Cape Breton Island Tourism Industry Page
Welcome to the Cape Breton Island Tourism Industry page. This is where you will find Destination Cape Breton’s annual strategy, updates, promotional opportunities, and other important industry information.
About Destination Cape Breton
Destination Cape Breton Association (DCBA) is the official Destination Marketing Organization (DMO) for Cape Breton Island. An incorporated non-profit society, DCBA’s mandate is to grow Cape Breton’s tourism industry through off-Island marketing and on-Island tourism product innovation. DCBA’s vision is to become a robust year-round tourist destination offering unparalleled visitor experiences that leave an indelible positive impression on those who visit.
2020 Cape Breton Island Experience Guide
DCBA is preparing to produce its 2020 Experience Cape Breton Travel Planner.
As we want to ensure that those advertising in the Travel Planner are getting the best value possible we are limiting the content to experiences and experience packages. Please see the criteria below.
For those operators not able to provide this authentic Cape Breton experience package, listings are still available on our website.
In addition to a profile in the 2020 Planner, your experience and/or package will also be featured on VisitCapeBreton.com, featured within our digital marketing efforts, and highlighted on DCBA’s social media channels.
The cost to each operator will remain at $500 plus taxes per half-page ad.
Book now space is limited
We will be more than happy to provide you with the information required for each ad. Please confirm your participation by no later than January, 31st, 2020. All materials related to your ad will be required by February 6th, 2020.
Winter Campaign Promotional Opportunity
Room nights sold last winter increased 14%, indicating growing demand to visit Cape Breton Island in winter. With our 1100km of snowmobile trails, 50+ snowshoe trails and 4 dedicated ski facilities, it’s no wonder that demand is growing. To capitalize on this, DCBA is inviting all operators to participate in our 2019-20 Winter Campaign, which will focus on Winter Experiences and Equipment Rentals, Where to Stay, Where to Eat and Drink, and Winter Events between December and March.
If you are an operator or industry partner who is active during the winter season and would like to be profiled in this year’s campaign, this is a great opportunity. And it’s FREE!
Each industry participant will receive:
- Featured listing(s) on the Winter section of cbisland.com.
- Listing(s) in the Winter brochure (4000 copies) – now closed to participation.
- Dedicated posts on Destination Cape Breton’s social media channels.
If you are interested in participating in the 2019-20 Winter Campaign, please click the SIGN UP button to the right to fill out the participation form.
If you have any questions, please contact Tasha Gilley at 902-563-4636 or [email protected].
Season Extension Opportunity for Operators
New resources are being made available to Cape Breton’s tourism-focused businesses, to expand employee cross-training and skills development to assist with meeting the demands of visitors who are coming earlier to Cape Breton Island and staying later. The initiative, supported by the Government of Canada, the Province of Nova Scotia and tourism partners will assist the long-term sustainable health of the tourism economy.
The Tourism Industry Association of Nova Scotia (TIANS) and the Nova Scotia Tourism Human Resource Council (NSTHRC) are working with regional industry partners and business groups to provide industry operators with toolkits to improve human resources practices, deliver service excellence training and provide a wage subsidy to support operating outside the traditional tourism season. Regional partners for the program on Cape Breton Island are the Cape Breton Partnership and Destination Cape Breton.
“The Cape Breton Partnership is proud to be a delivery partner on this program for the benefit of our Island’s tourism operators,” says Carla Arsenault, President & CEO of the Cape Breton Partnership. “The Cape Breton experience is second to none, and that is largely due to the expertise of our businesses and dedicated workforce. Our hope is that this program will grow our tourism operators’ business capacity and enhance employee skillsets.”
Terry Smith, CEO of Destination Cape Breton, says, “This seasonality initiative is in complete alignment with the work Destination Cape Breton and tourism operators have been doing to extend our shoulder seasons and build our winter season. Additionally, it has the potential to help alleviate workforce shortages for participating operators.”
In addition to the resources listed above, businesses will be connected to ongoing labour research activities and data, along with support services, to maximize employee attraction in areas with labour shortages.
Operators interested in participating in the program or those who would like more information should contact the Cape Breton Partnership at 902-562-0122 or [email protected].
Tourism Innovators Summit
On October 30, 2019, the World Tourism Institute at Cape Breton University and Destination Cape Breton hosted the Island’s first Tourism Innovators Summit. This gathering brought together the brightest minds in our tourism industry to share innovative initiatives, discuss emerging opportunities, and create a vision for the future of our industry.
Copies of most of the presentations are available to download by clicking the buttons to the right.
2019 Festivals & Events Program
Festivals and Events are an important contributor to the tourism industry. This funding program targets festivals and/or events with the potential to generate new visitation based on the Island’s target markets or the potential to better serve visitors to the Island. Ultimately, the program aims to increase length of stay and spending, especially for the shoulder and winter seasons.
The program is administered by Destination Cape Breton Association (DCBA) on behalf of partners: the Cape Breton Regional Municipality, the Municipality of Inverness County, the Municipality of Victoria County, the Municipality of Richmond County, the Town of Port Hawkesbury, and the Atlantic Canada Opportunities Agency (ACOA).
Applications are now closed for 2019. If you would like to be added to the distribution list to be notified about the program for 2020, please contact Tasha at [email protected].
Get Listed on CBIsland.com
Events & Experiences
We suggest that all operators list their events and experiences on NovaScotia.com, which will then feed to cbisland.com.
In order to be listed on cbisland.com accommodations must be licensed under the Tourist Accommodations Act & Regulations and demonstrate quality by participating in one of three recognized quality accommodation programs. More details on licensing and other information can be found here.
For more information on listings on cbisland.com, contact Kristine at 902-563-4636 or [email protected]
DCBA contracted the development of niche product inventories and assessments for culinary, winter tourism, trails, performing arts, and outdoor adventure over the past few years. Currently, DCBA is engaging with industry partners to move the recommended tactics in these reports forward. Copies of the reports are available to download by clicking the buttons to the right.
DCBA has also conducted biennial travel intention and conversion surveys, most recently in 2017. Results of those surveys are available for download on the right.