SAINT JOHN, N.B. – A guest speaker at the Tourism Industry Association of New Brunswick’s annual conference believes Canada, and its’ provinces are not being sold properly to the international market.

Futurist and trends specialist Doug Stevens says the tourism industry is changing and New Brunswick tourism needs to as well.

Stevens is a firm believer that companies need to be remarkable to stand out from the crowd, which may mean taking a leap of faith.

“It’s entirely possible for New Brunswick to shed the kind of stereotypicial image and say, you know, let’s do something a little more rebellious than we have in the past.”

Stevens noted the industry needs to start gearing itself towards the Asian market as they tend to travel the most.