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We are pleased to share Tourism New Brunswick’s new report “What We Heard” (July 2025), an important step toward New Brunswick’s new five-year tourism strategy. 

For the Chaleur region, the findings echo what we know well. Our outdoor adventure, Acadian culture, and community spirit position us to grow as a true four-season destination and invite visitors to embrace the vibe.

Key findings from the report:

• Tourism’s impact: A $2.5B industry supporting more than 40,000 jobs.

• Engaged residents: 91% say tourism strengthens the economy, and 82% take pride in showing the province to visitors.

• Core strengths: Fundy, Hopewell Rocks, and our warm saltwater beaches remain iconic attractions.

• Challenges: New Brunswick is still too often seen as a “pass-through province,” with calls for more variety, stronger infrastructure, and true four-season tourism.

• Global trends: Travelers seek authentic, local, and sustainable experiences, while becoming more budget-conscious.

Why it matters for Chaleur

The report doesn’t single out specific regions, but many of its themes resonate strongly with what defines the Chaleur region:

• Outdoor adventure — from snowmobiling and ATVs to paddling and fishing — is a natural strength for our communities.

• Acadian culture and heritage are powerful assets, recognized as underused across the province.

• Like elsewhere in New Brunswick, gaps in accommodation and infrastructure are barriers, but entrepreneurial energy and collaboration are driving new opportunities

For the Chaleur region, these findings confirm our potential as a four-season destination where nature, culture, and authenticity come together. It’s an invitation to truly embrace the vibe.

👉 See the full report: https://drive.google.com/file/d/1pz0P_0Sahzw6urs06qNDqOx-IYWjSg4A/view?usp=sharing