With half a million annual visitors contributing over $300 million to the regional GDP, Unama’ki – Cape Breton’s tourism sector is robust, but nowhere near saturated. In this episode, we highlight a tourism investment case study in Cheticamp, the rapid growth of marine tourism, and the emergence of Mi’kmaq tourism. The consensus is that there are lots of opportunities for investors, and that collaborating is the way to go.

Listen now, or read on for a few highlights.

A Plan to Build a Cottage Snowballs into a Major Tourism Project

The episode begins with a case study in Cheticamp. Andre Bourgeois, a community leader in Cheticamp, met Kirk Hopner, the CEO of Ontario-based Nautical Lands Group, when Kirk bought a culturally and historically significant piece of land in the community. Kirk had planned to simply build a cottage for himself, but Andre’s insights about the community’s heritage and busy tourism industry inspired Kirk to take advantage of the untapped potential. As Andre put it, “They’re already coming, so it’s not ‘build it and they will come’. Build it because they’re coming.”As of today Kirk has multiple projects on multiple properties in development, including a  museum, gastropub, high-end hotel, and housing projects. 

Andre says these projects are sure to create a positive feedback loop that draws more visitors. He also says the community is a prime location for mid-range hotels.

Superyachts Are Already Coming, and Could Be Spending More

Adam Langley, President and CEO of Superyacht East Coast, has been leading a movement to develop Cape Breton as a marine tourism destination. He says superyachts and smaller boats are already coming, and there are big opportunities for businesses and communities to do more to service these floating debit cards. One boat that visited the Bras d’Or Lakes last summer spent $50,000.

For businesses, there’s demand for almost every kind of product and service, from dog grooming to onshore excursions and to ship maintenance to HVAC repair. However, superyacht passengers and crew have high standards, so tapping into this market might require a more elevated touch than usual.

For communities, Adam says if you develop your waterfront and adjacent mainstreets for locals first then the marine tourists will follow. But the most effective step is to collaborate with other communities because boaters are attracted to regions where there are lots of places to dock and visit. For Unama’ki – Cape Breton, having ocean coasts AND an inland sea is a huge advantage. 

For Indigenous Tourism, Authenticity in Experiences and Partnerships is Key

Robert Bernard, the Executive Director of the Nova Scotia Indigenous Tourism Enterprise Network (NSITEN), has been working on developing Mi’kmaq tourism businesses and experiences since 2017. Throughout that time, authenticity and cultural preservation have been at the forefront and are key parts of every offering that’s coming to the market, like the Eskasoni Cultural Journey, Membertou Heritage Park, and the Sky River Trail in We’koqma’q, all of which provide visitors with immersive experiences in Mi’kmaq history and culture. NSITEN is also working on initiatives such as the Mi’kmaq Music Association and a culinary project with Nova Scotia Community College to further promote and sustain Indigenous culture and tourism.

For investors interested in working with Indigenous communities, Robert calls for them to build genuine relationships with Indigenous communities, understanding their history and needs before initiating projects.

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