April 25, 2005 Halifax, Nova Scotia The Honourable Joseph McGuire, Minister of the Atlantic Canada Opportunities Agency (ACOA) and the Honourable Rodney MacDonald, Minister of Tourism, Culture and Heritage for Nova Scotia today announced that through the Tourism Atlantic Marketing Initiative 2005, $1.5 million will be invested to enhance Nova Scotia's tourism marketing campaign this year. The Tourism Atlantic Marketing Initiative 2005 is a strategic tourism marketing program in support of the region's tourism industry that will target consumers in the key markets of Ontario and Quebec. "ACOA is committed to playing a leadership role in growing tourism in the region by bringing a pan-Atlantic approach to research, marketing and product development," said Minister McGuire. "Its initiatives are designed to enhance and extend tourism-related efforts throughout the region." ACOA is contributing $4 million through its Business Development Program (BDP) to the Tourism Atlantic Marketing Initiative 2005. Each of the four Atlantic provinces are contributing $500,000 for a total of $2 million. The Tourism Industry Association of Prince Edward Island (TIAPEI) is administering the initiative on behalf of its regional counterparts. Minister McGuire originally launched this year's Atlantic-wide Tourism Atlantic Marketing Initiative at the Tourism Industry Association of PEI 24th Annual Awards and Recognition Gala. "By working together we can ensure that tourism in Nova Scotia and throughout Atlantic Canada will continue to grow and prosper," said Mr. MacDonald. "This is a true partnership approach for a shared goal." The Tourism Atlantic Marketing Initiative model has proven successful in two earlier campaigns in 2002 and 2004. A total of $10 million was invested by ACOA and the provinces which resulted in $175 million in tourism spending. A target for return-on-investment (ROI) has been set at 15 to one or $90 million in incremental spending for the Tourism Atlantic Marketing Initiative 2005. "Growing our key markets will lead to the sustained development of the tourism industry not only in Nova Scotia, but in the entire Atlantic region," said Carol Thorn, President, Tourism Industry Association of Nova Scotia. "We're optimistic this year will bring increased visitation, stronger spending and longer stays in the province. Today's investment is a move in the right direction to help industry realize these goals." The funding announced today also complements the efforts of the $20-million Atlantic Canada Tourism Partnership (ACTP), a consortium of the federal and provincial governments and industry which is dedicated to promoting the four Atlantic provinces in key international tourism markets in 2003 through 2006. -30- For more information, please contact: Valérie Poulin Director of Communications ¿ Directrice des communications Office of the Minister for ACOA, The Honourable Joseph B. McGuire Tel: (613) 941-7241 Tom Peck Director of Communications Tourism, Culture and Heritage Tel: (902) 424-1593 John Muir Communications and Public Relations Coordinator TIANS Tel: (902) 423-4480 Brian Schmeisser ACOA PEI and Tourism Tel: (902) 566-7422
