Tourism Nova Scotia’s Media Relations Team hosted several travel media guests to kick off the annual Nova Scotia Lobster Crawl Festival which annually celebrates the peak of lobster season along the South Shore throughout February. Media guests from Alberta, Ontario, New Brunswick and the UK spent several days exploring and participating in a range of seafood-focused events, including a felting workshop at the Barrington Museum Complex; meeting Lucy the Lobster and getting their shell-fies taken with the most famous lobster in the world; exploring a working lobster pound; judging the annual Lobster Roll-off Competition (and crowning the 2025 winner, Capt Kat’s Lobster Shack); touring the “Claws & Tails” lobster-inspired art exhibit at the Queens County Museum; crafting their own Sailor’s Valentine at the Fisheries Museum of the Atlantic in Lunenburg; and getting an in-depth “Lobster 101” with Nova Scotia’s culinary ambassador, the Kilted Chef Alain Bosse. And there might have been a little (ok, a LOT) of lobster consumed!

Tourism Nova Scotia has been hosting media guests for the annual Lobster Crawl Festival since it started in 2018. It is a key event to showcase Nova Scotia as a non-traditional winter destination. The Lobster Crawl Festival celebrates the region’s love of lobster, especially during the winter when fishermen in Districts 33 & 34 are earning their living out on the cold Atlantic Ocean to bring us this succulent treat. In 2024, the Lobster Crawl press trip generated articles that reached over 194M sets of eyes with an advertising value of $6.4M!

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