Investment aims to make tourism sector more resilient

The provincial government is investing $120,000 toward strengthening the province’s tourism workforce. The funding will support training initiatives aimed at enhancing skills, leadership and service quality in the tourism industry.

Release

Department of Tourism, Heritage and Culture

November 17, 2025

FREDERICTON (GNB) – The provincial government is investing $120,000 toward strengthening the province’s tourism workforce. The funding will support training initiatives aimed at enhancing skills, leadership and service quality in the tourism industry.

This investment is part of a memorandum of understanding between the Department of Tourism, Heritage and Culture and the Tourism Industry Association of New Brunswick.

“This partnership aligns with the goals outlined in Fresh Perspective: New Brunswick’s Tourism Strategy 2026-2031, which was shaped by input from tourism operators and stakeholders across the province,” said Tourism, Heritage and Culture Minister Isabelle Thériault. “Through key partnerships, we will help the industry build capacity in business planning, training programs and itinerary development, fostering a resilient, innovative and entrepreneurial industry ready to grow.

“By working together, we are investing in the people who make New Brunswick’s tourism industry exceptional, ensuring they have the tools to succeed.”

The agreement will focus on:

  • Enhancing digital readiness and competitiveness.
  • Providing training tailored to local needs and priorities.
  • Building capacity in areas such as artificial intelligence integration, content creation and online marketing.
  • Fostering innovation and sustainable business practices within the tourism industry.
  • Creating training programs that align with operator needs, infrastructure and capacity in each region, while promoting regional collaboration and momentum.

“The Tourism Industry Association of New Brunswick welcomes this investment in people and the future of our industry,” said Ginette Doiron, CEO of the association. “Through this partnership, operators across New Brunswick will have access to practical, industry-driven training, all adapted to regional realities. This partnership with the Department of Tourism, Heritage and Culture reflects a shared commitment to building a stronger, more resilient tourism sector by ensuring our tourism professionals are equipped with the knowledge and skills to thrive in an increasingly competitive marketplace.”

Related topics

Business and economy, Tourism, recreation and outdoors

Media Contact(s)

Jessica Hearn, communications, Department of Tourism, Heritage and Culture, [email protected].