Press Releases May 31, 2017

Destination Halifax announces major changes during Canada’s Tourism Week

Wednesday, May 31, 2017 – 11:00 – As of today, the Halifax region’s Destination Marketing Organization (DMO), formally known as Destination Halifax, has changed their name and brand to Discover Halifax, along with a brand new business strategy and fresh programs.

This morning at the Halifax Central Library, Discover Halifax hosted an event packed with over 150 local leaders and members of the business and tourism industry to announce a new strategic direction for the DMO, including stating their intention to make Halifax globally recognized as the favourite city in Canada.

“The rebrand came from a strong consensus within our organization and community that we need to evolve with the changing needs and behaviours of visitors. Essentially, we’re making changes to improve our relationship with visitors once they arrive and with tourism businesses all across the Halifax Regional Municipality,” said Ross Jefferson, President & CEO, Discover Halifax.
With its refreshed brand, Discover Halifax announced their intent to re-haul their membership program and is launching a new visitor experience program that targets and speaks to visitors who are already in-market. The change reflects the need to do more than just bring visitors to our destination, but to ensure they discover the best of Halifax once they get here. Additional changes to existing programs and marketing efforts also to come.

This is not the first time that the organization has rebranded. In its inception in 2002, Discover Halifax was known as the Greater Halifax Conventions & Meetings Bureau, which eventually merged with the Tourism Marketing arm of the Halifax Regional Municipality’s Culture and Heritage Department to become known as Destination Halifax.

“Now, 15 years later, it’s time for the next step forward, complete with a new name, strategy and brand that better represents our organization’s goals and purpose. With that being said, we are also making changes to improve our relationship with visitors, our community and with tourism businesses across the entire Halifax region,” continued Jefferson.

“In previous years, we targeted our marketing efforts towards visitors planning their trip to Halifax, but we stopped the communication at their arrival. That aspect of our strategy has already changed and will continue to be improved upon in the coming months,” said Erica Pellerin, VP Marketing & Communications, Discover Halifax.

The launch of the rebrand was timed around Tourism Week in Canada, which runs from May 28 to June 3, 2017, and aims to bring attention to the significant economic impact and opportunities created by the tourism industry. This is tremendously timely, as now more than ever, tourism is BIG business in Halifax:

  • $1 billion is spent by visitors in Halifax every year
  • There are 4,000 businesses in the tourism industry that employ 23,000 people
  • Halifax represents 54% of Nova Scotia’s total tourism revenue
  • On average, 1 in 27 people in Halifax at any given time are visitors
  • Municipal tax benefits of tourism are estimated at $45.2 million

“To ensure tourism and the positive impact it has on our economy stays strong, we`ve had to evolve, and it’s a transition that we are absolutely thrilled with,” said Jefferson.

About Discover Halifax

Discover Halifax is non-profit, membership-based marketing and sales organization in partnership with the Halifax regional government, the Hotel Association of Nova Scotia and participating industry members. Since its inception in 2002, Discover Halifax’s goal is to promote Halifax as a destination of choice for leisure and business travellers.

Halifax welcomes 5.3 million overnight stays each year, who spend $1 billion. Halifax alone represents over 54% of all visitation to Nova Scotia, and 24,000 Nova Scotians are employed by the tourism industry.

Media Contact
Katie Conklin
Communications Manager
Phone: 902-442-9344