New Brunswick has a chance to make a serious move and become the number one tourism destination in the region according to the Gallant government's new tourism growth strategy.
The voice of the industry is cautiously optimistic but confident the strategy will strengthen the industry and allow it to work more closely with government.
Tourism Industry Association president Ron Drisdelle says visitors today are anxious to meet the locals and to become immersed in the culture.
"We have indigenous tourism that can provide unique experiences. We have the Acadian culture that provides a rich experience, culturally speaking, to our visitors," he says.
Drisdelle notes the numerous festivals and events across the province also give visitors a taste of New Brunswick.
The Gallant government aims to boost visitor spending to $2 billion a year by 2025.