On the Order:

Resuming debate on the inquiry of the Honourable Senator Sorensen, calling the attention of the Senate to the nation-building value of tourism in Canada.

Hon. Krista Ross: Honourable senators, I rise today at the end of National Tourism Week to speak to Senator Sorensen’s inquiry calling the attention of the Senate to the nation-building value of tourism in Canada.

Recently, Senator Sorensen hosted members of Parliament and senators in the Parliamentary Tourism Caucus, where we heard from the President and CEO of Destination Canada. She told us tourism contributes $130 billion annually to the Canadian economy. Tourism includes 265,800 businesses in 5,000 communities, and one in 10 jobs in Canada rely on tourism.

Her speech in November touched on the impact of tourism from coast to coast to coast, in large cities and rural towns, from cultural festivals to local attractions. She asked us here in this chamber to highlight what tourism means in our communities — the landmarks, the businesses and regional cultures.

As you’re aware, I hail from New Brunswick, in Atlantic Canada. You may be thinking, “What’s in New Brunswick? Why would I go there?” Well, I’m going to tell you.

Tourism isn’t just about skiing in the mountains of the West or going to large events like the Calgary Stampede. It isn’t just visiting large urban centres like Toronto or Montreal. In smaller provinces, tourism is often focused on local activities and outdoor experiences.

Visitors choose New Brunswick for outdoor adventure, activities like snowmobiling, hunting, fishing and, increasingly, mountain biking, hiking, wellness and cultural experiences.

We have a proud and vibrant Acadian community — from the North Shore and Acadian Peninsula to the Southeast region, whose history dates back hundreds of years. Many museums and historic sites bring the Acadians’ history to life, while restaurants, music, arts and other attractions provide a distinctively modern connection to the past. Tourists visit the Acadian Historical Village, Le Pays de la Sagouine, the annual Festival acadien de Caraquet and so many more places and events.

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There is the Bay of Fundy where tides can rise an unbelievable 16 metres, with 160 billion tonnes of sea water going in and out of the bay twice a day. One of the best-known sites, Hopewell Rocks Provincial Park, lets you walk on the sea floor around giant sea stack monoliths.

From the lava spires on Grand Manan Island to the rocky shoreline of the Fundy Footpath and the sandy beaches of the Northumberland Strait, New Brunswick has beautiful coasts to explore outdoors. You can hike the Maritimes’ highest peak. You can swim in Canada’s warmest salt water. You can downhill ski in the Appalachian Mountains. It’s all in New Brunswick.

There are also more than 15 First Nations communities — including the Mi’kmaq and the Wolastoqiyik — that have called the province home for thousands of years. In fact, New Brunswick has more Indigenous-named landmarks, rivers and towns than any other Atlantic province. There are so many Indigenous cultural festivals throughout the year, including in my hometown of Fredericton, where I always enjoy attending the Sitansisk (St. Mary’s First Nation) annual powwow in June.

Fredericton is known as a historic riverside city boasting a vibrant arts scene. It is the craft brewing capital of Atlantic Canada. It has 120 kilometres of walking trails, the world-renowned Beaverbrook Art Gallery and our annual Harvest Music Festival which, incidentally, takes place this year from September 15 to 20, and the lineup this year features acts like the Barenaked Ladies, Graham Nash, The Beaches, Sloan, Drive-By Truckers and many more great acts.

There is our Historic Garrison District, complete with Changing of the Guard ceremonies daily in the summer months. And just a few steps away, there is Kings Landing, an exceptional 19th-century living history museum. All this provides not only a beautiful place to live but also a wonderful place to visit. Colleagues, any time you would like to visit, just let me know.

Bringing it around to the economic impact, according to our provincial tourism strategy, in 2024, tourism contributed $2.5 billion to the New Brunswick economy and supported nearly 30,000 jobs across the province. It boosts exports, fuels small business growth and brings energy to our regions and communities. More than 90% of New Brunswickers say tourism supports the provincial economy, and we take pride in showing off our home province.

Ultimately, tourism is about people, and New Brunswickers help make our province a place worth visiting. Every friendly welcome, every local recommendation and every moment of shared pride shapes how visitors experience our province. When we are proud to share where we come from, that pride becomes part of the story that visitors take with them.

Thank you. Wela’lin.