The intention of the Sustainable Tourism Growth Initiative is to provide a one-time resource to encourage sustainability-focused entrepreneurs and community organizations to expand current tourism product offerings and encourage longer visitor stays, leading to more revenue-generating activity across the region.

This Program is focused on providing base-experience support funding that will support local tourism experience development encourage year-round visits and experiences across the region. Participating projects will be focused on increasing the length of stay of visitors to Victoria County and significantly increasing the overall economic impact and experience of the region’s tourism product.

Under the Sustainable Tourism Growth Initiative, tourism sector entrepreneurs from across Victoria County will be eligible to apply for financial support of projects with a total project cost of up to $20,000 with up to $10,000 offered as a 50% grant.

Example: If you are approved for a total of $12,000 in expenses for your project, you will be able to submit claims totalling up to $6,000 as your grant through this program (50% of your submitted project’s approved costs).

The Sustainable Tourism Growth Initiative is intended to support existing and new entrepreneurs and organizations providing tourism related services and experiences within Victoria County.  The program is designed to remove barriers to finding financial support to enhance or try a new tourism product offering at your business or organization.

The Sustainable Tourism Growth Initiative is designed to help grow and improve unique visitor-focused experiences that enhance the offering and attractiveness of Victoria County as a great place to visit in the fall, winter, and/or spring seasons.

The program is open to Businesses and Non-Profit organizations located within Victoria County, Nova Scotia, who are registered to do business in Nova Scotia through the NS Registry of Joint Stock Companies.

Culturally-focused businesses, communities, groups, and organizations located within Victoria County, Nova Scotia, who are registered to do business in Nova Scotia through the NS Registry of Joint Stock Companies are welcomed and encouraged to apply through this program as well.

In addition to completely filling out the below form and meeting the other noted eligibility requirements, all applicants must agree to have reviewed the following resources, videos, and documents:

• Tourism Nova Scotia: Creating an Experience Video – https://youtu.be/qZfPhS8MWI4
• Tourism Nova Scotia: Experience Toolkit – https://tourismns.ca/experiencetoolkit
• Destination Cape Breton: 2024-2027 Strategy – https://destinationcapebreton.com/wp-content/uploads/2024/04/DCB-Strategy-2024-27-3.pdf
• Destination Cape Breton: #RiseAgain2030 – https://destinationcapebreton.com/2030-plan/
• Destination Canada Traveler Segmentation Program – https://www.tourismdatacollective.ca/segmentation

The Sustainable Tourism Growth Initiative is intended to support the development of visitor-focused, experience-based tourism products that encourage travel during the fall, winter, and spring seasons and contribute to longer visitor stays in Victoria County.

Eligible projects must clearly demonstrate how they will create or enhance a defined tourism experience that is available to visitors in the off-season.

Eligible project types and expenses include:

1. Experience Development & Delivery

• Design, facilitation, and development of new or enhanced tourism experiences
• Costs associated with piloting, testing, and refining an experience
• Materials and supplies required to deliver the experience

2. Experience-Enabling Infrastructure (Priority Area)

• Small-scale capital or infrastructure improvements that are directly required to deliver a defined, off-season tourism experience
• Infrastructure that removes barriers to participation in shoulder or winter seasons (e.g., weather protection, safe access, seasonal usability improvements)
• Enhancements that make an experience viable, repeatable, and market-ready
• All infrastructure requests must clearly answer:
  • “What will the visitor do, and how does this infrastructure enable that experience in the off-season?”

3. Equipment & Tools

• Equipment essential to delivering the proposed experience (e.g., gear, furnishings, or tools used as part of the visitor experience)

4. Local Products, Artists, and Suppliers

• Fees for Nova Scotia-based artists, facilitators, and experience providers
• Costs associated with sourcing local materials, products, and services that are part of the experience

5. Training & Capacity Development

• Training required to safely and effectively deliver the new or enhanced experience

Program Priority

Priority will be given to projects that:

• Create bookable, visitor-ready experiences
• Encourage visitation during non-peak seasons (fall, winter, spring)
• Support longer visitor stays and higher-value experiences
• Demonstrate clear experience design and delivery, not just physical upgrades
• Align with sustainability principles, including use of local products and low-impact practices

If you are unsure if your project would be eligible, please click here to contact the Municipality of the County of Victoria to ask any questions.

Please note that an application will not be considered complete until you have entered all required information in the form, including submitting a budget file in the Financial & Budget section. Click here to download a copy of a blank budget file. Once this file has been completed to reflect the project you are applying for through this program, you may save it to your device and attach it to the form below.

The following expenses and activities are not eligible for funding through this program:

1. Passive Infrastructure & General Site Improvements

• Projects primarily focused on general property upgrades or amenities without a clearly defined tourism experience
• Structures or improvements that do not directly enable or enhance a visitor experience (e.g., gazebos, general-use buildings, aesthetic upgrades)
• Infrastructure that improves comfort or appearance but does not create a reason for visitors to travel in the off-season

2. Ineligible Expense Categories

• Marketing tactics or contracted marketing services
• Labour costs for executing the project
• Website or social media projects
• Fundraisers
• Family reunions
• Political or religious events
• League, club, sports training camps, or tournaments
• Business conventions, conferences, workshops, or meetings
• Events that are solely an artisan fair, craft fair, tea, or supper
• Alcoholic beverages
• Membership fees
• Parades
• Travel costs or performance fees for non-Nova Scotia-based artists

* Important Note to Applicants

Projects that include infrastructure may still be eligible, but only where that infrastructure is clearly tied to a defined, off-season tourism experience.

For example:

• A kayak launch that enables safe access for shoulder-season paddling experiences → Eligible
• A gazebo intended for general use without defined programming → Not a priority

Applicants must clearly demonstrate how their project will create a compelling reason for visitors to come to Victoria County during the off-season.

Please note that although your project or business MAY include these above activities/expenses, they are not eligible for expenses that you can claim through this program.

If you are unsure if your project would be eligible, please click here to contact the Municipality of the County of Victoria to ask any questions.

Please note that an application will not be considered complete until you have entered all required information in the form, including submitting a budget file in the Financial & Budget section. Click here to download a copy of a blank budget file. Once this file has been completed to reflect the project you are applying for through this program, you may save it to your device and attach it to the form below.

This is a joint project between the Municipality of the County of Victoria and the Cape Breton Partnership through the Cape Breton Regional Enterprise Network.

The initiative will also include participation from an Advisory Team represented by local leaders in the tourism industry and the organizations that support the industry. This Advisory Team will review applications for decision on their participation in the program.

Applications will be reviewed by a local advisory team represented by local leaders in the tourism industry and the organizations that support the industry.

Applications will be reviewed by a combination of Advisory Team members, including:

• Two local tourism industry representatives based in Victoria County;
• Destination Cape Breton;
• Nova Scotia Tourism;
• Cape Breton Partnership; and
• Municipality of the County of Victoria Tourism & Recreation Department.

Applications will be reviewed by the Advisory Team using the following evaluation criteria:

1) Project Plan – 45%

Research

• Depth and breadth of market research conducted
  Assess the extent to which comprehensive research has been performed, including demographic studies, visitor behavior analysis, industry forecasts, and cultural trends.
• Quality of data sources used
  Evaluate whether the research is based on credible, recent, and relevant data sources such as government reports, academic studies, industry associations, and reputable market research firms.
• Analysis of competitors and industry trends
  Examine how thoroughly the proposal reviews competitive offerings, identifies gaps in the market, and integrates emerging trends and innovations in tourism experiences.

Dates Offered

• Alignment with non-peak tourism seasons
  Determine how well the proposed dates help extend the tourism season by avoiding times of overcrowding and stimulating economic activity during quieter periods.
• Consideration of local events and holidays
  Evaluate the scheduling’s sensitivity to existing community calendars, major festivals, school breaks, and statutory holidays that could impact local resources or visitor interest.
• Flexibility in scheduling
  Review the project’s ability to adjust dates in response to unforeseen circumstances (e.g., weather, community needs, external factors) to maximize participation and minimize disruption.

Experience Development Process

• Clarity of concept and unique selling proposition
  Assess how clearly the proposed experience is defined and what sets it apart from other offerings, ensuring it meets a distinctive need or opportunity in the market.
• Involvement of stakeholders in the development process
  Examine the extent to which community members, tourism operators, Indigenous groups, local businesses, and other key players are meaningfully engaged in shaping the project.
• Iterative design and testing approach
  Look for evidence that the experience will be piloted, tested, refined, and improved through feedback cycles before full-scale launch.

Goals & Expectations

• Clearly defined objectives (e.g., visitor numbers, revenue targets)
  Evaluate whether the project outlines specific, tangible goals that define success.
• Measurable key performance indicators (KPIs)
  Confirm that the project includes quantifiable metrics (e.g., number of attendees, satisfaction scores, economic impact) to track progress against objectives.
• Realistic and achievable benchmarks
  Review whether the benchmarks set are ambitious but attainable, based on historical data, market conditions, and resource availability.

2) Alignment with Tourism Strategy(s) – 25%

Target Market

• Clear identification of primary and secondary target markets
  Assess how well the project pinpoints its intended audiences by demographic (age, income, interests) and psychographic (lifestyle, values) profiles.
• Alignment with regional/national tourism target segments
  Ensure the target markets match priorities identified in regional or national tourism strategies, such as cultural explorers, eco-tourists, or high-spend travelers.
• Potential for attracting high-value visitors
  Consider whether the experience is positioned to draw visitors who stay longer, spend more, and engage more deeply with the local community.

Regional Capacity

• Assessment of local infrastructure to support the project
  Evaluate whether there is an adequate supply of accommodations, transport links, event venues, and emergency services to support increased visitor demand.
• Consideration of accommodation, food and transportation capacity
  Review the proposal’s acknowledgment of limits on hotel rooms, restaurants, and transit options, and plans for ensuring a positive visitor experience.
• Potential impact on local community and resources
  Analyze whether the project anticipates and mitigates risks like over-tourism, strain on services, or community disruption.

Marketing Plan

• Comprehensive multi-channel marketing strategy
  Assess the robustness of plans to reach audiences through a mix of digital (social media, SEO, online ads), print (brochures, magazines), PR (media relations), and partnerships.
• Integration with existing tourism marketing efforts
  Look for how well the proposed marketing complements and amplifies regional or national campaigns rather than duplicating efforts or working in isolation.
• Budget allocation and ROI projections
  Confirm that the marketing budget is clearly detailed, appropriately scaled to the project size, and supported by realistic projections of return on investment (e.g., visitor spend vs. marketing cost).

3) Sustainability – 30%

Local Products

• Percentage of locally sourced products and services used
  Examine the commitment to using local goods (e.g., food, craft materials, services) and the extent to which it supports the regional economy.
• Partnerships with local suppliers and producers
  Assess how actively the project seeks and fosters collaborations with nearby farms, artisans, and service providers.
• Promotion of regional specialties and crafts
  Look for plans to celebrate and highlight what makes the region unique, such as promoting indigenous ingredients, traditional crafts, or unique regional flavors.

Local Artists / Entertainers

• Inclusion of local artists or entertainers in the experience
  Review whether the experience meaningfully includes local talent—musicians, visual artists, storytellers—as key elements of the offering.
• Opportunities for showcasing regional culture and heritage
  Ensure the project offers authentic platforms to share the area’s history, traditions, and contemporary culture in a respectful and engaging manner.
• Fair compensation and recognition for local contributors
  Confirm that artists and entertainers are fairly paid, credited, and promoted as part of the project’s success.

Low Carbon Footprint Planning

• Energy efficiency measures implemented
  Assess if steps are taken to reduce energy consumption (e.g., LED lighting, energy-efficient appliances, minimal heating/cooling needs).
• Use of renewable energy sources where possible
  Check whether renewable sources (solar, wind, hydroelectric) are used or promoted as part of the event/experience.
• Promotion of sustainable transportation options
  Evaluate plans to encourage low-carbon transit such as biking, walking, shuttles, carpools, or electric vehicle charging stations.

Waste Management Process

• Comprehensive recycling and composting programs
  Review how well the project provides for sorting, recycling, and composting waste on-site.
• Strategies for reducing single-use plastics and other waste
  Look for initiatives such as encouraging reusable containers, banning plastic straws and bags, and offering eco-friendly alternatives.
• Education and engagement of visitors in sustainability efforts
  Assess how the project encourages visitors to adopt sustainable behaviors through signage, programming, or incentives.

Applications must be received by 4:00 p.m. on June 13, 2025. Applicants will be notified of next steps for their specific application no later than August 13, 2025.

Once you have reviewed all details on this webpage, you will then be able to apply using the form below. This form, once completed and submitted, will then enter the queue to be reviewed by the Advisory Team.

Please note that an application will not be considered complete until you have entered all required information in the form, including submitting a budget file in the Financial & Budget section. Click here to download a copy of a blank budget file. Once this file has been completed to reflect the project you are applying for through this program, you may save it to your device and attach it to the form below.

Once a decision is made on an application, the applicant will be contacted to notify them of the decision and with their next steps/options.

Participants in the program will receive notification of which activities/expenses they have submitted that are approved for their participation in the program.

Participants will then be able to submit claims for those specifically noted activities/expenses with proof of purchase (receipts, invoices, etc) for review and processing. Once a claim is reviewed and confirmed as the eligible expense approved for the participant, their grant payment will then be processed for 50% of that expense as detailed in their participation approval information.

Approved Program participants must:

• Read all details on this page, agree to this page’s conditions, and provide honest and factual details through the Program’s application form;
• Submit expense claims in a timely manner as per their approval notification. Claims submitted with significant delay may result in a delay of processing and/or inability to further participate in the program; and
• Participate in project evaluation and assessment with Program representatives from the Cape Breton Partnership and Municipality of the County of Victoria for confirmation of final project execution and experience feedback.

The following examples are provided to help applicants understand the types of projects that align with the goals of this program.

The strongest applications will demonstrate a clear, visitor-focused experience that encourages travel during the fall, winter, and spring seasons and provides a compelling reason to visit Victoria County.

Strong Project Examples

Outdoor & Nature-Based Experiences

• Guided snowshoe or hiking experiences with local storytelling (Mi’kmaq, Gaelic, or Acadian themes)
• Shoulder-season kayaking experiences supported by safe water access improvements
• Wildlife tracking, photography, or storm-watching experiences

Why this works: Creates a bookable, seasonal activity that attracts visitors and extends the tourism season

Food & Culinary Experiences

• Hosted “Taste of Winter” dining experiences featuring local chefs and producers
• Foraging and cooking workshops offered in spring or fall
• Cultural food experiences highlighting traditional recipes and local ingredients

Why this works: Combines local products, culture, and high-value visitor experiences

Wellness & Retreat Experiences

• Structured wellness retreats (e.g., yoga, sauna, cold-water immersion, guided reflection)
• Creative retreats (writing, art, music) offered in the off-season

Why this works: Encourages multi-day stays and attracts niche, high-value markets

Cultural & Skills-Based Experiences

• Craft or skills workshops (e.g., weaving, carving, boatbuilding, traditional arts)
• Storytelling or music sessions featuring local artists and cultural knowledge holders

Why this works: Showcases local culture while creating interactive visitor experiences

Experience-Enabling Infrastructure (Eligible When Tied to an Experience)

• Infrastructure that directly supports an experience (e.g., kayak launches, outdoor shelters for programming, gear storage for guided tours, winter-ready facilities)
• Improvements that remove barriers to off-season participation (e.g., weather protection, safe access, lighting for evening experiences)

Why this works: Enables experiences to take place in shoulder and winter seasons

Weaker Project Examples

The following types of projects are less competitive and are unlikely to be supported unless clearly tied to a defined experience:

• General property upgrades or aesthetic improvements
• Construction of structures without a defined visitor program (e.g., gazebos, general-use buildings)
• Amenities that improve comfort but do not create a reason to visit
• Projects focused on infrastructure alone without a clear experience component

Ask Yourself Before Applying

Strong applications can clearly answer:

• What will the visitor DO?
• Why would someone travel here in the off-season for this?
• How is this a structured, repeatable experience (not just a one-time idea)?
• How does this encourage visitors to stay longer?

Tip for Applicants

The most competitive projects are those that:

• Combine experience + place + people (local culture, guides, or expertise)
• Are ready to deliver (or pilot) in the near term
• Offer something unique to Victoria County