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. Currently, we are undergoing a Strategic Tourism Expansion Program (STEP), a comprehensive tourism strategy that outlines specific recommendations and actions for the marketing levy funds for 2025 through 2027.
STEP Recommendations
The STEP recommendations include:
- Establishing a Truro Colchester Tourism Development Society to oversee tourism
initiatives and ensure accountability. This society will be industry-led and there will be a public call for applications for board members in the spring of 2025. - Prioritizing the development of year-round tourism experiences, for example,
expanding the Winter Long John Festival and leveraging the UNESCO-designated
Cliffs of Fundy GeoPark. - Targeting off-peak tourism by attracting business events and conferences as well as promoting special events and leisure markets.
- Addressing infrastructure gaps such as broadband connectivity and electric vehicle charging stations, and wayfinding signage to improve the visitor experience.
- Grounding tourism development in regenerative tourism principles, ensuring sustainability, inclusivity, and community benefit.
Additionally, a significant portion of the funds are dedicated to marketing activities aimed at promoting the Town of Truro and Colchester County as premier destinations. This includes targeted campaigns to attract visitors during off-peak seasons, enhancing online visibility, and creating compelling narratives about our region's unique experiences and attractions.
These recommendations, along with a detailed action plan, are aimed at increasing overnight stays, boosting local businesses, and positioning Colchester County as a premier tourism destination.
The STEP strategy is set to be adopted by Councils in the spring of 2025. At that time, a public annual operating budget will be made available providing a clear breakdown of how levy funds are allocated and distributed.
