Tourism Minister Trevor Holder says the province's highway signage policy is "broken" and needs to be more flexible for businesses looking to market to tourists.
"It's not working as it currently exists and we're going to fix it," he said.
The department also recognizes the importance of having a visitor centre along Route 1 in Charlotte County, Holder said.
"I can tell you it's a very active file and we're working very aggressively to come up with some sort of solution," he said. "What that looks like, hopefully people will know very shortly. That's certainly my intention."
His comments come as business and civic leaders in the southwest region continue their fight for more highway signage in time for tourism season.
They say business in the area dropped 35 to 70 per cent last year, largely because of the completion of the highway-twinning project between Saint John and the U.S. border.
"There sure is a lot of frustration and we certainly understand it," said Sandra Clarke, the director of finance for the Huntsman Marine Science Centre.
It's been a two-year struggle to get a sign along the highway for the new $9-million aquarium, she said.
"We want people to know where to find us and know we're here," she said.
But the aquarium is several kilometres away from the highway, so it had to be designated as a tourism attraction by the province before it could apply for signage.
A 6.4-metre by 3.7-metre sign was then designed and approved by both the Department of Tourism and Transportation, but it was up to the aquarium to find a spot along the highway.
Clarke said they're on their third after the first two locations didn't work out.
"We realize that this policy is broken," the tourism minister said.
"We're working as hard as we can to get signage up this year so that they'll be able to take advantage of this tourism season," he said.