Halifax tourism continues to flourish post-pandemic

Halifax Regional Municipality is making a big comeback, securing high metrics for tourism performance post-pandemic, according to the latest report from Discover Halifax.

The numbers in the 2024 Annual Report are supported by what other organizations have already predicted. A Destination Canada report released late in 2023 predicted Halifax’s tourism industry would make a full recovery in 2024.

The Downtown Halifax Business Commission concluded there were about 10.22 million unique visitors in the area from mid-June to Dec. 29, 2024. In 2019, that number was 10.26 million for the same period.

“As we look back on 2024, it’s clear that it was a transformative year for our organization and our community,” Ross Jefferson, President and CEO of Discover Halifax, said in a press release. “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.”

In 2024, the municipality took advantage of securing destination events to drive more people and profit to the area. Notable events included the hosting of the 2024 Juno Awards and the Pickleball Canada National Championship.

According to the report, in 2024, the municipality submitted 298 bids for business events and was successful on 145 bids. Successful bids were up 18 per cent from 2023.

But visitors weren’t just coming, they were staying. Room nights sold in traditional hotels increased 2.6 per cent, with a 5 per cent increase in supply. Cruise passenger count also increased 19.8 per cent.

“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,” Jefferson said. “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 the advancements made in the tourism sector also contributed to benefits for the local population, Discover Halifax surveyed residents on the net impact of tourism on the region.

Eighty-eight per cent of respondents said they saw the tourism industry as “positive” or “very positive” in adding to the community in which they lived and worked. That number was up from 80 per cent in 2023.