On April 4, 2022, the Government of New Brunswick introduced a five-year strategic vision to make the province the choice of tourists, as well as a perfect place to live and build a business. New Brunswick focused on strategic growth opportunities to reach its 10-year goal to grow the province’s population by 25,000. According to the CEO of Envision Saint John, a regional growth agency, Paulette Hicks, tourism is a serious economic driver in its own right, since every visitor to the province is also “a potential new student, resident, business owner or investor.”