trade Centre Ltd., which was announced on Friday, Nov. 27. The initiative will work to attract major events that will bring visitors and revenues to all regions of the province. The department will work to enhance industry participation with a new website and e-newsletter, and work with key industry partners to solicit more structured input into tourism marketing and a refreshed long-term strategy. The complete 2010 tourism plan is available on the department’s website at www.gov.ns.ca/tch/tourism .