Measured Progress in Visitor Activity
New Brunswick’s travel market is estimated to have rebounded strongly in the second half of 2025, driving an overall annual growth of 4.3 per cent in visits and a corresponding 3.4 per cent increase in total tourism expenditures. Domestic travel proved crucial in sustaining the sector over the year, helping to offset the decline in visits from Americans. However, slower population growth will limit the demand for domestic tourism over the medium term.
What is our prediction for total visitations to the province—domestic and from the United States—over the forecast period to 2030? What are the significant challenges for the tourism sector? What targeted initiatives does the province plan to boost visitation and support more resilient local economies?
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