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100+ ways New Brunswick businesses are reshaping the tourism landscape

From: Atlantic Canada Opportunities Agency

News release

Government of Canada invests more than $6.7 million in 53 tourism projects to enhance offerings for visitors

May 26, 2023 · Fredericton, New Brunswick · Atlantic Canada Opportunities Agency  (ACOA)

Over the past two years, New Brunswick’s tourism operators have doubled down to build experiences, accommodations, and strategies to strengthen Atlantic Canada as a destination of choice – spearheading more than 100 projects through the Government of Canada’s Tourism Relief Fund . That work continues, and ACOA is here to help businesses as they attract more visitors to the region and grow the industry with fresh approaches to delivering world-class tourism.

Today, the Honourable Ginette Petitpas Taylor, Minister of Official Languages and Minister responsible for ACOA, announced over $6.7 million in Tourism Relief Fund (TRF) support to 53 projects with businesses and organizations across New Brunswick. This is in addition to $6.4 million in previously announced TRF contributions to 53 New Brunswick businesses since the program launched.

Minister Petitpas Taylor showcased six of the new projects from across the province that demonstrate the TRF’s focus on building, upgrading and diversifying innovative tourism products:

·       $500,000 to Metepenagiag Heritage Park Inc. in Red Bank, a modern Indigenous interpretive site, to help enhance products and services.

·       $500,000 to Camping Plage Aboiteau Beach Inc. in Cap Pelé, to establish a glamping resort and attract visitors to one of Canada’s top beaches.

·       $350,000 to the New Brunswick Potato Museum Inc. in Florenceville-Bristol, the French Fry Capital of the World, to revitalize infrastructure and programming to enhance the tourism experience.

·       $166,106 to the Grand Falls Cycling Committee Inc. to improve bike trails throughout the Town of Grand Falls.

·       $99,999 to Salty Towers Inn Ltd. in Saint Andrews to renovate and increase the comfort of visitors to extend their stays in one of New Brunswick’s anchor destination locations.

·       $75,000 to   Second Nature Outdoors Inc.  in Fredericton to purchase new recreational equipment to expand and diversify their small craft water experiences.

Launched in July 2021, the TRF has helped organizations and businesses in the tourism sector upgrade their offering of innovative products and services, enticing new visitors, and reinvigorating the economy. Canada’s regional development agencies have been delivering the $485 million in TRF support. 

“We have so much to be proud of in our beautiful region, and so much to share with visitors. As we launch the tourism season, we are reaffirming the sector’s vital importance to our economy, and are committed to helping tourism businesses and organizations in New Brunswick develop the world-class experiences that make Atlantic Canada such a sought-after destination.” -        The Honourable Ginette Petitpas Taylor, Minister of Official Languages and Minister responsible for ACOA

“It’s time for Canada’s tourism sector to push past reviving all the way to thriving. Our government’s investments in tourism over the last three years focused on sustaining and rebuilding the tourism ecosystem, promoting what we have and designing for the future. A fully recovered and robust tourism sector is key to our government’s ongoing work to build an economy that works for everyone. Together, we can make sure that Canada’s tourism sector is something that visitors and Canadians alike will celebrate and enjoy for generations to come.” -        The Honourable Randy Boissonnault, Minister of Tourism and Associate Minister of Finance

“Our glamping project would not have happened without support through the Tourism Relief Fund. It was essential in securing the rest of the funding needed to complete our project, which will benefit the whole community through economic spinoffs.” -        Frank Richard, President, Camping Plage Aboiteau Beach Inc.

“The funding for the New Brunswick Potato Museum from ACOA’s Tourism Relief Fund is a huge help for our project to update many parts of the museum along with the outside facility and storage areas.  With the expansion and improvements, the facility will now offer longer hours and 7 days per week for visitors. As a major attraction in the river valley, we are excited that this will bring even more tourists to our area and community.” -        Tammy Kirkland, Manager, New Brunswick Potato Museum Inc.

“The Tourism Relief fund has been an invaluable support to our company during a very uncertain time. It has allowed us to continue to invest and seek out new opportunities for our business when we may otherwise have not.” -        Andrew Cuthbertson, Owner, Second Nature Outdoors Inc.

“I cannot thank ACOA enough for their generous support of our project. Their assistance enabled us to bring our vision to life, and the upgrades to the building have been a huge success. Everyone involved in this project has been incredibly grateful for their support. ” -        Patricia Dunnett, General Manager, Metepenagiag Heritage Park

"We would like to thank ACOA for providing us the opportunity to upgrade our historic inn. It is helping us to deliver an enhanced customer experience and establish Salty Towers as a recommended accommodation in Saint Andrews." -        Carmel Rioux, Treasurer, Salty Towers Inn

“We just completed a portion of the TransCanada Trail within the original boundaries of the Town of Grand Falls last fall.  It was completed as a ‘green’ trail for bicycling, walking, skateboarding, etc with funding from ACOA, RDC, Infrastructure Canada and the Town of Grand Falls.  Without the multilevel funding given to our organization this project would never have seen the light of day.” -        Earl Toner, President, Grand Falls Cycling/Veloroute de Grand-Sault

Quick facts

The Tourism Relief Fund was a $500-million national program to support the tourism sector in Canada, including $485 million for regional priorities administered by Canada’s regional development agencies and $15 million for national priorities administered by Innovation, Science and Economic Development Canada.

A minimum of $50 million of the fund’s budget was earmarked for Indigenous tourism projects. Indigenous communities that rely heavily on tourism were disproportionately affected by the pandemic. 

$48.5 million from the Tourism Relief Fund was allocated to the Atlantic Canada Opportunities Agency to administer in the Atlantic region. 

Launched in July 2021, the Tourism Relief Fund ended on March 31, 2023. 

Associated links

• Tourism Relief Fund

Marianne Blondin Press Secretary Office of the Minister of Official Languages and of the Atlantic Canada Opportunities Agency [email protected]

Ann Kenney Senior Communications Officer Atlantic Canada Opportunities Agency [email protected]

Metepenagiag Heritage Park Inc. Patricia Dunnett General Manager [email protected] 506-836-6118

Camping Plage Aboiteau Beach Inc. François Richard President [email protected] 506-533-4278

New Brunswick Potato Museum Inc Tammy Kirkland Manager [email protected] 506-392-1955

Salty Towers Inn Ltd Carmel Rioux Treasurer [email protected] 514-463-7470

Second Nature Outdoors Inc Andrew Cuthbertson Owner [email protected] 506-460-2260

Grand Falls Cycling Committee Inc. Earl Toner President [email protected] 506-473-6038

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TIANB prides itself as being the leading advocate for tourism issues in New Brunswick. This is a critical role for the NB tourism industry. Partnerships with alliances and affiliates have allowed us to lead and shape the future of our industry. Our involvement with 3 levels of government (Provincial, Atlantic and National) has allowed us to significantly enhance the profile of the tourism industry.

Strengthen, Sustain and Maximize

Tianb’s board priorities.

The priorities provide the Board with wide-ranging directions for the future and are the roadmap from which the Board will develop a detailed annual action plan to help us achieve our industry objectives.

• Facilitate awareness of the importance of additional investments in the tourism labour market. The overall aim is to create a more resilient and inclusive labour market.
• Work collaboratively with ATAC and indigenous organizations in NB to support Aboriginal cultural products and experiences. TIANB believes in growing Aboriginal Tourism Businesses and Job Opportunities in NB.

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JANUARY 2022

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New Brunswick Tourism Grading Inc. – Évaluation des gîtes touristiques du Nouveau-Brunswick Inc

New Brunswick Tourism Grading Authority Inc., operating under the brand ExperienceSelectNB, is an independent, non-profit organization delivering nationally accepted quality programs to assist the travelling and vacationing public.

ExperienceSelectNB assists New Brunswick tourism operators in developing, maintaining & improving their establishments in areas that are meaningful to the traveller while improving their competitive position in the worldwide tourism industry.

New Brunswick announces five-year tourism strategy to boost industry

New Brunswick has unveiled an ambitious five-year tourism strategy which aims to make the province the top vacation destination for visitors in Atlantic Canada, as the hard-hit sector begins pandemic recovery.

The new vision is called The Invitation , which the province’s minister of Tourism, Heritage & Culture says is about letting people know they’re invited to New Brunswick. It calls on New Brunswickers to share their favourite destinations in the province.

"With this five-year strategic vision we want to make people see, hear and feel like New Brunswick is their place in the world. The Invitation showcases our province as the best place to visit, live, and build businesses," says Minister Tammy Scott-Wallace.

"We have missed our visitors and the people who once called New Brunswick home. We cannot wait to see them again."

The strategy includes goals to boost overnight visits by 33 per cent compared to 2021, or, from 1.09 million to 1.45 million, and boost online travellers' perceptions of the province by 21 per cent.

This year, the focus will be attracting visitors from Atlantic Canada, Ontario, Quebec, Eastern U.S., and ex-pats living in other provinces.

Next year, the focus will broaden to inviting the world in, focusing on the United Kingdom, France and Germany.

As well, the province says the tourism strategy includes marketing campaigns which are tailored to different audiences and seasons.

The new strategy comes about three weeks before the first cruise ship of the season – and since the start of the pandemic – sails into Saint John.

Danielle Timmins of Aquila Tours says all hands are on deck to prepare for the arrival.

"We’re seeing that the ships are getting really good fill rates, people are excited to be on board, everything is really safe on board, they’ve taken a lot of extra precautions,” says Timmins, “so people are really excited to cruise and be able to come to Canada."

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Tourism Industry Information & Support

Meet NB Incentive Program

The Meet NB Incentive Program, delivered by Tourism, Heritage and Culture in collaboration with the New Brunswick Hotel Association and the Tourism Industry Association of New Brunswick, is aimed at encouraging corporations, government and associations to start booking group rooms, with a meeting component and/or group meal, in roofed accommodations throughout New Brunswick. The program that was originally launched in July of 2021 will now run through to December 31, 2022. Meeting planners and businesses who are hosting meetings and events in roofed accommodation businesses will receive a 20% discount on eligible expenses from the roofed accommodation. The accommodation can then apply to the Program to recover the 20% rebate.

Details of the Program (PDF)

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Atlantic Canada Business Grants

Major Industries in New Brunswick: Overview of 6 Industries of the Future

by Maurice | June 8, 2023

If you’re interested in starting a business in New Brunswick , you’ve come to the right place. As one of Canada’s four provinces of Atlantic Canada, New Brunswick is known for its natural resources and diverse economy. The province’s strategic location and transportation infrastructure make it an attractive destination for businesses looking to expand their operations in the Atlantic region.

Overall, New Brunswick’s economy is diverse and resilient, with a range of industries contributing to its growth and development. In this guide we cover the six industries that the Government of New Brunswick has identified as growth industries and are supporting with funding programs and more.

Advanced Manufacturing in New Brunswick

Advanced manufacturing is characterized by the use of innovative technologies, such as automation, artificial intelligence, and 3D printing, to improve efficiency and productivity. It encompasses a wide range of industries, from aerospace and defense to biotechnology and pharmaceuticals.

New Brunswick has a strong presence in advanced manufacturing, with a number of companies operating in the province. Some of the key players in the industry include:

• Irving Oil : a family-owned energy company that operates the largest refinery in Canada, located in Saint John, New Brunswick.
• Cooke Aquaculture : a global seafood company that produces Atlantic salmon, trout, and other seafood products.
• McCain Foods : a multinational food company that produces frozen french fries and other potato products.

In addition to these large companies, there are also a number of smaller, innovative startups operating in the advanced manufacturing space in New Brunswick. These companies are focused on developing new technologies and products, and are often supported by government programs and initiatives.

Overall, advanced manufacturing is a key industry in New Brunswick, and is expected to continue to grow in the coming years. If you are interested in working in this sector, there are a number of opportunities available in the province.

Agritech in New Brunswick

New Brunswick has a well-established agricultural sector , with a highly-skilled workforce and expertise that has supported the industry for generations. The province is known for its farming, forestry, and fisheries, and it has the value chain to support growing things. If you are interested in the intersection of technology and agriculture, you may want to explore the opportunities in agritech in New Brunswick.

The government of New Brunswick provides financial assistance for the tools, strategic infrastructure, innovative technologies, and resources needed to improve the agricultural industry’s competitiveness, profitability, and sustainability. The Agri-Industry Development & Advancement program aims to support the New Brunswick agricultural industry in efforts to sustain, develop, and/or expand markets, both domestic and international. Funds are available to support research and development, marketing and promotion, and environmental stewardship.

In addition to the cutting-edge agtech companies in New Brunswick such as Resson , there are research institutions and programs that focus on agritech. For example, the Aquatic and Crop Resource Development Centre in Fredericton conducts research on crop breeding and development, soil and water management, and pest management.

Overall, agritech is an exciting field with a lot of potential in New Brunswick. With a supportive government and a strong agricultural sector, there are many opportunities for innovation and growth in this area.

Cybersecurity in New Brunswick

As technology advances, so does the risk of cyber attacks. Cybersecurity is crucial to protect sensitive information and maintain the integrity of digital systems. Fortunately, New Brunswick is a leader in cybersecurity research and innovation .

The Canadian Institute for Cybersecurity at the University of New Brunswick is a world-class research facility that focuses on developing innovative solutions to cybersecurity challenges. The institute collaborates with industry partners and government agencies to provide cutting-edge cybersecurity research and training.

In addition to the Canadian Institute for Cybersecurity, New Brunswick has a thriving cybersecurity ecosystem that includes government, industry, and academia. This ecosystem is uniquely positioned to help meet the evolving cybersecurity challenges faced by individuals and organizations.

The provincial government has also recognized the importance of cybersecurity and has made significant investments to support the growth of the cybersecurity sector. The federal government has also provided support through the Atlantic Canada Opportunities Agency (ACOA) , which helps to strengthen and diversify the economy by supporting emerging sectors like cybersecurity.

Overall, New Brunswick’s expertise in cybersecurity research and innovation, combined with its supportive ecosystem and government investments, make it an ideal location for businesses and individuals looking to protect themselves against cyber threats.

Digital Health in New Brunswick

New Brunswick is quickly becoming a hub for digital health , with a thriving ecosystem of startups, research facilities, and established companies. Digital health refers to the use of technology to improve healthcare, ranging from telemedicine to wearables to artificial intelligence.

One of the key players in the digital health sector in New Brunswick is the New Brunswick Health Research Foundation . This organization works to improve the health of New Brunswickers through research and innovation, including in the digital health space. They have funded a number of projects related to digital health, such as the development of a virtual care platform and the use of AI to improve patient outcomes.

There are also a number of startups in the digital health space in New Brunswick. For example, Eigen Innovations is a company that uses AI to improve manufacturing processes in the healthcare industry. Another startup, Tenera Care , has developed a wearable device that helps seniors and people with disabilities to stay safe and connected.

Overall, the digital health sector in New Brunswick is growing rapidly, with a number of organizations and companies working to improve healthcare through technology. With a supportive ecosystem and a focus on innovation, New Brunswick is well-positioned to continue to be a leader in this space.

Energy Innovation in New Brunswick

New Brunswick is charging forward in energy innovation and is actively supporting the growth of the province’s diverse energy sector. The government of New Brunswick has been investing in the development of sustainable energy solutions to meet the energy needs of the province. Here are a few exciting energy-related goings-on in New Brunswick:

• The Belledune Port Authority aims to become the province’s first green energy hub. The port is planning to install renewable energy infrastructure, including wind and solar, to reduce its carbon footprint and promote sustainable practices.
• The Energy Transformation Innovation research group at the University of New Brunswick, in partnership with Siemens Canada and NB Power, is looking at solutions that electrical utilities need and the new business models that will allow them to survive and thrive. The group is researching and developing new technologies to transform the energy sector and make it more efficient.
• The Smart Grid Innovation Network (SGIN) has partnered with innovative organizations like Siemens, NB Power, UNB, and Emera. Via the SGIN, New Brunswick provides companies the sandbox environment needed to validate their products and services. This initiative has attracted a number of companies to the province, including those working on energy storage, smart grid technologies, and renewable energy systems.
• New Brunswick is also home to The Smart Energy Company , which has been driving innovation in renewable energy. The company has developed and manufactured solar racking systems that can make the most of the snowy climate in the province. Their unique design puts the back of the solar panel to work as well, capturing the sun’s rays that reflect off the snow and increasing the panel’s efficiency.

Overall, New Brunswick is making great strides in energy innovation and is well-positioned to become a leader in sustainable energy solutions.

Information & Communications Technology in New Brunswick

New Brunswick has a thriving Information and Communications Technology (ICT) sector, which is one of the largest sectors in the province. With over 700 innovative companies employing more than 30,000 people , the ICT sector is a significant contributor to the province’s economy.

Opportunities New Brunswick (ONB) is a provincial government agency that accelerates growth and creates jobs across the province. ONB has been instrumental in supporting the growth of the ICT sector by attracting leading technology companies like IBM, Salesforce, CGI, Xerox, MNP, Tech Mahindra, Cardinal Path, HCL Technologies, and more to the province.

The ICT sector in New Brunswick offers a range of opportunities for skilled professionals, entrepreneurs, and investors. Some of the key areas of focus in the sector include:

• Software development and engineering
• Cybersecurity
• Data analytics and artificial intelligence
• Digital media and e-commerce
• Telecommunications and networking
• Information technology consulting and services

The ICT sector in New Brunswick is constantly evolving, driven by technological innovation, changing market demands, and global competition. As a result, the sector offers exciting opportunities for entrepreneurs who are passionate about technology and eager to learn and grow.

Related posts:

About Maurice

Maurice (Moe) Muise learned the ins-and-outs of government while an employee of the Government of Canada in Ottawa for 10 years. His current focus is helping small businesses in Atlantic Canada to identify and maximize government grants to grow their business. Click here to learn more about Moe’s background and how he can help your business.

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N.B. largely exempt from temporary foreign worker reduction

Saint john is the only place in n.b. affected by changes to program.

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The measures to reduce the number of temporary foreign workers announced by the federal government Monday will have little effect in New Brunswick.

Prime Minister Justin Trudeau announced a cap on the percentage of low-wage foreign workers an employer can hire, and an automatic rejection of applications in some metropolitan areas on Monday. The announcement came after the national unemployment rate reached 6.4 per cent in June.

However, these measures do not apply to agriculture, food processing, fish processing, construction and health-care sectors. They also do not apply to metropolitan areas with less than six per cent unemployment rates, and do not apply to rural areas at all.

The goal is "to better capture urban centres with higher population densities, while avoiding potential negative impacts on rural areas with genuine recruitment challenges," said a federal government spokesperson Friday.

Seafood industry accounts for majority of TFWs

The majority of temporary foreign workers in New Brunswick work in the seafood and agriculture industries.

According to figures from Immigration, Refugee and Citizenship Canada, New Brunswick businesses hired about 8,400 temporary foreign workers in seafood processing since 2021, making up 65 per cent of all temporary foreign workers in the province.

The second-highest number is for farm workers, at 1,300 since 2021, or 10 per cent.

Nat Richard, the executive director of the Lobster Processors Association, said the businesses he represents rely heavily on these seasonal workers and are relieved that these measures won't affect them.

"I've been involved in the industry for 14 years and labour availability remains a challenge," he said in an interview. "Our international workers make a critical contribution to the sector, complementing our Canadian workers."

Richard said he is concerned about the "nature and tone of the discussion" around the impact temporary foreign workers have on the labour market or housing, especially going into the election season.

"I find those discussions are not always anchored in fact," he said. 

He said temporary foreign workers make up a small number of temporary residents in New Brunswick, and employers have to prove they aren't able to find local workers before they're allowed to hire from outside the country.

"I think the housing issue is a lot more complex," he said.

Richard also said he's been seeing other changes to the program in recent years around clarifying employer responsibilities, and putting in place more worker protections. He said he welcomes those changes.

Advocates have said much more needs to be done to reduce exploitation and rights violations of temporary foreign workers in Canada, some singling out New Brunswick's seafood industry.

Saint John the only area affected

A spokesperson for the federal government said the only census metropolitan area above the six per cent unemployment threshold in New Brunswick is Saint John.

According to data from Immigration, Refugee and Citizenship Canada, 77 low-wage temporary foreign worker positions were approved in Saint John in all of 2023. Some of those positions may be granted again this year because they have to do with agriculture, but others, like estheticians, hotel front desk clerks and administrative assistants, may be automatically rejected.

Trudeau also said the government is considering a reduction to the number of permanent residents Canada accepts each year.

According to Statistics Canada, New Brunswick gained 50,000 people in total in 2022 and 2023. Permanent international immigrants make up 40 per cent of that number, data shows. 

ABOUT THE AUTHOR

Hadeel Ibrahim is a reporter with CBC New Brunswick based in Saint John. She reports in English and Arabic. Email: [email protected].

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