by Lisa A. Grimaldi | May 31, 2017

Destination Halifax, the destination marketing organization that represents the capital of Nova Scotia, has rebranded as Discover Halifax. The organization changed its name once before in 2002, when the Greater Halifax Conventions & Meetings Bureau merged with the tourism marketing arm of the Halifax Regional Municipality's Culture and Heritage Department and was renamed Destination Halifax.

The new branding reflects the DMO's launch of a new visitor-experience program to ensure tourists and attendees discover the best of Halifax during their visits. Discover Halifax plans to launch additional changes to programs and marketing efforts in the future.

"The rebrand came from a strong consensus within our organization and community that we need to evolve with the changing needs and behaviors of visitors," said Ross Jefferson, president and CEO of Discover Halifax. "Essentially, we're making changes to improve our relationship with visitors once they arrive and with tourism businesses all across the Halifax regional municipality."