Target Markets
Who are our target markets?
Nova Scotia’s marketing efforts are directed primarily at potential visitors in Canada, the United States, Germany, and the United Kingdom. Our activity in each target market varies depending on awareness levels, proximity and transportation access, media costs and budgets, and the ability to leverage partnerships.
Market Plans:
Tourism Nova Scotia’s Target EQ Groups
Tourism Nova Scotia began using EQ (explorer quotient) as our lead market segmentation tool in 2015. Using EQ has helped us to identify who is most drawn to our unique landscapes, cultures and experiences, and to tailor our marketing approach to appeal to these potential visitors. The three EQ types that offer the best fit with what Nova Scotia has to offer as a tourism destination are:
- Authentic Experiencers
- Cultural Explorers
- Free Spirits
