News Release

SAINT JOHN (GNB) – A five-year strategic vision is in place designed to make New Brunswick the province of choice to visit, and in which to live and build a business.

The Invitation strategy was launched today by the Department of Tourism, Heritage and Culture.

“It’s all about spreading the word that everyone is invited,” said Tourism, Heritage and Culture Minister Tammy Scott-Wallace. “We are calling on New Brunswickers to join us in sharing our story with the rest of the world and inviting them to discover our beautiful province and make it their own. I ask everyone to share with friends and family some of their favourite places and attractions they have discovered here.”

Together with its partners, the department will implement the strategy by:

• A master storytelling initiative which will use marketing efforts to feature New Brunswick residents showcasing pride in their communities.

• Delivering authentic experiences which are unique to the province.

• Fostering a strong sense of pride of place by highlighting the unique character of the province’s communities.

Engagement sessions are taking place with regional partners to build awareness about the department’s strategy. Envision Saint John, a regional growth agency, is one of the groups already supporting the vision.

“At Envision Saint John, we are focused on the strategic growth opportunities to reach our ambitious 10-year goal to grow the region’s population by 25,000, and the Invitation is perfectly aligned,” said CEO Paulette Hicks. “Not only is tourism a serious economic driver in its own right; every visitor to our province is also a potential new student, resident, business owner or investor. We need to lean into our natural assets, be proud ambassadors and invite the world.”

The strategy includes a series of marketing campaigns tailored to different audiences and seasons, but with the common thread of showing people that New Brunswick is the top vacation destination in Atlantic Canada and is a constant draw for visitors from around the world.

A summer sweepstakes contest #RSVPNB will encourage residents to invite friends and family to visit their favourite places and attractions in the province. The winners, and three of their guests, will receive an all-expenses-paid trip to experience the best of what the province has to offer, with the help of a personal travel concierge from Kefi Travel. More information about the sweepstakes contest is available online.