Destination Antigonish Tourism and Marketing Strategy

ATN Strategies was commissioned by the Town and County of Antigonish to create a fully integrated tourism strategic plan at a time when local leaders and operators saw strong potential, but lacked a coordinated framework to guide growth. The region needed a clearer governance model, stronger year-round visitation (especially in the shoulder seasons), and better tools to increase visitor spending while supporting sustainable, community-aligned development.

We began with a detailed background review and environmental scan, examining Antigonish and surrounding areas, relevant tourism plans, market trends, and comparator destinations. This work helped identify the region’s core assets, target markets, and structural challenges, from seasonal demand patterns to limited coordination across organizations.

Community engagement formed the backbone of the project. We met with local tourism operators, community groups, and both Town and County Councils to understand their experiences, priorities, and ideas for the future. Through interviews, workshops, and discussions, we gathered insights on product gaps, infrastructure needs, and opportunities for collaboration across sectors such as culture, sports, education, and nature-based tourism.

Drawing on this input, we completed a SWOT analysis to distill Antigonish’s strengths, weaknesses, opportunities, and threats. We then translated these findings into a practical action plan that included recommendations for a sustainable governance structure, income-generating opportunities, and priority investments to support product development and experience enhancement. We also assisted with marketing efforts, helping to shape messaging, materials, and strategies that position Antigonish more clearly in the regional and provincial tourism landscape.

The resulting integrated tourism strategy provides Antigonish with a roadmap to grow shoulder season capacity, support local operators, increase visitor yields, and work more effectively with industry partners to realize the region’s full tourism potential.