As one of the four provinces that make up Atlantic Canada, Nova Scotia shines as a unique and dreamy Canadian destination. With varied and stunning landscapes, friendly locals, and traditions that some might deem quirky, Nova Scotia is unlike any destination in the world.

From the iconic Appalachian Mountain ranges (yes, they extend from central Alabama through Canada’s maritime provinces!), lush river valleys, forests, and a varied sea coast ranging from highly rugged to broad sandy beaches, every region in Nova Scotia offers something new and remarkable.

Not only is Nova Scotia an adventurer and photographer’s dream, but cultural explorers and foodies will also be ecstatic with what they find. After a day surfing on the Eastern Shore or whale watching in the Bay of Fundy, or walking the coastal shores, tuck into a full lobster dinner or plate of fresh scallops while sampling some of Nova Scotia’s award-winning wines. Spend every day doing or seeing something new; fully immerse yourself in the unparalleled offerings to create “your ocean playground” experience — it’s what makes Nova Scotia the Canadian destination you never knew you needed!

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Unleash your creative potential

If you are…

  • A high-quality content creator in either: Canada (primarily the provinces of Quebec, Ontario, Alberta, or British Columbia), the USA (primarily NEUS/New England), Germany (and German-speaking regions in Switzerland and Austria), Ireland, or the United Kingdom.
  • In possession of a valid driver’s license.
  • A self-starter who loves to explore independently and not be driven by a specific itinerary, with a penchant for research and discovering new things!

And if you can provide…

  • Promotion to a highly engaged audience in the core target markets outlined above (creators must demonstrate that their follower demographics are at least 60% aligned).
  • REQUIRED content: At least one blog post and/or long-form YouTube video, and one Instagram Reel.
  • OPTIONAL (add-on) content:
    • Daily Instagram and/or Facebook static posts
    • Vertical Reels for Instagram
    • A gallery of vertical images from which Tourism Nova Scotia would select and receive a minimum of 5-10 royalty-free licenses, in perpetuity.

Note that all content produced should accurately and authentically reflect the experiences available in Nova Scotia that you participated in during your visit (or on previous visits), and be told in the authentic voice/style of the content producers.

…then keep reading, and please apply!

Creator Coast Nova Scotia is your chance to dive into a specific theme or region of the province and broadcast it to your readers and viewers. Along with Tourism Nova Scotia, we invite you to explore, eat well, sleep soundly, and be inspired to create. It is up to you to design your itinerary and share what you discover in Nova Scotia with the world.

Unless otherwise noted on the region/theme page, the travel dates can be according to your schedule. All campaign deliverables (including a metrics report, in the format requested by HMI) must be completed by February 28, 2026.

What’s in it for you?

  • An exceptional experience exploring a chosen region or theme of Nova Scotia. Review the available regions and themes here, and within the application form, make note of the top three choices that most appeal to you and your audience. We will do our best to accommodate the selected participants’ top choices.
  • Transportation to and from Nova Scotia, a rental car upon arrival, accommodations, and meals (via a set per diem).
  • Experiences (event tickets, admissions, etc.) may be pre-arranged and covered in advance or booked by chosen participants (which will be covered via a set per diem).
  • A reasonable fee for services, dependent on your suggested deliverables. NEW FOR 2025: Due to procurement policies with the Government of Nova Scotia, fees for deliverables cannot exceed $5,000 CAD (not including travel expenses).

Sound good? If so…

Please complete the application form below by 4:00 pm EDT on Thursday, April 3rd. If you have any questions at all, please reach out to dalene@hmi.marketing.

Thank you for your interest!

Note that HMI is administering the Creator Coast program on behalf of Tourism Nova Scotia, but all decisions on media selected to participate will be made by Tourism Nova Scotia.

We expect to begin reaching out to potential participants in late April. Due to the expected high number of applications, we will only be reaching out to those we wish to partner with, but we sincerely thank everyone for their efforts.