Fundy Foothills: Our Regional Destination Brand

👉 Visit the Fundy Foothills website to discover the brand, explore resources, and see how you can get involved.

The Kings Regional Service Commission is proud to introduce Fundy Foothills, the official destination brand for our region.

Shaped by community voices and guided by our role as regional brand steward, Fundy Foothills celebrates what makes this part of New Brunswick unforgettable: breathtaking rural landscapes, outdoor adventures, farm-to-table flavours, lively festivals, and the warmth of a true country welcome.

The brand reflects what today’s travellers are looking for—authentic experiences, local culture, and a slower pace that allows them to connect, savour, and explore. From scenic drives and charming small towns to trails, markets, and riverside views, Fundy Foothills positions our region as a destination of choice.

Kings RSC will continue to work with local operators, businesses, and communities as brand champions, ensuring Fundy Foothills grows through collaboration, storytelling, and shared pride of place.

How the Brand Came to Life

Until now, our region was known by many names but lacked a single identity to unite our communities and share our story with the world. Through the leadership of Kings RSC and the input of local partners, we undertook a brand development process to change that.

The process included:

  • Competitive analysis – studying what visitors seek, how other destinations position themselves, and where our opportunities lie.
  • Community input – workshops and surveys with local operators, businesses, and residents to identify our region’s unique strengths.
  • Defining our essence – capturing what truly sets us apart: simple pleasures, outdoor adventure, authentic hospitality, and a cultivated way of life.

From this work came the name Fundy Foothills—a reflection of both our geography and our spirit. Nestled at the base of the iconic Bay of Fundy, our rolling hills, fertile valleys, and welcoming communities create a destination that is distinctly ours.

Fundy Foothills is more than a logo or a tagline. It’s a shared identity that invites us to celebrate who we are and present a united voice to visitors, investors, and neighbours alike.