Exciting passions to visit Cape Breton
“Our government supports innovative approaches to increase the economic impact of the tourism industry. There is a global tourism boom underway, and competition is strong. This investment will support Destination Cape Breton’s effort to transform the economy through tourism by connecting targeted groups of travelers with the experiences they are looking for.”
- The Honourable Mélanie Joly, Minister of Tourism, Official Languages and La Francophonie
“Outdoor adventurers and Gaelic enthusiasts have good reason to visit Cape Breton. Getting word out to these Communities of Interest though this focused approach to innovative marketing will help us expand the season and reach our tourism potential.”
- The Honourable Mark Eyking, Member of Parliament for Sydney – Victoria on behalf of the Honourable Navdeep Bains, Minister of Innovation, Science and Economic Development and Minister responsible for ACOA
“The Communities of Interest approach to marketing harnesses the power of social media to appeal to the passion of specific audiences like outdoor adventurers and Gaelic enthusiasts. This funding will allow us to work with social media influencers and local content creators to showcase Cape Breton Island to their respective communities.”
- Terry Smith, CEO, Destination Cape Breton Association
Communities of Interest (COIs) are groups of travelers who share their common interest or passion on social media.
Travel influencers use social media and other digital resources to share experiences that connect COIs with destinations.
The Government of Canada invested $60,000 in the Community of Interest program for outdoor adventure enthusiasts and $125,000 in the program for Celtic/Gaelic culture enthusiasts. Destination Cape Breton Association contributed $110,000 and Celtic Heart of North America provided $30,000 toward these projects.
ACOA’s Business Development Program (BDP) supports organizations working to build strong competitive communities.
Cape Breton Island is ranked #1 Island in Canada and #8 Island in the World in the 2019 Travel + Leisure World’s Best Awards.
Director, Communications and Outreach
Atlantic Canada Opportunities Agency
902-426-9417 / 902-830-3839 (cell)
Destination Cape Breton Association
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