What is a Tourism Marketing Levy?
A tourism marketing levy is a revenue source supporting integrated and expanded marketing initiatives to help grow the local tourism industry.
Introduction of Levy in Nova Scotia
In November 2022, the Province of Nova Scotia passed legislation (Bill 24) through the Municipal Government Act, introducing the marketing levy in the Province and creating a consistent, province-wide approach for municipalities to charge a marketing levy on the purchase price of tourist accommodations supporting business and tourism in the province.
Levy Implementation in the Municipality of Colchester and Town of Truro
In the Spring of 2023, the Town of Truro, the Municipality of Colchester and the Town of Stewiacke passed legislation implementing the marketing levy and, together with Millbrook First Nation, have partnered in the implementation and administration of a tourism marketing levy in their region. The Municipality of Colchester administers the marketing levy registration and report administration processes for all four partners.
Note: Bylaws open as PDF documents in a new window.
- Town of Truro – Tourism Marketing Levy Bylaw
- Municipality of Colchester – Chapter 19 Marketing Levy By-law
- Town of Stewiacke – By-Law Number 2023-01, Marketing Levy Bylaw
Use of Marketing Levy Funds
Supporting Tourism Initiatives – Strategic Tourism Expansion Program
The marketing levy is critical in supporting initiatives that drive tourism, strengthen our local economy, and benefit businesses and residents throughout Truro and Colchester County.
Jointly, the Municipalities of Colchester, Truro, Stewiacke and Millbrook First Nations embarked on the development of a regional Strategic Tourism Expansion Program (STEP) funded by Tourism Atlantic through the Atlantic Canada Opportunities Agency. The STEP report is a comprehensive tourism strategy outlining specific recommendations and actions for the marketing levy funds for 2025 through 2027. A copy of the STEP strategy can be found here.
STEP Recommendations
Recommendations in the STEP strategy include:
- Governance & Leadership – Manage finances, ensure levy funds are used effectively and oversee the hiring of a Tourism Manager.
- Tourism Development & Destination Management – Support new tourism experiences, strengthen Indigenous tourism offerings, address infrastructure gaps and enhance regional attractions.
- Funding & Financial Oversight – Allocate levy funds strategically: 50% to leisure tourism, 25% to business events and 25% to major events.
- Marketing & Promotion – Develop a regional marketing strategy, collaborate with key tourism partners and amplify visibility through digital campaigns.
- Business & Major Event Attraction – Secure conferences, events, and overflow business from Halifax while expanding signature events.
- Digital & Data-Driven Growth – Enhance the region’s online presence, train operators in digital marketing and leverage visitor data for smarter targeting.
- Expanding Off-Season & Winter Tourism – Grow winter tourism with expanded festivals, outdoor activities and community events.
- Community Engagement – Host tourism summits, update stakeholders and foster collaboration with local businesses and residents.
- Sustainable & Regenerative Tourism – Promote eco-friendly practices, prioritize local sourcing and develop a long-term vision for sustainable growth.
