Updates

Culture’s role in the regional economy

Culture has long been associated with identity and community vitality, but current data confirms its measurable economic impact. Cultural events generate jobs, attract visitors, and strengthen the network of small businesses that rely on steady foot traffic throughout the year. National, provincial, and regional evidence all point to the same conclusion: cultural activity drives economic activity.

National context: a high value industry

Canada’s cultural and visitor economy continues to demonstrate significant national impact. The live music sector alone generated 10.92 billion dollars in GDP in 2023 and supported 101,640 full time equivalent jobs, with 9.9 billion dollars in tourism spending linked to live music activity. These findings come from the Canadian Live Music Association’s first national economic impact assessment.

Tourism more broadly remains one of Canada’s most productive economic engines. Destination Canada reports that 130 billion dollars in direct visitor spending was generated in 2024, which equals more than 350 million dollars every day. International travellers contributed 31 billion dollars in new export revenue, making tourism Canada’s second largest service export. Tourism supports over 265,800 businesses in 5,000 communities, and one in ten jobs in Canada is connected to the visitor economy.

The economic footprint of arts and culture extends beyond tourism. The Canadian Chamber of Commerce’s Artworks report shows that Canada’s arts and culture sector contributed 65 billion dollars in direct GDP in 2024, and 131 billion dollars when total impacts across the economy are included. The sector supports 1.1 million jobs nationally and has grown almost 8 percent over the past three years, outpacing Canada’s overall economic growth of 4 percent. Cultural exports reached 25 billion dollars in 2022, double the levels recorded in 2011.

These national indicators show a consistent pattern. Cultural activity, whether driven by live music, tourism, or the broader creative economy, produces substantial economic value. It sustains businesses, stimulates employment, and strengthens Canada’s international competitiveness by exporting experiences, talent, and cultural products.

Provincial context: culture in New Brunswick’s economy

New Brunswick’s 2024 to 2025 Tourism, Heritage and Culture Annual Report reinforces the economic significance of culture across the province. The department invested 15.6 million dollars in arts and culture organizations, initiatives, and events. This funding supported 253 projects delivered by 165 organizations in 37 communities and created 6,647 professional artist opportunities. These projects reached more than 1.3 million participants and attendees across New Brunswick.

The province also reported continued growth in tourism activity. Visitor spending reached 2.5 billion dollars in 2024, and accommodation room night sales increased by five percent compared to 2023, surpassing pre pandemic levels. These figures illustrate how cultural and tourism activity function together within New Brunswick’s economy.

Regional examples: cultural events that generate measurable impact

Across Southeast New Brunswick, cultural events and venues demonstrate how regionally led initiatives create economic value while strengthening community identity.

Chocolat Moncton and SENB

The winter festival Chocolat Moncton and SENB has become a significant contributor to seasonal economic activity. In 2025, 15 participating businesses reported welcoming more than 3,200 visitors and generating nearly 250,000 social media impressions through promotional partnerships. The event also contributed 1,602 dollars to Inclusion Advocacy in Southeast New Brunswick. One participating café reported a 227 percent increase in business compared to the same period the previous year.

For cafés, bakeries, and neighbourhood restaurants, the festival’s reach and timing provide a meaningful boost in visibility and sales during the winter period.

Research on food festivals shows that culinary events play an important role in encouraging people to explore regional flavours, visit local businesses, and engage more deeply with their community. They highlight local culinary creativity, attract visitors seeking authentic tastes, and spark community connection through shared experiences. These events also drive culinary tourism by increasing foot traffic, supporting partnerships with restaurants and producers, and celebrating the unique food culture of a region. Chocolat Moncton and SENB reflects these same benefits by drawing residents and visitors into participating businesses and strengthening community engagement.

Lady Smith Manor

Heritage venues also play a central role in the region’s cultural economy. Lady Smith Manor, built in 1840 and restored by owners Miriam Andrews and Stephen Trites, operates year round as a venue for artisan markets, afternoon teas, weddings, and community gatherings. Seasonal markets attract over 1,000 visitors, and wedding bookings now extend into 2027, drawing guests from across Atlantic Canada who spend on accommodations, dining, and retail.

Acadian cultural activity and bilingual tourism

The region’s strong Acadian cultural presence also contributes meaningfully to its cultural and tourism economy. Acadian celebrations, francophone cultural programming, and bilingual community events attract visitors from across New Brunswick, Quebec, and the rest of Canada. The bilingual nature of Southeast New Brunswick supports this appeal by making the region accessible to a wider visitor market and reinforcing cultural experiences that reflect both francophone and anglophone traditions. These connections are further strengthened by memorandums with sister communities in France, which promote cultural exchange and enhance the region’s international visibility. Together, these activities broaden Southeast New Brunswick’s cultural reach and strengthen its position within the national and international tourism landscape.

Cultural entrepreneurship in practice

Individual entrepreneurs contribute significantly to the region’s cultural and economic landscape.

• Raksha R entered Moncton’s music community by supporting her husband’s career and now helps emerging artists navigate performance opportunities. Her work highlights the importance of relationship building, talent development, and the way live performances connect residents with local institutions and venues.

Raksha’s experience also reflects broader insights about live performance in New Brunswick. The provincial music sector study conducted by Nordicity for Music Musique NB measured the total economic impact of the music industry at 954 full time equivalent jobs and 65.2 million dollars in GDP, with live performance identified as the primary revenue driver across the sector.

• Amber Richards, founder of Amber Effect Events, draws on two decades of community involvement to deliver events that support local vendors, venues, and service providers. Her work shows how event organizers strengthen the region’s cultural landscape by creating experiences that attract residents and visitors.

Culture as economic infrastructure

Across the national, provincial, and regional levels, the evidence is consistent. Cultural events function as economic infrastructure. They generate activity in hospitality, tourism, and retail. They increase visibility for small businesses. They animate public spaces and heritage assets. They create paid opportunities for artists, producers, and suppliers.

In Southeast New Brunswick, the examples of Chocolat Moncton and SENB, Lady Smith Manor, Acadian cultural activity, and regional cultural entrepreneurs show how cultural experiences translate into real economic outcomes. Together, they reflect a broader provincial and national trend. When communities invest in cultural experiences, they strengthen both their cultural identity and their economic resilience.

Arts, culture, and tourism play a key role in raising the region’s profile. Southeast New Brunswick is in a strong position to leverage its heritage assets. The bilingual nature of the region, supported by its Acadian cultural traditions and international connections, enhances this capability and expands its appeal to visitors.

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