A presentation on tourism became one of the longest discussions at the first public meeting of Tantramar’s newly-elected council on June 9, after a local resident questioned the municipality’s tourism planning, marketing efforts and spending.
Local resident and festival organizer Shelley Chase addressed council during the public presentation portion of the meeting. Chase said she began reviewing the municipality’s tourism activities while working with Levee on the Lake and later requested information from municipal staff.
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Her presentation focused on several concerns, including what she described as the absence of a public tourism plan, the amount of tourism-related content being shared through municipal channels, unspent advertising dollars and whether the municipality had pursued available tourism grants.
“I would ask the department to explain why there is no tourism plan and how they measure their goals, expenditures, and growth without one.”
Chase said she reviewed municipal reports and social media activity and found little evidence of tourism-focused promotion.
“I reviewed every Facebook post since January. Of 123 posts, just three came from tourism.”
She also questioned why a large chunk of the municipality’s tourism advertising budget from 2025 was left partially unspent.
“Twenty two per cent of our tourism advertising budget was left unspent. Why?”
The short two-minute presentation compared Tantramar’s tourism funding efforts with those of other New Brunswick communities.
“Salisbury and Grand Falls have received $244,000 and $296,000 respectively from ACOA tourism grants. Did we apply?”
Among Chase’s other concerns were what she viewed as an “overreliance” on Amherst in tourism promotion and a lack of outward-facing marketing designed to attract visitors to Tantramar.
Staff defend current tourism efforts
Following the presentation, councillors asked staff to respond.
Jeff Taylor is Tantramar’s director of community and corporate services. Taylor told council a tourism plan is being developed as part of the municipality’s broader economic development strategy.
“The tourism plan is going to be part of that,” said Taylor.
Taylor said staff are waiting for the Southeast Regional Service Commission to complete a regional economic development strategy before finalizing Tantramar’s own plan.
“We’re waiting to get the results of theirs so we don’t have to spend a bunch of municipal taxpayer money,” he said.
Tourism and business development officer Ron Kelly-Spurles then provided a detailed overview of the municipality’s tourism activities and responsibilities.
Kelly-Spurles said his work includes producing the municipal visitor guide, operating the Visitor Information Centre, coordinating tourism advertising, supporting local events, managing highway event signage and promoting local businesses.
“I am the only person solely assigned to the area of tourism and business development,” he told council.
Kelly-Spurles also addressed concerns about tourism promotion and regional partnerships. He noted that visitors often travel throughout the region and that tourism promotion does not necessarily stop at municipal boundaries.
The municipality also said they currently advertise through a variety of channels and partnerships, including regional tourism organizations and CFTA Radio in Amherst.
While defending many of the municipality’s existing efforts, Kelly-Spurles acknowledged there is room for improvement.
“I acknowledge this is an area we need to improve in, and we will.”
Discussion turns to future opportunities
The discussion later shifted from criticism toward potential solutions.
Councillor Alyssa Greene suggested exploring the creation of a tourism committee that could bring together community stakeholders and tourism interests.
Council members also discussed opportunities to strengthen partnerships with local arts and cultural organizations, including a newly-forming arts collective in the municipality.
No decisions were made following the discussion.
However, the exchange highlighted what may become an ongoing conversation for the new council as it develops a tourism strategy and considers how best to promote Tantramar to visitors while measuring the effectiveness of its tourism spending and marketing efforts.
Throughout the entire exchange, Chase’s questions around the 22 per cent unspent 2025 advertising budget, and whether the ACOA grant had been applied for, there was no response.
About the reporter
Clinton Davis is a PT journalist/producer with CHMA News covering Tantramar (including Sackville, Dorchester, Port Elgin, Midgic and surrounding communities). He reports on municipal government, public safety, community events, local business, regional issues and ideas across Tantramar.
