Release
Department of Tourism, Heritage and Culture
April 27, 2026
FREDERICTON (GNB) – The government has signed a partnership with the Toronto Blue Jays that will help promote New Brunswick as a tourism destination to the team’s audience in Ontario and across Canada.
“This exciting new partnership supports the success of our tourism strategy, Fresh Perspective, aimed at increasing our annual tourism revenues to $3.7 billion by 2031,” said Tourism, Heritage and Culture Minister Isabelle Thériault. “Investing in this partnership will help showcase New Brunswick and establish it as a world-class destination.”
The department is committing $1,624,000 to the partnership over three years. In turn, the province will gain visibility during the Blue Jays baseball season, including through promotional game-day experiences, hosting a national contest, and additional storytelling and media opportunities designed to spark travel consideration.
“We are pleased Explore NB has trusted the Toronto Blue Jays to support their five-year tourism plan and build awareness with Blue Jays fans across Canada,” said Mark Ditmars, the team’s vice-president of partnerships. “We look forward to working with the Tourism New Brunswick team to celebrate and connect our fans from coast to coast to coast.”
Tourism contributes billions of dollars annually to New Brunswick’s economy and supports tens of thousands of jobs. This partnership aims to leverage the reach and cultural relevance of the Blue Jays to promote long-term growth that benefits residents, tourism operators and communities provincewide.
“The Blue Jays are a shared part of Canadian culture, giving us a meaningful way to connect with future travellers by sharing what makes our province special,” said Thériault.
27-04-26
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Media Contact(s)
Diana Chávez, communications, Department of Tourism, Heritage and Culture, [email protected].