The Halifax Regional Municipality is experiencing a notable resurgence in tourism, achieving impressive metrics in the aftermath of the pandemic, as indicated in Discover Halifax's latest report for 2024. The findings align with forecasts from various organizations, notably a Destination Canada report released in late 2023, which anticipated that Halifax's tourism sector would fully rebound in 2024.
According to the Downtown Halifax Business Commission, approximately 10.22 million unique visitors flocked to the area between mid-June and December 29, 2024. This figure is strikingly close to the pre-pandemic number of 10.26 million visitors recorded for the same period in 2019.
Ross Jefferson, President and CEO of Discover Halifax, emphasized the transformative nature of 2024 for both the organization and the community. In a press release, he stated, “As we look back on 2024, it’s clear that it was a transformative year for our organization and our community. It marked the first year under our new service agreement with the Halifax Regional Municipality (HRM) and the introduction of two new departments. These changes have strengthened our foundation, setting us up for a future of growth and innovation.”
Throughout 2024, the municipality leveraged the opportunity to secure various destination events aimed at increasing both visitor numbers and profits in the area. Among the notable events hosted were the 2024 Juno Awards and the Pickleball Canada National Championship, which significantly contributed to the tourism landscape.
The report revealed that the municipality made 298 submissions for business events in 2024 and was successful in winning 145 of those bids, marking an 18 percent increase in successful bids compared to 2023. This notable success underscores the proactive approach taken by the municipality in enhancing its event-hosting capabilities.
Furthermore, visitors not only arrived in significant numbers but also extended their stays. The number of room nights sold in traditional hotels rose by 2.6 percent, alongside a five percent increase in hotel supply. Additionally, the count of cruise passengers witnessed a remarkable increase of 19.8 percent, further emphasizing the area's allure as a travel destination.
Jefferson remarked on the importance of maintaining a balance between embracing change and achieving stability amidst ongoing global uncertainties, particularly from markets to the south. He noted, “While we are evolving and embracing change, we are also seeing signs of stability and sustainability. This balance is vital, especially given the ongoing uncertainties in global markets, particularly to the south. Despite these challenges, we continue to make strategic decisions that fortify our position. Our progress is made possible through collaboration, and we owe much of our success to partners and stakeholders who share our vision.”
To ensure that the improvements within the tourism sector translate into tangible benefits for local residents, Discover Halifax conducted a survey assessing the net impact of tourism in the region. Remarkably, 88 percent of respondents perceived the tourism industry as “positive” or “very positive” in contributing to the community in which they lived and worked, an increase from the 80 percent recorded in 2023.
