Atlantic Canada UNESCO Tourism Corridor

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Overview

The Atlantic Canada UNESCO Tourism Corridor is one of three corridors being supported through Destination Canada’s Tourism Corridor Strategy Program. Learn more about the program through the following links:

Three of Canada’s Atlantic provinces—New Brunswick, Nova Scotia, and Newfoundland and Labrador—are home to more than a dozen United Nations Educational, Scientific and Cultural Organization (UNESCO) sites, which contribute to pride of place and form a network of unique landscapes, rich cultural history, and diverse offerings.

UNESCO’s prestigious global brand attracts visitors from around the world who are eager to experience Atlantic Canada’s heritage sites, characterized by critical ecosystems, pristine landscapes, and areas of cultural significance. Due to their popularity, some sites have reached or exceeded their seasonal carrying capacity while others remain under visited and overlooked.

Through the development of the Atlantic Canada UNESCO Tourism Corridor, opportunities will be identified to:

Develop shoulder- and off-season offers.
Redistribute and disperse summer travellers.
Attract high-value guests that grow local economies while supporting community values and protecting ecological integrity.

The Atlantic Canada UNESCO Tourism Corridor brings together the Canadian Commission for UNESCO, Fundy Biosphere Region, New Brunswick, Nova Scotia, Newfoundland and Labrador, and Parks Canada to:

Convene diverse stakeholders.
Foster innovation.
Identify a common vision for the future, where humans and the environment connect and thrive.

The strategy for the Atlantic Canada UNESCO Tourism Corridor will be based on regenerative tourism principles, focused on generating wealth and wellbeing for the region. Several objectives are guiding the strategy development:

Explore opportunities for collaboration across jurisdictions that exist for planning, prioritizing, and investment.
Build a consistent visitor experience supported by local and rural communities.
Support multi-day trip planning that features UNESCO sites and enables travel throughout Atlantic Canada.
Foster innovation in regenerative, experiential, authentic approaches to tourism that aligns with the UN’s 17 Sustainable Development Goals (SDGs) and UNESCO priorities.

Atlantic Canada UNESCO Tourism Corridor

The following 13 sites form the Atlantic Canada UNESCO Tourism Corridor:

Bras d’Or Lake Biosphere Reserve
Cliffs of Fundy UNESCO Global Geopark
Discovery UNESCO Global Geopark
Fundy Biosphere Region
Gros Morne National Park
Joggins Fossil Cliffs World Heritage Site
L’Anse aux Meadows National Historic Site
Landscape of Grand Pré World Heritage Site
Mistaken Point World Heritage Site
Old Town Lunenburg World Heritage Site
Red Bay Basque Whaling Station World Heritage Site
Southwest Nova Biosphere Region
Stonehammer UNESCO Global Geopark

Timeline

The Atlantic Canada UNESCO Tourism Corridor project, which started in June 2023 and will wrap up at the end of December 2023, involves three co-created deliverables:

Corridor Strategy: Define vision, align resources, engage stakeholders.
Implementation Plan: Plan execution, identify timeline/priorities, inform or establish governance.
Financial Plan: Identify investment needed, suggest opportunities, identify potential funding sources.

The Corridor Strategy development process includes several critical stages of engagement with corridor partners, stakeholders, and community members. We invite you to review the opportunities and participate by sharing your knowledge, input, and ideas.

Activities to ensure outreach and engagement include:

UNESCO site briefings and assessments.
Online survey for corridor partners, stakeholders, and community members, etc.
Workshops for corridor partners, UNESCO sites, and broader stakeholders to formulate, validate, and refine the strategy.

Governance for implementing the strategy will be outlined in the Implementation Plan, while the Financial Plan will outline how the development of the corridor will be financially supported.

Team

In partnership with Destination Canada, the Atlantic Canada UNESCO Tourism Corridor project is co-led by the Canadian Commission for UNESCO and the Fundy Biosphere Region & Stonehammer UNESCO Global Geopark.

With the participation of the project leads, Destination Canada selected and engaged experts from tourism consultancy firm, Vardo Creative, to guide the project and co-create the key deliverables in collaboration with the corridor partners and stakeholders. Vardo’s team includes expertise in strategic corridor development, Indigenous engagement, regenerative tourism, international markets, and financial analysis.

Additional partners collaborating on the project include Parks Canada, the governments of New Brunswick, Nova Scotia, and Newfoundland and Labrador, and the UNESCO sites showcased through the Corridor.

If you have any questions about the Atlantic Canada UNESCO Tourism Corridor, please reach out to Erica, Vanessa, or Jennifer for further details.

Erica D'Souza
Senior Program Manager, Destination Development
Destination Canada
dsouza.erica@destinationcanada.com

Vanessa Poulin-Gladu
Manager, Public Affairs
Canadian Commission for UNESCO
Vanessa.Poulin-Gladu@ccunesco.ca

Jennifer Dingman
Executive Director
Fundy Biosphere Region & Stonehammer UNESCO Global Geopark
ExecutiveDirector@fundy-biosphere.com

Additional Information

What is a corridor?

A corridor connects a concentration of similar businesses or institutions together, creating synergies that drive regional economies by leveraging each other’s resources and customers. Collectively, they create greater overall demand for the area and their experiences and give even more reasons for visitors to stay longer and travel through the area.

Why is Destination Canada focusing on corridors?

Destination Canada can play role in corridor development by facilitating connections and leveraging federal and national partners to encourage engagement and build a more robust network of resources. The cluster and corridor-based approach is informed by theoretical approaches and best-practices from around the globe. For more information, please see the following links:

Who is funding the strategy development for each corridor?

Destination Canada is funding the development of a strategy, implementation plan, and financial plan for each corridor in the program.

What is UNESCO?

Since 1972, the United Nations Educational, Scientific and Cultural Organization (UNESCO) has led the way in protecting heritage sites across the globe through its World Heritage Convention. Through the Convention, UNESCO and its global network, including the Canadian Commission for UNESCO, work to conserve nature and preserve cultural sites. To learn more about the UNESCO World Heritage Convention, visit https://whc.unesco.org/en/35/.

Who is leading the Atlantic Canada UNESCO Tourism Corridor project?

Additional partners collaborating on the project include Parks Canada, the governments of New Brunswick, Nova Scotia, and Newfoundland & Labrador, and the remaining UNESCO sites showcased through the Corridor.

How are Indigenous people engaged in this project?

Indigenous organizations engaged in the Atlantic Canada UNESCO Tourism Corridor project include: Newfoundland and Labrador Indigenous Tourism Association; Indigenous Tourism Association of New Brunswick; Nova Scotia Indigenous Tourism Enterprise Network; Mi’kmaq Nation; and Indigenous Tourism Association of Canada.

Indigenous communities, businesses, and entrepreneurs will also be involved through the engagement activities connected to each of the 13 UNESCO sites.

When will the strategy development process be completed?

The Tourism Corridor Strategy Program is scheduled to be completed by the end of 2023. Engagement opportunities related to the Atlantic Canada UNESCO Tourism Corridor will take place from July to November 2023, with the three key deliverables finalized by the end of December 2023.

Who is developing the strategies and plans for each corridor?

Destination Canada has contracted the services of industry experts who will co-create strategies and plans with the selected corridors and their stakeholders. Vardo Creative, a tourism consultancy based in Victoria, BC, is leading the provision of services for the Atlantic Canada UNESCO Tourism Corridor.

Who is responsible for implementing the strategy?

The Implementation Plan will identify governance for the implementation of the strategy. Upon completion of the program, Destination Canada cannot fund infrastructure. Given the pilot nature of the program, Destination Canada will explore with the corridor leads on how to advance the work.

Are aspiring UNESCO sites included in the corridor?

The current project and scope of work includes existing UNESCO sites in New Brunswick, Nova Scotia and Newfoundland and Labrador. The strategy may consider possible future connections to aspiring UNESCO sites within the corridor and in other provinces and territories.

Is Prince Edward Island included in this project?

Since there are no UNESCO sites in Prince Edward Island, provincial and local representatives have not been involved as project leads or corridor partners. The strategy may consider possible future connections to Prince Edward Island.

Can UNESCO sites outside of Atlantic Canada be included?

The current project and scope of work includes UNESCO sites in New Brunswick, Nova Scotia, and Newfoundland and Labrador. The strategy may consider possible future connections to sites in other provinces and territories.

Who will be included in the engagement process for the development of the corridor strategy?

Vardo Creative has an extensive engagement strategy that includes residents, business operators, government, suppliers and consumers. If you would like to contribute to the engagement process, please contact a member of the corridor team.