About the Central Nova Scotia Tourism Development Society
The Central Nova Scotia Tourism Development Society (CNSTDS) is the regional destination marketing and management organization responsible for advancing tourism development, destination promotion, and sector growth throughout Colchester County. Working collaboratively with our communities, tourism operators, and partners, we are building a stronger, more connected visitor economy that creates opportunities for local businesses, celebrates our region's unique character, and inspires visitors to explore more of Central Nova Scotia.
Who We Are
CNSTDS was established through a partnership between Millbrook First Nation, the Municipality of Colchester, the Town of Truro, and the Town of Stewiacke, reflecting a shared commitment to a coordinated, regional approach to tourism growth.
Guided by a volunteer Board of Directors and supported by professional staff, our organization works to strengthen Central Nova Scotia's position as a compelling, year-round tourism destination.
Our work extends beyond destination marketing. We collaborate with tourism operators, community organizations, governments, and industry partners to develop visitor experiences, attract and support events, strengthen tourism businesses, and identify new opportunities for sustainable regional growth.
Funded primarily through the region's Tourism Marketing Levy, CNSTDS is committed to strategic investment, meaningful collaboration, and delivering measurable benefits to the communities we serve.
Our Vision & Mission
Our Vision: You See What We See
Our aspiration is for visitors, communities, and partners to recognize Central Nova Scotia as the distinctive, welcoming, and experience-rich destination that those who know it already see.
Our Mission
Strategically cultivate our people, places, and experiences to grow our visitor economy.
Our 2027 - 2031 Corporate Strategic Plan
Cultivating Our Destination
Central Nova Scotia has tremendous potential as a destination. From our natural landscapes and outdoor adventures to our communities, cultural experiences, festivals, and events, our region offers compelling reasons to visit, explore, and stay.
Our 2027–2031 Corporate Strategic Plan, Cultivating Our Destination, establishes a clear roadmap for how CNSTDS will help realize that potential over the next five years.
Building on the foundation established through the 2025–2027 Strategic Tourism Expansion Plan (STEP), our corporate strategy moves us from organizational development toward sustained, impact-driven tourism growth.
Developed through engagement with regional partners and stakeholders, the plan identifies five strategic priorities that will guide our work, partnerships, and investments.
Our Five Strategic Priorities
1. Grow Our Authentic Regional Identity
Build a distinctive and recognizable destination brand that reflects the people, places, and experiences of Central Nova Scotia. Through targeted marketing, compelling storytelling, and stronger digital tools, we will inspire visitors to discover what makes our region special.
2. Curate Memorable Visitor Experiences
Work with tourism operators and partners to strengthen and develop authentic, high-quality experiences that celebrate our culture, natural assets, and communities. Our focus is on creating more reasons to visit throughout the year, explore further, and stay longer.
3. Elevate Events as a Driver for Growing Tourism
Position festivals, sporting events, meetings, and conventions as important contributors to the visitor economy. Through strategic event attraction, hosting partnerships, and targeted investment, we will pursue opportunities that increase visitation, overnight stays, visitor spending, and regional awareness.
4. Strengthen Regional Tourism Leadership and Collaboration
Bring together tourism operators, communities, Indigenous partners, governments, and industry organizations around shared opportunities. By strengthening relationships and regional coordination, we will build a more connected and resilient tourism sector.
5. Build an Impactful Catalyst for Regional Growth
Continue developing CNSTDS as a strong, accountable, and sustainable organization. Through effective governance, responsible financial management, transparent communication, and strategic partnerships, we will build the capacity to deliver lasting value for our region.
Measuring Our Impact
Our success will be measured by the difference tourism makes in Central Nova Scotia.
Through our strategic plan, we have identified long-term goals focused on increasing tourism revenues, growing overnight visitation, strengthening visitor satisfaction, and building a respected, effective regional tourism organization.
We are committed to using research, visitor insights, industry data, and meaningful performance measures to inform our decisions, evaluate our investments, and communicate our progress.
Ultimately, our goal is to grow a visitor economy that benefits more than tourism businesses alone, one that supports local employment, strengthens communities, celebrates our unique identity, and contributes to the long-term economic, social, and cultural vitality of Central Nova Scotia.
Together, we're cultivating a destination worth discovering, experiencing, and returning to.