The Halifax Regional Municipality was riding a wave of tourism success in 2024, nearing pre-pandemic highs and breaking new ground across several key performance indicators. A new report from Discover Halifax paints a picture of a city not only rebounding but thriving, thanks to strategic planning, community engagement and growing global interest.
According to the organization’s 2024 Annual Report, the city welcomed approximately 10.22 million unique visitors between mid-June and the end of December, just shy of the 2019 high of 10.26 million for the same period. The surge in visitation marks a 23.4% year-over-year increase, as reported by the Downtown Halifax Business Commission, pushing total visits to a record 18.5 million for the year.
The upswing is more than a tourism milestone. It’s a major economic story. Halifax Stanfield International Airport alone contributed over $4.2 billion to the regional economy in 2023, a 24% jump from the previous year, underlining the tourism sector’s broad impact on jobs, transportation and local business growth.
"As we look back on 2024, it’s clear that it was a transformative year for our organization and our community,” Ross Jefferson, President and CEO of Discover Halifax, said in a press release. “It marked the first year under our new service agreement with the Halifax Regional Municipality (HRM) and the introduction of two new departments. These changes have strengthened our foundation, setting us up for a future of growth and innovation.
Room nights, cruise ships and a city in demand
One of the strongest signs of recovery has been in hotel performance. In 2024, Halifax saw approximately 1.63 million hotel room nights sold — a 2.6% increase over 2023 and an 11.4% jump from 2019 levels. The increase in demand even outpaced a 5% growth in hotel supply, a signal that the city is drawing not just more visitors, but longer stays.
The cruise industry, another pillar of Halifax’s visitor economy, also made waves. Passenger traffic grew by nearly 20% over the previous year, reinforcing the port’s reputation as one of Canada’s top cruise destinations and a gateway to Atlantic culture and cuisine.
Major destination events were also a driving force in 2024. Halifax hosted the Juno Awards and the Pickleball Canada National Championship, contributing to a banner year for event tourism. Discover Halifax submitted 298 bids for business events and secured 145 wins, a success rate that was 18% higher than in 2023.
Community buy-in and quality of life
Perhaps one of the most encouraging indicators comes not from tourists, but from the people who live and work in the region. In a recent public survey, 88% of Halifax residents said they viewed tourism’s impact on their community as “positive” or “very positive,” up from 80% in 2023.
This growing community support reflects a broader sense that tourism is bringing more than economic activity — it’s enhancing local culture, amenities and services.
Planning for long-term, sustainable growth
Looking ahead, the city’s ambitions are being shaped by the Halifax Regional Integrated Tourism Master Plan, which lays out a roadmap to 2030. The plan focuses on sustainable growth, destination development and ensuring tourism remains a benefit, not a burden, for residents.
Discover Halifax and its partners are investing not just in visitor numbers, but in quality-of-life improvements and resilient infrastructure. From inclusive programming to support for local businesses, the city’s tourism strategy aims to be as durable as it is ambitious.
With rich maritime history, a thriving food scene and growing international visibility, Halifax is quickly becoming one of Canada’s most compelling year-round destinations.
And for investors, small business owners and hospitality professionals, the message is clear: Halifax is open for business — and booming.
Sources
2. Discover Halifax: 2024 Annual Report
3. Downtown Halifax: Data & Reporting
4. Halifax.com: 2024 Resident Survey (October 2024)
This article provides information only and should not be construed as advice. It is provided without warranty of any kind.
