New Brunswick sets C$3.7 billion tourism revenue target by 2031
New Brunswick has launched a tourism strategy that aims for C$3.7 billion in annual revenue by 2031. The plan takes effect as the 2026‑2031 strategy rolls out and targets international and domestic visitors seeking longer stays and off‑season experiences.
In this story
At a glance
- What changes
- New Brunswick targets C$3.7 billion annual tourism revenue by 2031
- Timing
- Strategy runs from 2026 through 2031
- Who is affected
- Visitors to New Brunswick and local tourism businesses
The details
- New rule
- The province now aims for C$3.7 billion in annual tourism revenue by 2031, up from a C$2.7 billion baseline.
Tourism Revenue Target and Economic Goals
The Fresh Perspective: New Brunswick Tourism Strategy 2026‑2031 sets a C$3.7 billion revenue target for 2031, representing roughly a 37 % increase over the current C$2.7 billion baseline. The plan projects an average annual growth of about 6.5 % and seeks to support more than 40,000 tourism‑related jobs across accommodation, restaurants, transport and regional businesses.
- Target: C$3.7 billion annual revenue by 2031
- Baseline: C$2.7 billion in 2025
- Growth rate: approximately 6.5 % per year
- Job goal: over 40,000 tourism‑related positions
Funding Initiatives Supporting Growth
The province has earmarked modest but targeted funding to remove barriers to growth. Over three years, C$1.624 million will support destination promotion through a Toronto Blue Jays partnership, C$200,000 will extend the operating season at Village Historique Acadien, C$100,000 will fund seasonal activities at Parlee Beach Provincial Park, and an additional C$120,000 will be directed to tourism workforce training.
- C$1.624 million for destination promotion
- C$200,000 to extend Village Historique Acadien season
- C$100,000 for Parlee Beach seasonal extension
- C$120,000 for tourism workforce training
Seasonal Diversification and Market Focus
Winter tourism already contributes about 30 % of the province’s tourism revenue, providing a solid base outside the summer peak. The strategy aims to expand winter festivals, outdoor recreation, cultural attractions and short‑break travel, while also promoting autumn foliage, hiking and coastal experiences to lengthen the operating season for local businesses. Marketing will target Ontario, Quebec, Atlantic Canada, the northeastern United States, France, Germany and the United Kingdom.
- Winter tourism: ~30 % of current revenue
- Autumn attractions: foliage, hiking, coastal routes
- Key markets: Ontario, Quebec, Atlantic Canada, NE US, France, Germany, UK
What this means for travellers
Trip planning
- Existing bookings remain unchanged; no new entry requirements are introduced
- Travel dates and itineraries can continue as planned without adjustments
Cost and documents
- No additional fees are required for visitors under the new strategy
- Travelers do not need extra documentation beyond standard entry requirements
What you need to do
- Watch for provincial marketing campaigns that may introduce new attractions
- Check accommodation providers for extended winter or autumn season offerings
Who this affects
-
International visitors from France, Germany and the United Kingdom
New Brunswick’s strategy specifically targets these markets for increased visitor numbers
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Domestic tourists from Ontario and Quebec
The province aims to attract more visitors from these neighboring provinces
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Winter tourism enthusiasts
Winter tourism already accounts for about 30 % of revenue and is a growth priority
-
Autumn foliage travelers
The strategy promotes fall attractions to extend the tourism season
Frequently asked questions
What is New Brunswick's tourism revenue target for 2031?
New Brunswick aims to generate C$3.7 billion in annual tourism revenue by 2031, up from a C$2.7 billion baseline recorded in 2025.
When does the New Brunswick tourism strategy run?
The Fresh Perspective: New Brunswick Tourism Strategy covers the period from 2026 through 2031, guiding investment and marketing efforts throughout those years.
Which markets is New Brunswick focusing on to boost visitors?
The province is targeting visitors from Ontario, Quebec, Atlantic Canada, the northeastern United States, France, Germany and the United Kingdom as part of its growth plan.
What funding is being allocated to support tourism in New Brunswick?
Over three years the province will spend C$1.624 million on destination promotion, C$200,000 to extend Village Historique Acadien’s season, C$100,000 for Parlee Beach seasonal activities and C$120,000 for tourism workforce training.
How will the strategy affect winter tourism in New Brunswick?
Winter tourism, which already provides about 30 % of the province’s tourism revenue, will be expanded through more festivals, outdoor recreation, cultural events and short‑break travel options to attract visitors during the colder months.
