Travel makes one modest. You see what a tiny place you occupy in the world – Gustave Flaubert
Culture. A word and a not so simple definition. In fact, according to A.L. Krober and Clyde Kluckhohn, two cultural anthropologists of the early 20th century, culture had 164 definitions.
In essence, culture defined in its simplest form, is our story, how we live our lives and identify ourselves. It’s all around us. “A conversation among different voices” is how Dr. Louis Gates Junior, an American literary critic, professor, and historian, defined it.
The rise of the cultural tourist
Tourism. A recreational and leisurely activity that is separate from everyday life with destinations that provide a home away from home. Tourism was once viewed as something apart from culture. From the 1980s onward until now, the two began to depend on each other. There is now a positive synergy between culture and tourism.
This synergy has given rise to a newer form of tourism known as “cultural tourism,” which subsequently rendered the cultural explorer. In Nova Scotia, there are numerous cultural explorers wanting to experience our culture first hand, immersing themselves in the culture while here. They find an attraction and are curious about the communities that are culturally vibrant.
The life seer
There are still those tourists who seek the “inherited” factors of a selected destination, such as landscape, climate, architecture, events, gastronomy, or shopping. The new breed of tourists are seeking more “created” factors in a destination, something symbolic and sensory. It’s a steer away from a sightseer to a more enriching “life seer.”
Founding cultures
So, what does this new breed of tourist mean for our province? For the tourism sector, it’s of vital importance, as it generates millions in revenue. European travellers are considered “high yield,” spending on average more than visitors from elsewhere.
The province is also seeing increased travel from other Maritime provinces, known as the “staycation” phenomenon, for those seeking shorter getaway trips. This province is bred by diversity and despite our small population, over a million as of April 2023, our population is still growing. In fact, this growth has been the fastest on record since 1951. Our culture is influenced by several founding cultures – the Mi’kmaq, French Acadian, British, and African, to name a few.
Curiosity finds its source in culture and leads to critical thinking, imagination, and innovation. All of these create an atmosphere of who we are and contribute greatly to business, community development, and education.
New realities and new directions
A new marketing campaign by The Tourism Industry Association of Nova Scotia came in the form of New Realities, New Directions to assist the tourism industry compete in the global tourism market. This ongoing strategy highlights both modern and traditional Maritime culture and will do so with travel trade activity, television, print advertising, as well as online, among its media networking.
Culture strengthens the tourism sector. And this sector provides the audience for our culture. It’s a symbiotic relationship and indeed a gift for the future.