If you are noticing more out of town license plates around Saint John this summer, you are not alone. New Brunswick sees a noticeable bump in tourism this year. Visitors from across Canada and the United States are flocking to the province. Many travelers cite a desire to support Canadian destinations as their primary reason for visiting.

Canadians Choose to Stay North

Travelers like Vancouver Island residents Janice Baikie and Joe Reid decided to explore the Maritimes instead of crossing the border. They traveled from Halifax to Toronto and made sure to stop in Fredericton.

Reid explained their decision to CTV News. “We didn’t want to go to the States, we wanted to stay inside and support Canada,” he said.

American Spending Increases

Canadians are not the only ones driving the tourism growth. The provincial government reports a one percent increase in overall tourism spending up to June. However, spending by visitors from the United States jumped 6.8 percent. This brings total American spending in the province to $157 million. The number of Americans staying overnight also grew by 4.7 percent.

Anna Marie Weir owns and operates Roads to Sea Tours. She reports a 38 percent increase in business this year. While she sees more out of province Canadians, she notes a majority of her business comes from American tourists.

“Letting me know that when they get on tour, they are here to support Canada and to see Canada,” Weir said.

New Brunswick Tourism, Heritage and Culture Minister Isabelle Thériault believes the promotional efforts are working. “We’re trying really our best together to promote the province, and I think people are starting to get the message and come here,” she said.

Local Businesses See Significant Growth

Local operators are feeling the impact of this influx. Aspen Bear owns Wolastoq Adventures Inc. Her company sells paddling tours and rents kayaks and paddleboards.

“This season has been amazing, we’ve hosted about approximately 2,000 guests so far this season, and the growth since we started in 2023 has been significant,” Bear said.

High gas prices also encourage local tourism. People look for spectacular sights closer to home. The Bay of Fundy remains a massive attraction for the region.

“We have the highest tides in the Bay of Fundy, and that’s a massive draw. And that’s why people are coming to take my tours to see that tidal exchange,” Weir said.

Frequently Asked Questions

Why is tourism growing in New Brunswick this year?

Tourism is growing because more Canadians are choosing to vacation within the country to support the local economy. Additionally, there is a significant increase in visitors from the United States.

How much has American spending increased in the province?

Spending by American tourists increased by 6.8 percent up to June. This totals $157 million.

What are the main attractions drawing visitors to New Brunswick?

The Bay of Fundy is a major draw due to its record breaking tides. Visitors also enjoy local paddling tours, kayaking, and exploring cities like Fredericton.