Selling the island
Cape Breton tourism industry targeting Atlantic Canadian visitors
SYDNEY — Summer tourism may be way down, but the head of Cape Breton Island’s leading marketing collective says there may just be a silver lining in the dark cloud of the COVID-19 pandemic.
Terry Smith, chief executive officer of Destination Cape Breton, told Cape Breton Regional Municipality council that a partial salvage of a dismal 2020 tourist season can possibly be achieved by attracting Atlantic Canadian visitors who normally travel out of the region.
“In a typical year, Nova Scotians spend an average of about one billion dollars inside of the province and a further $800 million outside of the province, so our task is to do what we can to ensure they are spending that money in the province and bringing as much of it to Cape Breton as possible,” said Smith.
“Overwhelmingly, people come to Cape Breton for pleasure travel, and when there are fewer options to go travelling elsewhere this actually puts us in a pretty good position as we’re hoping that people from within the region will be planning their summer vacations to Cape Breton this year.”
However, Smith also acknowledged that it may be difficult to achieve the right balance as employment within the tourism sector is down 54 per cent across the region.
He recognized the cancellation of the majority of the island’s recreational, cultural and sporting events, and the abandonment of the entire 2020 cruise ship season as some of the main factors for the low tourism employment numbers.
Smith said his organization’s adapted marketing strategy focuses on main motivators such as the Cabot Trail, outdoor activities, as well as culinary, cultural and historical experiences. He added that niche categories like golf, motorcycling, boating and fishing are also being promoted.
Following Smith’s presentation to council on Tuesday, Coun. Amanda Mcdougall, whose district includes the popular Fortress of Louisbourg, said she was impressed to hear that Destination Cape Breton is using social media influencers to get the message out.
“I’m glad we’re having this conversation and I’m pleased to see that you are using influencers and I think the use of influencers is brilliant and it is the way to get things done,” she said.
Destination Cape Breton is now using some new marketing slogans, including “The open road is calling — it’s time to answer” and “Your heart’s on the trails — it’s time to join it.”
Meanwhile, Smith said his organization is now working on a new Cape Breton Island tourism strategy that he expects will be released in the fall.