With new tourism minister from Caraquet, Acadian regions hope for renewed attention
Province has promoted southern N.B. more, tourism officials say
On the rural outskirts of Caraquet, in the hamlet of Petit-Paquetville in northeastern New Brunswick, Sébastien Roy of Fils du Roy Distillery is gearing up for his 13th year in business.
As he proudly points out the taproom's decorations — a perfect replica of the first Acadian flag, vintage local maps, and paintings of Acadian cultural figures — it's clear every detail has been thought out.
But as the snow flies outside, the taproom is empty, indicative of how fleeting the tourism season is in this region.
"During the summer, it will be around 300 to 500 visitors per day," Roy said of the business he co-owns.
"During the winter, maybe one or two per week."
Roy has placed his hope for more visitors in the hands of new Tourism Minister Isabelle Thériault of Caraquet, anticipating renewed attention to the Acadian Peninsula.
The peninsula, which also includes Tracadie-Sheila, Shippagan and Neguac, encompasses sandy beaches, the stunning landscape of the lighthouse and peat bogs of Miscou Island, and active fishing villages.
In many of these places, it's rare to find a house without an Acadian flag flying or on yard decorations.
But as welcoming as the region may be to tourists, getting them here can be easier said than done.
It's a three-hour drive from the nearest major cities of Moncton or Fredericton, and takes about the same time just to reach the Trans-Canada Highway heading in any direction.
Roy emphasized how Thériault's hometown roots give her a unique perspective to lead the department, and not just for the benefit of the Acadian Peninsula.
"I believe for any rural region, the minister will understand the impact tourists can have."
Statistics released from the province show that attractions in Acadian regions, such as Village Historique Acadien near Caraquet and Le Pays de la Sagouine in Bouctouche, saw less growth in visitors from 2023 to 2024 than the southern part of the province's larger attractions, such as Fundy National Park and the Hopewell Rocks
"If it hadn't been for the local tourists from around the peninsula, around New Brunswick, it could have been worse," Bernard Thériault, the mayor of Caraquet, said of last year's tourism season.
Thériault said he's hopeful the new tourism minister will put a focus on attracting more Quebecers, which many local businesses say make up the majority of visitors to the region in the summer.
"What we used to complain about, and now we'll see if it was the problem, is the previous government has put more emphasis on American tourists," Thériault said. "Which is normally better for southern parts of the province."
"We're not usually getting those tourists. What we have seen over the last few years is a constant source of tourists from Quebec."
He said the minister's background with as a business owner in the area, and her time as director the Acadian Festival means she has a "very, very solid understanding of the situation."
There is excitement in Acadian regions for renewed attention from the tourism minister, because tourism is one of the more tangible ways locals can gauge consideration from Fredericton.
When asked in an interview if Acadian regions have been ignored in tourism promotion, the tourism minister said the previous government "was not really sensible to our people, actually to the whole Acadie. So I think we have to revise that."
"Is there something we can do to help them thrive? This is not only for the Acadian Peninsula, but for all the province. We have to work together," Isabelle Thériault said.
When asked if any big changes were planned for the tourism strategy, she did not give specifics, but said she is still new in her role and is trying to meet with as many tourism operators and businesses as possible.
"I think there's some people who have felt left out of the conversation."
Industry hopeful
One tourism official said it's not just the Acadian Peninsula that needs more attention from the province.
"I think the expectations are very high," said Joanne Bérubé-Gagné, the senior executive adviser of the Tourism Industry Association of New Brunswick.
"It's the same thing for all northern New Brunswick, all the way from Edmundston down to the Acadian Peninsula, we've seen a little decrease in our numbers.
Marketing materials have been aimed more at anglophones and less on the Quebec market, adding that the "Acadian product" was not included as much in provincial promotions as it could have been, said Bérubé-Gagné.
"And I think it's basically around the marketing strategy that was developed in the past couple of years, really focused on the attractions in the south."
Despite lofty hopes for the new minister, Bérubé-Gagné said she is not expecting changes this summer. The industry operates about a year ahead since some tourists have already planned their vacations for this year.
"Expect to see changes next year for sure," she said. "This year they might not have any more choices for this summer but to go along with what had been set."
Pays de la Sagouine
One of New Brunswick's primary attractions steeped in the Acadian cultural experience is Le Pays de la Sagouine, based on an iconic literary character created by award-winning writer Antonine Maillet.
Although it's in Buctouche, two hours down the coast from Caraquet, the fact the tourism minister is "from the Acadian cultural universe," makes Monique Poirier, La Sogouine's executive managing director and artistic director, hopeful that she will be sensitive to the need to promote what the region can offer.
"The Acadian culture component of it is a big draw, it's something that resonates with a lot of people no matter what their language may be, and I think we need to keep on having that amongst the other tourism priorities of the province."
Provincial tourism statistics show the attraction saw a decline of 12 per cent in visitors from 2023 to 2024, but Poirier said the numbers only include the daily admissions and do not count visits to the extra attractions they've added.
Poirier said the new experiences, such as Akadi Lumina, an immersive nighttime forest trail with illuminated art installations, are part of an effort to grow the attraction by targeting anglophone visitors with experiences that are less language-based.
"That really excites me, because one of the reasons we do what we do is to create connections with other cultures. … We're in tourism because we want to create connections with other people."
Poirier added that she's always hoping the province will think of new initiatives to communicate with audiences.
The tourism minister emphasizes the need for a strategy that includes fairness in promoting New Brunswick's different regions.
"The Acadian culture is so wonderful here. We're such a rich region with our festivals, our events, our attractions, the beaches, the people, the food, the music," Isabelle Thériault said.
"So I think we can do better."
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