Following a competitive pitch process, Tourism Nova Scotia has appointed tourism consultancy Axis Travel Marketing to manage its UK trade relations and PR strategy.

Located in eastern Canada and almost completely surrounded by ocean, Nova Scotia welcomes some 2.2 million visitors each year.

The province is the country’s second smallest but has one of the richest and most diverse tourism offerings, spanning outdoor adventure, cultural travel and outstanding gastronomy.

The UK is Nova Scotia’s largest European source market and benefits from direct flight access between London Heathrow and Halifax, and Glasgow and Halifax, the provincial capital city.

Tourism Nova Scotia will work with Axis Travel Marketing to develop its UK tourism strategy through innovative PR campaigns and ambitious new trade initiatives.

The activity forms part of a greater global awareness drive to increase visitor numbers and to position Nova Scotia as a must-visit Canadian province.

“The UK is a very important market for Nova Scotia and we’re delighted to have Axis Travel Marketing join our team,” said Michele Saran, chief executive, Tourism Nova Scotia.

“We look forward to a strong partnership and achieving results together.”

Axis Travel Marketing was established a decade ago and is one of the leading destination marketing and representation firms in the UK, Ireland and Europe.