Moncton 
New Brunswick is turning to baseball to expand its tourism reach.
Credit: Emilie-Iggiotti/Tourism New Brunswick
The provincial government has entered a three year partnership with the Toronto Blue Jays to promote the province as a travel destination to audiences in Ontario and across Canada. The agreement is positioned as part of the province’s broader tourism strategy.
Tourism, Heritage and Culture Minister Isabelle Thériault said the initiative supports the Fresh Perspective plan, which aims to grow annual tourism revenues to $3.7 billion by 2031.
The department will invest $1,624,000 over the three year term. In exchange, New Brunswick will receive visibility during the Blue Jays season. Planned elements include game day promotional features, a national contest, and additional media and storytelling opportunities intended to encourage travel.
Mark Ditmars, the team’s vice president of partnerships, said the organization will work with Tourism New Brunswick to build awareness among fans across the country.
Tourism remains a significant part of New Brunswick’s economy, generating billions of dollars annually and supporting tens of thousands of jobs. The partnership is intended to use the Blue Jays’ national profile to support long term growth across the sector.
Thériault noted that the team’s broad appeal across Canada provides a way to connect with potential visitors and highlight the province’s tourism offerings.
