F1-5 | St. John River Valley: The Garden of New Brunswick
St. John River Valley: The Garden of New Brunswick
About 1900, 19th century or 20th century
24 x 10.5 cm
This artefact belongs to: © New Brunswick Museum
Keys to History
Tourism was a growing industry in New Brunswick at the turn of the 20th century, when the provincial government and the major railroads actively encouraged its development. Groups that produced pamphlets about 1904 included the New Brunswick Tourist Association, the New Brunswick Guides' Association and the Canadian National Railways.
A common advertising approach was to sell New Brunswick as a "sportsman's paradise." With their black and white photographs and hand-painted graphics, the pamphlets advertised the province's abundance of pristine rivers, streams and woodlands, and beckoned hunters in search of moose, caribou, deer, partridge and duck. The province also boasted some of the world's greatest salmon and trout fishing. The hinterland of New Brunswick was a popular destination for those craving distractions outside of the big cities of the continent.
Fashionable tourist retreats in turn-of-the-century New Brunswick included the luxurious Algonquin Hotel in St. Andrews, the beaches of Shediac and the rustic fishing lodges along the province's numerous rivers.
As noted on this brochure, the St. John River runs through the most fertile region of New Brunswick, an area still noted for the production of fruits and vegetables.
The tourist advertisements from this period tended to focus on summer attractions, when the weather was conducive to outdoor activities.
Targeting American tourists, a later brochure included a photograph of film industry mogul Cecil B. DeMille (1881-1959) proudly showcasing a successful hunt in New Brunswick.