A Hole-in-One for Cape Breton Tourism

Government of Canada supports tourism growth on Cape Breton Island

November 8, 2016 – Baddeck, NS – Atlantic Canada Opportunities Agency

The Honourable Mark Eyking, Member of Parliament for Sydney-Victoria, and Rodger Cuzner, Member of Parliament for Cape Breton-Canso, were in Baddeck today to share good news about the future of tourism in Cape Breton. On behalf of the Honourable Navdeep Bains, Minister of Innovation, Science and Economic Development and Minister responsible for the Atlantic Canada Opportunities Agency (ACOA), they announced a $1,402,375 Government of Canada contribution in support of two projects aimed at boosting tourism on Cape Breton Island.

In partnership with the Municipality of the County of Inverness, the Municipality of the County of Victoria will receive a $1,102,375 non-repayable contribution, through ACOA’s Innovative Communities Fund, to carry out tourism infrastructure improvements on Nova Scotia's iconic Cabot Trail. Project activities include a business façade improvement program as well as streetscape upgrades such as new gateway signage and viewscape development. Both of the municipalities are supporting the project with a $20,000 investment each, and Cabot Trail businesses are providing $675,000 through the business façade program.

A $300,000 non-repayable investment, through ACOA’s Business Development Program, will support the marketing activities of Golf Cape Breton as it works to further promote Cape Breton Island as a golf tourism destination. The Government of Nova Scotia is providing a total of $30,000 towards this project through Tourism Nova Scotia and local golf clubs* are contributing $90,000.

These projects aim to reinforce Cape Breton Island as a premium tourism destination by upgrading core tourism infrastructure and showcasing the Island’s greatest assets both nationally and internationally. As a result of these projects, tourism-related jobs are expected to grow and Cabot Trail businesses and enterprises are expected to see a rise in customer traffic, resulting in increased sales of products and tourism experiences.

As part of the recently launched Atlantic Growth Strategy, the Government of Canada has committed to focusing its efforts and resources to stimulate the region’s economy by addressing both long-standing and emerging regional challenges, and building on Atlantic Canada’s geographical advantages.

Quotes

“The Government of Canada is pleased to partner with the provincial and municipal governments and the private sector to undertake projects that stimulate the region’s economy and build on Atlantic Canada’s competitive advantages. Cape Breton Island has much to offer its residents and visitors and these projects ensure the world will know it.”

-       The Honourable Navdeep Bains, Minister of Innovation, Science and Economic Development and Minister responsible for the Atlantic Canada Opportunities Agency

“Canada’s economic success comes from its strong communities, and the exceptional people who live, work and serve in them every day. Investments, such as those announced today, strengthen key tourist attractions to generate positive economic outcomes, including increased tourism spending and extended visits to the Island and its many rural communities.”

-       The Honourable Mark Eyking, Member of Parliament for Sydney – Victoria

“A sustainable tourism industry is vital to building a strong, healthy economy for our region. The Cabot Trail and golf courses around Cape Breton Island have gained international attention. These projects will help shine a brighter light on the region, drawing new visitors who will enjoy our attractions and hospitality and return home to tell their friends and family. More visitors means more jobs and prosperity for our rural communities.”  

-       Rodger Cuzner, Member of Parliament for Cape Breton-Canso

“The Province, through Tourism Nova Scotia, is pleased to partner with ACOA and Golf Cape Breton to raise awareness of Nova Scotia as a golf tourism destination. The golf product in our province is capturing international attention and creating tangible economic benefits for tourism businesses and our communities.”

-     Pam Eyking, MLA, Victoria-The Lakes

“Our Victoria County communities and businesses will benefit from this project. Upgrading our streetscapes, our viewscapes and signage will encourage visitors to stop and stay a little longer on the Cabot Trail. The Municipality of Victoria County is pleased to be a partner in this project.”

-       Bruce Morrison, Warden, Municipality of the County of Victoria

“The Municipality of the County of Inverness is pleased once again to be a partner in this project. Façade programs in this region have proven to support economic development that strengthens locally owned businesses and builds on community pride of place. The added value of the viewscapes and new signage plans will serve to  enhance the visitor’s experience and increase potential for further exploration in communities  along Nova Scotia’s most scenic highway.“

-       Betty Ann MacQuarrie, Warden, Municipality of the County of Inverness

“Golf as a niche market has become an integral part of growing the tourism industry on Cape Breton Island. With bragging rights as home to some of the top golf courses in the world, we are a ‘bucket list’ destination for those who travel specifically to golf. The impact of golf has been, and will continue to be, significant.”

-       Mary Tulle, CEO of Destination Cape Breton Association

Associated Links

• Municipality of the County of Victoria website
• Municipality of the County of Inverness website
• Golf Cape Breton’s website
• Golf Cape Breton Facebook Page
• @Golf_CB on Twitter
• Atlantic Growth Strategy
  
  

 Contacts

Alex Smith
Director of Communications and Outreach
Atlantic Canada Opportunities Agency
Phone: 902-426-9417 / 902-830-3839 (cell)
E-mail: alex.smith@canada.ca

Sandy Hudson
CAO, Municipality of the County of Victoria
Phone: 902-295-3660
E-mail: sandy.hudson@countyvictoria.ns.ca

Joe O’Connor
CAO, Municipality of the County of Victoria
Phone: 902-787-3500
Email: joe.oconnor@invernesscounty.ca

Mary Tulle
CEO, Destination Cape Breton Association
Phone: 902-539-0300 (office)
E-mail: mary@dcba.ca 

Backgrounder

Cabot Trail Streetscapes Program:

Known for almost a century for its spectacular views, outdoor adventure, diverse culture and hospitality, the Cabot Trail has become a major travel motivator for first-time visitors to Nova Scotia, welcoming over 400,000 visitors each year. Sparsely populated with approximately 21,000 residents throughout the counties of Victoria and Inverness, tourism is one of the main stays of the local economy. The Cabot Trail is home to approximately 275 tourism-related businesses providing a range of services and experiences, such as vacation rentals, restaurants, shops, boutiques, outdoor outfitters, and tourism attractions.

In 2015, 102 Cabot Trail accommodation providers reported a total of 203,500 room nights sold. Based on Travel Intentions Report by RISE Research & Analytics in 2015, the Cabot Trail is the top choice among potential visitors (across all markets) when planning to come to Cape Breton.

Through partnerships between the Municipalities, community development organizations and Cabot Trail businesses, this project will result in improvements to the overall image and functionality of 54 businesses in the Cabot Trail region, the clearing of 43 viewscapes (coastal vistas and look-offs), the design and installation of five gateway signs along the three major entrance points, the creation of one geographically-distinct photo opportunity at Point Cross, and route markers placed throughout the Trail.

Golf Cape Breton:

Cape Breton Island, Nova Scotia, is home to some of the best golf courses in the world. Cape Breton has established itself as a world-class golf destination and continues to strengthen its position with the full opening of Cabot Cliffs this year and the 75^th anniversary of Cape Breton Highlands Links.

Destination Cape Breton Association (DCBA) is the designated marketing organization for Cape Breton Island and the umbrella under which Golf Cape Breton operates. Recognizing the impact the Island’s golf products can have on visitation and overall awareness, DCBA and Golf Cape Breton work together in the areas of online presence, media relations and advertising to entice travellers to experience all that Cape Breton has to offer.

Targeted marketing through this initiative will focus on golfers who travel specifically to play different courses around the world. Activities will include developing print, television and online advertising, social media campaigns, promotional items, media relations, and creating major events partnerships. The marketing plan builds on the awareness of Cape Breton Island as a golf destination and engages visiting golfers, encouraging them to stay longer and experience all that Cape Breton has to offer.

Since 2012, Golf Cape Breton has welcomed dozens of golf media from some of the most prominent golf publications, such as GOLF Magazine, Golf Digest, SCOREGolf, and Golf Channel. Cabot Links, Highland Links and now Cabot Cliffs have racked up multiple ‘Top 10’ Canadian course rankings with Canadian Golf Magazine. Cabot Links was also awarded the #1 spot while Highland Links picked up the #2 spot in the magazine’s 2015 Top 100 Courses list.

In 2014, Golf Cape Breton launched its concierge service to assist travellers with booking packages, green fees and hotel rooms. Bookings generated from the concierge service have risen steadily since its inception, with bookings valued at $93,600 in the first year, $202,000 in 2015, over $400,000 for the current season, and approaching $100,000 already for 2017.

Cape Breton has also played host to PGA TOUR Canada’s the Cape Breton Open, which is currently in its 4^th year in Baddeck, thanks to the efforts of Golf Cape Breton. Overall exposure from the PGA TOUR Canada events have translated in a media value of approximately $18M since 2012.

*Local golf club partners for this project include Cabot Cliffs and Cabot Links, Golf North/Cape Breton Highlands, Bell Bay, The Lakes, LePortage, as well as mainland partners Digby Pines, The Links at Brunello, Glen Arbour and Fox Harb'r.