Lynne DeLorey, who recently became the first-ever Director of Tourism for the Antigonish Tourism Association (ATA), is on a mission to change the face of Antigonish tourism. Justin and Anuj sat down with DeLorey for a wide-ranging conversation about what the town has going for it, what it’s missing, and what the Antigonish Tourism Association is doing to put Antigonish firmly on the tourism map.

Who Is Lynne DeLorey and What Is the Antigonish Tourism Association?

DeLorey is not new to the hospitality world. She got her start at the front desk of the Claymore Inn while attending StFX in the late 1980s, later purchased and ran the Evergreen Inn — growing it into the number one rated place to stay in Nova Scotia on TripAdvisor through a focus on customer service and savvy marketing — and then spent six years working in the president’s office at StFX. When the newly formed ATA posted the director role, she jumped at it.

The Antigonish Tourism Association itself is a young organization, formed in 2021. It is not a government body, but functions independently, with a mandate to increase overnight visitation, improve visitor services, and make Antigonish a genuine destination rather than a rest stop. “We’re not a drive-through,” DeLorey said plainly. “We have lots of assets here to be your destination.”

What Does Antigonish Actually Have to Offer?

Quite a lot, as it turns out. DeLorey ran through a long list of destinations and events, and it’s unlikely that even lifelong residents of Antigonish have done everything on it: StFX University itself — its heritage buildings, the Cathedral, and the chapel — draws visitors on its own. The town’s beaches are a significant summer draw, as is Chez Deslauriers. There are multiple breweries, beautiful coastal drives, and the Keppoch outdoor recreation area. The Highland Games remain one of the marquee annual events, alongside the Jazz Festival, Festival Antigonish, Riverside, The Exhibition, the list goes on!

Beyond entertainment, the town’s institutional assets are also tourism draws in their own right. The Coady International Institute, the Brian Mulroney Institute of Government, and Peace by Chocolate — nationally known and a genuine point of pride — all bring people to town who want to see them in person. And StFX draws a steady stream of parents visiting students, conference attendees, and prospective students, all of whom need accommodation, food, and things to do.

“We cross-promote,” DeLorey explained. “We work with St. FX and their tour office. We work with the hospital. We can supply their conferences with maps of Antigonish and help them engage with attendees.”

Four Seasons, Not Just Summer

One of DeLorey’s central goals is to move Antigonish beyond its reliance on summer as the only peak season. The conversation was recorded mid-winter, with the town buried in snow — and even then, DeLorey pointed to real winter tourism offerings: groomed trails at the golf course and Keppoch for cross-country skiing, snowshoeing, and fat biking, plus Snow Dogs snowmobile trails that connect all the way to Amherst.

“We want people from away coming here, booking their night stay, and hitting our groomed trails,” she said, noting that a social media campaign promoting exactly that was about to go live.

Her vision for summer is even more ambitious. She’d love to see live music happening nearly every night during peak season, more outdoor restaurant patios, stores staying open later on the main street, and a more connected sense of a town that’s alive and happening.

Mi’kmaq Heritage and Inclusive Tourism

One area DeLorey is actively working to develop is showcasing the Mi’kmaq heritage of the region. Prompted by a mention of a previous podcast conversation with local advocate Trevor Gould, who had spoken about the desire for more visible recognition of Mi’kmaq history in town, DeLorey confirmed that Paqtnkek is already part of new tours the ATA is planning.

On the accessibility front, the ATA is working to have an accessibility champion review their upcoming Antigonish guide and map before they go to print, with the goal of clearly marking accessible venues and attractions. And in collaboration with Coastal Nova Scotia, the ATA is also developing a Coastal Kids Guide — a new family-focused resource launching this year.

The Budget Cuts Question

The conversation couldn’t avoid the elephant in the room: the Nova Scotia provincial budget, which has seen significant cuts to Community, Cultures, Tourism, and Heritage funding, including the closure of provincially funded Visitor Information Centres across the province.

The good news for Antigonish is that the local Visitor Information Centre, run by the ATA, is locally operated and not directly affected by the provincial cuts. It receives some funding through Coastal Nova Scotia, a regional destination marketing organization covering Pictou County, Antigonish, and Guysborough County, and that funding stream currently remains intact. A meeting to assess the full impact on the region was planned for March 10th.

The closure of the provincial VIC at Port Hastings — the welcome gateway at the Cape Breton causeway — is, however, a genuine loss. “We will miss that one,” DeLorey said. But she also sees an opportunity: with that gateway point gone, Antigonish can step up as the information hub for travelers heading to Cape Breton. The ATA has already reached out to Paqtnkek to explore expanding their tourism info already in place at the Bayside Travel Centre.

Meanwhile, the Antigonish Visitor Information Centre recently received approval for a New Horizons grant to fund a 55-plus Ambassador Program, which will train volunteers to serve as informed, welcoming guides throughout the community — in restaurants, at gas stations, and anywhere visitors are likely to ask for help. If this sounds like something that might interest you, please contact Lynne at [email protected] to discuss!

Tourism Is for Locals Too

Perhaps the most useful reminder DeLorey offered was this: the Antigonish Tourism Association and its Visitor Information Centre are not just for people from away. Locals regularly walk into the VIC asking what’s happening in town that week.

“We are more than just for the visitor,” she said. “We are for locals as well.”

The ATA website at antigonishtourism.ca features an events calendar that anyone can submit to. If you’re running an event and want it listed, you can add it yourself — or simply send it to the ATA and they’ll take care of it. In an era when people increasingly Google “what’s on in Antigonish” before making plans, having events listed in one central, easily searchable place matters more than ever.

DeLorey’s main message was as much for longtime residents as for potential visitors: “We have it all here and we can make Antigonish a destination!”

More info on the Antigonish Tourism Association: https://antigonishtourism.ca/

And their local events page - please feel free to submit an event: https://antigonishtourism.ca/events/

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