How to Market Your Tourism Business Around Nova Scotia’s Events & Festivals

So, how do you align your business with these events in a meaningful, strategic way? Let’s dive into how you can market your tourism business around Nova Scotia’s events and festivals for maximum impact.

🎯 Step 1: Choose the Right Events to Align With

Not every event is the right fit for your brand. Start by selecting festivals that naturally complement your business. For example:

If you operate a coastal B&B or boat tour, the Lobster Bash in Digby is a great tie-in.

If you offer art workshops or gallery tours, align with the Lunenburg Folk Harbour Festival or Nocturne Halifax.

Wine and food tourism? Look no further than Devour! The Food Film Fest in Wolfville.

Tip: Use NovaScotia.com’s Events Calendar to plan your marketing around major dates, especially those that bring in overnight guests or regional travellers.

💡 Step 2: Create Event-Specific Packages or Offers

Don’t just promote the event—create an irresistible reason for people to choose your business during it. Think in terms of limited-time value.

Ideas include:

• Festival Weekend Packages: Bundle accommodation, event passes, and a small local gift or experience.

• Early Bird Discounts: Offer 10–15% off bookings made before a certain date.

• Event-Themed Products: Sell merchandise or souvenirs tied to the festival’s vibe.

These offers create urgency, tap into the event’s buzz, and make your brand part of the celebration.

📲 Step 3: Use Social Media to Ride the Event Wave

Social media is where the event buzz happens. Here’s how to join the conversation without getting lost in the noise:

• Hashtag Smarts: Use official event hashtags (e.g., #CelticColours2025) alongside your branded tags.

• Countdown Posts: Build anticipation with a countdown or sneak peeks at your offer.

• Behind-the-Scenes Content: Show your staff prepping, your space getting event-ready, or local tips for attendees.

Bonus: Tag the event's social accounts in your posts—they often re-share community content, which boosts your visibility!

🌐 Step 4: Update Your Website & Google Profile

When visitors search for festival info, make sure your business is part of what they find. Update key digital touchpoints:

• Homepage Banner: Highlight your event tie-in or promotion.

• Blog Posts: Write quick guides like “Where to Stay During the Halifax Jazz Festival” or “5 Must-See Things at the Annapolis Valley Apple Blossom Festival.”

• Google Business Profile: Temporarily update your description with event-related content and upload fresh photos related to your special offers or décor.

Searchers are actively looking—help them find you with timely, relevant content.

🤝 Step 5: Partner with Other Local Businesses

Cross-promotion is a win-win. Reach out to nearby businesses also benefiting from the festival crowd:

Collaborate on Giveaways: “Stay at our inn, dine at their restaurant, and win VIP passes.”

Create Joint Packages: A wine tour and concert combo? Yes, please.

Swap Shout-Outs: Share each other’s posts or mention each other in newsletters.

Tourists love curated, local experiences—and so does the algorithm. This strategy expands your reach with little extra cost.

📣 Step 6: Tell Your Story in the Context of the Festival

Marketing isn’t just about selling—it’s about connection. Use the event to tell a richer story about your brand and its connection to Nova Scotia.

For example:

“We’ve been welcoming guests to our coastal cottage since the first Scallop Days in 1992—and we still serve hot chowder the same way.”

Or:

“This year, we’re celebrating Acadian Festival season with special heritage tours guided by local historians.”

This approach builds trust, community pride, and emotional resonance—key factors in converting browsers into bookers.

📊 Step 7: Measure & Adjust

After the festival wraps, look back and assess:

• How many bookings came from your event marketing?

• What social content performed best?

• Did your Google listing see a spike in traffic?

These insights will help you improve and refine for the next event, so your marketing becomes stronger year after year.

Final Thoughts

Events and festivals in Nova Scotia are more than just entertainment—they’re marketing magnets. With smart timing, a little creativity, and strategic alignment, your business can harness that energy to reach more people, drive more bookings, and deepen your local roots.

Ready to take your tourism business to the next level?

If you're looking for personalized guidance on marketing strategies, website optimization, or social media growth, let's chat! Book a free, no-obligation consultation with Shelley Bellefontaine, your trusted tourism marketing consultant, and get expert advice tailored to your business needs.

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