Tourism Sector Looks Ahead as Province Prepares State of the Province

Fredericton, N.B., January 28, 2026 — As New Brunswick prepares for the State of the Province Address on Thursday evening, the Tourism Industry Association of New Brunswick (TIANB) is highlighting the importance of tourism as a key contributor to the provincial economy and a sector well positioned to support long-term growth.

‍

Tourism generates approximately $2.7 billion in annual economic activity in New Brunswick, supporting tens of thousands of jobs and businesses in communities across the province. The recently released New Brunswick Tourism Strategy 2026–2031 provides a clear framework to build on this foundation, with a goal of growing annual tourism revenues to $3.7 billion within five years.

‍

As the Province looks ahead to the priorities outlined in the State of the Province Address, TIANB notes that the direction set out in the new tourism strategy reflects many of the issues and opportunities regularly raised by tourism operators across New Brunswick. In particular, industry discussions continue to point toward three broad areas of focus:

‍

• Strengthening year-round tourism and regional product development
• Supporting strategic marketing and market growth
• Ensuring a sustainable workforce and resilient tourism businesses

‍

“These focus areas align closely with the Province’s 2026–2031 Tourism Strategy and reflect the realities facing tourism operators across New Brunswick,” said Ginette Doiron, CEO of TIANB. “Tourism already delivers significant value for the province, and the new strategy provides a strong foundation to guide its continued growth.”

‍

Tourism investment delivers measurable economic returns

National data consistently demonstrates that strategic investment in tourism generates strong economic returns. A recent national analysis found that every $1 invested in Destination Canada generated $16.65 in visitor spending and $23.85 in total economic impact, including indirect and induced effects.

‍

“These findings reinforce the role tourism plays as a proven economic development tool,” added Doiron. “As New Brunswick moves forward with the implementation of its tourism strategy, continued collaboration between government and industry will be key to realizing its full potential.”

‍

The Tourism Strategy 2026–2031 was developed through extensive consultation with industry, communities, and partners across the province, and establishes a shared roadmap to guide tourism growth over the next five years. TIANB will share a commentary from its CEO following the State of the Province Address, offering industry perspective on the path forward and opportunities for collaboration.

‍

- 30 -

‍About us: The Tourism Industry Association of New Brunswick represents the entire tourism industry in New Brunswick by bringing together operators, professionals, and partners to build a stronger and more durable industry. Its mission is to make tourism a key, sustainable, and innovative industry that actively contributes to the cultural, social, and economic development of the province.