Liberals will try to replace tourism money they cut

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The Liberal government says it will shuffle some money and examine some unnamed “questionable” expenses to try and make up for a $905,000 cut to tourism marketing funding.

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Inside and outside the legislature on Wednesday, Tourism, Heritage and Culture Minister Isabelle Thériault faced questions about the government’s decision to shave the money from the department’s 2025/2026 budget, which recently led the Tourism Industry Association of New Brunswick (TIANB) to issue a scathing press release warning the decision will hurt operators, and calling for its reversal.

TIANB represents hundreds of operators in New Brunswick’s tourism sector.

“In a context of economic uncertainty, particularly due to tariffs and changing consumer habits, it is imperative to intensify efforts to promote New Brunswick as a destination of choice,” the release read.

It also quoted TIANB spokesperson Joanne Bérubé-Gagné, who said “cutting marketing funding at this time puts us at a significant disadvantage when we have a unique opportunity to attract more visitors.”

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It appears the group’s move may have worked – somewhat, at least.

“Well, we’re looking at the budget right now, and we’re going to make some adjustments,” Thériault replied when asked by reporters to explain the cut.

“I think there are some expenses that can be put in some places and be more efficient. So that’s the work that we’re doing right now, and all the details will be provided in the estimates committee in April.”

Estimates is a process where government departments face questions about their spending plans for the fiscal year, and reveals granular details not found in the budget.

Thériault – who ignored an interview request from Brunswick News on Monday to discuss the cut – described the change as “a shift here and there,” and promised to “try to minimize the impacts on the industry.”

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“We’re going to try to govern in an efficient way. And right now, we are still doing that work to be ready for the estimates in April, trying to be as much efficient as we can right now.

“There are promotional campaigns that are active. We’re investing $3 million in the campaign in Ontario. We’re investing $2.5 in million in Quebec. We’re investing hundreds of thousands in Canada, in France, in Germany. And we want to attract, obviously, people from the USA. I think there’s an opportunity there to welcome the people that want to spend their vacation in New Brunswick.”

At one point, Thériault said government would be able to save some money by examining “questionable” expenses in the department’s budget, but she didn’t elaborate.

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“I cannot, unfortunately, tell you exactly where it’s going to be, but we’re going to provide all of this investment, and I’m being confident and positive,” Thériault said. “We are still supporting the tourism industry. This is a super important industry for New Brunswick.

“We’re going to continue investing in some promotional campaigns. Some campaigns are happening right now. We are also developing a plan. We (have) … a five-year plan for the industry. That we’re doing right now. We’re in consultations. There are consultations all over the province right now.

“That’s going to end this fall, and then we’re going to apply this five-year plan starting next year … so there’s a lot of things happening and good things, and we want to have an immediate and long term plan for the tourism industry.”

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Earlier in the House, Thériault faced a question about the cut from Progressive Conservative MLA Tammy Scott-Wallace, who was the tourism, heritage and culture minister in the former Higgs government. During her time in charge, Scott-Wallace faced questions about expenses she and other staff claimed – most notably during a trip to Europe that cost taxpayers tens of thousands of dollars.

“I’m shocked that at a time when Canadians are choosing to change their U.S. travel plans to explore our provinces instead, this government is cutting over $900,000 from tourism marketing,” Scott-Wallace said.

“Our tourism sector is still recovering from COVID-19. It was devastated by COVID-19 and cannot afford less support.

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“Operators have worked tirelessly to rebuild their businesses, and they are now going to be facing setbacks. With international tensions and tariffs affecting our key markets, New Brunswick should be ramping up promotion, not scaling back. This decision does a disservice to the industry and the small businesses that rely on tourism.”

Scott-Wallace then asked Thériault why the government is “cutting efforts to attract visitors at such a critical time.”

Thériault’s reply was similar to the one she gave reporters, but with a partisan shot thrown in.

“The previous government failed to consult tourism operators at all during its six years in power,” Theriault said. “You’re talking about small businesses; that’s what they’re telling us, as we develop a five-year tourism strategy … we have to do this because you didn’t have a clear plan.

“Under the previous government, investments in the tourism sector were made haphazardly. We will remedy the situation and develop a plan. We will continue to invest in New Brunswick’s tourism industry.”

– With files from Barbara Simpson

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