Strategic Tourism Expansion Program (STEP)

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 Frist 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:  pdf Truro Colchester Strategic Tourism Expansion Plan (STEP) (February 2025) (3.86 MB)

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.

The STEP strategy has been adopted by Colchester Council. Next steps include establishing the development society and creating of an annual operating budget which will be made available to the public and will provide a clear breakdown of how levy funds will be allocated and distributed.